They Buy Your Because

Many companies in crowded, competitive markets struggle to stand out in the sea of sameness and close sales. That’s because there is a missing link to creating influential marketing and sales messages that most companies don’t know about and almost none are using. It’s called your Because. The Because Framework reveals why customers buy—and how to influence them to buy from you. It is the intersection of age-old advertising strategies and the science of decision-making, applied to today’s toughest marketing and sales challenges. It draws from billion-dollar brand strategies, Harvard research, and Nobel laureate work on influence, and results in practical application. In this book, Gerry O’Brion combines his years as a corporate executive with over a decade of real-world experience implementing the Framework in companies around the globe. The Framework includes seven steps and answers the question: Why do people buy this vs. that, and how do we influence those choices? Companies who use the framework focus their messages, drive innovation, increase trust, generate more referrals and close more sales.