01 / 06The situation
A sensational YouTube thumbnail wins a click. But the disappointed viewer makes us question what that click achieved.
02 / 06Me asks
If people open the video but leave unhappy, has marketing really succeeded?
03 / 06M.R.K challenges
Customers do not always move neatly from awareness to purchase. They move forward, back, and sideways.
04 / 06Consider this
A friend recommends an Italian restaurant they have never visited. They know the place, and they know your taste.
05 / 06The insight
Someone can advocate for your brand without buying it. Explain who it is for, even to people who are not the buyer.
06 / 06Your turn
Who recommends your product without using it—and what would help them describe it better?
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