Author: Ads aren’t the best way to sell your product anymore; this is what works

Jeff Rosenblum, author of “Friction: Passion Brands in the Age of Disruption,” joined “The Morning Blaze with Doc Thompson” to talk about his new book and what defines a “passion brand” in modern marketing.

“We define friction as anything that gets in the way of what people want to accomplish in life,” Rosenblum said. “People … don’t want to be interrupted over and over and over again with these clever marketing messages.”

People don’t need to see repetitive ads; they need products that better their lives and engaging stories they can care about, he explained. When you build a “passion brand,” a brand that betters people’s lives and creates products they care about, customers will do a lot of the marketing for you through word of mouth.

“People reward you with not only loyalty but evangelism,” Rosenblum said.

As one example, Rosenblum pointed to the Yeti Coolers brand, which uses stories from real-life “ambassadors” to sell its product. Whether they hunt, fish or just enjoy the outdoors, Yeti’s ambassadors have engaging stories that are interesting and fun while showing how Yeti Coolers took friction out of their lives.

To see more from Doc, visit his channel on TheBlaze and listen live to “The Morning Blaze with Doc Thompson” weekdays 6–9 a.m. ET, only on TheBlaze Radio Network.