For this week’s #IHAQ, we asked Jason Highland about some of the marketing mistakes he has seen over the years and what to do to avoid them.

Jason spoke about two factors that contribute to ineffective marketing. Some companies rely too heavily on their own pedigree and accomplishments in marketing. While these factors show the professionalism and success of their team, they are generally not as important to the consumer.

Jason also said to be wary of dumping too much data on the consumer and instead focus on turning said data into a story that the consumer can easily understand. The story is ultimately the best way to build trust and elicit emotion.

Video marketing is a great way to clearly show all the benefits of your company/product while building impactful relationships with your consumers.

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