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They Buy Your Because

By: Gerry O’Brion
Narrated by: Gerry O'Brion, Stacey Crowley
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Publisher's summary

Learn the missing link to influence and closing sales in crowded, competitive markets.

The former brand manager of Coors Light reveals how they made over $1 billion turning the mountains blue and how you can use the same strategies in your business.

Many companies in crowded, competitive markets struggle to stand out in the sea of sameness and close sales. That's because there is a missing link to creating influential marketing and sales messages that most companies don’t know about and almost none are using. It's called your Because.

The Because framework reveals why customers buy—and how to influence them to buy from you. It is the intersection of age-old advertising strategies and the science of decision-making, applied to today’s toughest marketing and sales challenges. It draws from billion-dollar brand strategies, Harvard research, and Nobel laureate work on influence, and results in practical application.

The framework includes seven steps and answers the question: Why do people buy this vs. that, and how do we influence those choices? The book includes 17 techniques for creating your Becauses and over 40 case studies of companies that have done it.

In this book, Gerry O'Brion combines his years as a corporate executive with over a decade of real-world experience implementing the framework in companies around the globe. His keynote address reaches thousands of CEOs, businesses owners, executives, sales professionals, franchisees, and marketers every year. Companies who use the framework focus their messages, drive innovation, increase trust, generate more referrals and close more sales.

©2023 Gerry O'Brion (P)2023 Gerry O'Brion
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Thank you Sir O'brien!

"They Buy Your Because" is a must-read for anyone involved in marketing or sales. O'Brien's insights into consumer psychology and practical advice can help businesses create more effective marketing strategies and ultimately drive higher sales. Great book for your ROI!

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I loved the because program.

It would have been better had someone else bragged on Gerry, because it gave me gas that he bragged on himself. That point was even in the book!

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