Almost every B2B company wants to be customer-centric. But how many are actually making decisions based on what their customers need?

In this episode of Heart Before Cart, I'm joined by Ashwin Balakrishnan, founder of The Copy Trail, to explore why so many B2B companies build conversion funnels around their internal metrics, sales processes, and assumptions instead of making it easier for people to buy.

We get into why companies are afraid to differentiate and commit to a specific audience, the difference between helpful and unnecessary friction in the buying journey, and why understanding the emotions behind B2B buying decisions matters more than most marketers realize.

Ashwin also shares real examples of how relatively simple changes to the buying experience can improve conversions, why copywriting is so much more than writing words on a page, and where AI can (and can't) help.

We also discuss the importance of customer research, why brands need to look beyond their competitors when thinking about differentiation, and how to stop optimizing for what's easy to measure and start focusing on what actually helps people make decisions.

Because at the end of the day, better marketing starts with understanding your customers, not your funnel.

RESOURCES
→ Check out my FREE workshop: https://taliawolf.com/workshop
→ Get my NEW book (Emotional Targeting): https://taliawolf.com/book

CONNECT WITH ME
LinkedIn: https://www.linkedin.com/in/taliagw/
Twitter: https://twitter.com/TaliaGw
Website: https://getuplift.co/

Your product might be perfect for your customer. But if they can’t see that it’s for someone like them, they’re probably not going to buy.

In this episode of Heart Before Cart, I sit down with Sonia Thompson, founder of Frictionless Growth Lab, to talk about one of the most important questions customers ask when deciding whether to buy:

“Is this for someone like me?”

We talk about why most personalization isn’t actually personal, how brands unintentionally create friction for different groups of customers, and why simply adding more diverse images to your website isn’t enough.

We get into:

• Why traditional customer personas often miss what actually drives buying decisions
• Sonia’s “mosaic” approach to understanding different customer groups
• How identity, experiences, needs, and circumstances influence decision-making
• Why user testing can uncover friction your analytics will never explain
• How to identify the customers your marketing may be unintentionally excluding
• Why the information customers need often already exists
• What brands can do to create more relevant, customer experiences without rebuilding everything

The goal isn’t to create a completely different experience for every customer. It’s to understand the people you want to serve well enough that they can recognize themselves in what you’re offering.

If you’ve ever wondered whether your personalization is actually helping customers feel understood or quietly creating more friction, this conversation will give you a new way to look at the customer experience.

🎧 Watch the full episode to learn how to make more of your customers think, “Yes, this is for someone like me.”

RESOURCES
→ Check out my FREE workshop: https://taliawolf.com/workshop
→ Get my NEW book (Emotional Targeting): https://taliawolf.com/book

CONNECT WITH ME
LinkedIn: https://www.linkedin.com/in/taliagw/
Twitter: https://twitter.com/TaliaGw
Website: https://getuplift.co/

What if the best way to get people interested in your product is to stop talking about your product?

One of the biggest viral campaigns of the past few weeks did exactly that.

“Oreo Gate” got more than 10 million views, had people choosing sides, arguing in the comments, making response videos, and even other brands joining the conversation.

And almost none of that attention was actually about the product being advertised.

In this episode of Heart Before Cart, I’m breaking down the viral Oreo Gate drama, why millions of people became so invested in it, and what marketers can learn from the way Suno put its product at the center of a viral moment without making the product the story.

In this episode, you’ll learn:

• Why the product doesn’t always need to be the main character in your marketing
• How Suno turned an AI music generator into part of a story millions of people already cared about
• Why asking “How do I make people care about my product?” may be the wrong question
• How to identify what your customers already care about and find your product’s natural place in that story

Your audience isn’t sitting around waiting to learn about your features, capabilities, or why you’re better than the competition.

They’re looking for things that make them feel something.

Things they want to talk about, laugh about, argue about, send to a friend, or become part of themselves.

That’s the real lesson from Oreo Gate.

Your product doesn’t need to be the hero of the story.

Your customer does.

RESOURCES
→ Check out my FREE workshop: https://taliawolf.com/workshop
→ Get my NEW book (Emotional Targeting): https://taliawolf.com/book

CONNECT WITH ME
LinkedIn: https://www.linkedin.com/in/taliagw/
Twitter: https://twitter.com/TaliaGw
Website: https://getuplift.co/