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Michael Lynch

Michael is the founder and principal of Highly Persuasive, a brand strategy and positioning practice built on how buyers actually perceive, evaluate, shortlist, and decide. We help companies close the distance between how good they are and how easy they are to choose. Brand, strategy, positioning, messaging, identity & marketing systems for professional services firms, industrial companies, hospitality businesses, and any company growing faster than their brand has kept up with.

Mar 20 2025
Brand Strategy Agency For B2B & Hospitality

When Technical Superiority Fails to Create Commercial Pull

By Branding & Identity, Business Strategy & Positioning
When Technical Superiority Fails to Create Commercial Pull HP Field Notes | Highly Persuasive A Singapore-based precision engineering firm lost a $4.8M aerospace contract despite demonstrating measurably tighter tolerancing capability than the winning supplier. Their CMM reports showed 40% better dimensional accuracy. Their AS9100 audit scores were higher. Their delivery…
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Jan 08 2024
The Archetype Effect: How Businesses Can Use The Ancient Power of Storytelling in Modern Branding, Marketing & Advertising

The Archetype Effect: Why the Story Your Brand Tells Determines the Room You’re Invited Into

By Branding & Identity, Marketing Strategy & Growth, Paid Ads & Persuasive Messaging
The Archetype Effect: Why the Story Your Brand Tells Determines the Room You're Invited Into There's a sentence that appears, in some form, in the "about" section of almost every professional services firm in the world: "We deliver expert solutions to complex challenges." Read it again. It says, in sequence,…
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Dec 27 2023
The Five-Second Brand Signal: Why Buyers Decide Your Tier Before They Read Anything

The Five-Second Brand Signal: Why Buyers Decide Your Tier Before They Read Anything

By Branding & Identity, Lead Generation & Demand Creation, Marketing Strategy & Growth, Paid Ads & Persuasive Messaging
The Five-Second Brand Signal: Why Buyers Decide Your Tier Before They Read Anything The most expensive moment in a brand's commercial life takes about five seconds and happens without any conscious evaluation whatsoever. It's the moment a buyer sees your brand for the first time — your packaging on a…
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Apr 06 2019

Why Most Restaurant Marketing Generates Traffic But Not Gravity

By Marketing Strategy & Growth, Branding & Identity
Why Most Restaurant Marketing Generates Traffic But Not Gravity HP Field Notes | Highly Persuasive A Bangkok restaurant invested 180,000 baht in Instagram advertising over six months. The campaign generated measurable traffic — foot traffic increased 23% during the promotional period. Tables filled. Revenue climbed. The owner considered it successful.…
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