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SBP 216: Interview - Ads Don’t Persuade People to Buy. With James Hurman.
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Advertising doesn't work by persuading people to buy. It works by creating future demand. James Hurman returns to unpack his new book: why the funnel is the wrong model, how the biggest group of buyers isn't in the market yet, why green dashboards can hide a dying brand, and how to make the case for brand spend to a CFO who only sees this year.
There are two types of demand in any market: the small group ready to buy now, and the much larger group who will come in later. Most advertising pours everything into the first group, watches the dashboards turn green, and wonders why…
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