Using Uncertainty to Your Marketing Advantage

Millions of people are waking up feeling uncertain.

Uncertainty creates fear. Uncertainty creates doubt. It’s a powerful emotion—powerful because the human brain is primitive. And if your marketing messaging ignores this fact, you not likely to get through.

My advice to marketers right now: use uncertainty to your advantage. That is, what can you do to bring a sense of certainty to your prospects and customers? Certainty that good health can be supported. Certainty that a financial future can be made more secure. Certainty that relationships can endure.



Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.