Some advertisers offer products and services that are easy to buy. But some offer products and services that are so important — health care, education, legal services, financial services, for example — that the customer’s life (or standard of living) is riding on the decision. Similarly, in some B2B cases, the business customer might be risking her company. Often, unfortunately, these purchasers are less qualified to make these purchase decisions than they are for easy, discretionary buys. Artie reviews a variety of companies that understand that their advertising must provide education and courage to the customer.

The presentation ranges in length (depending on the forum’s agenda) from 30 minutes to two hours, including advance readings and much lively interaction with the audience. The topic can be inspiring.

BASICS: 30 minutes to 2 hours presentation, including discussion.

RECOMMENDED FOR: audiences 18+ years of age, 20-200 people