Thoughts?

Check out this example intro to a sales call I did with @Jenna Dietrich & @Santana Vega Yturralde Small talk is often talked down on. But I think it's the easiest entry into discovery. It's discovery in disguise. What are your thoughts on this? How do you approach your sales call intros?

In 1929, Edward Bernays was handed an impossible brief: make women smoke in public. He didn’t run a single ad. He didn’t mention the product. He didn’t list a single feature or benefit. Instead, he tapped into something far more powerful, the unconscious desires already living inside his audience. Freedom. Equality. Rebellion. Identity. He called cigarettes “Torches of Freedom,” staged a women’s rights protest that was actually an ad, and within months had shattered a decades-old social taboo. This is the lesson most marketers still haven’t learned 100 years later: People don’t buy products. They buy what the product means to them. Your brain makes 95% of its decisions before you’re even conscious of them. By the time you think you’re “deciding,” the decision is already made, your conscious mind is just writing the justification. The best marketing has never been about logic. It’s always been about emotion, identity, and speaking directly to the part of the brain that actually drives behaviour. When you understand that, everything changes.

Before you can speak the decision brain’s language, you need to know whose brain you’re speaking to. When you try to speak to everyone, you connect with no one. Generic messaging bounces off the decision brain like water off a windshield, it simply doesn’t register as relevant. This isn’t about creating generic demographic profiles, it’s about understanding the specific psychological triggers that drive your ideal client’s pre-cognitive decision-making. Your avatar research creates the foundation that makes everything else work. Your complete avatar profile must capture three interconnected components that work together to create irresistible relevance: 1. Demographics - The surface-level details that help you find and identify your ideal clients 2. Psychographics - The deep emotional drivers that motivate their decisions 3. Their Urgency Gateway Problem (UGP) - The specific problem they’re actively seeking to solve right now Think of these as three layers of understanding. Demographics tell you where to look. Psychographics tell you what to say. The UGP tells you how to capture immediate attention. Miss any component, and your messaging loses its magnetic pull.

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