Over the past year, I’ve had conversations with my mentors and peers about a concept I call the UNF**NNEL. It’s simple: Take conventional marketing assumptions and turn them on their head. Here’s one.

Conventional Market Research:

  1. Go find your customers, prospects, and target market.
  2. Interview them.

Unf**nnel Market Research:

  1. Make genuine friendships with people.
  2. Let them share what’s really going on in their lives.
  3. Don’t do it with any agenda other than friendship.

Any guesses which of these approaches will resonate the most with your ideal client?

Also, any guesses why “Confessions of an Advertising Man” is one of the copywriting books that resonated with me the most? 😉

Being human is the new advantage.

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