How “False Expertise” Can Damage Your Business—and How to Protect It
ConversionXL
OCTOBER 18, 2018
Because of those biases, explains University of Utah Professor Bryan Bonner, we focus on “ proxies of expertise ” rather than expertise itself. Marketing campaigns, Baker argues, are now chalkboard specials: readily changeable menus of expertise that require no long-term commitment—unlike the 20-foot neon sign above a restaurant.
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