This class is a crash course in customer psychology and ethical persuasion.
Your instructor, Margo Aaron, takes an incisive look at what's wrong with modern marketing departments and offers tangible solutions for increasing communication between historically-siloed teams, before taking you deep into the psychology behind desire and the motivations behind purchase behavior.
In this masterclass, you'll learn the advanced basics of modern marketing including:
<ul><li>How marketing has evolved from having an exclusively top-of-the-funnel function to what it is today</li>
<li>The difference between marketing, advertising, branding, PR, and sales</li>
<li>Why demographic data is no longer useful and what you really need to know about your customers to craft a message that stands out</li>
<li>The importance of meaningful specifics</li>
<li>How to stand out in a crowded market</li>
<li>Why "being louder" backfires (and what to do instead)</li>
<li>The secret is that unlocks desire and inspires action</li>
<li>And much, much more...</li>
</ul>This class is for middle and senior managers who work inside of a marketing department, marketing teams, and marketing agencies (creative, strategy, and client teams) who care about their customers and want their products and services to stand out.
If you have products and services you want to get out into the world in a way that’s effective and will grow your company - come join our masterclass. 
Materials / Resources 
No materials are required for this course, but I do recommend the following articles, books, and videos if you want to go deeper on any of the topics discussed:
Books:
<ul><li><a href="https://amzn.to/2DUDO7Y" rel="nofollow noreferrer noopener" target="_blank">Purple Cow </a>by Seth Godin</li>
<li><a href="https://www.amazon.com/gp/product/1591845335/ref=as_li_qf_asin_il_tl?ie=UTF8&amp;tag=margoaa-20&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=1591845335&amp;linkId=762994937e63532866db7c5c4d9b544d" rel="nofollow noreferrer noopener" target="_blank">All Marketers Tell Stories</a> by Seth Godin</li>
<li><a href="https://amzn.to/2DPvmXV" rel="nofollow noreferrer noopener" target="_blank">My Life in Advertising</a> by Claude Hopkins</li>
<li><a href="https://www.amazon.com/gp/product/039472903X/ref=as_li_qf_asin_il_tl?ie=UTF8&amp;tag=margoaa-20&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=039472903X&amp;linkId=6e62557f5b96467623992fd1cebc1afd" rel="nofollow noreferrer noopener" target="_blank">Ogilvy on Advertising</a> by David Ogilvy</li>
<li><a href="https://www.amazon.com/gp/product/B017S2CG3G/ref=as_li_qf_asin_il_tl?ie=UTF8&amp;tag=margoaa-20&amp;creative=9325&amp;linkCode=as2&amp;creativeASIN=B017S2CG3G&amp;linkId=ef70ddc160374b2067129fa77610c580" rel="nofollow noreferrer noopener" target="_blank">Brandwashed</a> by Martin Lindstrom</li>
<li><a href="https://amzn.to/2DQDJCn" rel="nofollow noreferrer noopener" target="_blank">Confessions of an Advertising Man</a> by David Ogilvy</li>
<li><a href="https://amzn.to/2XRvKvZ" rel="nofollow noreferrer noopener" target="_blank">Predictably Irrational </a>by Dan Ariely </li>
<li><a href="https://www.amazon.com/Paradox-Choice-More-Less-Revised/dp/0062449923/ref=tmm_pap_swatch_0?_encoding=UTF8&amp;qid=&amp;sr=" rel="nofollow noreferrer noopener" target="_blank">The Paradox of Choice </a>by Barry Schwartz</li>
</ul>Articles:
<ul><li><a href="https://medium.com/behavior-design/why-we-buy-things-we-dont-need-7d062fba98ab" rel="nofollow noreferrer noopener" target="_blank">Why We Buy Things We Don’t Need </a></li>
<li><a href="https://www.thatseemsimportant.com/marketing/growth-team/" rel="nofollow noreferrer noopener" target="_blank">Why You Shouldn’t Have a Marketing Department </a></li>
<li><a href="https://thinkgrowth.org/how-to-be-good-at-marketing-33e978091598" rel="nofollow noreferrer noopener" target="_blank">How To Be Good at Marketing </a></li>
<li><a href="https://medium.com/better-marketing/the-best-marketers-read-minds-451b2b57bb35" rel="nofollow noreferrer noopener" target="_blank">The Best Marketers Read Minds </a></li>
<li><a href="https://medium.com/behavior-design/the-surprising-upside-of-manipulation-2af6bb2796b8" rel="nofollow noreferrer noopener" target="_blank">The Surprising Upside of Manipulation</a></li>
<li><a href="https://www.thatseemsimportant.com/marketing/why-is-marketing-so-confusing/" rel="nofollow noreferrer noopener" target="_blank">Why Can’t Marketers Explain What They Do In a Way That Makes Sense?</a></li>
<li><a href="https://www.thatseemsimportant.com/marketing/specificity-marketing-country-music/" rel="nofollow noreferrer noopener" target="_blank">Why You Need Specificity in Your Marketing if You Want It To Work</a></li>
</ul>Videos:
<ul><li><a href="https://www.youtube.com/watch?v=kv0sOX6Alrk" rel="nofollow noreferrer noopener" target="_blank">Cialdini RSA Animate </a></li>
<li><a href="https://www.youtube.com/watch?v=SoO72mviJPY" rel="nofollow noreferrer noopener" target="_blank">Hillary and Margo Yell at Soap: The Dr. Squatch Analysis</a></li>
<li><a href="https://youtu.be/fabOkdLajco" rel="nofollow noreferrer noopener" target="_blank">#HAMYAW J.P. Sears Brand Breakdown </a></li>
</ul>To learn more about Margo, <a href="http://www.thatseemsimportant.com" rel="nofollow noreferrer noopener" target="_blank">click here.</a>

Marketing Masterclass Introduction

Your Project

What People Misunderstand About Marketing

What is Marketing For?

Understanding the Marketing System

How to Stand Out In a Crowded Market

The Importance of Meaningful Specifics

The Two Rules of Emotional Selling

What Really Controls Your Customer's Decision

How To Get People To Care

Persuasion, Influence, Manipulation, and Deception

Recapping What You've Learned

Your Marketing Masterclass Project.pdf

Marketing Masterclass: The Art and Science Of Getting People To Care

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