Joe Giddens, `Director of Content & Communications at CybSafe and former Detective at the Metropolitan Police's Cybercrime Unit, spoke to me about why marketers have to resonate on their customers' frequency.

Topics we discussed included:

• Why your target audience has a frequency on which they resonate, so a marketer's mission is to find that frequency and resonate with them.
• The role of behavioural science in brand storytelling, and why assuming the rationality and logic of a customer's decisions may not always be the best approach.
• Why CybSafe's marketing department focuses on providing value to its community without expecting anything in return.
• How Monzo, BrewDog, Slack, MailChimp, and Basecamp are examples of brands that tell their story effectively, by putting people first.
• The importance of 'killing your darlings' and using data to prove which campaigns are effective, iterating on the most successful strategies.
• Why generative AI can't yet replace the creativity, humour, and empathy of a human copywriter.

Attribution:

Music used under Creative Commons license: Covert Affair by Kevin MacLeod

Link: ⁠https://incompetech.filmmusic.io/song/3558-covert-affair ⁠

License: ⁠https://filmmusic.io/standard-license