Brennan Dunn is an expert on optimizing websites, improving user experience and scaling up sales through automation. He knows how to persuade funnel customers to create a peak-buying strategy. Reading dialogue from Plato has been a big influence on Brennan and his career. Plato had a way of talking to people on an individual basis. Brennan took the observation and has built his business model around just that – personalization. He figures out what level of awareness a customer may have on the subject he is selling and curates a selling strategy off that knowledge. Brennan calls this life cycle marketing. He segregates emails based on how long people have been on his email list, what your interests are, and different skill levels. People buy more often when they feel an offer has been completely catered to them. How does Brennan write such effective copy? He starts with someone’s pain and shows them he knows where they are in life, where they want to be, and what their dreams are. Nobody cares much about what the product is, they care about how it will help them get to their dream. Copywriting is more about curating that creating. What is the best way to get your message or product out to people? What is the most effective platform of communication today? Email. Brennan has launched products through Twitter as opposed to email and the results are nowhere near the same. Email reaches a greater number of people and is not owned by one company – it is a decentralized platform. Michael and Brennan end the conversation talking website development and the importance of usability and simplicity in a website. In this episode of Trend Following Radio: Life cycle marketing Persuasion Copywriting Socrates Niche marketing