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What makes an ad compelling? The eye-catching design? The clever turn of phrase? The money back guarantee? Maybe. But, as Idan Shpizear lays out in clear terms, the most effective marketing begins not with artistic brilliance, but with meaningful insight into the humanity of your customer. In this no-nonsense guide, Shpizear strips away all your misconceptions about marketing and drills down to the ultimate goal: developing an authentic connection with the people you serve. Get to know your target client on a deeper level. Understand your buyer's decision-making process. Discover the best marketing platforms for your brand and learn how to construct an ad that speaks to your customer's fears, hopes, and longings. Most importantly, find the intersection of a client's greatest needs and your greatest strength.Clear, candid, and highly motivating, Marketing to Humans proves the claim Shpizear makes from the very beginning: you already have what it takes to excel at marketing and boost your leads. You just need the perspective to put your skills to work.