Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast

Professionalism is Killing Your Brand: Here's the Cure

Louis Grenier | Marketing & Branding — Tue, 21 May 2024 06:00:00 +0100

I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).

I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Corporate speak sucks.

Dave Harland, copywriter and creative director of Copy Or Die, shares how ditching professionalism and embracing authenticity can help you revive your brand.

(00:00) - Intro
(03:37) - Redefining professionalism
(06:04) - Dave's journey
(09:45) - How Dave's strategy generates leads
(17:43) - First steps to being more yourself
(24:11) - Why going "too" narrow is important
(34:30) - Self-deprecation as a copywriting tool
(41:51) - Picking the right fight
(51:12) - Dave's last advice
(55:58) - Top 3 resources

***

→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo

🐔

Funnels Don't Build Businesses: Here's What Does

Louis Grenier | Marketing & Branding — Tue, 14 May 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Forget the "easy money" funnel fantasy. We're exposing the truth about building a business that lasts, without the hype and empty promises. Get ready to ditch the shortcuts and build something... for real.

(00:00) - Intro
(03:29) - Facebook funnel's story
(08:52) - The difference between a funnel business approach and a real business
(10:30) - The importance of the backend in a business
(16:33) - The weaknesses of the influencer model
(21:24) - The 5 Lightbulbs Framework
(28:06) - How to implement the framework
(33:05) - What is a good argument to sell your product?
(39:24) - How to spot the right claim?
(44:09) - The claim-proof model
(54:11) - Summary
(56:10) - Billy's top 3 resources

***

🐔

How to Build a Content Strategy That "Drives Pipeline"

Louis Grenier | Marketing & Branding — Tue, 07 May 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, Sara Stella Lattanzio pulls back the curtain on what it really takes to build a content strategy that drives pipeline in a B2B company. She talks about the resistance she faced and shares her proven tactics for overcoming obstacles and proving the value of content marketing.

(00:00) - Intro
(03:51) - Sara's pet peeve
(06:34) - First actionable steps as a marketer
(10:57) - How to find and convince the right people for content marketing
(21:52) - Getting people involved
(27:05) - When did you drive more pipeline
(28:24) - Sara's content strategy process
(33:25) - What's a cluster
(36:11) - How do you decide on a cluster
(40:21) - The difference between content strategy and editorial calendar
(44:49) - How do you deal with the fear of judgment
(49:34) - The difference between business in the US and the EU
(52:02) - Sara's top 3 resources

***

🐔

25 Years of (Product-Led) Growth: Actionable B2B Lessons From Leah Tharin

Louis Grenier | Marketing & Branding — Tue, 30 Apr 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Leah Tharin, a B2B growth veteran with 25 years of experience, rips apart the bullshit and delivers actionable insights you can actually use. No jargon. No fluff. She breaks down what PLG (Product-Led Growth) really means and how to make it work for you, even if you're not a SaaS unicorn.

(00:00) - Intro
(04:13) - What would be product-led growth and sales-led growth if they were a board game
(09:13) - Cutting through the jargon
(13:07) - Breaking down product-led growth
(16:48) - Breaking down sales-led growth
(18:32) - When to choose between PLG or SLG
(21:05) - Step-by-step guide with a sales-led company
(30:31) - What is the most difficult scenario for a sales-led company
(38:33) - The 4 categories of people you need to serve
(40:40) - How to identify the key "aha" moment
(59:33) - Summary
(01:01:17) - Leah's top 3 resources

***

🐔

Know Your "Enemies" — A Practical Guide to Competitive Intelligence

Louis Grenier | Marketing & Branding — Tue, 23 Apr 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode gets real about knowing your competition and using that knowledge to stand the f*ck out. Louis and competitive intelligence expert Andy McCotter-Bicknell rip apart the "customer-obsessed" BS and show you why keeping a close eye on your "rivals" is paramount.

(00:00) - Intro
(03:41) - Customer obsession vs Competitor obsession
(06:47) - Is competitive intel only for B2B SaaS?
(09:46) - Defining competitive intelligence
(16:26) - How do you identify threats?
(18:02) - Practical case with a cinema
(23:18) - How to start a competitive intelligence department?
(28:19) - How to consolidate your research and apply it?
(37:09) - How do you assess the maturity of a category?
(44:22) - The number one tip to find differentiators
(49:03) - Andy's biggest win
(52:10) - Outro

***

🐔

How to Make Products That Stick (With PepsiCo's Chief Design Officer)

Louis Grenier | Marketing & Branding — Tue, 16 Apr 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

With 47 patents under his belt, Mauro Porcini takes us on a deep dive into the art of making things people love — not just use. His belief? Putting the human factor at the center of everything.

It sounds a bit cliché, doesn't it?

That's what I thought at first, too. But listen to the first few minutes of this episode, and you might change your mind... Just like I did.

(00:00) - Intro
(02:29) - Human Centricity vs Customer Centricity
(06:31) - 3 vectors to hit the right note with your product
(11:47) - How to market your product to any potential buyers
(23:39) - How to reduce your chances of making mistakes
(31:38) - Is it possible to learn confidence
(37:06) - The 3 forms of love
(40:20) - How prototyping can change everything
(49:48) - The power of the shiny object
(51:17) - Mauro's advice for marketers

***

🐔

Stop Wrestling With Pricing: How to Set Prices Customers Want

Louis Grenier | Marketing & Branding — Tue, 09 Apr 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Listen to Melina Palmer, behavioral economist and author of "The Truth About Pricing," explain how you can use simple tricks from behavioral economics to make your prices feel just right for your customers. It’s not about changing the price but how you show it.

(00:00) - Intro
(02:58) - The pricing paradox
(06:38) - Pricing psychology & finding the perfect price point
(17:01) - Putting theory into practice (step-by-step guide)
(24:51) - How to understand what's beyond the core product of your business?
(29:50) - Looking at the competition
(34:09) - Main pricing principles
(46:14) - Little-known principles that can boost your sales
(49:52) - The cookie framework
(53:11) - Tips to harness the power of curiosity bias
(55:51) - Outro
(58:16) - Melina's top 3 resources

***

🐔

How to Find SPICY Angles That The Right People Cannot Ignore

Louis Grenier | Marketing & Branding — Tue, 02 Apr 2024 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, we sit down with PR expert and author Lucy Werner to uncover the secrets behind crafting compelling angles for your content. Whether you're pitching to journalists, writing blog posts, or planning podcast episodes, the right angle can make all the difference in capturing your audience's attention.

Some key takeaways:

Avoid the launch hype trap: Focus on creating sustainable, long-term impact rather than chasing short-lived bestseller lists or viral fame.
Master the art of the angle: Learn Lucy's three-pronged approach to developing powerful angles based on your business expertise, human interest, or passion points.
Embrace transparency: Build trust with your audience by being honest and authentic in your marketing, without resorting to exaggeration or overpromising.
Think beyond the obvious: Challenge yourself to find fresh, unconventional angles that set your brand apart from the competition.
Tailor your angle to the medium: Understand how to adapt your story ideas for different marketing channels, from email subject lines to podcast episode titles.

(00:00) - Intro
(02:46) - Knowing how to launch
(06:09) - Who to pitch your product to
(10:56) - How to choose a good story angle
(18:33) - Criteria to create a great story angle
(24:08) - How to reach an advanced level of PR
(27:35) - Lucy's process for choosing an angle
(46:59) - Number 1 Tip to "show up"
(52:05) - Hyping yourself up
(56:07) - Lucy's top 3 resources
(58:34) - Outro

***

🐔

How to Craft a Life & Career That Lights You Up (F*ck The Playbooks)

Louis Grenier | Marketing & Branding — Tue, 26 Mar 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Paul Millerd, author of "The Pathless Path," shares his unconventional journey of designing a life and career that lights him up. Tune in for some eye-opening insights and refreshingly honest perspectives, including:

The surprising things people confessed to Paul about their dissatisfaction with work, even in high-paying jobs
How Paul made the leap from a successful corporate career to pursue what made him feel truly alive
The unexpected truth about the relationship between money and the willingness to take risks in career and life
Paul's candid perspective on the challenges and rewards of trying to get paid for doing what you love
The key realization Paul had about what makes work feel genuinely fulfilling and meaningful

If you're looking to blaze your own unique career path and create a life that lights you up, Paul's experiences and insights offer valuable food for thought. His story challenges conventional notions of success and invites you to consider what really matters to you in your work and life.

(00:00) - Intro
(03:08) - What's Paul's core idea behind the Pathless Path
(06:44) - The process behind the interviews
(11:43) - Is money important to change career path
(16:05) - How doing what you like can push your career
(19:34) - Discovering what makes you feel alive
(28:24) - The unconventional launch of The Pathless Path
(32:46) - The importance of genuine connection with people
(40:26) - What are your yearnings?
(46:12) - Is the traditional script being overwrote
(52:21) - Summary
(53:58) - Top 3 resources

***

🐔

The BS-Free Guide to Building Communities That Last More Than 3 Months

Louis Grenier | Marketing & Branding — Tue, 19 Mar 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, Circle co-founder Andy Guttormsen cuts through the fluff to share his hard-earned lessons on building communities that last. No BS, just real talk and proven tactics to help you create a thriving group that stays engaged past the 3-month mark. Andy exposes the hard truths and gives you the tools to foster genuine, long-term commitment. Whether you're a pro or just starting out, this no-nonsense guide is your key to unlocking the staying power your community needs.

(00:00) - Intro
(03:14) - Reasons why you shouldn't start a community (yet)
(10:32) - Andy's perspective on what's a community
(12:02) - Tailoring your community to your personality and strengths
(21:07) - Tips that will ignite your community
(35:29) - The insider's guide to community management
(39:16) - The power of hot seats
(42:04) - Costly mistakes to avoid when building your community
(45:21) - Attracting your ideal founding members
(50:49) - Outro

***

🐔

Why So Serious? 5 WILD Ways to Generate Money-Making Ideas

Louis Grenier | Marketing & Branding — Tue, 12 Mar 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Throw out the old rules. Jocelyn Brady, the Brain Lady, shows you five wild ways to think up ideas that pay off. This is about getting real results by letting loose. No more boring meetings or dry strategies. Gear up for a straight-talk journey to where the real magic happens in business: your imagination.

(00:00) - Intro
(02:53) - Why you shouldn't take yourself too seriously!
(07:02) - The improv secret to unleash your mind
(09:43) - Jocelyn's journey through adversity
(16:48) - What is at the epicenter of "The Brain Lady"'s method
(22:14) - Practical case with Jocelyn's method
(27:39) - Decoding the method
(37:53) - Making changes that stick
(44:54) - How to learn like a pro (insight from the animal kingdom)
(49:55) - Jocelyn's Top Picks

***

🐔

How to Find Undiscovered (Yet Profitable) Niches

Louis Grenier | Marketing & Branding — Tue, 05 Mar 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Emily is a former journalist and content writer. Through a tragic event, she understood and used her professional and personal experiences and skills to reposition herself, identifying a niche in the tech industry, leading to significant success in her newly chosen field.

Emily's story is nothing short of inspiring. This episode is a blend of heartfelt storytelling and hardcore business strategy.

In this episode, you’ll learn:

The essence of positioning in business
How to transition from offering everything to everyone to finding an undiscovered, yet profitable, niche
How to identify your skills and leverage them to make money

Resources and Recommendations:

Suggestion: Taking an improv class to build confidence and adaptability in business and public speaking.
"Improvisation and the Theatre" by Keith Johnstone
"Thinking in Bets" by Annie Duke

Topics Covered:

(00:00) - Intro
(02:43) - The importance of positioning in business
(07:39) - Who can ruin your positioning?
(12:16) - Why 99% of business is b*lls
(14:20) - Leveraging experience and skills for career evolution
(18:56) - Finding and mastering your niche
(20:57) - Knowing when to specialize
(24:27) - Embracing career changes
(32:22) - Navigating niche market risks
(46:59) - Emily’s top 3 resources

***

🐔

Ultra-Niche Positioning: How to Find Success By Going SUPER Narrow

Louis Grenier | Marketing & Branding — Tue, 27 Feb 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

For a decade, Heidi Weinberg has been a successful freelance fashion designer. Now, she helps other fashion designers get paid by focusing on a narrow market and going ULTRA-NICHE.

She is also the podcast host of Fashion Designer Get Paid who, after going through a rebranding process via market research and strategic positioning, elevated her podcast to the top rank.

In this episode, Heidi talks about the importance of not being afraid of niching down and how proper positioning can radically change the growth of your business!

Topics Covered:

(00:00) - Intro
(02:56) - The secret to niche success
(05:23) - The risk of going too broad
(09:11) - The top-down approach and the bottom-up approach
(12:31) - Practical case of going ULTRA-NICHE
(14:55) - How to validate your niche
(18:41) - How to know your positioning is right
(23:20) - The power of positioning precisely
(31:40) - Market research for positioning
(34:27) - The significance of words in positioning
(49:39) - What marketers should learn today
(54:08) - Top 3 resources

***

🐔

How to Grow an Audience When No One Seems to Listen

Louis Grenier | Marketing & Branding — Tue, 20 Feb 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In the eye of the pandemic storm, Zeke Sky didn't just keep his music alive; he transformed it into a powerhouse brand.

This episode dives into how a metal guitarist mastered the art of branding and marketing amidst global chaos.

From crafting a unique brand identity to engaging a dedicated fanbase, Zeke's journey is a masterclass in marketing resilience and creativity under pressure.

In this episode you'll discover:

The creative process of composing music
The importance of discipline and belief in your work
Social media practices to grow your audience

Topics Covered:

(00:00) - Intro
(02:28) - Who is Zeke Sky?
(04:13) - People's perception of the world of metal music
(09:35) - Debunking the misconceptions about composing music
(13:51) - Zeke's inspiration to compose
(16:24) - The creative process of Zeke Sky
(24:01) - Zeke Sky's life before the pandemic
(29:55) - Building a powerhouse brand in a challenging environment
(36:36) - Tips to grow your audience on social media
(45:53) - The psychological impacts of growing your audience
(49:58) - Outro

***

🐔

How To Have the B*lls To Do What You REALLY Want

Louis Grenier | Marketing & Branding — Tue, 13 Feb 2024 07:43:27 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Tadhg Hickey is an Irish comedian and the author of the book A Portrait Of A Piss Artist As A Young Man. His satirical humor made him sell out most of his shows touring in the UK and Ireland.

Topics Covered:

(00:00) - Intro
(02:55) - The price of not following your guts
(08:01) - The benter Dublin vs Cork
(10:25) - The turning point for success
(16:32) - The eureka moment
(18:14) - Swimming upstream
(21:49) - The importance of self-awareness
(24:41) - What coming up to success looks like
(28:33) - The art of mixing conventions
(34:22) - Being successful and unknown
(38:36) - The SpongeBob phenomenon
(44:20) - Staying true to yourself
(50:25) - Outro

***

🐔

How to Build an UNIGNORABLE Personal Brand

Louis Grenier | Marketing & Branding — Tue, 06 Feb 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Matthew Lesko, America’s #1 grant expert known for always wearing a question mark suit, will help you carve a niche for yourself in a super boring and "professional" industry by "throwing your own party." For over 48 years now, Matthew has been helping Americans get free money. He has also written 100 books on how to get money from the US government.

Topics Covered:

(00:00) - Intro
(02:34) - Throw your own party
(07:22) - The wild ride of a financial advice guru
(12:55) - Money, misery, and crazy suits
(23:38) - Dress up in a cheese suite
(33:24) - Heart over hate
(41:48) - Fail, love, repeat

***

🐔

How to Have Better Ideas (Lessons From The Onion’s Creator)

Louis Grenier | Marketing & Branding — Tue, 30 Jan 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Scott Dikkers, the founder of the world’s first humour publication, The Onion, will teach you to grow your brand the wrong way and still make it stand the f*ck out. Scott wrote and developed TV projects that sold to MTV and Comedy Central, won over 30 Webby Awards, and now teaches others to be funny at howtowritefunny.com.

Topics Covered:

(00:00) - Intro
(02:57) - The invisible architects of humour
(08:21) - Anonymity over fame
(17:06) - How Jim's Journal broke the mould in comic strips
(22:09) - How to take context and f*ck with it
(31:04) - Why churning out ideas beats polishing them
(37:27) - How to keep your creative identity unspoiled
(43:01) - “You have to fall in love with that idea”
(48:36) - Work, passion, and living a fulfilling life
(49:58) - Where can you find Scott?

***

🐔

How to Shake Up Industries That Hate Change (4 Principles)

Louis Grenier | Marketing & Branding — Tue, 23 Jan 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Stacey Schumacher, founder of the Texas Coalition for Animal Protection (TCAP), knows how tough it is to bring new ideas to old-school industries. In this episode, she shares four basic rules that helped her change animal protection for the better. If you're trying to shake things up, Stacey's story and advice might just be what you need.

Topics Covered:

(00:00) - Intro
(02:20) - A crusade against euthanasia and corporate America
(06:58) - A new approach to animal welfare
(10:09) - The affordable solution to pet care
(11:38) - Why nonprofits struggle to revolutionise veterinary care
(16:20) - Challenging conventional workplace wisdom
(18:45) - Staying true to the cause
(20:30) - How sticking to your niche can save your career and sanity
(24:50) - Keep it simple in a complex world
(29:10) - How a simple promotion turned into a consumer confusion catastrophe
(30:54) - Customer service lessons from Southwest Airlines and Chick-fil-A
(32:40) - The unconventional way to create a culturally rich workplace
(35:22) - Stacey’s resources

***

🐔

How April Dunford Built a 7-Figure Solo Consulting Biz

Louis Grenier | Marketing & Branding — Tue, 16 Jan 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In today's episode, you will learn how the most charismatic and no-nonsense consultant in the tech marketing space has built a 7-figure business, flying solo. The story goes like this.

On December 15, 2017, an email from a Canadian friend landed in my inbox, “If you're looking for suggestions for upcoming interviews, have you looked into April Dunford? She's a marketing executive who's now focusing on consulting practice and positioning for startups. At every conference I've heard her speak at, she has literally blown everyone else out of the water. She's got a unique mix of saucy wit and laser-sharp insight honed over years with the big boys of the tech space. And I think her communication style would lend itself well to your approach to interviews.”

And so I did interview her. Twice. Then, I watched from the sidelines as April rose to the top of the B2B marketing world.

But I never got to ask the questions I REALLY wanted to ask her… Mainly: “How did you do it? How did you become the most famous B2B marketing expert in less than five years?”

Until today…

Topics Covered:

(00:00) - Intro
(04:15) - Starting a business on the right note
(04:59) - April’s journey to positioning consulting
(13:30) - Scattered engagements, impact concerns, and a beachside epiphany
(14:10) - April's ultimate business aspirations - best work, good people, fair compensation.
(15:48) - Shifting focus and finding prowess in positioning
(16:37) - Tips for identifying unique skill set and honing specialisation
(19:51) - Refining engagements, focusing on B2B, and vetting potential clients.
(25:10) - Methodology over execution, simplifying messaging, and speeding time-to-value
(34:10) - Expanding reach via public speaking, social media, and the release of a game-changing book
(40:10) - How April transformed her client base from smaller startups to pre-IPO companies

***

🐔

How to Embrace Your Weirdness & Make Money From It

Louis Grenier | Marketing & Branding — Tue, 09 Jan 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Chrissy Flanagan is an innovative and weird political adviser turned "Sausage Queen" and founder of Chaotic Social. After her long-term relationship ended, Chrissy sought new connections in a pottery class but found herself feeling isolated. This inspired her to create a unique social platform for adults to meet and bond over unconventional hobbies.

Chrissy's classes, ranging from creepy doll making to beginner's stand-up comedy, are more than just learning experiences; they're a novel way to develop friendships in adulthood. Her approach is a breath of fresh air in adult socializing, making her a visionary in creating new forms of community.

Topics Covered:

(00:00) - Intro
(02:55) - From political playgrounds to 4 AM faxes
(07:57) - The incredible journey of Sydney's most weird entrepreneur
(09:46) - How embracing your true weirdness can lead to unassailable success
(13:28) - ADHD? Autism? No problems
(22:05) - The radical social experiment in community building
(27:48) - The art of inclusion and exclusion in marketing
(34:30) - Chrissy's marketing genius behind the sausage factory
(37:48) - Transforming failure into a unique social phenomenon
(44:47) - How to turn a pub, choirs, and sewing classes into a social sensation
(52:51) - From obscurity to viral sensation
(59:05) - The surprising marketing strategy ignored by adults but mastered by kids

***

🐔

This Rookie Won Over Celebs, Grew to 300k Fans, & Became #1 in Her Niche [Here’s How]

Louis Grenier | Marketing & Branding — Tue, 02 Jan 2024 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

A mother of three and author, Rosey Davidson is the Founder and CEO of Just Chill Baby Sleep, a UK-based infant sleep consultancy specialising in straightforward, no-BS advice for parents. Starting her business from her kitchen table, Rosey won over celebs, grew to 300k fans, and has risen to become the UK's top Sleep Consultant.

Topics Covered:

(00:00) - Intro
(03:56) - About Rosey Davidson and her business escapade
(07:40) - Identifying the right audience: strong pain points and urgent needs vs those with "nice-to-have" products or services
(09:27) - Adapting and transitioning your business model in response to market changes
(10:01) - Leveraging targeted marketing in local communities
(12:23) - Agility and prompt response to market demands as success facilitators
(20:13) - Leveraging intuition and confidence for business success
(31:40) - Building relationships with influencers
(37:38) - Understanding and nurturing your audience

***

🐔

4 ½ Psychological Biases Every Marketer Needs to Know

Louis Grenier | Marketing & Branding — Tue, 19 Dec 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Richard Shotton is a pioneer in applying behavioural science to marketing. He started his career as a media planner, handling esteemed accounts like Coke, Lexus, and comparethemarket, before founding Astroten, a consultancy dedicated to leveraging behavioural science in marketing.

With a robust twenty-three-year tenure in the marketing domain, Richard has been instrumental in helping brands such as Google, Mondelez, and BrewDog navigate their challenges. His book, "The Choice Factory," has captivated readers in fifteen languages, teaching how behavioural science holds the key to resolving business challenges. Following this success, his latest book, "The Illusion of Choice," was released in March 2023, further cementing his influence in the field.

Adding to his accomplishments, Richard attained an associate position at the Moller Institute, Churchill College, Cambridge University, in 2021, affirming his dedication to advancing the understanding and application of behavioural science in academia and the marketing landscape.

Topics Covered:

(00:00) - – Intro
(04:10) - – Human present and concreteness biases
(05:41) - – Case study of industries navigating the human bias
(12:30) - – The power of specificity
(18:10) - – The "Red Sneakers Effect”
(20:10) - - Breaking conventions and status perception
(30:10) - – The declining use of humour in marketing
(35:59) - – The importance of concreteness
(39:40) - – The power of framing in marketing
(45:26) - – The peak-end rule in advertising

***

🐔

How to Build an Authentic Social Presence Without Sounding Like a Bro

Louis Grenier | Marketing & Branding — Tue, 12 Dec 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Meet Erica Schneider, the incredible force and wordsmith phenomenon who's reshaping the marketing world with her authentic, no-BS approach. As the former Head of Content at Grizzle and current Co-Founder and Instructor at Power Your Platform, Erica's impact on the industry is undeniable.

With over 3 million words under her belt, she's a revolution in action. Her anti-bro, anti-clickbait stance is not just refreshing; it's a breath of fresh air in a market often clouded by gimmicks.

Topics Covered:

(00:00) - Intro
(04:43) - Bros, barbells, and bullsh*t
(06:11) - The hidden pitfalls of online templates
(08:59) - Branding vs platform
(16:42) - The raw and real guide to being yourself in a world of fakes and sales pitches
(22:03) - How to push through fear and f*cking post something
(24:28) - A no-BS guide to discovering your true talents
(28:25) - From self-discovery to mastering the art of writing
(31:25) - How to win the internet with your writing
(33:34) - Be specific in a world of boring broadness
(35:24) - Double your email game
(37:22) - Crafting the perfect pitch
(39:14) - Balance intent, storytelling, and real engagement
(41:49) - The bold truth about starting before you're ready
(44:23) - Erica’s top three resources
(45:23) - Where can you connect with Erica?

***

🐔

How to Build A Marketing Community (Without Spam Or Pyramid Schemes)

Louis Grenier | Marketing & Branding — Tue, 05 Dec 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

There’s nothing wrong with setting up a community and making money from it, but it should never be built with that at the forefront, otherwise, you run the risk of it becoming a cesspit of spam, pyramid schemes, and affiliates. A community is in no way a sales funnel – it’s a place for people to connect, talk, and network.

Today, we’re joined by Lottie Unwin, Founder of Up World & Brand Hackers, to discuss why she set up her community, how marketing has impacted her life, and the lessons she’s learned from her extensive career in the industry. She also delves into her organic growth plan, which turned out to be rather successful!

Topics Covered:

(00:00) - Intro
(03:02) - Communities are set up for the wrong reasons
(08:18) - Revenue streams through business and communities
(10:29) - Lottie’s career history
(17:53) - Lottie’s first community
(22:11) - What confidence means to different people
(25:12) - Honesty on LinkedIn (a rare thing)
(32:55) - An organic growth plan
(35:50) - Renaming the company

***

🐔

Smashing Norms: How To Craft Stand-The-F*ck-Out Brands in Old-School Industries

Louis Grenier | Marketing & Branding — Tue, 28 Nov 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Imagine starting a business with just $250 in your account, no knowledge of the industry you want to get into, and then turning it into a multi-million dollar brand with marketing that will blow the competition out of the water.

After Hurricane Katrina, Simone Bruni lost everything – her job, her home. Now, she’s the Founder and President of her very own demolition company: Demo Diva. Through genius marketing, and having the confidence to step into a stereotypically male-dominated world, she took the industry by storm and made something incredible out of nothing.

Topics Covered:

(00:00) - Intro
(02:30) - How marketing tells a story
(04:36) - Starting anew after losing everything
(08:34) - The first six months of Demo Diva
(12:01) - What is a demolition business?
(16:08) - The biggest marketing lesson after 10 years
(18:12) - Starting a business with just $250
(23:11) - The branding of Demo Diva
(31:12) - The demolition competition
(33:48) - Tips to grow your business
(35:46) - Diversity is your strength, not your weakness
(39:15) - Where Demo Diva is now

***

🐔

A CEO’s Guide to Building a No-BS Personal Brand (& Reviving a Dying Business)

Louis Grenier | Marketing & Branding — Tue, 21 Nov 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

He transformed his online education business from losing money to profiting several million dollars in a year by revisiting and refining his strengths in personal branding. After a bold and probably crazy decision, including a complete team restructuring, he turned his business around. His name? Jonathan Goodman. The Founder of Personal Trainer Development Center and Author of Ignite the Fire joins me today to share how he managed to save his business and reach success.

Topics Covered:

(00:00) - Intro
(03:45) - The Obvious Choice
(06:00) - From fitness mentor to million-dollar empire
(07:31) - Ego, pandemic profits, and lessons learned
(16:08) - The absurdity of chasing profits without a plan
(20:09) - Embrace the basics and stay consistent
(24:10) - One seminar, DVD, or online course at a time
(28:06) - Make yourself the star of your brand
(34:59) - The art of reinventing success
(41:03) - Play your own game to beat Michael Jordan

***

🐔

How This Marketing Rebel Turned One Book Into a Multi-Million Coaching Biz

Louis Grenier | Marketing & Branding — Tue, 14 Nov 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Pragmatic. Experienced. And Bestselling Author or The 1-Page Marketing Plan. Allan Dib is my latest guest on Everyone Hates Marketers, and, as an entrepreneur who built a multi-million dollar coaching business on the back of a book, there’s no one better for me to talk to this week.

Topics Covered:

(00:00) - Intro
(04:05) - The story of the 1-Page Marketing Plan
(07:15) - Business people and marketers should do… less marketing?
(11:17) - The process of writing a book
(15:47) - Allan’s simple email marketing strategy
(20:23) - Your marketing is part of your product
(22:45) - What do we mean providing value?
(27:36) - Niching down
(30:28) - The difference in caliber between clients
(34:35) - How do you buy back your time?
(44:55) - Getting yourself out of the delivery
(53:16) - End

***

🐔

How to Impress Every Time You Speak (5 Unusual Public Speaking Tips)

Louis Grenier | Marketing & Branding — Tue, 07 Nov 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Even industry experts in any field struggle with public speaking; it’s not something that comes naturally to everyone, so don’t feel disheartened or embarrassed over it. But how do we turn that very fear and anxiety into confidence? Nausheen Chen, Public Speaking Coach at Speak as a Leader, is an absolute legend in the world of public speaking who turns anxiety into confidence within just eight weeks.

As luck would have it, she’s also my guest on today’s episode!

Topics Covered:

(00:00) - Intro
(03:40) - Public speaking: a misunderstood term
(05:15) - Mastering the art and skill of public speaking
(07:45) - Mental health and public speaking
(12:03) - The first step towards mastering public speaking
(17:13) - The magic three
(21:20) - Approaching public speaking as a brand
(26:09) - The importance of using your voice
(31:12) - Non-native speakers: don’t do anything you’re not comfortable with
(32:46) - The easy one: body language
(35:59) - When do you interact with the audience?
(37:46) - Building a personal brand
(40:18) - Advice for newcomers

***

🐔

How Jonathan Stark Runs a $400k Business Working "Just 5h/Week"

Louis Grenier | Marketing & Branding — Tue, 31 Oct 2023 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Forty-hour work week? Sack that off. Our recent guest is here to tell me how he achieved pure financial freedom and runs a $400k business working just 3-5 hours a week, all whilst doing away with the concept of charging money for time. I know, I know, it sounds too good to be true, but all amazing stories start off that way.

Jonathan Stark is the “ditching hourly” guy, where he teaches independent professionals how to make more money without working more hours.

Topics Covered:

(00:00) - Intro
(04:05) - Who is Jonathan Stark?
(06:45) - Time is more important than money
(11:17) - Consulting to coaching and how it changed Jonathan’s life
(15:42) - Trading time for money is idiotic
(19:13) - Moving from B2B to B2C
(22:55) - The torture of making email lists
(28:09) - A fascination with micro-economics
(29:50) - The only two things Jonathan tracks
(34:22) - Using AI to help with your work
(35:28) - Advice for new startups
(38:40) - Technology that isn’t owned by anyone
(45:50) - The patterns you’ll fall into after writing everyday

***

🐔

Toxic Hustle: When Business Ambition Eats You Alive (Almost)

Louis Grenier | Marketing & Branding — Tue, 24 Oct 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What exactly is the stair-stepping approach to succeeding in business? Founders and Co-Founders alike all share similar struggles, no matter what industry they’re in. Whether it’s SaaS, marketing, or eCommerce, there are universal obstacles they all have to overcome.

Corey Haines is the Co-Founder of Conversion Factory which, in their own words, is ‘the only product marketing agency for growing SaaS teams accessible on a subscription.’ He’s an impressive guy with an extensive career in marketing, and most importantly, he cuts through the bullsh*t, and he’s not afraid to be open and honest about his entrepreneurial struggles, a breath of fresh air in this ‘grindset’ society.

Topics Covered:

(00:00) - Intro
(03:12) - Are you in danger of burning out?
(06:13) - What is the stair-stepping approach to success?
(09:55) - Start learning in public
(15:38) - No one is a genius, our skill sets are rather imbalanced
(19:30) - Have a direct line of communication with your audience
(27:56) - Keep going, even when it’s rough
(30:33) - Entrepreneurship and survivorship bias
(36:44) - You’ve gotta niche down!
(41:05) - Can you become a billionaire in a small niche?

***

🐔

Stop The Scroll, Start The Sale: 7 Ways To Build An Audience Of Future Buyers

Louis Grenier | Marketing & Branding — Tue, 17 Oct 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Dive into the 7 F's of building an audience of future buyers with "The Customer Whisperer," Katelyn Bourgoin. The brain behind a newsletter of 58,000 smart marketers, she sheds light on the complex factors influencing buying decisions.

Having captivated an audience of 123K followers on Twitter and 60K on LinkedIn, Katelyn stands out. Learn from Katelyn’s insights and transition from simply targeting customers to deeply understanding and resonating with their buying motivations.

Topics Covered:

(00:00) - Intro
(04:35) - Stop feeding your ego, start filling your wallets
(12:18) - How to spot the next big social media trend
(14:14) - Hacking the halo effect: How cognitive biases shape our world
(20:55) - Make your audience fall in love with you
(22:45) - Marketers are sick of marketing bullshit
(27:49) - Are you sabotaging your content strategy?
(30:47) - Do you really think your business will ever be perfect? Think again!
(33:23) - How to authentically connect and build on social media
(42:00) - Win over your hot 5% prospects without the obvious sales pitch
(47:21) - The 7 F’s to capturing your audience’s attention

***

🐔

Bob Moesta's Jobs-To-Be-Done: Your Fix for Selling Without Gagging

Louis Grenier | Marketing & Branding — Tue, 10 Oct 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Delve into the insights of the Jobs-To-Be-Done theory with its advocate, Bob Moesta. As the mastermind behind over 3,500 product launches and the President & CEO of The ReWired Group, he offers a fresh perspective on understanding customer needs.

Having worked alongside the renowned Professor Clayton Christensen and as the Co-Founder of Laser Ventures, Bob is here to guide you on how to transition from just selling to genuinely helping customers in their journey.

Topics Covered:

(00:00) - Intro
(02:43) - Customer personas need to die: sorry not sorry
(05:39) - Ever wondered why you just bought that?
(09:14) - The Intercom effect: How to turn $5 million into a billion by understanding customer needs
(14:49) - Betty White's secrets: How to align marketing with actual consumer use
(17:44) - Stop playing marketing bingo and start playing chess
(19:31) - This is what your selling should start with
(23:03) - The struggling moment revelation: decoding true consumer intent
(26:23) - It's stories, not stereotypes, that sell
(33:35) - You think you know, but you have no idea: the unseen forces driving purchases
(36:57) - How game theory beats economics every time
(38:47) - Picking your winning selling strategy
(41:03) - Why your perfect employee might be working at Chipotle right now
(43:54) - Are all your life choices a lie?

***

🐔

[BONUS] The Secret Psychology Behind Movie Trailers

Louis Grenier | Marketing & Branding — Fri, 06 Oct 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This is a bonus episode courtesy of my brother from another British mother, Phill Agnew, host of the Nudge Podcast.

Turns out, there's a winning formula that turns any trailer into a blockbuster smash hit.

And today, Phill reveals what it is.

He's spent way too long watching trailers, and way too much money creating his own faux-trailer for my imaginary Hollywood hit. Tune in to hear it.

- Blindsight book https://www.popneuro.com/book
- How to make a blockbuster movie trailer: https://youtu.be/KAOdjqyG37A
- Auralnauts backing music: http://bit.ly/3TWGeGe
- Sign up for the Nudge Newsletter: https://www.nudgepodcast.com/mailing-list

***

🐔

The Banana Principle: Why Loyalty Programs Are Rotten To The Core

Louis Grenier | Marketing & Branding — Tue, 03 Oct 2023 07:51:43 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Unlock profitable growth by mastering evidence-based marketing principles shared by a marketing maverick who has been catapulting brands to new heights for over fifteen years.

Wiemer Snijders, a sought-after guest lecturer across Europe’s elite business schools and author of a game-changing book, "Eat Your Greens," holds the keys to unlocking profitable growth.

Topics Covered:

(00:00) - – Intro
(02:37) - – “The Banana Distribution”: How to decode your customer's buying patterns
(09:39) - – Forget the 80/20 rule: Learn the real customer distribution
(13:05) - – Are overspending on the wrong customer segment?
(19:42) - – The Byron Method: How to navigate the shifting sands of consumer buying behavior
(22:28) - – Should loyalty and retention be your Holy Grail?
(25:32) - – How to smell the BS in marketing reports
(30:40) - – Wiemer’s 3 evidence-based marketing resources

***

🐔

How To Get a Damn Marketing Job

Louis Grenier | Marketing & Branding — Tue, 26 Sep 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Step into the arena with Erika Klics, “a self-proclaimed SaaS nerd, unapologetic LinkedIn addict, and Job Search Strategist for the Tech Industry”. With a track record of spearheading talent drives for powerhouses like Zapier, she's not your average strategist; she's the real-deal guide for cutting through the cluttered job market.

In this episode, Erika spills the beans on landing top-tier marketing roles in a highly competitive field. If you're a marketer tired of fluff and looking for a clear path to success, this episode is your no-bullshit battle plan!

Topics Covered:

(00:00) - Intro
(03:22) - The Art of Job Search: Beyond Just Selling Yourself
(09:22) - Erika's Pro Tips: Turnaround Skills and the Secret to Success
(11:23) - The Personal Blueprint: Define Your Desire and Showcase Your Strengths
(12:40) - Sniper’s Approach: Pinpointing Roles and Skills That Count
(19:05) - The Interview Ace: Deploying Success Stories as Your Secret Weapon
(23:11) - How to Convey Your Wins: The Habit Every Job Seeker Must Cultivate
(30:10) - No More Holding Back: The Assertive Mindset Revolution in Job-Hunting
(35:30) - The 100% Fit Fallacy: Why the Hustle Never Stops
(38:05) - The Golden Query: The #1 question to ask in an interview
(39:56) - The Job Seeker's Toolbox: Essential Resources and Communities

***

🐔

Joe Pulizzi's 10 Commandments: How to Build Your Content Marketing Empire (Godfather Style)

Louis Grenier | Marketing & Branding — Tue, 19 Sep 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Ready to be the Don of content entrepreneurship? Sit with Joe Pulizzi, the man who wrote the playbook. No B.S., just raw, actionable steps to dominate.

Learn the common pitfalls, nailing your audience, and the "listening post" tactic. It's not just an episode; it's your roadmap to being the godfather of your content empire.

Topics Covered:

(00:00) - Intro
(02:48) - The Kardashians and beyond: How to identify real content creators
(03:58) - Did Joe Pulizzi really invent content marketing?
(05:22) - Generic content needs to die: Embrace the tilt or stay silent
(08:10) - Is more always better? (the quality-quantity debate)
(12:45) - Identify your target audience
(15:02) - How to find your unique spot in a crowded market
(17:21) - The secrets to spotting the next big thing
(19:42) - The "listening post" strategy: How to grasp your audience's needs
(21:40) - How to craft your unique content mission for max impact
(24:37) - Finding your groove: Picking the perfect platform for your stories
(27:45) - Trimming the fat: Prioritize finances in your content journey
(31:00) - The ultimate guide to monetizing content
(33:32) - Summarizing what Joe shared with us today

***

🐔

0 to 1M Podcast Downloads: 7 Battle-Tested Tips From Two Expert Hosts

Louis Grenier | Marketing & Branding — Tue, 12 Sep 2023 05:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Strap in as we dive into the gritty underbelly of podcasting, with hosts who've been in the trenches for years: Phill Agnew from Nudge (UK’s top marketing podcast) and yours truly.

We rip apart the myth that a few spare hours a week can make you a podcast sensation, explore the high-wire act of balancing a full-time job and a side hustle, and unearth the kind of grit it takes to keep the mic hot for years. This episode is your wake-up call—it's not just about time; it's about how much of your soul you're ready to invest to grow your audience and get to 1M downloads and beyond.

Topics Covered:

***

🐔

How to Become THE Apex Marketer (7 Evolutionary Principles)

Louis Grenier | Marketing & Branding — Tue, 01 Aug 2023 05:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Ditch the jargon jambalaya and grab your mental machetes. We're hacking our way to the primal, thumping core of what your people crave.

Tim Ash's a wizard at excavating deep-rooted instincts through evolutionary psychology and weaving them into marketing that works. Strap in for a wild ride to your niche, where we strip back the fluff and awaken the ancient sales tactics lying dormant within us. It's time to become the Apex Marketer.

Topics Covered:

(00:00) - How to Become THE Apex Marketer (7 Evolutionary Principles)
(04:47) - What is evolutionary psychology?
(07:53) - Rational vs. irrational: what it means for marketing pros.
(09:03) - Upside vs. downside bias
(12:39) - Humans are built to be tribal
(15:55) - Why stories help us to survive
(20:28) - The best thing you can do to really understand your customers
(23:57) - Don't do this when doing market research
(31:11) - Why humans always need to pick a side
(32:37) - Why conspiracy theorists and Mercedes drivers have in common.
(35:47) - Why it sometimes makes sense to make things harder to get
(38:01) - The "Pretty Woman" effect or why we're willing to suffer for the group
(42:16) - Your editorial tone can't be accidental

***

🐔

Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging

Louis Grenier | Marketing & Branding — Tue, 25 Jul 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Join me as I dive into the trenches with wordsmith Eden Bidani. Forget the buzzword baloney. Today, we're getting our hands dirty with the raw, pulsating heart of what your B2B customers truly hunger for.

Eden's an ace at unearthing deep-seated desires through brand archetypes and spinning them into a messaging web that catches customers rather than scaring them off.

Topics Covered:

(00:00) - Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
(03:07) - Can good copy fix any conversion issues?
(05:57) - The subtle difference between conversion copywriting and direct response.
(10:19) - Step 1: Get in the buyer's mindset
(17:40) - The 12 brand archetypes
(18:43) - Louis' pet peeve about Apple as marketing case study
(20:12) - Step 2: Which brand archetype to choose
(23:28) - Pay attention to what's NOT being said
(27:20) - Step 3: Get inspired by celebrities or brands
(30:24) - What's a strategic narrative? Definition and examples.
(37:23) - Resources mentioned by Eden

***

🐔

How to Write a Business Book With SOUL (AI Can't Touch This!)

Louis Grenier | Marketing & Branding — Tue, 18 Jul 2023 05:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

I chat with Vicky Quinn Fraser about the vital role of human creativity in writing, even in an AI-dominated world. Vicky emphasizes the significance of micro books, going beyond short-lived blog posts and offering an in-depth exploration of ideas. She shares her belief that a good book should challenge readers' thoughts and offer fresh perspectives. She believes writing isn't about perfection, but starting, accepting initial drafts, and improving over time.

This is not your typical writing 101 - it's a heart-to-heart about the art and soul that AI just can't touch.

Topics Covered:

(00:00) - How to Write a Business Book with SOUL (AI Can't Touch This!)
(02:34) - Don't write a book if...
(07:06) - Step 1: Figure out what YOU want to say (the author's journey)
(10:18) - Don't forget to add this element to your business book
(12:58) - The one question to ask to figure out your point-of-view.
(14:06) - Step 2: Who's going to read that book? (The reader's journey)
(18:41) - Step 3: Figure out the reader's journey structure
(21:23) - Step 4: 3 surprising ways to beat writer's block
(25:11) - Chapter 9
(32:01) - How long does it take to write a book? If you've got 20 minutes a day, you can write a book
(33:36) - Step 4: What to do once your first draft is done
(34:55) - Step 5: Editing your book
(36:24) - Step 6: The group of people who must read your draft, especially when you can't afford an editor
(38:42) - The 10-minute trick to handle "harsh" feedback
(39:56) - What's the point of writing a book now that we have AI tools?
(44:06) - Vicky's recommendations

***

🐔

How To Come Up With Love-At-First Sight Brand Names (+ The Rookie Mistakes To Avoid)

Louis Grenier | Marketing & Branding — Tue, 11 Jul 2023 08:37:04 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

We're plunging headfirst into the riveting world of brand name mastery with Alexandra Watkins, the ingenious, rule-defying force behind the naming company Eat My Words. She's sharing her high-voltage secrets on avoiding amateur missteps that stink worse than a forgotten lunch box, the unexpected peril of focus groups, and the ultimate, nerve-racking acid test for your brand name.

Topics Covered:

(00:00) - How To Create Brand Names That STICK
(03:05) - What does Alexandra think of the name "Everyone Hates Marketers?"
(03:24) - Are memorable brand names only for "non-boring industries?"
(06:42) - The surprising reason why you should never use focus groups for testing names
(08:20) - Specific examples of brand names that would have been killed by focus groups
(09:44) - People tend to struggle with names that are mispelled
(10:36) - Brand names that result in an eye-roll
(11:25) - The surprising faux pas that can limit your growth potential and confuse customers
(12:33) - Everyone hates... super clever names
(14:58) - The least boring name, ever?
(15:31) - If you're working at a tech company, avoid this.
(16:13) - You're not going to be there to explain your name... So don't be smug about it.
(16:52) - Why the brand names Wells Fargo, Kodak, Google, or Etsy would likely fail today
(18:47) - The ultimate acid test for your brand name
(21:31) - Step 1: How to come up with an emotional brand name
(26:57) - Step 2: Find words. Lots of them.
(32:37) - The longest lasting brand investment to make
(34:38) - How the general public reacted to the "Spoon Me" name
(36:28) - How a racy brand name can backfire
(38:28) - Step 3: Come up with TONS and TONS of names
(41:59) - What Alexandra recommends to learn to stay ahead
(43:29) - The top 3 resources shared by Alexandra

***

🐔

'Oh SH*T, That's Good!' — 5 Ways to Craft Unignorable Content

Louis Grenier | Marketing & Branding — Tue, 04 Jul 2023 05:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

"I don't write the things like, "Are you struggling to get more leads?" That's not interesting or fun. I don't think anyone reads that and says, "Oh, I need to read more!!"

Content marketing powerhouse Amanda Natividad joins me to discuss how to create "Oh sh*t, that's good" content. She's the VP of Marketing for SparkToro (Rand Fishkin's latest baby). She has ten years of experience in marketing across many, many different fields. But don't call her an influencer.

Topics covered:

(00:00) - Creating Content That Screams 'Oh Sh*t, That's Good!' (5 Steps)
(02:44) - The problem with our obsession with algorithms
(03:41) - Choosing between high-quality content and "clickbait" content
(10:34) - How does Amanda seem to "do it all?"
(13:56) - A typical week for Amanda
(15:04) - Preparing a few pieces of content
(17:30) - Where does Amanda store her content ideas?
(18:49) - The difference between "Oh shit that's good" and "Oh shit that's nice"
(22:14) - How does Amanda lean on her intuition?
(23:02) - How to turn ideas into actual content?
(24:44) - How does Amanda write such good content? 4 insights.
(29:02) - Using templates vs. heuristics
(29:44) - The ONE question to ask yourself when creating content
(31:49) - Amanda's writing process
(32:33) - SparkToro's social media calendar
(33:46) - Trying to "ship something" every day
(35:59) - How to get most out of the content she produces?
(40:03) - Amanda's involvement in SparkToro's strategy
(43:00) - Top 3 resources recommended by Amanda
(44:26) - How to connect wiwth Amanda

***

🐔

Elevate Your Voice: How to Craft a Brand Presence That Clings Like a Fart in a Lift

Louis Grenier | Marketing & Branding — Tue, 27 Jun 2023 05:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

"Your brand voice should be like a fart in a lift... Absolutely, inescapably, everywhere."

This quote sets the stage for this episode with Bethany Joy, a brand voice strategist. We talk about finding your voice as a brand and making it stick, the symptoms of a poor brand voice, the importance of authenticity, and how to embed your voice into your business. Tune in to learn how to find your brand's voice and make it... absolutely, inescapably, everywhere.

Topics covered:

(00:00) - Intro
(02:20) - Main symptoms of a poor voice
(04:32) - Why a good brand voice is like a fart in a lift
(06:46) - Third mistake: leaning on the wrong things
(07:49) - Values = bullshit
(08:27) - Specificity ftw
(09:36) - You already have a voice (unless you use interpretative dance)
(11:30) - Why your voice can't be dictated by your customers
(15:10) - First step to redefining your voice: audit
(19:20) - Why getting an outside perspective might help
(23:04) - Secondn step to redefining your voice: competitors
(24:36) - Third to step to redefining your voice: see & feel
(31:49) - How to define a brand voice parameter
(35:56) - Examples of brand voice parameters
(39:32) - Fourth step to redifining your voice: roadmapping
(42:14) - How to get decision makers on board
(44:30) - Proving ROI for brand voice work is a b*tch
(49:00) - What should we learn today that will help us in the next 10, 20, or 50 years?
(49:51) - Top 3 resources Beth recommends
(51:29) - How to connect with Beth

***

🐔

The Maverick's Guide to a Healthy Consulting Practice (6 Principles)

Louis Grenier | Marketing & Branding — Tue, 20 Jun 2023 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In today's episode, we pull up a chair with David Baker, "the expert's expert." Watch out for the siren call of unhealthy practices — the slim profits, the trickle of referrals, the specter of ennui. Baker, armed with the wisdom earned across multiple consulting battlegrounds, teaches us the potent duo of listening and insightful questioning. Draw from the well of Baker's knowledge as he shares battle scars and trophies from his dynamic career.

Topics covered:

(00:00) - Intro
(06:13) - Building a healthy consulting practice: asking the right questions
(11:00) - Identify triggers for potential clients
(21:24) - Be a liberating force, not an occupying force
(25:47) - Building trust through question gaps
(32:07) - Why expertise is largely defined by irrelevance
(32:51) - Categorize your knowlege so it becomes a mathematical model
(35:36) - The deeper your expertise, the broader your interests need to be
(41:18) - Turning knowledge into models
(48:14) - Keeping your mentalh health in check
(54:22) - What should you learn today that will help you in the next 5, 10, 50 years?

***

🐔

How to Create Things People Want to Pay For in 24 Hours (Or Less)

Louis Grenier | Marketing & Branding — Tue, 13 Jun 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, we dig our heels deeply into our strokes of brilliance and return to our native instincts. Our guest, farm animal whisperer, K-pop fan, and brain-dead ex-entrepreneur, Ryan Kulp, ruptures conventional thinking by leveraging our emotional and analytical brains to quiet our inner imposter. Ryan challenges our forethought and unearths the magic in spontaneous thinking to cultivate meaningful products. He unveils practical strategies for creating things (and selling them) within 24 hours.
Topics mentioned:

(00:00) - How to Create Things People Want to Pay For in 24 Hours (Or Less)
(04:32) - Build quickly using intuition
(08:28) - System 1 thinking
(10:23) - B2C mindset
(17:54) - What to tell people to get them moving
(24:59) - About time
(34:10) - Ruthlessly prioritize your project scope
(44:00) - Learn quickly
(48:03) - RCP vs. ICP
(53:00) - Anti-climactic launch

***

🐔

The Dark Horse Effect: How to Create a Brand That Buries Your Competitors Alive

Louis Grenier | Marketing & Branding — Tue, 06 Jun 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In 2023 a weary customer goes missing in the thickly wooded forest of deceased, indistinguishable marketing agencies. All that can be found are decrepit and horrifying websites with ghastly logos, zombified PPC, and the rotting smell of putrid SEO.

In today's horror story, there are no safe spaces in the light; instead, we must summon the Dark Horse and ride into the darkness. Cover your eyes as we speak with John Keating and Jennifer Sloan on how polarizing your brand and slashing away the status quo can lead to spine-chilling marketing that buries your competition alive.

Topics Covered:

(00:00) - S3005-Jennifer and John
(02:48) - Why are most agencies so fucking boring?
(06:41) - What the previous website looked like
(09:47) - How market research was done
(15:08) - Internal pushback
(18:16) - Batman inspiration
(21:46) - Anti-hero approach
(24:26) - How did John get Jennifer on board?
(29:05) - How was the new narrative created?
(36:07) - Getting negative feedback on LinkedIn from a client
(40:48) - Direct mail campaign pushback
(45:00) - What was the mood like during the rebrand?
(47:22) - What happened when the new brand went live?
(51:03) - Did the agency go bankrupt?
(53:02) - Top 3 recommended resources
(56:38) - How to connect with Jennifer and John

***

🐔

The Viagra for Lifeless B2B Messaging: How to Keep Your Clients Satisfied & Coming Back for More

Louis Grenier | Marketing & Branding — Tue, 30 May 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, we examine why projectile vomiting the voice of your customer and getting lost in the fringe keeps you from finding the tender spots. Our guest is a no-nonsense B2B messaging strategist, extrovert, and multilingual wine snob who understands what it means to gain visibility in a sea of choices. Diane shares how impactful messaging comes from joining the conversation in the customer's mind while stripping away layers of traditional strategies that blunt your edge.

Topics Covered:

[00:01:01] Messaging vs. copywriting.
[00:04:11] Message market fit.
[00:11:55] Articulating Unique Value.
[00:15:18] Outstanding messaging examples.
[00:21:42] Messaging strategy and market fit.
[00:27:00] Positioning and key problems.
[00:29:11] What we hate about the industry.
[00:32:25] Voice of customer research.
[00:35:28] Customer value and transformation.
[00:39:23] Messaging map structure.
[00:43:06] Messaging strategy framework.
[00:47:18] Centralized hub for visual images.
[00:49:21] Centralized messaging framework.
[00:53:39] Finding the negative space.
[00:56:09] Elevator pitch research.
[01:00:15] Effective communication as a skill.
[01:03:35] Copywriting and LinkedIn.

***

🐔

The Art & Science of Marketing Campaigns that Speak to the Brain

Louis Grenier | Marketing & Branding — Tue, 23 May 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In today's episode, I dove headfirst into the thrilling world of effective campaigns with none other than the Queen of behavioral science, Nancy Harhut. Together, we peeled back the curtain to reveal how we marketers can sprinkle some hardwired behavior magic into our messages so they stand the f*ck out. We unpacked the nitty-gritty and unraveled what makes us tick as humans.

Topics Covered:

(01:33) - Brain-Friendly Marketing Strategies.
(04:41) - Principle of reciprocity.
(12:47) - Autonomy bias in behavior.
(13:54) - Marketing with illusion of control.
(16:52) - Illusion of choice in marketing.
(20:18) - Rhyming phrases for credibility.
(23:56) - Autonomy bias examples.
(27:28) - Rational vs irrational needs.
(30:12) - Rhyming phrases in marketing.
(32:29) - Cognitive fluency in marketing.
(36:28) - Simplifying language for credibility.
(40:36) - Priming and spending behavior.
(42:40) - Pain of paying and priming.
(46:29) - The Goldilocks effect.
(48:11) - Magnetic middle and Goldilocks effect.
(52:05) - Redesign project failure.
(53:59) - Unconventional credit card marketing.
(57:55) - Autonomy bias and memory.

Resources Mentioned:

***

🐔

How to Navigate the Most Uncertain Time in History (While Becoming Less Anxious & Avoiding Burnout)

Louis Grenier | Marketing & Branding — Tue, 16 May 2023 06:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, I chatted with Sam Conniff, the creator of Uncertainty Experts. We dove deep into why it's so crucial to acknowledge and handle life's uncertainties. Sam also shared his unique approach to understanding uncertainty. One of the highlights was learning about his partnership with a science lab focused on making more thoughtful choices during unpredictable times.

Topics mentioned:

[00:01:41] Coping with uncertainty.
[00:04:22] Uncertainty Expert framework.
[00:07:00] Taking risks in marketing.
[00:10:00] Dealing with uncertainty.
[00:13:39] Framework for uncertainty.
[00:16:21] Getting past fear, fog, and stasis.
[00:19:11] Uncertainty tolerance.
[00:22:40] Emotional regulation in uncertainty.
[00:26:10] Gut instinct and intuition.
[00:28:01] Embodied cognition and intuition.
[00:31:10] Marketing under extreme pressure.
[00:34:19] Conviction narrative theory.
[00:37:25] Overcoming negative thoughts.
[00:40:31] Embracing uncertainty.
[00:44:38] Overcoming adversity.
[00:47:19] Overcoming negativity bias.
[00:50:57] Connection: the key to getting unstuck.
[00:53:43] Connection and its importance.
[00:56:54] Negative space of advertising.
[01:02:31] Importance of language in marketing.
[01:03:06] Marketing as a force for good.

Resources mentioned:

***

🐔

From Burnout to $30M Success: Lessons in B2B Marketing That Work

Louis Grenier | Marketing & Branding — Tue, 09 May 2023 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Everyone Hates Marketers is back after 798 days (!) of radio silence — without a new interview published.

In the first episode of Season 3, I chat with Amrita Mathur from Superside. We discuss how investing in mass marketing early can make (or break) a company. Amrita shares how she burnt out at a previous job before joining a creative-as-a-service company, how Superside grew from 450 customers to $30 million in revenue (four times each year), and why marketing is often overlooked in the B2B industry.

Topics mentioned:

[00:02:10] Marketing-led growth in B2B.
[00:03:46] Mass marketing and rapid learning.
[00:08:30] Working for a European company.
[00:10:57] Fast execution-oriented design service.
[00:14:23] Subscription-based business model.
[00:17:16] Biopersonas and Designer Dan.
[00:21:35] Uncovering customer pains.
[00:25:08] Buyer personas development.
[00:27:16] Investment in design by companies.
[00:30:40] Unlimited design services.
[00:35:53] Selling convenience and time-saving.
[00:37:45] Instagram Advertising Insights.
[00:43:26] Enterprise customer retention.
[00:45:23] Inbound marketing and sales.
[00:48:20] Planning for hyper-growth.
[00:52:03] Marketing and confidence in leadership.
[00:55:59] Learning from podcasts.

Resources mentioned:

***

🐔

[BEST OF] How to Experiment Quickly & Find HUGE Wins (5 Steps)

Louis Grenier — Tue, 19 Jul 2022 07:10:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is your organization too afraid of trying new things?

Do you have an idea for an experiment but are not sure how to pitch it to your boss?

Let’s change that.

My guest today is David Arnoux, Co-founder, and Head of Growth at GrowthTribe. In this episode, we talk about developing an experimental mindset, why visual storytelling is vital to get buy-ins, and how to run marketing and growth experiments to find huge wins.

Topics covered:

The symptoms of companies that are not experimenting enough
What companies need to have in place before starting experimenting
The danger of “growth for the sake of growth”
The type of companies that David won’t train or work with
Why experiment culture should begin with the mindset
How to change the mindset in an organization
Why visual storytelling is essential in presenting your experiments
The single data source to help you pick the right ideas to run with
A few examples of crazy experiments David ran
David’s advice to aspiring marketers
What David thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

***

🐔

[BEST OF] The Most Effective Way to Generate Demand

Louis Grenier — Tue, 12 Jul 2022 07:01:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Most marketers focus on lead generation but it is enough?

There's another step in your marketing system that comes first: demand generation. While lead generation is a system focused on collecting contact information from potential customers, demand generation is about building brand awareness and creating demand for your products or services.

I asked lead generation expert Jeanne Hopkins to join the show and share her process of setting up a marketing campaign that generates demand and acquires customers.

We covered:

Why most companies struggle to develop a system for attracting leads
The costly mistake marketers make when it comes to their website design
How auditing is the first step new marketers should take in demand generation
The unexpected reason why promotion is the last thing you should think about
Why small teams should go after key objectives vs. individuals
What marketers miss when it comes to communication and small wins
How we set expectations along the customer journey and why they matter
Why we need to become comfortable with video and public speaking

Resources:

SaaS Monetization - Episode 24 with Patrick Campbell
Dan Moyle
Toastmasters
Dale Carnegie - Public Speaking Training
Patrick Campbell: ProfitWell Blog
Patrick Campbell: Price Optimization Blog
@mvolpe - Mike Volpe on Twitter
Sales experience for marketers book or another podcast episode
@JeanneHopkins - Jeanne Hopkins on Twitter
Jeanne Hopkins on LinkedIn
Marketing vs. Communications: The Surprising Difference
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

[BEST OF] How to Create a Go-to-Market Strategy (5 Steps)

Louis Grenier — Tue, 05 Jul 2022 07:08:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is a go-to-market strategy, exactly?

In today’s episode, we’ll define the term in details and dive into the real, actionable steps to design an effective go-to-market strategy.

My guest today is Asia Matos, an early-stage startup marketing expert, and the founder and CEO of Demand Maven.

We’re going to dive into what exactly is a go-to-market strategy, when you need one, and how to create one from scratch.

Topics covered:

What exactly is a go-to-market strategy?
The difference between go-to-market strategy” and “marketing strategy”
Signs that a company needs a go-to-market strategy
The frameworks to start creating a go-to-market strategy
Why is it important to have a “model-market fit” and “channel-market fit”
A real-life example of model and channel market fit
Why follow up questions is vital in customer interviews
Using Objective & Key Results (OKRs) to translate customer interview into actionable steps
Why targeting customers’ mindset is much more important than just aiming at demographics
Biggest mistake companies made when creating a go-to-market strategy
What marketers should learn in the next 5,10, 20 years

Resources mentioned:

***

🐔

[BEST OF] How to Stay Relevant in Business: 3 Tips to Remain Competitive

Louis Grenier — Tue, 28 Jun 2022 07:04:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How do some companies stay on the top while others go out of business?

The answer is change. If you want to move forward in business you have to embrace adaptation. In fact, it's always been this way. Technology is just advancing at a faster pace than ever now.

In this episode, we're joined by branding expert Allen Adamson. He explains what steps companies need to take to stay relevant, how to successfully evolve with the times, and why diversity matters when it comes to your team.

Topics covered

Why most companies fail to stay relevant in today’s world
What happens when you stay focused on your competitors
How disruptors put major companies out of business
The reason why your business should stay in startup mode
Why companies who stay ahead tend to have a diverse team
How to convince risk-averse leadership to change things
Why word of mouth drives the marketing world today
How to become a purpose-driven business with authenticity

Resources mentioned

Metaforce: Allen Adamson’s consulting firm
Shift Ahead: How the Best Companies Stay Ahead in a Fast-Changing World
Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity
The Founder’s Mentality: How to Overcome the Predictable Crises of Growth
Allen Adamson on Forbes
How to Compete With Big Brands Even With Very Few Resources

***

🐔

[BEST OF] How to Stop Marketing With Your Ego

Louis Grenier — Tue, 21 Jun 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When you’re pressed to deliver results, it’s tempting to chase the new, shiny trends. But to be an effective, no-BS marketer, you need to have the conviction to say “No.”

This week we have Edward Nevraumont, an experienced marketing consultant who has worked with companies like Expedia, A Place For Mom, and General Assembly.

In this episode, you’ll learn how to find and execute ideas with efficiency, calculate the true ROI of your marketing activities, and spark real success.

Topics covered

Why most marketing is bullsh*t? (and examples of it)
Why experienced marketers often fall into the “shiny object” trap
Why over-obsession with personalization can backfires
Why Edward takes a stand for effective, no-bs marketing
4-step processes to build a solid no-BS marketing team
How to figure out the ROI of marketing channels
How branding can help improve your other marketing metrics
How to identify your most profitable customers
What Edward think marketers should learn in 5, 10, and 50 years

Resources mentioned

***

🐔

[BEST OF] More Isn’t Always Better: Challenging the 'Growth at All Costs' Mindset

Louis Grenier — Tue, 14 Jun 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Many companies are constantly in a growth mindset, constantly looking for new ways to increase customers and improve their “vanity” metrics that say more is always better.

Paul Jarvis, the author of Company of One, joins the show today to discuss the importance of enjoying the process and why companies should challenge the “Growth at All Costs” mindset that companies find themselves in.

Topics covered

Why companies should not use growth as their top achievement metric
Focusing on profit over growth
Why it is important to figure out how to be happy in the present then hoping the future works out
How to avoid focusing on “vanity” metrics
The two ways to run a business long term
When focusing on your business’s growth makes sense
Why you should consider that more isn’t always better
Why you should be focusing on a specific audience
The importance of understanding your audience’s problem
Customer retention vs. customer acquisition
The three qualities it takes to be resilient
Focusing on the process rather than the outcome
Why you should always be working on personal growth

Resources mentioned

***

🐔

[BEST OF] How to Use the 80/20 Rule to Work Less & Make More

Louis Grenier — Tue, 07 Jun 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Most marketing gurus will advise you to market your business everywhere, on every channel possible. Not Perry Marshall.Perry, a best-selling author, speaker, and world-renowned business consultant.

He joins the show to explain the 80/20 marketing rule and why you should apply its principles to help simplify your marketing approach.

We discuss why you should identify your customers through a disqualification process and how this approach will save you time, improve customer satisfaction, and increase your profits.

Topics covered

How to identify your customers by using John Paul Mendocha’s 5 Power Disqualifiers
Why sales should be a disqualification process rather than a convincing process
The five elements that identify whether a customer will buy your product
How to begin implementing the 80/20 Marketing rules into your sales approach
The importance of categorizing your customers into groups and identifying their commonalities
Why you must speak with your customers face to face or on the phone
The top three qualifying questions you can ask any of your customers
The key characteristic that separates amateur marketers from professional marketers
The framework of direct-response marketing
How to “agitate” your customer’s problems in an honest and ethical method
The formula to guarantee your customer’s satisfaction
Why customer disqualification will increase customer satisfaction

Resources mentioned

***

🐔

[BEST OF] How to Come Up With Endless Unconventional Ideas

Louis Grenier — Tue, 31 May 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

All you need is to ask yourself and your customers one simple question.

***

🐔

[BEST OF] How to Offend People & Create Great F*cking Content

Louis Grenier — Tue, 24 May 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is not afraid to push boundaries or take risks and is most definitely not boring.

In this episode, Dan Kelsall, founder of Offended Marketing, talks about not playing it safe, thinking laterally, and learning from your mistakes.

He also deconstructs three of his most successful campaigns and explains why spending quality time with your client should be a crucial part of your business.

Topics covered

Why people are crippled by the fear of being honest
The biggest mistake companies make with their content
Producing one piece of good content that has impact
Developing a strong team that learn by their mistakes
How to start offending people so that you’re loved by some and hated by others
The process for creating great content that makes people actually buy stuff
What you need from a client to be able to market a product with leverage
How you know when you’ve struck marketing gold
The more you speak to people and understand their culture the more you will get out of it

Resources mentioned

***

🐔

[BEST OF] How to Blow Shit Up And Make a Difference

Louis Grenier — Tue, 17 May 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest this episode is Cindy Gallop, a former advertiser who has worked for brands such as Coca-Cola, Ray-Ban and Polaroid.

In 2009 she launched makelovenotporn.tv to make real world sex socially acceptable and shareable.

If you are dissatisfied with your marketing 9-5 job, or want to transform your business, this is the episode for you.

Listen in to learn how to “blue-sky” your dreams and take your work to the next level

Topics covered

The state of modern advertising
“Blue-sky” marketing exercises and changing your mindset
Humanizing big data and the importance of diversity
Rebalancing the power equation
How to productize your business
Thinking of your audience as your team
Identifying your values and finding your default throwaway descriptor

Resources mentioned

***

🐔

[BEST OF] How to Break Through The Clutter by Doing LESS (Not More)

Louis Grenier — Tue, 10 May 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Traditional marketers make you believe that you're competing against products in the same category (direct competitors) or tangent categories (competitive alternatives).

This is far from being the truth. Here's why.

***

🐔

[BEST OF] Take F*cking Risks: 3 Ways to Get Noticed

Louis Grenier — Tue, 03 May 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode gives me so much energy every time I listen back to it. Ad agency founder Paul Mellor and I discuss how to make your brand noticed by taking some f*cking risks.

***

🐔

[BEST OF] How to Use Marketing Stunts to Get Noticed

Louis Grenier — Tue, 26 Apr 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Tony Award-winner Ken Davenport has produced a long list of Off-Broadway and Broadway shows. He's also known for his innovative marketing stunts, and we delve deeper into these during the episode.

His marketing methods may not be conventional, but they are inspirational and can be adapted to raise awareness no matter what your product or market.

Topics covered:

Ken’s most successful marketing stunt
Ken’s formula for creating marketing stunts
Going for a particular audience and not compromising
Learning from stunts that don’t work out
The problem with trying to be too clever
Simpler is better
Combine your USP with something that’s never been done before
Borrowing ideas from other industries
Getting into trouble is a sign you’ve done something right
Advice for people who are afraid of getting it wrong
Why you should never repeat yourself

Resources mentioned:

***

🐔

[BEST OF] Seth Godin's Marketing Secrets To Changing The World

Louis Grenier — Tue, 19 Apr 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.

The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.

Topics covered :

What we can learn from the mistakes that Ron Johnson made
Don’t use your own worldview in marketing as it will be very different from someone else's worldview
Acting as a customer to understand how and why people buy
Why you should test changes in small areas before making big company-wide changes
Applying the same strategy of watching people in stores to how people behave when they shop online
Why you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get results
What you can do to truly understand your audience and build empathy
Try to imagine what it's like to be the person you seek to serve

Resources mentioned:

***

🐔

[BEST OF] Seth Godin's Marketing Secrets to Launching a New Business

Louis Grenier — Tue, 12 Apr 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What would Seth Godin do if he had to launch a brand new business from scratch, anonymously, with only $1,000?

What are Seth Godin's marketing secrets?This week’s episode was a special challenge to my guest, the famous marketer, author and entrepreneur Seth Godin.

I asked him to come up with a business idea on the fly, and walk us through how he would launch an online business with $1,000 and market it to success within 3 months.

Join us as he shares his wisdom and marketing secrets to launching a successful business from the ground up.

Topics covered:

Choosing a small niche target audience
Creating and promoting valuable free content
Building trust to generate leads and create profit
Consumer culture and why everybody hates marketers
Advice and resources for overwhelmed marketers

Resources mentioned:

Purple Cow by Seth Godin
Permission Marketing by Seth Godin
Kevin Kelley - kk.org
The Cathedral and the Bazaar by Eric Raymond
Penguin Magic
Scientific Advertising by Claude Hopkins
Ogilvy on Advertising by David Ogilvy
The War of Art by Steven Pressfield
The Art of Possibility by Rosamund and Benjamin Zander
Daft Punk: 5 Marketing Lessons to Make Your Business Famous

***

🐔

[BEST OF] How to Start a Marketing Agency (a Practical, No-Bull Guide)

Louis Grenier — Tue, 05 Apr 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How do you start a marketing agency?

My guest today is David Baker, author of The Business of Expertise and speaker, who has worked with 750+ firms and in house departments and is an expert on our topic today.

David will share with us a practical, no bullshit guide to starting a marketing agency and wisely choosing your target market. He brings so many different ideas and approaches to this discussion that you will not want to miss it and his remarkable advice.

Topics covered:

Why agencies are bad at marketing
How to start a marketing agency from scratch, a step-by-step guide
Communicating your strengths and weaknesses
Choosing a viable target market
Finding your first clients
Starting an agency while keeping your day job
David’s recommended resources

Resources mentioned:

***

🐔

[BEST OF] How Noah Kagan Would Launch a Business With $1k Anonymously

Louis Grenier — Tue, 29 Mar 2022 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to Noah Kagan, a successful entrepreneur and founder of two multi-million dollar businesses including AppSumo, Sumo and Briefcase.

Noah is someone who does marketing all day long, but rarely calls it marketing. He has a successful blog, podcast, YouTube channel, and over 700,000 subscribers on his email list.

He has worked for Intel, Facebook and Mean.com before striking out on his own.

Listen in as Noah takes us through how he would launch a business with $1000 anonymously and his thoughts on marketing today.

Topics covered:

Launching a business idea
How to find a marketable service to provide
Starting by working for free
Validating ideas manually before starting with automation
Networking methods to find clients
The 80/20 rule: Spend 80% of the time sticking with what works, and 20% experimenting
Becoming a better marketer and Noah’s advice and resources

Resources mentioned:

Moz, GrowthHackers, Product Hunt, Angel.co, Inbound.org
Just Do It by Art Williams
The Ultimate Sales Machine by Chet Holmes
AppSumo, Sumo, Briefcase
The 18 Books That Changed my Life by Noah Kagan
louis@everyonehatesmarketers.com

***

🐔

[BEST OF] Please, I Beg You, Don't Try to "Create a New Category"

Louis Grenier — Tue, 22 Mar 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Don't do it.

Here's why.

***

🐔

[BEST OF] How to Build a Credible Personal Brand from Zero

Louis Grenier — Tue, 15 Mar 2022 10:11:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When Wes Bush left a job that he hated, he knew he had to pursue something that would give him the energy and drive to work at it consistently every day.

Within three years of making that decision, he’d written a book, built a coaching program, and launched the Product-Lead Institute.

In this episode, Wes tells me how he got to that point in his career and the influences behind his decisions.

He also reveals his 16-step guide to building credibility.

Topics covered:

Why Wes treats his LinkedIn profile like a landing page
What led him to launch his own business
If you can build demand you can build any business
How to discover what it is that you truly love to do
The benefits of specialising in an area
Doubling down on what gives you the most energy
How Wes created and ran a course for the CXL Institute
Why you need to pick a villain in marketing
Mistakes he made when building his personal brand

Resources mentioned:

***

🐔

[BEST OF] Mark Ritson: How to Grow a Company From Nothing

Louis Grenier — Tue, 08 Mar 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Mark Ritson tells things as they are, and that’s why he’s one of my favorite marketers.

The founder of the Mini MBA in Marketing, he’s a long-standing columnist for marketing week, has worked with some of the world’s biggest brands, and has taught at some of the top business schools.

In this longest ever episode of Everyone Hates Marketers, I challenge Mark to tell us how he would build a business on a limited budget.

Topics covered:

What does the long and the short of it mean?
Start with what you’ve got
How to start a business that maintains
Why you should ask yourself what it is you can do that most other people can't
Why small brands can take risks that the bigger brands can’t
Why you should stand up and be counted as the founder of your business
How the birth of his first child forced him to start Mini MBA
Why scalability is such an important word
What’s so fantastic about shitting your pants

Resources mentioned:

***

🐔

[BEST OF] Hiten Shah on Choosing the Right Value Proposition

Louis Grenier — Tue, 01 Mar 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You should be very familiar with my guest today.

As a serial entrepreneur, he’s founded and co-founded multiple companies over the past 20 years including, KISSmetrics and Crazy Egg. He’s now CEO of FYI, a solution for having all of your documents in one place.

In this episode, Hiten talks about value proposition and why keeping it simple is the key to making it successful.

Topics covered:

The definition of a value proposition
Thinking about people first and understanding what they want
Examples of value propositions
The three mistakes businesses make with their value proposition
Understanding how people see your business in order to understand your value proposition
Why the value proposition is in the eye of the beholder
The first step to defining your value proposition
Ensuring you able to deliver on your value proposition
The importance of keeping what you do simple to understand
Why you should consider the most unique thing that your business does

Resources mentioned:

***

🐔

[BEST OF] 3 Steps to Write Copy That Converts

Louis Grenier — Tue, 22 Feb 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Who is Joanna Wiebe?

Joanna Wiebe is the original conversion copywriter. She’s the co-founder of Copyhackers and Airstory.co, and she’s written for companies like Wistia, Buffer, Crazy Egg, Shopify, and more.If you’ve ever struggled to write copy for your landing page, you’ll want to learn from Joanna. Tune into our interview for her step-by-step guide to better customer research, more authentic writing, and increased conversions for your business.

What is Copy Hackers?

Copy Hackers is where startups and marketers go to learn how to write persuasive website and email copy. Joanna teaches all things copywriting, growth marketing, and how to run a profitable freelancing business.

Topics covered:

3 Steps to Writing Copy That Converts

Conversion copywriting is about moving somebody to take action. Your role is to convince someone to say yes to your offer—whether it’s buying your product, signing up for your email list, or clicking a link to read your latest blog post.

According to Joanna Wiebe, it’s all about getting inside people’s heads.The difference between writing persuasive copy and “meh” copy is how much you focus on your audience. You should be thinking about your audience the entire time you’re writing copy. It’s not about the words you would use to describe your product.What words does your audience use?

How do they talk about what you’re selling? Writing copy that converts means you find out how your prospects talk about their objections, their problems, and what they’re going through in life. You find those words and phrases in your research—and put them into a framework that’s designed to make people say yes.In this interview, Joanne walks you through all three steps in detail.

‍Step 1:

The best copywriting starts with research and discovery.In fact, this is the most significant part of the entire process. It’s simple. Start with customer interviews and zero in on the parts you hear that are interesting. What are the things that make you pause and take notice?When you’re really looking for messages and the order you want to put them in.If you can’t do one-on-one customer interviews, you can send out surveys or dig into a process Joanna calls review mining. The point is, you’re never starting from scratch when it comes to copy. You’re just organizing raw, voice-of-customer data.

Step 2:

How do you organize your messages on the page?In this step, Joanna shares the frameworks she uses to pull the copy together. Her favorite is PAS, or Problem, Solve, Agitate. This method opens with the problem that’s being solved—and agitates it so your reader really feels these pain points.If there’s no major pain point, you can turn the classic framework AIDA. It stands for Attention, Interest, Desire, and Action. You start organizing messages based on what will grab your reader’s attention.

Step 3:

The final step is editing. This is where you sweep through your messaging and edit it to prepare for AB testing. All you’re doing is taking the clunky voice-of-customer data and making sure it sounds smooth (but still sticky).In this interview, Joanna reveals her process called The Seven Sweeps. You’ll learn the 7-step framework for executing a fast-moving copy review, so you can edit quickly and confidently.

Resources mentioned:

Airstory.co
CopyHackers.com
Rev.com transcription
Backlinko
Scientific Advertising by Claude Hopkins
Tested Advertising Methods by John Caples
Joanna Wiebe on Twitter @copyhackers
louis@everyonehatesmarketers.com

***

🐔

[BEST OF] 5 Little-Known Facts About Consumer Behavior

Louis Grenier — Tue, 15 Feb 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is marketing psychology?

When it comes to digital marketing it's easy to drown ourselves in endless data analytics, campaign results, and market research. But marketing boils down to one thing only--humans. Marketing psychology is the study of consumer psychology and the reasoning behind why we make decisions.

Who is Richard Shotton?

My guest today is Richard Shotton, the author of The Choice Factory: 25 Behavioral Biases That Influence What We Buy. He's also the head of behavioral science for Manning Gottlieb OMD, the #1 advertising agency in Europe.

Topics covered:

5 Little-Known Facts About Consumer Behavior

Pratfall Effect: If you can admit a weakness or flaw, you become more appealing to your audience.
Confirmation Bias: We're very good at maintaining our existing point of view.
Our Habits: You can persuade people in the moments when their habits become destabilized.
Brand Purpose: Not every company needs to have have a higher purpose beyond profit.
Personalization: Don’t apply it to such a degree that you lose the essence of your brand.

The Pratfall Effect

The pratfall effect is a counter-intuitive idea that was first discussed by Eliott Aronson, a professor of psychology at Harvard in the 1960s. According to this theory, you become more appealing after you admit a weakness or you exhibit a flaw.In marketing, this applies because one of the biggest issues we face is that people don't trust brands. Once you’ve admitted a flaw, you're demonstrating your honesty and the rest of your claims suddenly become more believable.

Confirmation Bias

Our brain instinctively resist new information due to confirmation bias. As Richard Shotton explains, if you already dislike a brand, your brain will continue to come up with counter arguments to maintain its existing point of view. You can counteract this in marketing by reaching your audience at moments of distraction, because they’re potentially persuadable at this point. And you can do this by thinking about the body language and the tone of your advertising.

Our Habits

What are the moments when people’s habits become destabilized? According to consumer psychology, we can encourage people to buy our products during major life events. Richard Shotton conducted research where he discovered that people are 2-3 times more likely to try a new brand after undergoing a life event.These life events can include getting married, divorced, retiring, moving, having your first child, or starting a new job. These are when our habits are in flux and we're open to buying new products to fit these changes.

Brand Purpose

There’s a current trend in marketing at the moment where companies are trying to find a single way of answering briefs. This can go wrong in a lot ways. Because the problems that your target market will face are varied -- and one solution is impossible.Richard explains brand purpose as an example. In some circumstances, brands should have a higher order beyond profit but it can also lead to the wrong approach if you try to apply purpose to everything. Remember the infamous Pepsi protest campaign? That's proof on how this tactic can fail.

Personalization

If you take personalization in marketing too far, there can be huge implications. In this interview, Richard shares a theory from Kevin Simler that explains the value of a brand is in it’s shared cultural meaning.If you're targeting your audience with different messages it can be great in the beginning. However, eventually people will overhear those messages and understand that your brand actually stands for nothing.

Resources mentioned:

The Choice Factory: 25 Behavioral Biases That Influence What We Buy by Richard Shotton
A true story: the birth of a great campaign by Paul Feldwick
Stuff From The Loft by David Dye
The 22 Irrefutable Laws of Leadership by Bern Bolo
Ads Don't Work That Way by Kevin Simler
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
The Anatomy of Humbug: How to Think Differently About Advertising by Paul Feldwick
Decoded: The Science Behind Why We Buy by Phil Barden
Rory Sutherland: The Wiki Man
Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stevens-Davidowitz
@rshotton on Twitter
Richard Shotton on LinkedIn
Pratfall Effect in Marketing: Admit Your Flaws to Win Customers
How to Influence Buying Decisions Without Being Shady
How to Convince People to Buy (Without Being Pushy)

***

🐔

...

[BEST OF] 5 Drivers That Motivates Human Behavior

Louis Grenier — Tue, 08 Feb 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What motivates human behavior?

My guest today is Susan Weinschenk, behavioral scientist, author, speaker, consultant, and mentor.

She is an expert in understanding, predicting and directing human behavior. Her books include How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, and Neuro Web Design.

In this episode, we’re going to talk about what motivates people in this complex modern world, and how we can use behavioral science to become better marketers.

Susan will explain five drivers of human behavior backed by scientific studies and what you should know about them in order to get people to do what you want.

Topics covered:

Unconscious mental processing and self-stories
Value versus habit based decisions
The 5 top drivers of human motivation
The power of storytelling
The need to belong and social ties
Behavioral habits and instincts
Ethics in behavioral science
Susan’s recommended reading

Resources mentioned:

How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, 100 MORE Things Every Designer Needs to Know About People and Neuro Web Design by Susan Weinschenk
Redirect by Timothy Wilson
Sapiens by Yuval Harari
Thinking, Fast and Slow by Daniel Kahneman
The Power of Habit by Charles Duhigg

***

🐔

[BEST OF] How to Create ACCURATE Buyer Persona

Louis Grenier — Tue, 01 Feb 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to create 100% accurate and detailed buyer persona.

My guest this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business.

‍Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas.

Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.

Topics covered:

Why big data isn’t enough to understand people
Step-by-step customer research methods
How to effectively interview buyers
The 5 Rings of Buying Insight
Creating a buyer persona

Resources mentioned:

Buyer Persona Institute
Example
How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella
Adele on Twitter @buyerpersona
Adele on LinkedIn
Buyer Persona Institute on LinkedIn
How to Influence Buying Decisions Without Being Shady
Buyer Personas Need to Die a Violent Death
How to Convince People to Buy (Without Being Pushy)

***

🐔

[BEST OF] Buyer Personas Need to Die of a Violent Death

Louis Grenier — Tue, 25 Jan 2022 06:00:00 +0000

[BEST OF] How to Find out What Triggers Customers to Buy

Louis Grenier — Tue, 18 Jan 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

It’s time to get customer-obsessed. Katelyn Bourgoin, the three-times founder, turned growth geek joins the podcast to explain the importance of using customer research to figure out what triggers customers to buy.

We discuss the processes Katelyn uses to help companies understand what their customers are trying to achieve, and what barriers are stopping them from achieving it, so they can design better products market them more effectively.

Topics covered:

Why it’s important to understand what triggers your customers
The reasons why some marketers may be feeling overwhelmed
Social Media’s draining effect on Katelyn
The first question Katelyn asks her new clients when starting customer research
How the startup world taught Katelyn the importance of customer discovery
The steps it takes to develop your customer’s persona
Why understanding your customer is more than gathering demographic and firmographic information
How to disrupt the Super Mario power upmarket
Don’t forget about the importance of the functional side of your product
Identify your customer’s challenges with their current solution
Katelyn’s thoughts on one-on-one customer interviews
One of Katelyn’s favorite sayings when conducting interviews
How to make sense of the customer information you’ve gathered

Resources mentioned:

***

🐔

[BEST OF] How to Use Jobs-To-Be-Done to Read Your Customers' Minds

Louis Grenier — Tue, 11 Jan 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to use Jobs to be done.

On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co.

Claire is also a published author and the former Director of Marketing for Calendly. In this episode she will introduce us to the “Jobs to be done” methodology that is replacing the old method of creating customer personas.

Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business.

Topics covered:

Claire’s role at Calendly and transition into consulting
How to use jobs to be done to ready your customers' minds
The “Jobs to be done” approach to marketing
Identifying your power customers and making a profile
Tips for interviewing customers and getting valuable insight
Introducing new methods to your company successfully
Case studies and recommended resources on the “Jobs to be done” methodology

Resources mentioned:

Why the Jobs-to-be-Done Framework Creates Better Products: Alan Klement
Websites that Convert: The fundamentals of writing compelling website copy by Claire Suellentrop
Loveyourcustomers.co
Claire’s talk from the Unbounce’s Call to Action Conference
Rev.com and Speechpad.com - Transcription services
Matt Hodges on Marketing the Job to be Done via Intercom
When Coffee & Kale Compete by Alan Klement
https://jtbd.info/ Blog by Alan Klement
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

[BEST OF] How to Talk to Customers When Everyone Is Lying to You

Louis Grenier — Tue, 04 Jan 2022 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Will your next startup be a success? The truth is, you can never be 100% certain until you test your idea — but you can save yourself 12 months of time by talking to your customers first.

In this episode, Rob Fitzpatrick joins us on the podcast to share how you can validate your business idea by getting better feedback.

Topics covered:

Why you shouldn’t sell to customers you don't understand
The brilliant payoff of going out into the real world to talk to people
How to ask intriguing questions that get your customers to open up
Why your personal network is far more valuable than you realize
The surprising reason your breakthrough idea isn’t about profitability
Exactly what type of customers you should go after to build quickly
How to identify your core skills and monetize your top strengths
Why beginning conversations with your pitch is a major mistake

Resources mentioned:

***

🐔

Don't Be Bland, Caricature Your Brand

Louis Grenier — Tue, 09 Nov 2021 06:00:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

It's not enough to have a good product, the right market, and a splashy brand color. Learn how to be distinctive so you can be noticed, remembered, and talked about.

***

🐔

[REPLAY] Hiten Shah on Choosing the Right Value Proposition

Louis Grenier — Tue, 12 Oct 2021 07:06:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You should be very familiar with my guest today.

In this episode, Hiten talks about value proposition and why keeping it simple is the key to making it successful.

Topics covered:

The definition of a value proposition
Thinking about people first and understanding what they want
Examples of value propositions
The three mistakes businesses make with their value proposition
Understanding how people see your business in order to understand your value proposition
Why the value proposition is in the eye of the beholder
The first step to defining your value proposition
Ensuring you able to deliver on your value proposition
The importance of keeping what you do simple to understand
Why you should consider the most unique thing that your business does

Resources mentioned:

***

🐔

How I've Made $60,300 With One Single Email (A No-Bull Story)

Louis Grenier — Tue, 28 Sep 2021 07:18:00 +0100

The Counterintuitive Way to Achieve Excellence

Louis Grenier — Tue, 14 Sep 2021 07:51:00 +0100

You've Been Fooled, There's No "Blue Ocean"

Louis Grenier — Tue, 31 Aug 2021 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Learn why there is no blue ocean, only one, gigantic, red ocean, and learn how to use it to your competitive advantage.

***

🐔

[REPLAY] Seth Godin's Marketing Secrets to Changing The World

Louis Grenier — Tue, 17 Aug 2021 08:58:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.

The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.

Topics covered:

What we can learn from the mistakes that Ron Johnson made
Don’t use your own worldview in marketing as it will be very different from someone else's worldview
Acting as a customer to understand how and why people buy
Why you should test changes in small areas before making big company-wide changes
Applying the same strategy of watching people in stores to how people behave when they shop online
Why you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get results
What you can do to truly understand your audience and build empathy
Try to imagine what it's like to be the person you seek to serve

Resources mentioned:

***

🐔

How to Stand Out AND Remain Professional (6 Principles)

Louis Grenier — Tue, 03 Aug 2021 08:18:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Here's what "being professional" really means and why you CAN stand the f*ck out without offending the people you seek to serve.

***

🐔

Are You Missing That One Ingredient to Turn Perfect Strangers Into Buyers?

Louis Grenier — Tue, 20 Jul 2021 07:07:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

An explosive, 6-step recipe you can use to capture demand... using one ingredient you've probably been missing.

***

🐔

Positioning Is Like Playing That Annoying Board Game...

Louis Grenier — Tue, 06 Jul 2021 07:54:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Positioning is a concept that's difficult to grasp. Here's my attempt to explain it in 13 principles using a super annoying board game.

***

🐔

Forget 87.5% of Your Marketing. Here's Why.

Louis Grenier — Tue, 22 Jun 2021 07:17:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Only 12.5% of the volume of an iceberg remains above water. The rest can't be seen. Just like your marketing.

***

🐔

[REPLAY] 3 Steps to Repurposing Content For Every Channel

Louis Grenier — Tue, 15 Jun 2021 08:57:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, I talk to a real risk-taker, Harry Dry. He's done his research, knows his channels, and he's even grabbed the attention of Kanye West.He also runs Marketing Examples, a company who, surprisingly enough, provides a selection of real-world marketing examples. He has a gift for repurposing content depending on the channel and in today's podcast, he takes you through the process step-by-step.

Topics covered:

Why most marketing content strategies don’t work
How to recognise an article that’s been written by someone who doesn’t care
Using a Twitter thread to promote an article
Building connections on LinkedIn and marketing yourself on Reddit
Researching your channels well and and understanding the nuances of each
Why consistency is the key to building trust
The reason that direction is more important than speed
Writing your emails as though they were for your mum and dad

Resources mentioned:

***

🐔

[REPLAY] Balancing Between Brand, Performance, and Creative Marketing In 5 Key Concepts

Louis Grenier — Tue, 08 Jun 2021 08:55:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Matt Kerbel.

Matt previously worked for General Mills, Activision, Lyft, and MeUndies and is now head of marketing and brand strategy at Canoo, so he has a lot of diverse experience under his belt. And if you’ve not yet heard of Canoo, they create electric vehicles for subscription and are due to launch in 2021.

In this episode, he talks about developing a marketing organization where brand, performance, and creative marketers all work together in balance. Plus the importance of the entire team getting involved with the end goal.

Topics covered:

Can a marketer be both brand and performance-orientated?
Being relevant not just today but in the future
Taking raw research data and turning it into something actionable
Why creating a brand personality that reflects a person is so powerful
Creating three or four core pillars that you stand for
The importance of building your brand foundation with the entire team
Ensuring that everything you create is measurable
Picking a metric that matters
Ensuring diversity within your marketing
What marketers should learn today to help them in 10, 20 and 50 years time

Resources mentioned:

***

🐔

[REPLAY] How to Offend People And Create Great F*cking Content

Louis Grenier — Tue, 01 Jun 2021 08:58:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is not afraid to push boundaries or take risks and is most definitely not boring.

In this episode, Dan Kelsall, founder of Offended Marketing, talks about not playing it safe, thinking laterally, and learning from your mistakes.

He also deconstructs three of his most successful campaigns and explains why spending quality time with your client should be a crucial part of your business.

Topics covered:

Why people are crippled by the fear of being honest
The biggest mistake companies make with their content
Producing one piece of good content that has impact
Developing a strong team that learn by their mistakes
How to start offending people so that you’re loved by some and hated by others
The process for creating great content that makes people actually buy stuff
What you need from a client to be able to market a product with leverage
How you know when you’ve struck marketing gold
The more you speak to people and understand their culture the more you will get out of it

Resources mentioned:

***

🐔

How to Break Through The Noise in a Cluttered Market by Doing LESS (Not More)

Louis Grenier — Tue, 25 May 2021 07:10:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Traditional marketers make you believe that you're competing against products in the same category (direct competitors) or tangent categories (competitive alternatives).

This is far from being the truth. Here's why.

***

🐔

Give Me a Large Swimming Pool & I’ll Grow Your Market Share

Louis Grenier — Tue, 18 May 2021 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How do you grow market share in a very competitive category full of established companies? By walking away from the ocean and picking a large swimming pool.

***

🐔

Buyer Personas Need to Die of a Violent Death. Here’s Why.

Louis Grenier — Tue, 11 May 2021 07:31:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Traditional buyer persona advice is centered on demographics information that is useless and potentially harmful.

***

🐔

Facts Don't Change Minds. Here's What Does.

Louis Grenier — Tue, 04 May 2021 06:56:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Sean D’Souza, author of The Brain Audit and the owner of Psychotactics.com.

He’s a cartoonist and a marketer with more than 15 years experience in the field and makes a point to take a three-month vacation every year.

In this episode, you’re going to learn how to convince people to buy without being pushy using Sean’s methodology called The Brain Audit. It works for all marketing and business types because it uses first principal thinking instead of relying on best practices that come and go.

Listen in to learn this step by step process you can apply in your daily work starting today.

Topics covered

Learning responsibility at a young age
Overpromising by marketers
Life satisfaction at a certain level of income
The Brain Audit methodology
Finding the target profile and solving their problem
Answering customer objections
Curating valuable testimonials
Implementing successful risk reversals
Uniqueness

Resources mentioned

How to Convince Someone to Buy (Without Being Pushy)
The Brain Audit
Psychotactics.com
Originals by Adam Grant
TimHarford.com

***

🐔

You Might Be Wasting Your Time

Louis Grenier — Tue, 27 Apr 2021 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

***

🐔

How to Come Up With Endless Unconventional Ideas

Louis Grenier — Tue, 20 Apr 2021 07:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

All you need is to ask yourself and your customers one simple question.

***

🐔

We Need to Talk About This Fatal Mistake

Louis Grenier — Tue, 13 Apr 2021 07:01:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

***

🐔

How Daft Punk Stood The F*ck Out (7 Lessons)

Louis Grenier — Tue, 06 Apr 2021 07:10:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This is a differentiation teardown of how Daft Punk became the most influential dance music duo of all time—and 7 lessons you can learn to radically stand out.

***

🐔

Radical Transparency: How to Stand Out When Everyone's Lying

Louis Grenier — Tue, 30 Mar 2021 07:01:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

So much bullshit, so much lying, so much over-the-top statements, so many buzzwords that mean nothing.

Here's how to fight it.

***

🐔

Please, I Beg You, Don't Try to "Create a New Category"

Louis Grenier — Tue, 23 Mar 2021 06:01:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Don't do it.

Here's why.

***

🐔

How to Convince People to Buy Using Conspiracy Theory Principles

Louis Grenier — Tue, 16 Mar 2021 06:01:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Find out what conspiracy theorists and your customers have in common (and why it helps people make decisions).

***

🐔

[REPLAY] Nail Your Product Launch in 3 Steps

Louis Grenier — Tue, 09 Mar 2021 09:18:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you on the verge of launching your product but unsure about your go-to-market strategy?

After 2 years of trying, I finally got to talk to Meghan Keaney Anderson, VP of Marketing at HubSpot.

It was well worth the wait.In this episode, you will learn how to target your marketing regardless of the size of your business, why your beliefs and mindset are so important, and how choosing an enemy could put you at a marketing advantage.

Topics covered:

Why some companies struggle to get noticed
How to launch a product with little or no money
Properly identifying your Beta group before you go to market
Why product marketing goes beyond marketing
Letting go of the fear surrounding your product
The importance of content creation
How sharing the same beliefs as your market is so important
Why category creation may not be beneficial
What marketers should learn to prepare themselves for the future
Breaking down your launch strategy into a few basic essentials

Resources mentioned:

***

🐔

How to Use Customer Research to Design and Sell Better Products

Louis Grenier — Tue, 02 Mar 2021 06:37:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Designing products and then selling them is one of the biggest challenges for startups and entrepreneurs. After all, whatever you create, it has to be something that people care about. It's not easy selling something that solves a non-existent problem.

And this is what I talk about with my guest Shay Howe. Not only is he the VP of Platform Strategy at Active Campaign, but he also mentors startups at TechStars about designing and selling better products.

Topics covered:

The biggest mistake people make when it comes to designing a product
Why less is more in design and marketing
Focusing on the core and knowing what it is you stand for
How restricting yourself can force you to build a better product
Understanding what problem your product needs to solve
Is there really a problem that needs solving or a perceived problem
Taking an existing problem and solving it in a new way
The most important question to ask potential customers
Testing results and knowing if something is tangible or not

Resources mentioned:

***

🐔

How to Think Like Your Buyer & Become Good at Sales

Louis Grenier — Tue, 23 Feb 2021 06:37:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Susan Englehutt is the founder and creator of The Way Buyers Buy. She previously worked for small, medium companies and big names like Microsoft, IBM, and Dell.

She’s intuitive and knows her buyers, and she understands how to bridge the gap between sales and marketing, which traditionally causes tension in companies. Susan explains more about that and goes deeper into the three stages of the buying process.

Topics covered:

The love/hate relationship between sales and marketing
Why intuition is a gift in sales
How Susan changes the mindset of sales people
Keeping your buyer on the sales roadmap
The three stages of the buying process
Walking away from sales that just aren’t going to work
The difference between an impact problem and a frustrating problem.
The Why, The What and The How.

Resources mentioned:

***

🐔

[REPLAY] How to Stop Marketing With Your Ego and Become an Effective Marketer (4 Steps)

Louis Grenier — Tue, 16 Feb 2021 06:36:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When you’re pressed to deliver results, it’s tempting to chase the new, shiny trends. But to be an effective, no-BS marketer, you need to have the conviction to say “No.”

This week we have Edward Nevraumont, an experienced marketing consultant who has worked with companies like Expedia, A Place For Mom, and General Assembly.

In this episode, you’ll learn how to find and execute ideas with efficiency, calculate the true ROI of your marketing activities, and spark real success.

Topics covered:

Why most marketing is bullsh*t? (and examples of it)
Why experienced marketers often fall into the “shiny object” trap
Why over-obsession with personalization can backfires
Why Edward takes a stand for effective, no-bs marketing
4-step processes to build a solid no-BS marketing team
How to figure out the ROI of marketing channels
How branding can help improve your other marketing metrics
How to identify your most profitable customers
What Edward think marketers should learn in 5, 10, and 50 years

Resources mentioned:

***

🐔

How to Build a Genuinely Caring & Committed Community

Louis Grenier — Tue, 09 Feb 2021 06:36:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Joe Glover is the kind of person who gives marketing a good name. While some may be guilty of aggressive marketing and using hacks to get as many members as possible, Joe uses an entirely different approach. He believes in leading with kindness.

His tagline is Positively Lovely which might sound a bit crazy in the marketing world today, but not does he live by this, he does it with great success and has built a community of over 16,000 people in the UK and the US. I talk to Joe about his beliefs and how it all started with a small meetup.com group.

Topics covered:

Examples of a community coming together to lift each other up
When is a community not actually a community, just marketing bullshit.
Three steps towards creating a community
Start by looking at problems in your own life and how to solve them
How Joe’s very first meetup.com meet up went.
Aligning yourself with people or businesses who have a wide network
What did Jow create that was so different to other events?
Create something that makes you different and unique
The benefits of having a really strong set of values
Consider your target market and who you are best equipped to help
Avoiding buzzwords in your marketing. Keep it simple.
Encouraging word of mouth activity

Resources mentioned:

***

🐔

What It Takes to Build Successful Marketing Teams (Over & Over Again)

Louis Grenier — Tue, 02 Feb 2021 06:34:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today has over 20 years worth of experience, has worked with more than five major companies during that time, and was VP at four of them. He's currently chief marketing officer at Gong, the revenue intelligence platform.

In this episode, Udi Ledergor talks about how he draws on these experiences whenever he starts with a new company and what steps he takes to make his role a success whilst building a successful team.

Topics covered:

The very first thing that Udi does when he joins a company
Doing due diligence before starting with a company and being clear about who and what you want to work with
Really understanding a brand and what you may have to go through to get to that point
Is the product you’re marketing solving a big enough problem for a big-enough audience
Udi goes through the key processes he uses when starting with a company
Using both Inbound and Outbound marketing techniques when first starting out
What does it mean to actually build a brand
Do something that stands out as different
If you try and please everyone, you’re going to get boring
Developing content that’s so good, people want to pay for it

Resources mentioned:

***

🐔

["Hot Seat" Group Coaching Replay] Learn to Stand Out in 113 Minutes

Louis Grenier — Fri, 29 Jan 2021 06:12:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

"How do you make people instantly understand what you do? How to become an authority in my field? How to create content that doesn't sound like everyone else? How to stand out as a job candidate? How to stand out from massive competition?"

This is a sample of the questions I've answered during a free + live "hot seat" coaching session (that took place on Jan 27, 2021).

I was so frustrated by empty advice from so-called experts on differentiation that I organized this webinar to help consultants, entrepreneurs, in-house marketers get unstuck and stand out with real, actionable advice tailored to their needs.

If you want to go further to make your product/service radically stand out, check out my 8-week high-intensity program (applications for the next cohort open Monday, Feb 1st): EveryoneHatesMarketers.com/stfo

***

🐔

How to Use Marketing Stunts to Get Free Press

Louis Grenier — Tue, 26 Jan 2021 06:23:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Tony Award-winner Ken Davenport has produced a long list of Off-Broadway and Broadway shows. He's also known for his innovative marketing stunts, and we delve deeper into these during the episode.

His marketing methods may not be conventional, but they are inspirational and can be adapted to raise awareness no matter what your product or market.

Topics covered:

Ken’s most successful marketing stunt
Ken’s formula for creating marketing stunts
Going for a particular audience and not compromising
Learning from stunts that don’t work out
The problem with trying to be too clever
Simpler is better
Combine your USP with something that’s never been done before
Borrowing ideas from other industries
Getting into trouble is a sign you’ve done something right
Advice for people who are afraid of getting it wrong
Why you should never repeat yourself

Resources mentioned:

***

🐔

Why Marketing Should Run Sales (+ How to Do It)

Louis Grenier — Tue, 19 Jan 2021 06:09:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Kyle Lacy is the CMO of Lessonly, where, unsurprisingly, he leads a team of marketers.

Here’s a more surprising bit: he also looks after a group of outbound sales reps. In our conversation today, we talk about that and expand on Kyle’s firmly held belief that marketing should run sales. We discuss what that means for you and your company and how to make it happen.

Topics covered:

The difference between sales and marketing
Knowing when leads have come from marketing activities
Start with a fully optimized website
Fully utilising both inbound and outbound marketing
How to feed the sales team
The number one method for optimizing a website
Why you should be talking to customers
Hiring the right people for the right jobs
Increasing the volume when it comes to brand

Resources mentioned:

***

🐔

[REPLAY] How to Position Your Freelance Marketing Business (& Stop Feeling Burn out)

Louis Grenier — Tue, 12 Jan 2021 06:23:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you feeling burnt out at the end of your workday? Do you feel like your flailing around with no direction when working with your current clients?

Kaleigh Moore was in your position not too long ago. Now after taking a leap as a niche freelance writer, Kaleigh runs a successful business writing blog content for e-commerce platforms and SaaS tools.Kaleigh joins the show today to help us understand how to find work your passionate about and make money doing it.

We discuss how to find your niche and properly position your brand so people remember what you do and you can work with clients on your own terms.

Topics covered:

Why being a specialist will get you more business
Two reasons to be selective when bringing on new clients
Keeping variability in your projects when selecting your expertise niche
How Kaleigh conquered her fears and burnout when she repositioned her business
The trigger that pushed Kaleigh to reposition her business
The online freelance course Kaleigh took to figure out the work she truly enjoyed
Why you need to have some hands-on experience before positioning your business
Three questions that can help you find work you actually enjoy doing
Kaleigh’s advice for setting up your project fee structure
The best way to discover work you are passionate about
Potential red flags from clients and how to tactfully move away from those clients
A formula for creating your really simple positioning statement
Why you should ask your mom if she understands your positioning statement before you publish it
Simple ideas to keep your network updated on your brand

Resources mentioned:

***

🐔

[REPLAY] Storytelling for Success: How to Design a Convincing Product Narrative

Louis Grenier — Tue, 05 Jan 2021 06:29:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling

.My guest today is Andy Raskin, strategic consultant and storytelling expert. In this episode, you’ll learn how to use storytelling frameworks to establish trust, create emotional connections, and gain traction.

Topics covered:

What Andy think “positioning” exactly is
An example of a company that does narrative positioning well
Can you measure the success of product positioning?
How to create urgency in your positioning
Why the CEO should lead the product positioning exercise
How Andy implements his framework in 5 steps
The one question that sparks debate in positioning discussion
How you should approach positioning when you have multiple target audience
What Andy thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

***

🐔

Why Company Values Matter and How to Use Them in Marketing

Louis Grenier — Tue, 22 Dec 2020 06:27:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

‍

Lindsey Christensen believes that the role of marketing goes far beyond that of making money.

In this episode, she talks to me about how once companies define their values and missions, they should stay connected to them and promote them in their marketing. We also discuss the need for diversity and change within the tech industry.

With over 14 years of experience within the business, she is currently CMO of the design and development consultancy, thoughtbot.

Topics covered:

What’s wrong with tech and the tech industry today
Why diversity is the biggest issue in the tech industry
Definition of company values and why they are important in marketing
Doing research on a company's values before you start to work with them
Selling yourself to a company and treating it as a marketing exercise
Talking to customers to understand what they love about your company
What to do if the company you work for isn’t sticking to their values
What you stand for implies what you also stand against
Not taking on projects or customers if it goes against your values
Defining objectives, strategies, goals, and measures
How to prioritize and pick the ideas and strategies that you want to use
What Lindsey thinks marketers should do today to help them in the next five, 10, 50 years

Resources mentioned:

thoughtbot
Giant Robots Smashing Into Other Giant Robots
Good Strategy, Bad Strategy - Richard Rumelt
Katie Martell
Wistia

***

🐔

[REPLAY] 10 Steps to Reposition Your Product When Your Customers Don’t “Get it”

Louis Grenier — Tue, 15 Dec 2020 06:28:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What do you do if your customers just don't "get" your product?

My guest today is Jane Portman, UI design expert, and co-founder of Userlis.

We talked about why Userlist initial positioning didn't work, and the ten steps Jane and the Userlist team took to develop a new product positioning.

From recruiting customers, to running customer interviews, and discovering the patterns and themes amongst qualitative data.

Topics covered:

Why Userlist changed their product positioning
The steps Jane took to start improving their product positioning
How Jane scheduled customer interviews
The customer research questions that led to the best insights
Why understanding your product’s “true competitive alternative” is important, and how to find them
How to figure out positioning internally
The difference between “attributes” and “features”
How to cluster attributes and features into “themes”
Using card sorting exercise as a product positioning
The biggest mistake Jane made when she tried to launch her previous products

Resources mentioned:

***

🐔

How to Use Surveys to Get the Data You Need, When You Need It

Louis Grenier — Tue, 08 Dec 2020 06:32:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Morgan Molnar lives and breathes data. She began her career in marketing effectiveness analytics at Nielsen before her present position as director of product marketing at SurveyMonkey.

During our conversation, she explained what market research means to her and dispelled some of the myths and lies surrounding surveying. She also offers a compelling argument that providing it's done right, there are considerable benefits from using surveys to gather data.

Topics covered:

The difference between primary, secondary, qualitative, and quantitative research
The top three mistakes people make when sending surveys?
The questions you shouldn’t ask in a survey
The importance of pre-survey screening
In surveying, what are monadic designs and sequential monadic designs
The benefits of using survey panels
Deciding on your sample size

Resources mentioned:

***

🐔

Mark Ritson: How to Grow a Company From Nothing

Louis Grenier — Tue, 01 Dec 2020 06:22:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Mark Ritson tells things as they are, and that’s why he’s one of my favorite marketers.

In this longest ever episode of Everyone Hates Marketers, I challenge Mark to tell us how he would build a business on a limited budget.

Topics covered:

What does the long and the short of it mean?
Start with what you’ve got
How to start a business that maintains
Why you should ask yourself what it is you can do that most other people can't
Why small brands can take risks that the bigger brands can’t
Why you should stand up and be counted as the founder of your business
How the birth of his first child forced him to start Mini MBA
Why scalability is such an important word
What’s so fantastic about shitting your pants

Resources mentioned:

***

🐔

WTF is Generation Z And How to Market to Them

Louis Grenier — Tue, 24 Nov 2020 06:33:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Sarah Weise is a bestselling author, founder of the award-winning Bixa research studio, and has worked with some of the world's biggest brands.

She recently turned her attention to the largest living generation, Generation Z, and her book, InstaBrain, is all about what makes them different and how to market to them.

Topics covered:

The definition of Generation Z
Who are Generation Z and how are they different to Millennials
Why it’s important not to generalize
How parenting styles had an impact on Millenials and Gen Zers
Why Gen Zers make good entrepreneurs
Why marketers need to consider how Gen Z’s brains work in order to market to them properly
Where companies go wrong when selling to Gen Z
Which platforms Gen Z use and how they use them

Resources mentioned:

***

🐔

How to Crush Human Biases & Make Your Marketing Great (Again)

Louis Grenier — Tue, 17 Nov 2020 06:34:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Hybrency founder, John James, believes that humans are the most important single reason businesses fail to thrive. But how do you weed out internal biases in your business?

As host of the podcast, Champagne Strategy, John specializes in deconstructing world-class strategies and growth marketing.

In this episode, he explains how to crush bias to enable your business to flourish.

Topics covered:

Looking at human biases from inside business
Look at the areas where there’s no growth and that’s where you’ll find the biases
Consider your business as a system
Reductionism and what that means to your business
Disproportionality bias. Where small little things can make a huge difference.
What is the biggest mistake you're making right now that prevents you from growing further?
How Steve Jobs and Apple gave marketing a bad name
How to fight bias
Deconstructing a products layers to find its real value

Resources mentioned:

***

🐔

[REPLAY] How to Create a Go-to-Market Strategy (5 Steps)

Louis Grenier — Tue, 10 Nov 2020 06:34:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is a go-to-market strategy, exactly?

In today’s episode, we’ll define the term in details and dive into the real, actionable steps to design an effective go-to-market strategy.

My guest today is Asia Matos, an early-stage startup marketing expert, and the founder and CEO of Demand Maven.

We’re going to dive into what exactly is a go-to-market strategy, when you need one, and how to create one from scratch.

Topics covered:

What exactly is a go-to-market strategy?
The difference between go-to-market strategy” and “marketing strategy”
Signs that a company needs a go-to-market strategy
The frameworks to start creating a go-to-market strategy
Why is it important to have a “model-market fit” and “channel-market fit”
A real-life example of model and channel market fit
Why follow up questions is vital in customer interviews
Using Objective & Key Results (OKRs) to translate customer interview into actionable steps
Why targeting customers’ mindset is much more important than just aiming at demographics
Biggest mistake companies made when creating a go-to-market strategy
What marketers should learn in the next 5,10, 20 years

Resources mentioned:

***

🐔

How to Increase Conversions by Understanding How People Take Decisions

Louis Grenier — Tue, 03 Nov 2020 06:35:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Khalid Saleh has a wealth of experience in conversion optimization, and it’s not as complicated as you might think. In fact, strip out the jargon and talk to customers like real people and you’re halfway there.

But what is it that makes people convert from showing interest to finally buying?

Topics covered:

When it’s ok to say no to business
What actually motivates people to do something
The decision behind whether or not conversion optimization is right for your business
Focusing on the psychological aspect of marketing and buying
The number one method to use with your clients.
Understanding the story behind a buyers purchase
Interviewing buyers to get them back their mental state when they purchased the item
If you think you know everything about your customers, you shouldn’t be in marketing
Why you should avoid the jargon and learn to sell to humans

Resources mentioned:

Invesp
Joanna Wiebe - 3 Steps to Write Copy That Converts
The Road Less Stupid
Invesp blog
How to Influence Buying Decisions Without Being Shady
How to Convince People to Buy (Without Being Pushy)

***

🐔

Hiten Shah on Choosing the Right Value Proposition

Louis Grenier — Tue, 27 Oct 2020 06:36:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You should be very familiar with my guest today.

In this episode, Hiten talks about value proposition and why keeping it simple is the key to making it successful.

Topics covered:

The definition of a value proposition
Thinking about people first and understanding what they want
Examples of value propositions
The three mistakes businesses make with their value proposition
Understanding how people see your business in order to understand your value proposition
Why the value proposition is in the eye of the beholder
The first step to defining your value proposition
Ensuring you able to deliver on your value proposition
The importance of keeping what you do simple to understand
Why you should consider the most unique thing that your business does

Resources mentioned:

***

🐔

The Mistakes to Avoid When Launching a Product

Louis Grenier — Tue, 20 Oct 2020 07:37:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This is the second time Hillary Weiss has been on the podcast, and now she's newly retired from copywriting. Instead, she spends her time focusing on coaching for creatives.

In this episode, she takes us through the mistakes that people make when launching a product and shares steps for a successful launch, from pre-sale and beyond.

Topics covered:

The wrong ways to launch stuff.
Common mistakes that people make when launching.
Creating value with every email you send
How to help people see things differently
Seeing the launch as a fun creative challenge
Why integrity and tech are the biggest issues when launching
Hillary’s use of social media during a launch
Why a small following that engages is better than a huge list
What is the messy brain problem and how to deal with it
Don’t do tons of stuff. Focus on one thing and do it well
The importance of the pre-sale
Strategy after the pre-sale
Picking the right kind of fights

Resources mentioned:

***

🐔

How to Stay Authentic Whilst Talking About Wider Social Issues

Louis Grenier — Tue, 13 Oct 2020 07:37:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

I recorded this episode at the height of the Black Lives Matter movement, and like many of us, you may be struggling with the best way to approach the subject and other social issues in your campaigns.

I’m not the best person to talk about this subject, so I invited the multi-award winning businesswoman Flavilla Fongang onto the podcast.

Flavilla is an expert on the subject and she discusses how you can tackle issues while still coming across as authentic.

Topics covered:

The biggest mistake you can make is thinking of social issues as trends
Great brands are ones that can make a difference and not just sell their products
Align your brand with a social issue and focus on impact KPIs not marketing KPIs
If you are a small brand, start with your local community
The top two mistakes that brands make when dealing with social issues
You don’t have to comment on every social issue. Choose your focus and stick to it.
How to ensure that every employee is on board with the focus and implements it
Why management should be a two way system
What do impact KPIs look like for each department in a large company
Collaborating with a brand that is focused on the same social issues
Create one campaign that is about impact and not directly about money.

Resources mentioned:

***

🐔

[REPLAY] How to Experiment Quickly & Find HUGE Wins (5 Steps)

Louis Grenier — Tue, 06 Oct 2020 07:38:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is your organization too afraid of trying new things?

Do you have an idea for an experiment but are not sure how to pitch it to your boss?

Let’s change that.

Topics covered:

The symptoms of companies that are not experimenting enough
What companies need to have in place before starting experimenting
The danger of “growth for the sake of growth”
The type of companies that David won’t train or work with
Why experiment culture should begin with the mindset
How to change the mindset in an organization
Why visual storytelling is essential in presenting your experiments
The single data source to help you pick the right ideas to run with
A few examples of crazy experiments David ran
David’s advice to aspiring marketers
What David thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

***

🐔

[Update #1] I'm Leaving Hotjar to Work on Everyone Hates Marketers Full-Time

Louis Grenier — Fri, 02 Oct 2020 07:31:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

I've left my full-time job at Hotjar to fight marketing bullshit full-time with Everyone Hates Marketers.

In this episode, I explain my reasons behind this choice, why radically standing out is the antidote to bullshit, and what's next for you... and me!

As always, email me louis@everyonehatesmarketers.com if you want to chat.

***

🐔

How to Get Journalists to Actually Open Your Email & Read Your Stuff

Louis Grenier — Tue, 29 Sep 2020 07:39:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

So, you’ve spent time researching and writing your content, and now here comes the hard part - the pitch.

How do you get journalists and publishers to open your email, let alone read what you’ve written?

My guest today is Amanda Milligan, and as an experienced growth and content marketing specialist, she knows her way around words.

In this episode, Amanda shares insights on how to get your pitch noticed. She says that it comes down to just two things that, if done well, should get you noticed.

Topics covered:

What exactly is digital PR and why do it?
Why no amount of promotion is going to salvage a bad piece of content
How to be something remarkable, that people will care about
Creating an element of surprise
How emotions play an important role in this field
How Amanda comes up with her ideas
Why you should be involved with a project from the beginning
Answering questions to tell a new story
How to spot worthy trends
What you can do to ensure you have the highest chance of getting a reply from a journalist

Resources mentioned:

***

🐔

How to Build a Credible, Personal Brand From Zero

Louis Grenier — Tue, 22 Sep 2020 07:39:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When Wes Bush left a job that he hated, he knew he had to pursue something that would give him the energy and drive to work at it consistently every day.

Within three years of making that decision, he’d written a book, built a coaching program, and launched the Product-Lead Institute.

In this episode, Wes tells me how he got to that point in his career and the influences behind his decisions.

He also reveals his 16-step guide to building credibility.

Topics covered:

Why Wes treats his LinkedIn profile like a landing page
What led him to launch his own business
If you can build demand you can build any business
How to discover what it is that you truly love to do
The benefits of specialising in an area
Doubling down on what gives you the most energy
How Wes created and ran a course for the CXL Institute
Why you need to pick a villain in marketing
Mistakes he made when building his personal brand

Resources mentioned:

***

🐔

How to Create Content That Drives Conversions & Leads (4 Steps)

Louis Grenier — Tue, 15 Sep 2020 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Benji Hyam is the co-founder of Grow and Convert, a content marketing agency that does things a little differently to other agencies.

They identify pain points to drive content, conversation, and sales, which is something of a novelty in the world of marketing agencies.

In this episode, I wanted to understand why lead generation was not a priority for marketing agencies, where Benji gets his ideas from, and how he creates high-quality content that converts.

Topics covered:

How most agencies are focussed on output of content not leads
Why many agencies choose not to measure ROI
Is content here to stay?
Figuring out which channel is best to convey what you want to say
How all content starts with the written word
Why engagement begins with customer research
The impotence of doubling down on your strengths
Tips for getting articles seen by the right people
Short and long term tactics

Resources mentioned:

***

🐔

How to Survive in a New Marketing Role Without Compromising Your Beliefs

Louis Grenier — Tue, 08 Sep 2020 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

It's been approximately four months since Justine Jordan took on the role of Head of Marketing for Wildbit.

In this week's episode, I challenged her to describe those formative weeks. I wanted to know how she worked, questions she asked, and did she have to compromise her beliefs?

The result is an insight into how she immersed herself in the role and how she rejects short-term tactics in favor of long-term, brand-building activities.

Topics covered:

The benefits of building relationships to get the job you want
Why and how you should build a trust bank
Learn to shut up and listen more
How marketers really can be customer first
How patience can be a real strength in marketing
Justine’s number one tip for uncovering pain points
Why you have got to talk to people
Read psychology books to better understand how humans work
The definition of design thinking

Resources mentioned:

***

🐔

[REPLAY] How to Become a Marketing Strategy Expert (Starting from Scratch)

Louis Grenier — Tue, 01 Sep 2020 07:41:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, you will learn how to set up a one-year strategic marketing plan and lead your team to success.

My guest today is Kevan Lee, the Director of Marketing at Buffer. Tune in to hear us discuss your big picture gameplan, how to lead a team effectively, and Kevan's personal career path.

He reveals insight into the transition from content writing to strategy and what happened when he tried to take marketing shortcuts in the past.

Topics covered:

The difference between your company vision vs. strategy
How Kevan created Buffer’s one-year strategic marketing plan
Why step one of a marketing strategy starts with your purpose
The powerful vision framework exercise for creating goals
Which marketing channel is the number one driver for new signups
How to determine which projects are your first priority
Why marketers today should become multiskilled generalists

Resources mentioned:

Buffer
Simplified One Page Strategic Plan for Every Team by David Cummings
Vision Framework by Jim Collins
The Art of Possibility: Transforming Professional and Personal Life
Traction: Get a Grip on Your Business by Gino Wickman
Reforge: Growth Programs for Experienced
Anything You Want: 40 Lessons for a New Kind of Entrepreneur by Derek Sivers
Forget the Funnel by Georgiana Laudi and Claire Suellentrop
KevanLee.com
@KevanLee on Twitter
Kevan on LinkedIn
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy

***

🐔

[REPLAY] Take F*cking Risks: 3 Ways to Get Noticed

Louis Grenier — Tue, 25 Aug 2020 07:41:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

There is no magic formula to helping your brand stand out amongst the crowd. But if there is one takeaway from today’s episode on how to get your brand noticed it is to take some fucking risks.

Today’s guest, Paul Mellor, founder, and design director at Mellor & Smith, shares with us why their brand and ad agency is successful by keeping it simple, breaking the rules, and you guessed it, taking fucking risks.

Topics covered:

Why companies struggle to get noticed and the research that backs it up
Creativity should inform the tactics not the other way around
How Innocent Smoothies set themselves apart with a simple marketing idea
The first step Paul and team when working with a new client
Why actual consumer observation is more valuable than any other consumer information
Why it is easier to get noticed in the B2B world rather than the B2C world
The marketing world needs more troublemakers
Why Mellor & Smith only presents one idea to their clients
Talented team members outproduce proprietary systems
The “Yes, and...” Technique
Why the best ads all have one common theme
The reason Mellor & Smith got rid of 70% of their clients after 5 years

Resources mentioned:

***

🐔

[REPLAY] 7 Insider Secrets of Video Marketing (With the CEO of Wistia)

Louis Grenier — Tue, 18 Aug 2020 07:39:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Growing your audience faster, storytelling that informs your prospects, and moving your customers down the sales funnel -- these are just a few benefits of video marketing.

In this episode, Chris Savage from Wistia joins us to chat about building an audience with video (starting from zero).

Topics covered:

The truth behind the rise of video and its true power in marketing
What happens when you find the spot where customers get stuck in your funnel
How to create a compelling storyline that makes your audience problem-aware
Why you should turn to your best customers for help identifying your mission
The difference between what your product does and what your mission entails
Getting clear with your metrics up front when you’re building an audience with video
How to use metrics to help leadership understand the risks that you're taking
Why you should pay attention to how media companies market their content

Resources mentioned:

***

🐔

[REPLAY] How to Do SEO Yourself: A Comprehensive Guide to Keyword Research (With Examples)

Louis Grenier — Tue, 11 Aug 2020 07:39:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is keyword research still relevant to SEO? Do backlinks matter anymore?

Find out the answer in today's episode.

My guest is Tim Soulo, the CMO and the Head of Product Strategy at Ahrefs. Listen in as we deep dive into the technical side of ranking higher on Google -- and exactly how to approach keyword research right now.

Topics covered:

Why keyword research is still important for SEO campaigns
The major disadvantage of using free tools for keyword research
What “seed keywords” are and how to find them for your niche
Why Google ranks nearly identical pages for multiple relevant queries
The absolute best thing you can do during the keyword research phase
When the keyword difficulty metric won’t help you rank #1 in Google
Why unique linking websites add more value than the volume linking pages
The truth about building backlinks in an ethical and nonaggressive manner

Resources mentioned:

***

🐔

[REPLAY] How to Address Your Customer's Most Serious Concerns & Improve Conversions

Louis Grenier — Tue, 04 Aug 2020 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Does your sales process line up with your buyer's journey?

In this episode, you'll learn why addressing your customer's concerns during the buying experience can reduce friction and boost conversions.

Tune in as I chat with Barron Caster, the Director of Growth at Rev. He reveals the methods his team used to triple Rev's conversion rates over the last three years—and how you can become a better marketer by applying these principles to your business.

Topics covered:

Why inexperienced marketers focus on selling the product features
Where to get started with identifying your customers’ concerns
Barron’s favorite place to find out how to improve conversion rates
What happens when you only focus on the leads who don’t convert
The surprising reason why you can’t rely on accurate tracking data
Exactly what type of questions you should ask customers over the phone
How to sort through your research data (and create a hypothesis)
The pros and cons of running A/B tests individually vs. group testing

Resources mentioned:

***

🐔

[REPLAY] 4 Steps to Launch Your Next Digital Product (Without Sh*tty Growth Hacks)

Louis Grenier — Tue, 28 Jul 2020 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

It can be intimidating when it’s time to launch a new product for your business.

Tom Morkes joins the show to explain why a simple and straightforward approach will lead to a high converting marketing campaign.

Tom has helped over 100 companies grow their traffic, leads, and sales using his own launch methodology and in this episode, shares the four steps you must execute before launching your product.

Topics covered:

The biggest mistake Tom sees businesses make during product launches
How to set realistic expectations for your product launch
Tom’s thoughts on email marketing and why it is key to a successful product launch
Why you shouldn’t try to convince your audience they need your product
Keeping your message straightforward and simple
A simple process Tom uses to identify his audience’s problems
How to identify, develop, and utilize strategic partnerships during your launch
Tom’s “slide-in” approach to developing relationships
Why effective story-telling is important when developing relationships

Resources mentioned:

***

🐔

[REPLAY] How to Find out What Triggers Customers to Buy (7-Step Process)

Louis Grenier — Tue, 21 Jul 2020 07:12:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Topics covered:

Why it’s important to understand what triggers your customers
The reasons why some marketers may be feeling overwhelmed
Social Media’s draining effect on Katelyn
The first question Katelyn asks her new clients when starting customer research
How the startup world taught Katelyn the importance of customer discovery
The steps it takes to develop your customer’s persona
Why understanding your customer is more than gathering demographic and firmographic information
How to disrupt the Super Mario power upmarket
Don’t forget about the importance of the functional side of your product
Identify your customer’s challenges with their current solution
Katelyn’s thoughts on one-on-one customer interviews
One of Katelyn’s favorite sayings when conducting interviews
How to make sense of the customer information you’ve gathered

Resources mentioned:

***

🐔

[REPLAY] How to Do User Research (Even if You’re on a Budget)

Louis Grenier — Tue, 14 Jul 2020 07:41:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Want to create a better user experience for your customers?

Start with user research.Before you develop a user experience design you need to understand what your customer really wants.

In this episode, Els Aerts joins us to explain what user research is, why it’s important, and how you can complete user research on a budget.

Topics covered:

The role of user research in business growth and what it entails
Why customers don’t respond to your surveys
How to execute user research and testing on a budget
The difference between user research vs. market research
Four personality traits every user test moderator needs
What questions should be answered in user testing
Why surveys will tell you more than Google Analytics data

Resources mentioned:

***

🐔

How to Create Ad Campaigns That Stand Out (3 Steps)

Louis Grenier — Tue, 07 Jul 2020 07:45:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

If you’ve ever considered using paid ads to generate revenue, this episode is for you.

The trick is to make your ad stand out. But how do you do that amidst the noise of the internet?

This is where Sarah Sal comes in. A copywriter for over 10 years, she has a unique take on what she calls interruption marketing.

Her fascinating interview will make you rethink everything you thought you knew about ad campaigns.

Topics covered:

The definition of interruption marketing
The benefits of long-form copy and why Sarah is such a big fan
Making copy the conversation that people want to read
Using long-form copy to inform and educate
Why you should interrogate your customers and turn their answers into an ad
Recognizing angles in client stories and how to use them in your copy
Teaching the public something new with your copy
Talking to your customer's customers and what questions to ask them
Having someone else to write the copy to ensure you have communicated properly

Resources mentioned:

***

🐔

Rand Fishkin’s Secrets to Successfully Launching a New Product

Louis Grenier — Tue, 30 Jun 2020 07:46:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When Rand Fishkin left Moz in 2018, the marketing world was waiting to see what was going to be his next move.

The reality was, he already had it figured out. A new startup in the shape of SparkToro.

In this episode, I talk with him about where the idea for SparkToro came from and how he left his secure and well-paid job to successfully launch a new tool with no capital, no paying customers, and during a global pandemic!

Topics covered:

How Rand came up with the idea for SparkToro
How he followed his own advice when starting up
Reaping the benefits from 17 years worth of building a network of experts
How he capitalized on that network for his product research
The top three most helpful questions he asked when doing his research
Finally leaving Moz and launching SparkToro
Using old school techniques to create the initial buzz
How and why you should pick an enemy early on!
Raising capital with no paying customers and doing things organically
Launching during a global pandemic

Resources mentioned:

***

🐔

Neil Patel: From Aggressive Businessman to No-BS Marketer?

Louis Grenier — Tue, 23 Jun 2020 07:19:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

There can be few people in the marketing world who haven’t heard of Neil Patel.

At the age of 35, he has already achieved many accolades, including recognition by President Obama as one of the top 100 entrepreneurs under the age of 30.

He’s also known in the marketing world for shady, aggressive tactics like invasive website popups, sexist ads, etc. But, something changed recently which made him realize the value of focusing on people first...

Topics covered:

What Neil Patel would do with $1,000 to create a new business anonymously
Why marketers tend not to like Neil Patel
Why you should never aim to please everyone
What marketers should learn to help them in the next 10, 20, 50 years

Resources mentioned:

***

🐔

Seth Godin’s Marketing Secrets to Changing The World

Louis Grenier — Tue, 16 Jun 2020 07:47:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.

The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.

Topics covered:

What we can learn from the mistakes that Ron Johnson made
Don’t use your own worldview in marketing as it will be very different from someone else's worldview
Acting as a customer to understand how and why people buy
Why you should test changes in small areas before making big company-wide changes
Applying the same strategy of watching people in stores to how people behave when they shop online
Why you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get results
What you can do to truly understand your audience and build empathy
Try to imagine what it's like to be the person you seek to serve

Resources mentioned:

***

🐔

[REPLAY] Marketing Psychology: 5 Little Known Facts About Consumer Behavior in Advertising

Louis Grenier — Tue, 09 Jun 2020 07:43:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is marketing psychology?

Who is Richard Shotton?

Topics covered:

5 Little-Known Facts About Consumer Behavior

Pratfall Effect: If you can admit a weakness or flaw, you become more appealing to your audience.
Confirmation Bias: We're very good at maintaining our existing point of view.
Our Habits: You can persuade people in the moments when their habits become destabilized.
Brand Purpose: Not every company needs to have have a higher purpose beyond profit.
Personalization: Don’t apply it to such a degree that you lose the essence of your brand.

The Pratfall Effect

Confirmation Bias

Our Habits

Brand Purpose

Personalization

Resources mentioned:

The Choice Factory: 25 Behavioral Biases That Influence What We Buy by Richard Shotton
A true story: the birth of a great campaign by Paul Feldwick
Stuff From The Loft by David Dye
The 22 Irrefutable Laws of Leadership by Bern Bolo
Ads Don't Work That Way by Kevin Simler
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
The Anatomy of Humbug: How to Think Differently About Advertising by Paul Feldwick
Decoded: The Science Behind Why We Buy by Phil Barden
Rory Sutherland: The Wiki Man
Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stevens-Davidowitz
@rshotton on Twitter
Richard Shotton on LinkedIn
Pratfall Effect in Marketing: Admit Your Flaws to Win Customers
How to Influence Buying Decisions Without Being Shady
How to Convince People to Buy (Without Being Pushy)

***

Make Your Brand Stand Out, Fight Sameness, & Be Genuinely Different

Louis Grenier — Tue, 02 Jun 2020 07:44:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In the world of marketing sameness, where brands copy each other and play it safe, how do you genuinely differentiate yourself?

Peep Laja is the founder of CXL Institute, an in-depth marketing training program. In this episode, he explains how your brand can stand up, stand out, and be different.

Topics covered:

The reason why the only difference between most companies is the logo
How differentiation can be achieved by one strong thing or a combination of lots of smaller things
The consequences of sameness in your business
Which differentiations are not worth the investment
How to define a position in the market
Why you want to attract a certain group and repel another
Using differentiation to give potential customers a reason to choose you
Thinking actively about how you are influenced

Resources mentioned:

***

🐔

How to Offend People And Create Great F*cking Content

Louis Grenier — Tue, 26 May 2020 07:45:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is not afraid to push boundaries or take risks and is most definitely not boring.

In this episode, Dan Kelsall, founder of Offended Marketing, talks about not playing it safe, thinking laterally, and learning from your mistakes.

He also deconstructs three of his most successful campaigns and explains why spending quality time with your client should be a crucial part of your business.

Topics covered:

Why people are crippled by the fear of being honest
The biggest mistake companies make with their content
Producing one piece of good content that has impact
Developing a strong team that learn by their mistakes
How to start offending people so that you’re loved by some and hated by others
The process for creating great content that makes people actually buy stuff
What you need from a client to be able to market a product with leverage
How you know when you’ve struck marketing gold
The more you speak to people and understand their culture the more you will get out of it

Resources mentioned:

***

🐔

3 Steps to Repurposing Your Content for Every Channel

Louis Grenier — Tue, 19 May 2020 07:45:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Topics covered:

Why most marketing content strategies don’t work
How to recognise an article that’s been written by someone who doesn’t care
Using a Twitter thread to promote an article
Building connections on LinkedIn and marketing yourself on Reddit
Researching your channels well and and understanding the nuances of each
Why consistency is the key to building trust
The reason that direction is more important than speed
Writing your emails as though they were for your mum and dad

Resources mentioned:

***

🐔

How to Analyze Customer Research to Create Great Copy (3 Steps)

Louis Grenier — Tue, 12 May 2020 07:52:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What are your thoughts on customer research? Do you think it takes too long and is a dirty word? Or do you rely on it for your business?

My guest is Joel Klettke, owner of Case Study Buddy, a company that helps you to create case studies.

In this episode, he explains how your research and analysis will not only produce killer copy but will inform many aspects of your business - from branding to landing pages and everything in between

Topics covered:

How good customer research is not just research for research sake
The benefits of review, and testimonial mining
The consequences of not doing effective customer research
How changing just a few words can make your copy more vivid
What to look for in negative competitor reviews
How to translate all the data you collect into one page of copy
Why focusing purely on current customers is a big mistake
The principles and practicalities of writing good copy
How all writers are different and there’s no one way of writing
The questions to ask yourself as you read through your copy

Resources mentioned:

***

🐔

[REPLAY] How to Talk to Customers and Validate Your Business Idea (When Everyone Is Lying to You)

Louis Grenier — Tue, 05 May 2020 07:52:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Will your next startup be a success? The truth is, you can never be 100% certain until you test your idea — but you can save yourself 12 months of time by talking to your customers first.

In this episode, Rob Fitzpatrick joins us on the podcast to share how you can validate your business idea by getting better feedback.

Topics covered:

Why you shouldn’t sell to customers you don't understand
The brilliant payoff of going out into the real world to talk to people
How to ask intriguing questions that get your customers to open up
Why your personal network is far more valuable than you realize
The surprising reason your breakthrough idea isn’t about profitability
Exactly what type of customers you should go after to build quickly
How to identify your core skills and monetize your top strengths
Why beginning conversations with your pitch is a major mistake

Resources mentioned:

***

🐔

The Power of Effective Case Studies (And 3 Steps to Creating Them)

Louis Grenier — Tue, 28 Apr 2020 07:53:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, my guest is Camille Ricketts, Head of Marketing at Notion.Camille is the former head of Content and Marketing at First Round Capital, and you may also know her from First Round Review.

Her CV is very impressive as she’s previously worked for Tesla, VentureBeat, and The Wall Street Journal.

There is so much value in today’s podcast, it’s difficult to know where to start. You’ll learn how to identify which customers make exceptional user stories and how to ensure that they understand what you expect from them.

Camille also explains how to use the three-tier interviewing system to encourage your customers to give thorough, specific answers.

Topics covered:

What is wrong with typical online user studies
The benefits of producing one in-depth story instead of 50 shallow ones
Ensuring all content produced is useful
The consequences of shallow user stories on your brand
Using the inverted triangle to organize your story
How to convince people to be on your blog or podcast
The importance of being a good storyteller
The benefits of recording interviews to make full use of the content
How to be the painkiller and not the vitamin
Preparing your customer in advance of the interview

Resources mentioned:

***

🐔

Balancing Between Brand, Performance, and Creative Marketing In 5 Key Concepts

Louis Grenier — Tue, 21 Apr 2020 07:54:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Matt Kerbel.

Topics covered:

Can a marketer be both brand and performance-orientated?
Being relevant not just today but in the future
Taking raw research data and turning it into something actionable
Why creating a brand personality that reflects a person is so powerful
Creating three or four core pillars that you stand for
The importance of building your brand foundation with the entire team
Ensuring that everything you create is measurable
Picking a metric that matters
Ensuring diversity within your marketing
What marketers should learn today to help them in 10, 20 and 50 years time

Resources mentioned

***

🐔

Turning Customer Feedback Into Creative Copy (And 3 Steps to Killer Surveys)

Louis Grenier — Tue, 14 Apr 2020 07:54:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, I welcome back one of our most popular guests, professional copywriter Momoko Price.

This time we are focussing on the voice of the customer or VoC and discuss just how important VoC is in marketing.

And how it’s not just about listening to and engaging with your customers but also how to create surveys and then take the data and turn it into something valuable

Topics covered:

Defining the voice of your customer
Using VoC to shape your copy
Digging into the raw and messy elements of customer research
Being smart about customer surveys
The value of VoC when done the right way
Tips for creating more enticing customer surveys
Filtering negative responses in order to write positive copy
How your mental state can impact your copywriting

Resources mentioned:

***

🐔

Why Marketing Agencies Mostly Suck At Marketing Themselves (And How To Fix It)

Louis Grenier — Tue, 07 Apr 2020 07:55:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you brilliant at marketing for your clients but fail at marketing your own agency?

It’s not uncommon for agencies, or any business for that matter, to struggle to market themselves, whether it’s through fear of cold calling, a reliance on recommendations or something else.

In this episode I talk to Dan Englander, the CEO Sales Schema, a lead generation company for boutique marketing agencies.You’ll learn practical steps towards marketing your agency and discover that it’s not as scary as you might think.

Plus Dan gives us his thoughts on what marketers should learn today that will help them in the next 5, 10, and 20 years.

Topics covered:

Looking beyond referrals and going after sales
What the hell are cobblers children are and what do they have to do with marketing?
How agencies can resolve the problem of their own marketing
Recognizing clients that are no longer a good fit for your agency and how to deal with that
The importance of doing your homework before pitching to a new client
Being proactive in your own marketing
Turning case studies into a story
Using live digital placements to your advantage
How to tell a story that will get you noticed

Resources mentioned:

***

🐔

[REPLAY] Marketing Without a Budget: Grow Your Revenue with 0 Credibility or Advertising

Louis Grenier — Tue, 31 Mar 2020 07:55:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

If you've ever wondered how to grow your business when nobody has an idea who you are, this episode is for you.

Here's the thing: I know what it's like to start a business and have to market yourself on a small budget.

What steps do you take when you don't have the money to spend on advertising and nobody cares about you yet? Ryan Kulp explains his strategy and more inside today's episode.

Topics covered:

Why Ryan really writes all of his emails in lowercase
The truth about customer profiles (and why your ideal client doesn’t exist)
How to develop a gut feeling about your potential customers
Why writing daily can help you discover your biggest strengths
What happens when you look at what your competitors aren’t doing
Why your mindset matters when it comes to getting more done
How to become a better marketer by creating

Resources mentioned:

How to Validate Your Business Idea in 3 Steps (The Right Way)
How to Build a Growth Marketing Team (The Non-Sleazy Way)
Fomo: Social Proof Marketing Platform
@RyanCKulp on Twitter
@usefomo on Twitter
RyanCKulp.com: Ryan’s website and blog
All Marketers are Liars by Seth Godin
Purple Cow: Transform Your Business by Being Remarkable by Seth Godin
Linchpin: Are You Indispensable? By Seth Godin
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

How I'm Navigating the Unknown as a Marketer and Human Being (A F*ck-You-COVID-19 Special With Thoughts, Advice, & Resources)

Louis Grenier — Wed, 25 Mar 2020 05:59:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, I'm sharing how I'm dealing with the ongoing crisis as a human being and as a marketer, how you can do the same, and resources to help along the way.

Topics covered:

I've decided to give you some pointers to help you navigate the unknown.

Resources mentioned:

Darebee: I use this site every day. It's a 100% free fitness resource to work out from home.
Nike Training: a mobile app with hundreds of workout routines including yoga or high-intensity training.
Calm: a meditation app that I use from time to time.
Brain.fm: a site that plays music to concentrate, relax, meditate, etc. It's super effective. I'm using it right now to write this email.
Calling your family, your friends
Watching "Tiger King" on Netflix
Influence: The Psychology of Persuasion by Robert B. Cialdini
Ogilvy on Advertising by David Ogilvy
Purple Cow by Seth Godin
The Brain Audit by Sean D’Souza
Scientific Advertising by Claude Hopkins
Sapiens by Yuval Harari
CXL Institute: for all things marketing, psychology, and growth
Reforge: advanced growth programs
Mini MBA in Marketing by Mark Ritson
AHREFs Academy (100% free)
André Chaperon's products, especially "AutoResponder Madness"
Forget The Funnel: SaaS marketing workshops and training
Learn Inbound videos: free videos from the best marketers on the planet
Masterclass: online education platform covering a wide array of topics, including business, writing, persuasion, etc.
MarketingExamples.com: real marketing case studies

***

🐔

Nail Your Product Launch in 3 Steps (No Matter How Small Your Business)

Louis Grenier — Tue, 17 Mar 2020 05:57:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you on the verge of launching your product but unsure about your go-to-market strategy?

After 2 years of trying, I finally got to talk to Meghan Keaney Anderson, VP of Marketing at HubSpot.

Topics covered:

Why some companies struggle to get noticed
How to launch a product with little or no money
Properly identifying your Beta group before you go to market
Why product marketing goes beyond marketing
Letting go of the fear surrounding your product
The importance of content creation
How sharing the same beliefs as your market is so important
Why category creation may not be beneficial
What marketers should learn to prepare themselves for the future
Breaking down your launch strategy into a few basic essentials

Resources mentioned:

***

🐔

How to Build Relationships with Influencers (& Get Your Brand Known)

Louis Grenier — Tue, 10 Mar 2020 05:57:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Marketing is about building relationships. Sadly, it’s also something that marketers tend to forget.

My guest today will teach you how to get your brand name out there by building relationships with influential individuals. Today we have Nathan Hirsch, serial entrepreneur and the founder of FreeeUp and OutsourceSchool.

In this episode, you’ll learn how to do outreach the right way, outsource your network and relationship management, and build marketing partnerships with the right people.

Topics covered:

Why it is important to connect with influential people
Why influencer marketing is not a new concept at all
Why most people struggle with reaching out to people
How to get yourself on other people’s podcasts
How to manage your network and relationships by outsourcing
How to propose “content swap” to potential partners
The biggest mistake people made in content partnerships
What Nathan thinks marketers should learn in 5, 10, 50 years

Resources mentioned:

***

🐔

Stop Being Boring: How to Get Funny With Your Copy (& Get Customers)

Louis Grenier — Tue, 03 Mar 2020 05:58:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Funny marketing is memorable, but it’s also not easy. What if there’s a framework to help you use humor in your marketing?

My guest today will teach you how to be funny with your copy and increase conversions.

Lianna Patch is an expert conversion copywriter and Copy Director at SNAP Copy.

In this episode, you’ll learn how, where, and when to use humor in your copy, how to find jokes that resonate with your audience, and how to convince clients to take risks and get funny.

Topics covered:

Is there any industry that’s too serious for humor?
How to convince your clients to use humor
How to research your customer’s sense of humor?
How to make sure that the humor isn’t “off-brand”
How to create a joke from customer reviews
The improv’ frameworks you can use to produce humor on your copy
How to codify humor in your company
How to use humor in “high-tension” moment in the customer journey
Why humor can increase trust
What Lianna thinks marketers should learn in 5, 10, 50 years

Resources mentioned:

***

🐔

4 Steps to Build a Successful Content Program (Without Sh*tty Hacks)

Louis Grenier — Tue, 25 Feb 2020 05:58:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Do you find it hard to find fresh ideas for your content?

My guest today is John Collins, Director of Content at Intercom. He tells us how to generate content that will resonate with your audience.

In this episode, you will learn how to spark emotion through content, get buy-ins from your boss, and the methods to produce bold content ideas.

Topics covered:

Why companies just started noticing the power of content in the past couple of years
Why content is fundamental in today’s marketing
The first step to getting started in content marketing
When you should NOT do content marketing
How to create an authentic, emotion sparking content
Why SEO should not be the focal point of content creation

Resources mentioned:

***

🐔

[REPLAY] 7 Steps To Launch Your First Outreach Marketing Campaign

Louis Grenier — Tue, 18 Feb 2020 05:59:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Kai Davis, host of the Make Money Online and Get More Clients podcasts, and author of The Outreach Blueprint and Podcast Outreach.

In this episode Kai will teach you the importance to building relationships with people and the 7 steps to launching your first marketing outreach campaign.

Marketing outreach is one of the most important marketing skills today, so listen in to learn the best ways to approach it as well as Kai’s recommended resources and software tools.

Topics covered:

Why outreach is so important as marketers
Using you-focused outreach language
The 7 steps to launch your first marketing outreach campaign
Automation versus personalization
Outreach sequences and successful follow-up campaigns
Measuring a successful outreach response
Kai’s recommended resources and software tools

Resources mentioned:

Finding Social Media Influencers The No-BS Way in 7 Steps
KaiDavis.com
The Importance of Writing You Focused Emails by Kai Davis
Email Finder at Hunter.io
Reply.io, Bluetick and Drip email automated tools
Pipedrive CRM software
The Brain Audit by Sean D’Souza
The Ultimate Sales Machine by Chet Holmes
Influence: The Psychology of Persuasion by Robert Cialdini

***

🐔

4 No-BS Steps to Launch A Successful Newsletter

Louis Grenier — Tue, 11 Feb 2020 05:55:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Do you have a newsletter, or thinking about creating one? If you’re still unsure about how to start or grow it, then this episode is for you.

This week we are joined by Josh Spector, social media marketing and business consultant who has worked with The Oscars, New Line Cinema, actors, podcasters, and more.

In this episode, you’ll learn how to position your newsletter, research your audience, and design your value proposition.

Topics covered:

The difference between email newsletters and email marketing
Why newsletter is not going away anytime soon
Do younger people have a different relationship with emails?
How to set the right goal for your newsletter
Designing your newsletter’s value proposition
How to do customer research by “stalking” your audience
Why consistency is everything
What Josh thinks marketers should learn for the next 5, 10, and 50 years

Resources mentioned:

***

🐔

Stop Depending on Referrals: How to Build Your Consulting Brand

Louis Grenier — Tue, 04 Feb 2020 05:54:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you a marketing consultant? Do you feel like you're too dependant on referrals to win new clients? If yes, this episode is for you.

My guest today will teach you how to use brand marketing to build trust and get more clients.

Joining us for the second time on the podcast, we have Philip Morgan, an expert marketing consultant who specializes in positioning for tech companies and the author of The Positioning Manual for Technical Firms.

In this episode, you'll learn why being pushy can damage your brand, when to invest in brand marketing, and how sharing your expertise can help you build trust.

Topics covered:

What usually triggers marketing consultants to start marketing themselves more aggressively
Why you should not outsource your "business development" to people in your network
What is direct response marketing?
When should you start doing brand marketing to gain trust?
Why sharing your authentic opinion publicly is powerful
The litmus test to figure out if you're ready to do brand marketing
Why client feedback is vital to improving the tone of your brand

Resources mentioned:

***

🐔

How to Find the Right Growth Channels & Generate Long-term Revenue

Louis Grenier — Tue, 28 Jan 2020 05:39:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

“Growth hacking” is often associated with short-term goals and shady practices. But what if you can use similar growth principles to attract customers in an honest way?

My guest today will tell you how to identify the right channels to generate long-term revenue.

This week we are joined by Guillaume Cabane, an expert growth marketing advisor who has worked with top tech startups such as Mention, Drift, and Segment.

In this episode, you’ll learn how to audit a marketing channel, craft buyer personas beyond traditional demographics, and generate creative growth ideas.

Topics covered:

How networking and "give-first" mentality has helped Guillaume's career
Why the wrong incentive can force marketers to fall into shady marketing tactics
Evaluating the quality and quantity of your sales prospect
How Guillaume go about auditing marketing channels
Why you can't use the same marketing channels repeatedly
How to build a potential buyer profile beyond traditional demographic information
How Guillaume find creative ideas for growth campaigns
What Guillaume thinks marketers should learn in the next 5, 10, and 50 years

Resources mentioned:

***

🐔

How to Stop Marketing With Your Ego and Become an Effective Marketer (4 Steps)

Louis Grenier — Tue, 21 Jan 2020 05:12:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When you’re pressed to deliver results, it’s tempting to chase the new, shiny trends. But to be an effective, no-BS marketer, you need to have the conviction to say “No.”

This week we have Edward Nevraumont, an experienced marketing consultant who has worked with companies like Expedia, A Place For Mom, and General Assembly.

In this episode, you’ll learn how to find and execute ideas with efficiency, calculate the true ROI of your marketing activities, and spark real success.

Topics covered:

Why most marketing is bullsh*t? (and examples of it)
Why experienced marketers often fall into the “shiny object” trap
Why over-obsession with personalization can backfires
Why Edward takes a stand for effective, no-bs marketing
4-step processes to build a solid no-BS marketing team
How to figure out the ROI of marketing channels
How branding can help improve your other marketing metrics
How to identify your most profitable customers
What Edward think marketers should learn in 5, 10, and 50 years

Resources mentioned:

***

🐔

[REPLAY] Why People Don't Connect With Your Marketing & How To Fix It

Louis Grenier — Tue, 14 Jan 2020 05:40:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Dave Gerhardt, CMO at Drift, a conversation-driven marketing and sales platform that works as a virtual assistant for your website.

Dave joined Drift as their first marketer two years ago, and he’s also the cohost of the podcast Seeking Wisdom with Drift CEO David Cancel.

Dave is a true no-nonsense marketer, and on today’s episode you’re going to learn how to actually connect with people in your marketing and drive sales for your company.

Topics covered:

Growing immunity to bad marketing
The importance of side projects
Conversation marketing and Drift
Offline vs. online sales
Sales barriers and how to avoid them
Empathy and connecting with customers
Company alignment and building a brand
Dave’s recommended resources

Resources mentioned:

Drift
Seeking Wisdom
The Boron Letters by Gary and Bond Halbert
Tech In Boston podcast
A Side Project Helped Jumpstart My Career by David Gerhardt
Nobody Wants to Read Your Sh*t by Steven Pressfield
Ca$hvertising by Drew Whitman
Scientific Advertising by Claude Hopkins
Noah Kagan Presents podcast
Behind the Cloud by Mark Benioff and Carlye Adler
Break Through the Noise in Marketing by Doing Less

***

🐔

How to Start & Scale a Profitable Blog (On the Side)

Louis Grenier — Tue, 07 Jan 2020 05:08:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Anyone can start a blog; but to generate income from it, you’ll need more than just writing skills.

My guest today will tell you how you can build a profitable blog from scratch.This week we are joined by Ryan Robinson, a writer, part-time entrepreneur, and content marketing consultant.

In this episode, you’ll learn how to grow your blog with guest posting, finding your authentic writing voice, and scaling it with freelance writers.

Topics covered:

The biggest misconception in blogging
Will blog still exist 5 to 10 years from now?
Why the term “passive income” is bullsh*t
How guest posting can help you grow your blog
Ryan’s recent mistake that made him “punished” by Google
How to find your own blogging “voice”
How to work and find freelance writers to help you scale
Top 3 questions that Ryan ask his new email subscribers
What Ryan thinks marketers should learn in the next 5,10, and 50 years

Resources mentioned:

***

🐔

How to Retain Customers With Email Marketing

Louis Grenier — Tue, 17 Dec 2019 05:09:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Marketing channels come and go, but email is, for the moment, here to stay.

My guest today will tell you how to use emails to increase customer retention and establish trust.

This week we’re joined by Val Geisler, email marketing expert, and CEO of Fix My Churn. In this episode, you’ll learn how to design retention-focused email sequences that help you drive revenue and reduce churn.

Topics covered:

Why email will still be relevant in 5,10, and 50 years
How customers can be your “free marketing team”
How to segment your customers for survey
Why customer research is the foundation of great email campaigns
The top 3 questions Val asks in customer surveys
Signs that you need an onboarding and retention email sequence
Why you should check-in with customers from time to time
Why onboarding sequence is an excellent place to put a referral/affiliate program

Resources mentioned:

***

🐔

Storytelling for Success: How to Design a Convincing Product Narrative (5 Steps)

Louis Grenier — Tue, 10 Dec 2019 05:10:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling

Topics covered:

What Andy think “positioning” exactly is
An example of a company that does narrative positioning well
Can you measure the success of product positioning?
How to create urgency in your positioning
Why the CEO should lead the product positioning exercise
How Andy implements his framework in 5 steps
The one question that sparks debate in positioning discussion
How you should approach positioning when you have multiple target audience
What Andy thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

***

🐔

How to Improve Your Marketing With Social Proof (4-Step Framework)

Louis Grenier — Tue, 03 Dec 2019 05:11:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Building trust with social proof is more than just putting reviews on your website and hoping for the best.

My guest today is Louis Nicholls, author of The Social Proof Handbook, growth consultant, and the founder of Sales for Founders.

In this episode, Louis shares his 4-step framework to improve your sales and marketing with social proof.

Topics covered:

What is “social proof”?
Examples of social proof in real life
What social proof can and can’t do
How to map out the customer’s journey of your product or service
How social proof can help you answer customers’ objections
The 7 sources where you can mine social proof
The different formats of social proof
How to reach out and get people to give you testimonials
The biggest mistake people make when utilizing social proof
What Louis thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

***

🐔

[REPLAY] Rand Fishkin's Step-by-Step Guide to Inbound Marketing

Louis Grenier — Tue, 26 Nov 2019 05:11:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to sell more? By earning the awareness, trust, and respect of people who could buy from you. This is, in essence, the core of Rand Fiskin's inbound marketing philosophy. In this episode, Rand Fishkin shares his step-by-step guide to selling online using inbound marketing.

Rand Fishkin is the Co-Founder and Ex-CEO of Moz.

Rand Fishkin is one of the best and most transparent marketers. During this hour we talk about the type of marketer that Donald Trump is and what Rand would do if he only had $100 and 6 months to generate $1000 in income.

Rand also tells a personal MOZ story that applies to managing people. Along with reasons why bad marketing stands out, and how to win your customer’s trust.

Topics covered:

How Rand would spend that $100 on ad platforms to learn how to improve the ROI.
Rand was a shy introverted kid, but he cared about people and what made them tick.
Correlation and causation are important distinctions for marketers and understanding data.
How a bad hire caused issues with Moz’s gender equality policy.
How the bad marketing is what sticks and gives marketers a bad reputation.
False best practices in marketing.
How to identify and get in front of your audience.
Having empathy and building trust with our customers and retention marketing.

Resources mentioned

How to land your first digital marketing job (with no experience)
Moz
Incognito: The Secret Lives of the Brain
Basecamp
Haiku Deck
Buffer
Full Contact
Radian6
Crimson Hexagon
Sprinklr
Sprout Social
Followerwonk
Hootsuite
Influence: The Psychology of Persuasion by Robert B. Cialdini
Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard H. Thaler
Predictably Irrational by Dan Ariely
MozCon
Search Engine Land and Marketing Land Events
Social Media World
Hootsuite Blog

***

🐔

How to Experiment Quickly & Find HUGE Wins (5 Steps)

Louis Grenier — Tue, 19 Nov 2019 05:14:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is your organization too afraid of trying new things?

Do you have an idea for an experiment but are not sure how to pitch it to your boss?

Let’s change that.

Topics covered:

The symptoms of companies that are not experimenting enough
What companies need to have in place before starting experimenting
The danger of “growth for the sake of growth”
The type of companies that David won’t train or work with
Why experiment culture should begin with the mindset
How to change the mindset in an organization
Why visual storytelling is essential in presenting your experiments
The single data source to help you pick the right ideas to run with
A few examples of crazy experiments David ran
David’s advice to aspiring marketers
What David thinks marketers should learn for the next 5,10, and 50 years

Resources mentioned:

***

🐔

How to Create a Go-to-Market Strategy (5 Steps)

Louis Grenier — Tue, 12 Nov 2019 05:15:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is a go-to-market strategy, exactly?

In today’s episode, we’ll define the term in details and dive into the real, actionable steps to design an effective go-to-market strategy.

My guest today is Asia Matos, an early-stage startup marketing expert, and the founder and CEO of Demand Maven.

We’re going to dive into what exactly is a go-to-market strategy, when you need one, and how to create one from scratch.

Topics covered:

What exactly is a go-to-market strategy?
The difference between go-to-market strategy” and “marketing strategy”
Signs that a company needs a go-to-market strategy
The frameworks to start creating a go-to-market strategy
Why is it important to have a “model-market fit” and “channel-market fit”
A real-life example of model and channel market fit
Why follow up questions is vital in customer interviews
Using Objective & Key Results (OKRs) to translate customer interview into actionable steps
Why targeting customers’ mindset is much more important than just aiming at demographics
Biggest mistake companies made when creating a go-to-market strategy
What marketers should learn in the next 5,10, 20 years

Resources mentioned:

***

🐔

How to Awaken the Fearless Marketer in You (3 Steps)

Louis Grenier — Tue, 05 Nov 2019 05:15:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What are you afraid of? Being ignored? Irrelevant? Useless? All of the above?

If you want to be respected, successful, and maybe a little famous, it’s time to let go of your fear, take risks, and fight your inner demons.

My guest today is Hillary Weiss, a brand consultant, copywriter, speaker, and the founder of Statement Piece Studio.

In this episode, we talk about finding your own unique strength, why shipping consistently is important, and how to become a fearless marketer.

Topics covered:

Why “data-driven marketing” is overrated
What being “creative” really means
Why there are no unique ideas, only unique perspectives
What you should write down and reflect after talking to customers, and the next steps you should take
Why you should publish your ideas through channels that energize you
The importance of shipping consistently
How to find your “core idea” and run with it
Hillary’s advice to those who are not sure about their own unique ability
How to find the courage to publish your ideas by creating a “tool” for it
Hillary’s biggest marketing fuck-up
What Hillary thinks marketers should learn for the next 5-10 years

Resources mentioned:

***

🐔

3 Principles to Future-Proof Your SEO Strategy

Louis Grenier — Tue, 29 Oct 2019 05:16:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is your SEO strategy specific enough? Are you trying to reach your customers, or solely tricking Google’s algorithm?

My guest today is SEO expert and growth consultant Eli Schwartz.

We talked about the importance of specificity in SEO, why over-reliance on paid acquisition can backfire, why SEO is less about marketing and more about the user experience, and more.

Topics covered:

Why Eli thinks SEO is less about marketing and more about product and user experience
Why relying on paid acquisition is an issue
The advantages of acquiring users organically
The principles SEO strategists should learn for the long-term
The importance of being specific in Search Marketing
Interviewing internal team members to get insights into what customers want.
Preparing for the “future of search”
Why SEO expert should focus on marketing to humans, not tricking Google algorithms
Eli’s biggest fuck-up in his career
What Eli think marketers should learn for the next 5-10 years

Resources mentioned:

***

🐔

[REPLAY] DHH and Basecamp's Guide to No-Bullsh*t Marketing

Louis Grenier — Tue, 22 Oct 2019 06:17:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

On today’s episode I’m talking to David Heinemeier Hansson, co-founder of Basecamp project management software and creator of Ruby on Rails.

He is well-known as a talented developer, but I also think he is one of the best no-bullshit digital marketing persons out there today.

He is a Denmark native and has learned from business practices in both Denmark and the US.Join us as David shares his path in business and his insights into the world of marketing.

Topics covered:

David’s background growing up in Denmark and business differences with the US
His sources of marketing and business inspiration
Basecamp as a case study (numbers such as the amount of website visitors a month)
Metrics overload versus hard-to-track marketing
David’s main principles in marketing
Best marketing books and concepts he’s come across
Insights into the future of marketing

Resources mentioned:

***

🐔

4 Questions to Design High-Converting Landing Pages

Louis Grenier — Tue, 15 Oct 2019 06:17:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You might find it hard to explain what your product actually does. This leads to a weak messaging on your landing pages, which leads to people not signing up, and ultimately lower revenue.

My guest today is Pedro Cortés, a SaaS marketing and design consultant.

We talked about why companies struggle with positioning, Pedro’s framework to discover his clients’ most valuable selling points, and how he translates it to a well-crafted landing page.

Topics covered:

How Pedro positions his consulting business
How if a SaaS company is solving “big problems”
Why companies struggle to explain what their product actually does
Questions Pedro asks his clients to build a position-accurate landing page
How to translates insights into a well-crafted landing page
Why testimonials are valuable and how you can make it more “human”
How Pedro goes about finding the buyer’s most important pain points

Resources mentioned:

***

🐔

10 Steps to Reposition Your Product When Your Customers Don’t “Get it”

Louis Grenier — Tue, 08 Oct 2019 06:18:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What do you do if your customers just don't "get" your product?

My guest today is Jane Portman, UI design expert, and co-founder of Userlis.

We talked about why Userlist initial positioning didn't work, and the ten steps Jane and the Userlist team took to develop a new product positioning.

From recruiting customers, to running customer interviews, and discovering the patterns and themes amongst qualitative data.

Topics covered:

Why Userlist changed their product positioning
The steps Jane took to start improving their product positioning
How Jane scheduled customer interviews
The customer research questions that led to the best insights
Why understanding your product’s “true competitive alternative” is important, and how to find them
How to figure out positioning internally
The difference between “attributes” and “features”
How to cluster attributes and features into “themes”
Using card sorting exercise as a product positioning
The biggest mistake Jane made when she tried to launch her previous products

Resources mentioned:

***

🐔

How to Build a Content Strategy from Scratch (3 Steps)

Louis Grenier — Tue, 01 Oct 2019 06:19:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Bad news: The content marketing landscape is filled with low-quality content to game Google, without any effort to delivering value to customers.

The good news is, not all hope is lost.

My guest today is Len Markidan, the CMO of Podia. In this episode, we discuss why content marketing is here to stay, how to build a customer-driven content marketing strategy, and the most significant content promotion mistake you can make.

Topics covered:

Is content marketing timeless and here to stay?
Why talking to customers is the essence of content marketing
Is transparency the “secret sauce” for content marketing?
The first step to getting started with content marketing
How to reach out to customers for customer interviews
How to translate customer interview results to tangible content strategies
Identifying customer pain points and translating it into content
Closing the gaps between SEO and the content you’d like to create
How to outsource your content creation
The one biggest mistake companies make when it comes to content promotion
What Len think marketers should learn today that will help marketers in the next 5 to 20 years

Resources mentioned:

***

🐔

How to Hire, Train, And Manage Junior Marketers

Louis Grenier — Tue, 24 Sep 2019 06:19:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

***

🐔

Companies always look to hire experienced or “rockstars” marketer, but sometimes it can backfire.

My guest today is Nadya Khoja, the Chief Growth Officer at Venngage. We discussed how Nadya hires for core values alignment, along with the unique interview questions she used to assess it.

She also shared how her authenticity got her a job at Venngage despite having zero marketing experience, and how any aspiring marketers can do it.

Topics covered:

Why companies should not hire “rockstar” marketers
Why hiring senior marketers didn’t work well for Venngage in the past
Nadya’s process for hiring new marketers
The unique interview question that caught most candidates off guard(And Nadya’s answer)
Advice for aspiring marketers without experience on how to get your first gig
How to manage new hires in their first 2 weeks
What marketers should learn today that will help them in the next 5 - 20 years

Resources mentioned:

***

🐔

[REPLAY] The Brain Audit How to Sell More Without Being Pushy

Louis Grenier — Tue, 17 Sep 2019 06:20:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Sean D’Souza, author of The Brain Audit and the owner of Psychotactics.com.

He’s a cartoonist and a marketer with more than 15 years experience in the field and makes a point to take a three-month vacation every year.

Listen in to learn this step by step process you can apply in your daily work starting today.

Topics covered:

Learning responsibility at a young age
Overpromising by marketers
Life satisfaction at a certain level of income
The Brain Audit methodology
Finding the target profile and solving their problem
Answering customer objections
Curating valuable testimonials
Implementing successful risk reversals
Uniqueness

Resources mentioned:

How to Convince Someone to Buy (Without Being Pushy)
The Brain Audit
Psychotactics.com
Originals by Adam Grant
TimHarford.com

***

🐔

Get Sh*t Done: 4 Steps To Kill Distractions (With Nir Eyal)

Louis Grenier — Tue, 10 Sep 2019 06:22:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

He wrote a book about how to build habit-forming products that will get you hooked, and now he's back to help you take control of your time and get sh*t done.

My guest today is Nir Eyal, the author of the best selling book “Hooked: How to Build Habit-Forming Products” and “Indistractable: How to Control Your Attention and Choose Your Life.”, and investor in startups such as Eventbrite, Product Hunt, and Anchor.fm

In today's episode, Nir will share actionable steps to brush off distractions and how you can take control of your life by turning your values into time.

Topics covered:

Why Nir wrote his first book Hooked
The triggers of a habit-forming product
The reasons why Nir wrote his new book Indistractable
The point in his life where Nir realized that he needed to write Indistractable
The very first step you can take to be Indistractable
Why you should need to make time for "traction" in the context of forming habits
The actionable tactics that you can do right now to be Indistractable
Why “running out of willpower” is a myth
How you can align your habits with your value
How keeping a pact with yourself can push you to be productive

Resources mentioned:

***

🐔

F*ck Overnight Success: 3 Ways to Patiently Grow a Profitable Side Project

Louis Grenier — Tue, 03 Sep 2019 06:22:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In the fast-paced world of internet business, the hope of overnight success is rampant. The reality is, it takes time. A lot of it.

My guest today is Tommy Griffith, the Founder of ClickMinded, which is an SEO training course that teaches you exactly how to increase traffic to any website, as quickly as possible.

Tommy shared how he patiently built ClickMinded over the year while working full-time at Paypal, and later Airbnb, the failures he encountered, and some decisions he made along the way that defies popular opinions.

Topics covered:

How Tommy got into debt on his first venture towards entrepreneurship
How Tommy started out his side project while having a full-time job
Finding the first customers from an underrated acquisition channel
How living the “Instagram businessman” lifestyle brought Tommy to his career’s lowest point
How striking a strategic partnership accelerated ClickMinded’s growth
Why Tommy thinks email is still the most important channel
What Tommy thinks marketers should learn today that would help them in years to come
How talking to customers helped Tommy realized surprising use cases of his product

Resources mentioned:

***

🐔

How To Change Careers When You Have No Idea What You're Doing (3 Steps)

Louis Grenier — Tue, 27 Aug 2019 06:23:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

He had a successful “cushy” job in San Francisco, but when going to work every day, he noticed that something was missing.

After shaking off a case of imposter syndrome, he’s now running a remote marketing consulting company in Thailand.

Nigel Stevens, CEO of Organic Growth Marketing Company joins the show to discuss how you can recognize if something is missing in your career and the three business traits you should have before taking the leap!

Topics covered:

Why you shouldn’t let “Imposter Syndrome” affect your confidence in your abilities
The two big things that helped Nigel realize something was missing early in his career despite having the “cushy” job
The importance of social proof and security when deciding to make a career change
Using your professional network to set you up for success
Some big advice on how NOT to send a cold email
Why building relationships is so important to marketers
Why it’s important to tie your own professional story into your company’s growth
Reflecting back on what you ad your coworkers have accomplished in the past 1, 3, or 5 years.
Nigel gives a real example of why it’s important to highlight your intangibles and how you get sh*t done

Resources mentioned:

***

🐔

4 Steps to Launch Your Next Digital Product (Without Sh*tty Growth Hacks)

Louis Grenier — Tue, 20 Aug 2019 06:24:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

It can be intimidating when it’s time to launch a new product for your business.

Tom Morkes joins the show to explain why a simple and straightforward approach will lead to a high converting marketing campaign.

Tom has helped over 100 companies grow their traffic, leads, and sales using his own launch methodology and in this episode, shares the four steps you must execute before launching your product.

Topics covered:

The biggest mistake Tom sees businesses make during product launches
How to set realistic expectations for your product launch
Tom’s thoughts on email marketing and why it is key to a successful product launch
Why you shouldn’t try to convince your audience they need your product
Keeping your message straightforward and simple
A simple process Tom uses to identify his audience’s problems
How to identify, develop, and utilize strategic partnerships during your launch
Tom’s “slide-in” approach to developing relationships
Why effective story-telling is important when developing relationships

Resources mentioned:

***

🐔

[REPLAY] How to Create 100% Accurate & Detailed Buyer Persona

Louis Grenier — Tue, 13 Aug 2019 06:42:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to create 100% accurate and detailed buyer persona.

‍Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas.

Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.

Topics covered:

Why big data isn’t enough to understand people
Step-by-step customer research methods
How to effectively interview buyers
The 5 Rings of Buying Insight
Creating a buyer persona

Resources mentioned:

Buyer Persona Institute
Example
How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella
Adele on Twitter @buyerpersona
Adele on LinkedIn
Buyer Persona Institute on LinkedIn
How to Influence Buying Decisions Without Being Shady
Buyer Personas Need to Die a Violent Death
How to Convince People to Buy (Without Being Pushy)

***

🐔

Writing & Self-Publishing a Marketing Book: A No-Bull Guide

Louis Grenier — Tue, 06 Aug 2019 06:26:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Making her second appearance on the podcast, April Dunford joins us to share the many learning experiences she took from writing and releasing her book, Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It.

After rewriting her book for the fifth time (maybe more), April gives us a bit of insight on how the publishing industry works (or doesn’t work) and why you need to make sure your message is clear and compelling before writing it.

Topics covered:

Why April decided to launch a book
Why keeping track of how many books you’ve sold is difficult and why April isn’t worried about those numbers
The dumb questions the publishing industry asked April throughout the process
Learning experiences from writing and rewriting a book for five years
How April made time to write her book and why she hired a one-stop-shop to put the finishing touches on the book
Why she scaled back her original manuscript to it’s published form available now
How to find a self-publishing consulting group
April’s experience with her book launch and the marketing plan that made it work

Resources mentioned:

April Dunford on Everyone Hates Marketers
April’s New Book
Positioning: The Battle for Your Mind - Ries & Trout
Chapters Indigo
Barnes & Noble
1-800-CEO Reads
Scribe
Kindle Store
April’s Twitter
Editor's note: here's a list of 70+ books for entrepreneurs you might want to check out=

***

🐔

How to Find out What Triggers Customers to Buy (7-Step Process)

Louis Grenier — Tue, 30 Jul 2019 06:27:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Topics covered:

Why it’s important to understand what triggers your customers
The reasons why some marketers may be feeling overwhelmed
Social Media’s draining effect on Katelyn
The first question Katelyn asks her new clients when starting customer research
How the startup world taught Katelyn the importance of customer discovery
The steps it takes to develop your customer’s persona
Why understanding your customer is more than gathering demographic and firmographic information
How to disrupt the Super Mario power upmarket
Don’t forget about the importance of the functional side of your product
Identify your customer’s challenges with their current solution
Katelyn’s thoughts on one-on-one customer interviews
One of Katelyn’s favorite sayings when conducting interviews
How to make sense of the customer information you’ve gathered

Resources mentioned:

***

🐔

How to Position Your Freelance Marketing Business (& Stop Feeling Burn out)

Louis Grenier — Tue, 23 Jul 2019 06:27:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you feeling burnt out at the end of your workday? Do you feel like your flailing around with no direction when working with your current clients?

We discuss how to find your niche and properly position your brand so people remember what you do and you can work with clients on your own terms.

Topics covered:

Why being a specialist will get you more business
Two reasons to be selective when bringing on new clients
Keeping variability in your projects when selecting your expertise niche
How Kaleigh conquered her fears and burnout when she repositioned her business
The trigger that pushed Kaleigh to reposition her business
The online freelance course Kaleigh took to figure out the work she truly enjoyed
Why you need to have some hands-on experience before positioning your business
Three questions that can help you find work you actually enjoy doing
Kaleigh’s advice for setting up your project fee structure
The best way to discover work you are passionate about
Potential red flags from clients and how to tactfully move away from those clients
A formula for creating your really simple positioning statement
Why you should ask your mom if she understands your positioning statement before you publish it
Simple ideas to keep your network updated on your brand

Resources mentioned:

***

🐔

Take F*cking Risks: 3 Ways to Get Noticed

Louis Grenier — Tue, 16 Jul 2019 06:28:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

There is no magic formula to helping your brand stand out amongst the crowd. But if there is one takeaway from today’s episode on how to get your brand noticed it is to take some fucking risks.

Topics covered:

Why companies struggle to get noticed and the research that backs it up
Creativity should inform the tactics not the other way around
How Innocent Smoothies set themselves apart with a simple marketing idea
The first step Paul and team when working with a new client
Why actual consumer observation is more valuable than any other consumer information
Why it is easier to get noticed in the B2B world rather than the B2C world
The marketing world needs more troublemakers
Why Mellor & Smith only presents one idea to their clients
Talented team members outproduce proprietary systems
The “Yes, and...” Technique
Why the best ads all have one common theme
The reason Mellor & Smith got rid of 70% of their clients after 5 years

Resources mentioned:

***

🐔

[REPLAY] How to Start a Marketing Agency (a Practical, No-Bull Guide)

Louis Grenier — Tue, 09 Jul 2019 10:00:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

So you want to learn how to start a marketing agency? You dream of a new challenge. You’re ready to build a business and a team you look forward to working with each day.

I get it. I was in your shoes not too long ago. In 2015, I started my consulting business because I was fed up with bad marketing and all of the noise online. My goal was to build a no-BS approach to marketing.

Did it go perfectly? Not exactly. But I gained a lot from my experience, and I wanted to share some of the lessons I learned along the way to my podcast listeners.

For starters, most marketing agencies are BAD.

Can this be true?

Unfortunately, there are too many sleazy marketers out there. So I brought David Baker on the show to share his thoughts on why this is and provide a strategy for how to start a remarkable marketing agency from scratch.

***

🐔

How To Use Humor In Your Marketing To Stand Out And Get More Sales

Louis Grenier — Tue, 02 Jul 2019 07:39:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Not everyone is naturally funny, but every business can make an impactful change to their marketing strategy by infusing humor. Allie LeFevere joins the show today to discuss how to create an endearing audience by making them laugh.

Allie is the co-founder of the humor marketing agency, Obedient, and co-host of the podcast, Fangasm. Allie shares her story of how she created Obedient and why companies should consider avoiding a “water-downed” campaign that appeals to the masses and start to create compelling memorable marketing campaigns.

Topics covered:

Why many companies’ campaigns often come off as bland and unmemorable
The common traits that Allie’s clients all share
Why making customers smile and laugh will make them endear your company
The steps a company must take to start using humor in their marketing
How to use adrenaline to make sure your customers connect with your brand
The type of research Obedient Agency uses before creating a campaign for their clients
The three things Allie does with each client to make sure they work together as partners
How to find a company’s “hook” for customers
Developing a brand’s personality
How Allie figured out she could create an agency to help bring humor to marketing

Resources mentioned:

***

🐔

More Isn’t Always Better – Challenging the Growth at All Costs Mindset

Louis Grenier — Tue, 25 Jun 2019 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Many companies are constantly in a growth mindset, constantly looking for new ways to increase customers and improve their “vanity” metrics that say more is always better.

Topics covered:

Why companies should not use growth as their top achievement metric
Focusing on profit over growth
Why it is important to figure out how to be happy in the present then hoping the future works out
How to avoid focusing on “vanity” metrics
The two ways to run a business long term
When focusing on your business’s growth makes sense
Why you should consider that more isn’t always better
Why you should be focusing on a specific audience
The importance of understanding your audience’s problem
Customer retention vs. customer acquisition
The three qualities it takes to be resilient
Focusing on the process rather than the outcome
Why you should always be working on personal growth

Resources mentioned:

***

🐔

How To Build an Influencer Program That Actually Works

Louis Grenier — Tue, 18 Jun 2019 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Not everyone likes to use the word influencer when it comes to marketing, but no one can deny that influencers are a key part of most company’s marketing plans

.In today’s episode, our guest Melinda Byerley, shares her experience on building a successful influencer program for DVD Netflix.

Melinda is a serial entrepreneur and the founding partner of Timeshare CMO.

She's held marketing and e-commerce leadership roles at companies such as PlantSense (sold to Parrot), eBay, PayPal, and Checkpoint Software. Join us as we discuss how to identify brand influencers, keep them engaged, and help grow your business.

Topics covered:

How the FYRE Festival actually proved the power of influencer marketing
Delivering an influencer program that fits inside the FTC’s guidelines
Why you need to identify which customers you are trying to influence first
Quantitative research was important but qualitative research is what led Melinda and team to identify influencers and their target market
The best tactics to collect honest and sincere customer feedback
Why forming an online community was important for DVD Netflix’s influencer program
Micro-influencers
B2B Companies and Influencers
Melinda’s advice for marketers and her favorite marketing resources

Resources mentioned:

***

🐔

How to Secure a Large-Scale Speaking Gig Without Prior Experience

Louis Grenier — Tue, 11 Jun 2019 07:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Speaking at a large conference may be intimidating to most people, but today’s guest, Stefanie Grieser, explains why marketers should be actively searching for speaking opportunities.

Stefanie, Co-Founder of Shine, the professional speaker accelerator for women, and Director of Marketing at Sphere, shares her first-hand experience on how to land a speaking gig even if you’ve never spoken at a large event before and takes us step by step on how to nail your next presentation.

Topics covered:

Why speaking at events is something marketers should care about
Two key characteristics you need to execute a successful speaking engagement
How to secure large scale speaking gigs
Tips on choosing a specific, actionable topic
Identifying conferences or events to target for speaking engagements
How to successfully pitch yourself to conference organizers
The components of a great presentation

Resources mentioned:

***

🐔

[REPLAY] How to Send Emails with 83%+ Open Rates

Louis Grenier — Tue, 04 Jun 2019 06:32:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

***

🐔

How To Personalize Market Segmentation

Louis Grenier — Tue, 28 May 2019 07:42:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Personalization is becoming more common in the world of today’s marketing.

What can a company do when some of the most important marketing channels they use are unable to be personalized?

Ashley Plack, the founder of Strategist Marketing, provides her take on how companies can personalize their marketing by digging deeper into their customer segmentation.

Topics covered:

Problems that companies face when they lack personalization through the sales process
Why SEO’s lack the capacity for personalization
The difference between personalization and segmentation
What companies should focus on when segmenting their customers
What marketing channels can and should be personalized
3 stages of segmentation implementation
Integrating sales phases into the segmentation process
How to successfully implement a segmentation
Why companies shouldn’t force their brand language onto customers
The primary guiding arrow when creating customer segments

Resources mentioned:

***

🐔

How to Fix Your Leaking Sales Conversion Funnel

Louis Grenier — Tue, 21 May 2019 07:43:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Stop wasting your marketing dollars and convert your sales leads with a strong conversion funnel.

Whether you're breaking even each month, or your funnel is leaking money, Ewa Wysocka, CEO at Tribe47, shares how to identify issues with your conversion funnel, and how to fix those issues.

Ewa explains the five stages of a conversion funnel, and why measuring ALL of your marketing platforms assures you are optimizing your ROI. She also identifies the most common mistakes she sees when performing an audit of a business’s funnel and the first steps a business should take to fix a faulty funnel.

Topics covered:

Resources mentioned:

What are the signs of a broken conversion funnel
Three situations that businesses face when identifying conversion funnel problems
Why tweaking your products pricing can fix your conversion funnel
Where to start when your conversion funnel is broken
How a business can evaluate their conversion funnel on their own
The five unique aspects of a conversion funnel
Why it is so difficult to measure sales conversions
The most important aspect to look at when auditing your funnel
The most common mistakes are when analyzing conversion funnels
What marketers should be learning today to prepare them for the future
Ewa’s top three marketing resource recommendations

***

🐔

Growth Loops: The End of Traditional Funnels?

Louis Grenier — Tue, 14 May 2019 07:44:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

It’s time to stop viewing your business as a funnel.

If you want your business to grow more efficiently, it’s time to start implementing growth loops into your business’s growth model.

Brian Balfour, Founder/CEO of Reforge, and previously VP of Growth at HubSpot, joins the show to discuss how businesses can identify impactful growth loops and the first few steps of implementation.

Topics covered:

Why not all companies function as a traditional sales funnel
The 2 biggest mistakes you can make when looking at your “word of mouth” growth loop
Why it is important to continue to layer new growth loops into your business model
Examples of commonly used growth loops
The 3 major factors that create a successful growth loop
The easy first step companies should take when analyzing growth loop models
Choosing between highly diversified growth loops or expertise in one growth loop
How to identify your growth loop’s most impactful point of leverage
Some insightful career path advice for marketers

Resources mentioned:

***

🐔

How to Use the 80/20 Rule to Work Less and Make More

Louis Grenier — Tue, 07 May 2019 07:58:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Most marketing gurus will advise you to market your business everywhere, on every channel possible. Not Perry Marshall.Perry, a best-selling author, speaker, and world-renowned business consultant.

He joins the show to explain the 80/20 marketing rule and why you should apply its principles to help simplify your marketing approach.

We discuss why you should identify your customers through a disqualification process and how this approach will save you time, improve customer satisfaction, and increase your profits.

Topics covered:

How to identify your customers by using John Paul Mendocha’s 5 Power Disqualifiers
Why sales should be a disqualification process rather than a convincing process
The five elements that identify whether a customer will buy your product
How to begin implementing the 80/20 Marketing rules into your sales approach
The importance of categorizing your customers into groups and identifying their commonalities
Why you must speak with your customers face to face or on the phone
The top three qualifying questions you can ask any of your customers
The key characteristic that separates amateur marketers from professional marketers
The framework of direct-response marketing
How to “agitate” your customer’s problems in an honest and ethical method
The formula to guarantee your customer’s satisfaction
Why customer disqualification will increase customer satisfaction

Resources mentioned:

***

🐔

[REPLAY] 3 Steps to Write Copy That Converts with Joanna Wiebe

Louis Grenier — Tue, 30 Apr 2019 06:36:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Who is Joanna Wiebe?

What is Copy Hackers?

Topics covered:

3 Steps to Writing Copy That Converts

‍Step 1:

Step 2:

Step 3:

Resources mentioned:

Airstory.co
CopyHackers.com
Rev.com transcription
Backlinko
Scientific Advertising by Claude Hopkins
Tested Advertising Methods by John Caples
Joanna Wiebe on Twitter @copyhackers
louis@everyonehatesmarketers.com

***

🐔

How to Address Your Customers' Most Serious Concerns & Improve Conversions

Louis Grenier — Tue, 23 Apr 2019 06:36:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Does your sales process line up with your buyer's journey?

In this episode, you'll learn why addressing your customer's concerns during the buying experience can reduce friction and boost conversions.

Topics covered:

Why inexperienced marketers focus on selling the product features
Where to get started with identifying your customers’ concerns
Barron’s favorite place to find out how to improve conversion rates
What happens when you only focus on the leads who don’t convert
The surprising reason why you can’t rely on accurate tracking data
Exactly what type of questions you should ask customers over the phone
How to sort through your research data (and create a hypothesis)
The pros and cons of running A/B tests individually vs. group testing

Resources mentioned:

***

🐔

3 Mistakes Growth Marketing Teams Make (+ How to Avoid Them)

Louis Grenier — Tue, 16 Apr 2019 07:46:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Building a marketing team is hard—especially when you're in the early growth stages of your business.

In the beginning, you're still identifying which marketing activities work while you're building a team at the same time. But there a few common mistakes you can avoid with your team that we're going to discuss today.

We're joined by Jake Stainer, the former Head of Growth at Typeform and current Head of Digital Growth for TravelPerk. In this episode, Jake shares the biggest lessons he learned about growing a marketing team during his time at Typeform.

Topics covered:

The biggest mistake you can make while building a team
How to handle massive change (and why you should take it slow)
Why it’s important to hire for generalist roles vs. specialists
The power of social proof on your landing pages for conversions
What marketing principle Jake follows to ensure a company’s success
How to identify a metric to go after so you can move the needle
The one key metric where the conversion rate to revenue is stable
When to draw the line and focus on a different marketing initiative

Resources mentioned:

***

🐔

7 Honest Ways to Break Through the Noise (Using the Principles Behind Drift’s Success)

Louis Grenier — Tue, 09 Apr 2019 07:47:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Picture this. You've just accepted a new role as the head of marketing with a company. Your ultimate job is to get them noticed. What steps do you take to attract attention and interest?

In today's episode, you'll learn how to stand out and break through using the principles behind Drift's success.

Listen in for a special episode, as we welcome Dave Gerhardt back to the show.

Topics covered:

Why your potential customers are more skeptical than ever
How to define your dream 100 customers (and why it matters)
What it means to find the gap in your competitors’ marketing strategy
The surprising reason why marketing is easy to test quickly
How to persuade people to take a risk on your counterintuitive idea
The simple tip for coming up with ideas faster than your competition
How to create better marketing by observing what you react to
Why you can’t win without taking a chance on an unconventional idea

Resources mentioned:

***

🐔

Your First 90 Days as a Marketer: How to Build Trust and Make an Impact

Louis Grenier — Tue, 02 Apr 2019 07:48:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You want to make an impact, right? Imagine you've just been hired in a new marketing role. What's the first thing you should do to get your foot in the door?

In today's episode, you'll learn how to build trust and prove yourself in the first 90 days as a marketer.

Join us in welcoming Claire Suellentrop back to the podcast. Claire is a SaaS marketing strategy consultant and the co-founder of Forget the Funnel, where she teaches tech marketers how to build high-growth SaaS companies.

Topics covered:

Why marketers and their leaders often struggle to align themselves
The first step you must take when you’re starting with a new company
Two ways to develop true empathy for the founder or CEO
How to build strong relationships with leaders of other departments
What type of questions you must ask during those first conversations
Why your first 90 days as a marketer are a critical period of time
The simple (but effective) tip for nailing communication with your boss
How to balance customer research with making your first major impact

Resources mentioned:

***

🐔

How to Use Customer Surveys to Sell More (And Better)

Louis Grenier — Tue, 26 Mar 2019 06:48:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Wouldn't you love to get more value out of customer surveys?

As we all know, talking to customers is the best way to learn more about your audience.

We've covered surveys and how to get inside your prospects' head on the show before. But in this episode, we cover an unconventional approach to using surveys inside your sales funnel.T

his is a special interview because I'm speaking to not one, but two guests. Rob and Kennedy are the co-founders of ResponseSuites. And they're here to reveal how you can use surveys to sell more... without pissing your customers off.

Topics covered:

How Rob and Kennedy transitioned from entertainment into marketing
Why typical customer surveys are where useful data goes to die
How to create a personalized sales process at the end of your funnel
The best way to ask key questions (and instantly define your customers’ needs)
What happens next in the funnel after someone completes your survey
Why sending email blasts to your entire list alienates 60% of your audience
The simplest place in your funnel to start asking subscribers to fill out a survey
Two practical techniques for increasing your survey response rates
What four critical questions will generate the most useful answers

Resources mentioned:

***

🐔

[REPLAY] Mark Ritson: 4 Steps to Creating a Marketing Strategy

Louis Grenier — Tue, 19 Mar 2019 05:25:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When it comes to your strategy, nothing is more important than market research.

My guest today is Mark Ritson. He’s a marketing expert, consultant, and writer for Marketing Week.

Mark sat down with me to share his principles for developing a marketing strategy and how to execute market research.

Mark dug into several fascinating tactics that I’d never heard before this interview. I know you’re going to gain a ton of value from this episode.

Topics covered:

The truth about Steve Jobs dislike for market research
Why your reputation can’t really be destroyed overnight
How nearly all marketers miss the key step in their strategy
The two most important questions to ask your customers
What mistake companies make when it comes to segmentation
How to decide which market you should be targeting
The surprising reason you have less competition than you think

Resources mentioned:

Marketing Week -- Weekly column by Mark Ritson
Survey Monkey
Byron Sharp
Ehrenberg-Bass
The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation by A.G. Lafley
Playing to Win: How Strategy Really Works
Mini MBA in Marketing
Drayton Bird
Marketing Week
@markritson -- Mark Ritson on Twitter
Mark Ritson on LinkedIn

***

🐔

7 Insider Secrets of Video Marketing (With the CEO of Wistia)

Louis Grenier — Tue, 12 Mar 2019 06:49:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Growing your audience faster, storytelling that informs your prospects, and moving your customers down the sales funnel -- these are just a few benefits of video marketing.

In this episode, Chris Savage from Wistia joins us to chat about building an audience with video (starting from zero).

Topics covered:

The truth behind the rise of video and its true power in marketing
What happens when you find the spot where customers get stuck in your funnel
How to create a compelling storyline that makes your audience problem-aware
Why you should turn to your best customers for help identifying your mission
The difference between what your product does and what your mission entails
Getting clear with your metrics up front when you’re building an audience with video
How to use metrics to help leadership understand the risks that you're taking
Why you should pay attention to how media companies market their content

Resources mentioned:

***

🐔

7 Ways to Win the Hearts and Minds of Your Users

Louis Grenier — Tue, 05 Mar 2019 06:50:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Wouldn't you love to turn every blog post into an acquisition machine?

In today's episode, you'll learn how you can use content to acquire users that will stick around.

Kieran Flanagan joins the podcast to share what it means to win the hearts and minds of your audience, why the cost of content has grown faster than any other medium in the last five years, and what brands must do to compete in content marketing today.

Topics covered:

The major difference between acquiring users vs. getting users to stick around
What the hearts and mind strategy means for content marketing
Why you must invest in every blog post as an acquisition engine
How great SEO transforms your content (and makes it better)
The surprising point in time when businesses should invest in branding
How to identify the #1 topic your content should go after
Why intent is key when you start to establish your content design
The simple way to attract an audience who shares your beliefs

Resources mentioned:

***

🐔

Conversational Copy: How to Make Your Marketing 10x More Authentic

Louis Grenier — Tue, 26 Feb 2019 06:51:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Does selling ever make you feel gross?

In today's episode, you'll learn how to market and write about your products without the sleaze and hype.

Nick Usborne has been working as a copywriter and coach for over 35 years. He joins the podcast to chat about conversational copy, and how to sell without compromising your reputation or the integrity of your personal brands.

Topics covered:

How to recognize hype and high-pressure trickery in online marketing
Why conversational copy makes customers feel more comfortable
How children can be more persuasive than the best advertisers in the world
The simple test to determine if your sales copy is conversational or not
Why most of us are terrible at having conversations with each other
The secret to writing your first draft of copy (and getting past the blank page)
How to balance everyday language and the structure of your sales message
Why the little voice in your head will always give you the feedback you need

Resources mentioned:

***

🐔

An In-Depth Guide to Content Marketing for Long-Term Growth

Louis Grenier — Tue, 19 Feb 2019 06:51:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Want to learn how one B2B marketing campaign made $64 million from a $6,000 budget?

Ryan Bonnici joins the podcast to share the exact steps he took and how you can follow his strategy.

Listen in to hear us talk content marketing, search engine optimization, and how to drive tangible results without using growth hacks.

Topics covered:

Why you should go after the top of your funnel vs. optimizing for conversions
How content marketing impacts your sales funnel and drives long-term growth
Why you have to validate data before you create any piece of content
How to get into your target buyer’s head to find out exactly what they’re searching
Why most of your content shouldn’t be about the products you sell
The effective way to search for keywords based on an intent to buy
Prioritizing low difficulty keywords vs. high difficulty keywords
Why you shouldn't rely on blog posts to learn about new strategies

Resources mentioned:

***

🐔

3 Reasons Why Your Content Sucks (And How to Fix It)

Louis Grenier — Tue, 12 Feb 2019 06:52:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, you'll learn tips for sharing content that makes a dramatic impact on your business.

Kevin Lund joins the podcast to explain what companies usually get wrong in their content marketing, and ways to create content that attracts customers and drives results.

Topics covered:

Why content from companies usually sucks (and how to fix it)
How the global economic collapse led to brands becoming publishers
3 warning signs that your content marketing is bad
The #1 thing brands should do right now to improve your content
How to use free tools to listen to your audience on social media
What you can do to contribute to a conversation online
How to earn attention by listening to what people aren’t saying
Why you must create a unique and unapologetic personality
How to learn how to become a better storyteller

Resources mentioned:

***

🐔

How to Sell with Steli Efti

Louis Grenier — Tue, 05 Feb 2019 06:53:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, you'll hear expert sales advice from a successful entrepreneur who's started multiple businesses from scratch.

Steli Efti explains how to sell, and what steps he takes when launching a brand new company (without using his name or network).

Topics covered:

How to think about your customer before you start a business
Why Steli recommends you sell a service before building a product
When potential customer interviews become a waste of time
The framework for effective customer development conversations
How to reprogram your mind and see failure as progression
Why you will never become immune to hearing the word “no”
The exact process Steli tried to cold call startups (without using his name or network)
How to generate revenue quickly with services

Resources mentioned:

***

🐔

How to Stop Feeling Like a Fraud 3 Ways to Overcome Imposter Syndrome

Louis Grenier — Tue, 29 Jan 2019 05:07:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

If you've ever felt like a fraud in the marketing industry, this episode is for you.

Marketing consultant and coach, Tiffany Da Silva is the guest in today's episode. Tiffany joins the podcast to share how imposter syndrome affected her life and what she's done to overcome those limiting beliefs.

You'll learn tips on how to beat imposter syndrome, so you can get shit done, make an impact, and become a better marketer — and a better human.

Topics covered:

The reason why so many marketers face imposter syndrome
How Tiffany got her start in SEO at age nine
What happened when she quit her job at 3 AM
How to identify where your problems are coming from
Why it’s essential to find out who the true villains are in your life
How to be deliberate with who you follow on social media
Why visualizing the future can help you fight imposter syndrome
Deciding what your contribution to the world is going to be
The unexpected first question Tiffany asked Joanne Wiebe
Finding your group of people to help you overcome

Resources mentioned:

***

🐔

How to Thrive for Change & Growth in a Chaotic Environment

Louis Grenier — Tue, 22 Jan 2019 06:53:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Let's talk about eliminating chaos in your marketing efforts.

In today's episode, I chat with Hana Abaza about the nitty-gritty of running the marketing for Shopify Plus. She joined the Shopify Plus team while the company was in the midst of crazy growth.

You'll learn foundational principles for SaaS marketing, the biggest misconceptions about positioning, and how you can drive growth and optimization in a chaotic environment.

Topics covered:

The nuance of marketing for B2B SaaS vs. small business or consumer
How Shopify Plus started as an experiment to reduce churn
Why positioning is highly misunderstood by most marketing teams
What happens when you base marketing on your own assumptions
Why you must have a minimum data measurement in place first
How to identify low-hanging fruit based on your sales funnel
The surprising reason growth isn’t focused on driving more volume
Why foundational marketing strategy falls into four separate buckets

Resources mentioned:

***

🐔

What Politicians Know About Marketing That You Don’t

Louis Grenier — Tue, 15 Jan 2019 06:54:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What can politics teach us about marketing strategy?

Political expert Phillip Stutts joins us for this episode of the show, where he shares how using political principles can help businesses get more out of their marketing.

It's a unique perspective on how to run campaigns and build more human connections.

Topics covered:

The three biggest mistakes businesses make today
What happens when you use marketing tactics over strategy
The #1 problem with relying on discounts to drive sales
Why referrals are the best way to grow without any money
The right way to ask your target market survey questions
How to listen to what the market research is telling you
One simple way businesses can make human connections
How to nail your marketing campaigns right from the beginning

Resources mentioned:

***

🐔

How to Talk to Customers and Validate Your Business Idea (When Everyone Is Lying to You)

Louis Grenier — Tue, 08 Jan 2019 06:55:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Will your next startup be a success? The truth is, you can never be 100% certain until you test your idea — but you can save yourself 12 months of time by talking to your customers first.

In this episode, Rob Fitzpatrick joins us on the podcast to share how you can validate your business idea by getting better feedback.

Topics covered:

Why you shouldn’t sell to customers you don't understand
The brilliant payoff of going out into the real world to talk to people
How to ask intriguing questions that get your customers to open up
Why your personal network is far more valuable than you realize
The surprising reason your breakthrough idea isn’t about profitability
Exactly what type of customers you should go after to build quickly
How to identify your core skills and monetize your top strengths
Why beginning conversations with your pitch is a major mistake

Resources mentioned:

***

🐔

How to Do SEO Yourself: A Comprehensive Guide to Keyword Research (With Examples)

Louis Grenier — Tue, 18 Dec 2018 06:55:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is keyword research still relevant to SEO? Do backlinks matter anymore?

Find out the answer in today's episode.

Topics covered:

Why keyword research is still important for SEO campaigns
The major disadvantage of using free tools for keyword research
What “seed keywords” are and how to find them for your niche
Why Google ranks nearly identical pages for multiple relevant queries
The absolute best thing you can do during the keyword research phase
When the keyword difficulty metric won’t help you rank #1 in Google
Why unique linking websites add more value than the volume linking pages
The truth about building backlinks in an ethical and nonaggressive manner

Resources mentioned:

***

🐔

How to Do Video Marketing: 9 Effective Tips on Getting Started

Louis Grenier — Tue, 11 Dec 2018 06:56:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Video has exploded on social media in the last couple of years. Are you using video marketing in your business yet?

My guest is Jason Hsiao, the founder of the Animoto video maker.

In today's episode, Jason shares how to leverage video to build relationships and sell more (without tons of technical knowledge or expensive equipment).

Topics covered:

What makes video unique from other content marketing platforms
Why you don’t need to spend thousands to create impressive videos
The essential social media platform to use when you’re getting started
How to discover what video style will captivate your audience
The secret behind how long your video content should really be
Why it’s okay if 50% of people don’t make it to the end of your video
How to transform your text-based articles into exciting videos
Why you must tease your best content at the beginning
The reason why an authentic brand is more important than being funny

Resources mentioned:

***

🐔

Marketing Psychology: 5 Little Known Facts About Consumer Behavior in Advertising

Louis Grenier — Tue, 04 Dec 2018 06:58:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is marketing psychology?

Who is Richard Shotton?

Topics covered:

5 Little-Known Facts About Consumer Behavior

Pratfall Effect: If you can admit a weakness or flaw, you become more appealing to your audience.
Confirmation Bias: We're very good at maintaining our existing point of view.
Our Habits: You can persuade people in the moments when their habits become destabilized.
Brand Purpose: Not every company needs to have have a higher purpose beyond profit.
Personalization: Don’t apply it to such a degree that you lose the essence of your brand.

The Pratfall Effect

Confirmation Bias

Our Habits

Brand Purpose

Personalization

Resources mentioned:

The Choice Factory: 25 Behavioral Biases That Influence What We Buy by Richard Shotton
A true story: the birth of a great campaign by Paul Feldwick
Stuff From The Loft by David Dye
The 22 Irrefutable Laws of Leadership by Bern Bolo
Ads Don't Work That Way by Kevin Simler
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
The Anatomy of Humbug: How to Think Differently About Advertising by Paul Feldwick
Decoded: The Science Behind Why We Buy by Phil Barden
Rory Sutherland: The Wiki Man
Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stevens-Davidowitz
@rshotton on Twitter
Richard Shotton on LinkedIn
Pratfall Effect in Marketing: Admit Your Flaws to Win Customers
How to Influence Buying Decisions Without Being Shady
How to Convince People to Buy (Without Being Pushy)

***

How to Increase Organic Traffic: 7 No-Fluff, Practical Methods

Louis Grenier — Tue, 27 Nov 2018 06:59:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Tons of companies are turning to paid advertising to drive traffic to their websites. You might be considering whether or not this is a good solution for your business too.

What's the problem with paid traffic? The costs begin to stack up fast.

My guest Nat Eliason is the founder of Growth Machine, a digital marketing agency providing SEO-focused content to grow massive blogs.

Today, Nat shares how you can grow your traffic for free and start bringing in thousands of visitors to your website every day.

Topics covered:

Why it’s critical to bring organic search traffic to your blog
The biggest reason why most blogs don’t rank high on Google
How to come up with 100 compelling topic ideas in one hour or less
One ridiculously simple trick for outlining your article’s subheadings
What the “Goldilocks Zone” is and why it matters for SEO strategy
How to outrank big-name magazines for the #1 search result
The counterintuitive approach to your content promotion strategy

Resources mentioned:

Made You Think Podcast
How startups die from their addiction to paid marketing by Andrew Chen
Summaries, Notes, and Lessons from Books I've Read - Nat Eliason
The Wiki Strategy: How to Grow Your Blog to 100k+ Monthly Visitors
Ahrefs: Competitor Research Tools & SEO Backlink Checker
Clearscope: Modern SEO Software for Content Teams
NatEliason.com
Growth Machine: Get More Traffic from Google
@nateliason on Twitter
Seth Godin's Marketing Secrets to Launching a New Business

***

🐔

How to Become a Marketing Strategy Expert (Starting from Scratch)

Louis Grenier — Tue, 20 Nov 2018 06:30:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode, you will learn how to set up a one-year strategic marketing plan and lead your team to success.

My guest today is Kevan Lee, the Director of Marketing at Buffer. Tune in to hear us discuss your big picture gameplan, how to lead a team effectively, and Kevan's personal career path.

He reveals insight into the transition from content writing to strategy and what happened when he tried to take marketing shortcuts in the past.

Topics covered:

The difference between your company vision vs. strategy
How Kevan created Buffer’s one-year strategic marketing plan
Why step one of a marketing strategy starts with your purpose
The powerful vision framework exercise for creating goals
Which marketing channel is the number one driver for new signups
How to determine which projects are your first priority
Why marketers today should become multiskilled generalists

Resources mentioned:

Buffer
Simplified One Page Strategic Plan for Every Team by David Cummings
Vision Framework by Jim Collins
The Art of Possibility: Transforming Professional and Personal Life
Traction: Get a Grip on Your Business by Gino Wickman
Reforge: Growth Programs for Experienced
Anything You Want: 40 Lessons for a New Kind of Entrepreneur by Derek Sivers
Forget the Funnel by Georgiana Laudi and Claire Suellentrop
KevanLee.com
@KevanLee on Twitter
Kevan on LinkedIn
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy

***

🐔

How to Prepare for Automation in Digital Marketing

Louis Grenier — Tue, 13 Nov 2018 06:31:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Should we be afraid of automation in digital marketing? We hear some scary predictions about what automation will do to our jobs.

My guest today is Shawn Twing, one of the top paid traffic specialists in the world.

He joins us to talk about the common mistakes he sees in paid traffic, how to prepare for the future of automation, and the one thing technology can never take from humans.

In this episode, you'll learn how much technology will impact the future of advertising.

Topics covered:

The reason why paid traffic agencies might not exist in 12 months
Two automation tasks that are often used in paid traffic
What the first step is for marketers to prepare for automation
Why you should know the key difference between principles vs. tactics
The link between paid traffic, innovation and investing
Why retargeting everyone who visits a website is a common mistake
Shawn’s three principles that have made his business a success
The one thing machines won’t ever be able to take from humans

Resources mentioned:

Revealbot: Advanced Automation for FB Ads
Qwaya: Facebook Ad Manager
Theory of Constraints by Eliyahu Goldratt
To Be or To Do: John Boyd's Roll Call: The Art of Manliness
The First Principles Method explained by Elon Musk
Farnam Street — A Collection of Signal in a World Full of Noise.
Seth Godin's Marketing Secrets to Launching a New Business
Seth Godin’s blog
The Game: Penetrating the Secret Society of Pickup Artists by Neil Strauss
The 48 Laws of Power by Robert Greene
Modern Marketing with Seth Godin on Udemy
Value Proposition Design: How to Create Products and Services Customers Want
Strategyzer: Business Model Canvas
https://shawntwing.com/

***

🐔

How to Scale Content Creation Without a Team

Louis Grenier — Tue, 06 Nov 2018 06:01:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Do you want to learn how to scale content creation without a team?

In this episode, we're joined by Tracey Wallace, the Editor in Chief at BigCommerce and the founder of Doris Sleep.

She gives us a breakdown of everything content marketing, and how you can rank faster on Google without using any tools.

Tracey explains the exact steps she took to help grow the BigCommerce blog into the leading e-commerce marketing blog today--with zero budget and a small team.

Topics covered:

The reason why Tracey thinks content marketing is here to stay
Why content plays a role throughout your entire sales funnel
Tracey’s step-by-step process for outsourcing quality articles
How to do keyword research with Google only (no tools)
Which style of keywords are proven to rank the fastest
How to use HTML tags in blog posts to target keywords
Why you should structure your articles for fast information
How to use partners to help publish high volumes of content
The surprising reason you don’t need to publish A+ articles

Resources mentioned:

BigCommerce Blog: #1 Ecommerce Blog on Marketing & Selling Online
MarketMuse: AI Content Planning and Optimization Software
Ahrefs: Competitor Research Tools & SEO Backlink Checker
The State of Ecommerce Platforms in 2018: Cloud Commerce, Open SaaS and The API Economy by Tracey Wallace
Tracey Wallace on BigCommerce
The Skyscraper Technique by Brian Dean
How to Win Friends and Influence People by Dale Carnegie
@TraceWall on Twitter
Content Distribution Plan: An In-Depth Process for Driving More Traffic

***

🐔

Marketing Without a Budget: Grow Your Revenue with 0 Credibility or Advertising

Louis Grenier — Tue, 30 Oct 2018 06:02:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

If you've ever wondered how to grow your business when nobody has an idea who you are, this episode is for you.

Here's the thing: I know what it's like to start a business and have to market yourself on a small budget.

What steps do you take when you don't have the money to spend on advertising and nobody cares about you yet? Ryan Kulp explains his strategy and more inside today's episode.

Topics covered:

Why Ryan really writes all of his emails in lowercase
The truth about customer profiles (and why your ideal client doesn’t exist)
How to develop a gut feeling about your potential customers
Why writing daily can help you discover your biggest strengths
What happens when you look at what your competitors aren’t doing
Why your mindset matters when it comes to getting more done
How to become a better marketer by creating

Resources mentioned:

How to Validate Your Business Idea in 3 Steps (The Right Way)
How to Build a Growth Marketing Team (The Non-Sleazy Way)
Fomo: Social Proof Marketing Platform
@RyanCKulp on Twitter
@usefomo on Twitter
RyanCKulp.com: Ryan’s website and blog
All Marketers are Liars by Seth Godin
Purple Cow: Transform Your Business by Being Remarkable by Seth Godin
Linchpin: Are You Indispensable? By Seth Godin
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

Content Distribution Plan: An In-Depth Process for Driving More Traffic

Louis Grenier — Tue, 23 Oct 2018 07:03:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Are you struggling with content marketing? Well, get ready for this one.

I guarantee your perspective will change after listening to today’s guest.

In this episode, we’re joined by Ross Simmonds. He’s an entrepreneur and strategist who provides B2B marketing strategies for founders and marketers--but what’s unique about Ross is his online presence. He reaches hundreds of thousands of people each day by experimenting with sharing content on tons of platforms.

Today, Ross is going to explain exactly how he does it. Whether you sell products or provide a service, you can apply his tips to generate more leads for your business.

Topics covered:

How to drive revenue in one month with Facebook groups
Why your domain name should include your industry title
“The Sherlock Homeboy Approach” for crafting popular content
Why forums are an untapped goldmine for marketing research
How to use metrics in online forums for content creation
What happens when you tap into controversial topics
Using your skillset for creating content (you don’t have to write)
Why you should reshare the same piece of content on repeat
The exact method Ross uses for distributing his content
Why content promotion is the priority vs. content creation

Resources mentioned:

Finding Social Media Influencers The No-BS Way in 7 Steps
7 Steps To Launch Your First Outreach Marketing Campaign
Hustle & Grind: E-commerce store for entrepreneurs
Foundation Marketing: B2B content creation
RossSimmonds.com
How Will You Measure Your Life? by Clayton Christiansen
Daft Punk: 5 Marketing Lessons to Make Your Business Famous

***

🐔

How to Stay Relevant in Business: 3 Tips to Remain Competitive

Louis Grenier — Tue, 16 Oct 2018 07:04:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How do some companies stay on the top while others go out of business?

The answer is change. If you want to move forward in business you have to embrace adaptation. In fact, it's always been this way. Technology is just advancing at a faster pace than ever now.

Topics covered:

Why most companies fail to stay relevant in today’s world
What happens when you stay focused on your competitors
How disruptors put major companies out of business
The reason why your business should stay in startup mode
Why companies who stay ahead tend to have a diverse team
How to convince risk-averse leadership to change things
Why word of mouth drives the marketing world today
How to become a purpose-driven business with authenticity

Resources mentioned:

Metaforce: Allen Adamson’s consulting firm
Shift Ahead: How the Best Companies Stay Ahead in a Fast-Changing World
Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity
The Founder’s Mentality: How to Overcome the Predictable Crises of Growth
Allen Adamson on Forbes
How to Compete With Big Brands Even With Very Few Resources

***

🐔

User-Centered Design & Analytics: 3 Ways to Deliver a Better Customer Experience

Louis Grenier — Tue, 09 Oct 2018 07:05:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is user-centered design and why should we care about it?

User-centered design is an approach to understanding your customer and designing an experience from their perspective.

Today, we have Dana DiTomaso on the podcast to share her in-depth process for creating a user-centered design.

In this episode, you’ll learn how to discover the key problems in your user experience and what steps you can take to fix them.

Topics covered:

What user-centered design means for marketers
Why achieving user-centered design starts at the top
How to use analytics to understand what’s going wrong
Why you must examine the “content consumption” metric
How to approach your customer research
Why most buyer personas fail (and what to do instead)
The reason why you should focus on three key metrics
The difference between reporting vs. monitoring data

Resources mentioned:

How to Use Emotional Targeting to Acquire Happier Customers
How to Improve Website Conversion Without Sacrificing SEO or Speed
Kick Point
Claire Suellentrop on How to Use Jobs to be Done
Jobs to be done framework
Content Consumption: Go Beyond Pageviews
Why Personas Are in Important in Marketing
Full Contact
BuzzSumo
Followerwonk
Dana on User Personas: Learn Inbound 2017
Adele Revella on Buyer Persona
Follow Dana DiTomaso on Twitter
Buyer Personas Need to Die a Violent Death

***

🐔

5 Proven Methods for Positioning Your New Product

Louis Grenier — Tue, 02 Oct 2018 07:07:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How can we get customers to understand the value of our product when it’s new in the market?That’s where your product positioning comes in. In this episode, we’re joined by April Dunford to talk about how to get a new product in front of your target audience.She’s a keynote speaker and a consultant for growth-stage startups in the tech industry. April has worked on 16 successful product launches and shares her lessons learned from the experience in this interview.

Topics covered:

The most common mistake companies make with positioning
Why it’s valuable to hear an outside marketing perspective
The reason why step one is analyzing competitive alternatives
How to determine the key unique features of your product
Why you must link values to your product features and benefits
Three styles of market positioning (and which one is most common)
Why learning foundational marketing is the most important step

Resources mentioned:

***

🐔

[REPLAY] Seth Godin's Marketing Secrets

Louis Grenier — Tue, 25 Sep 2018 06:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Seth Godin is back. We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.

The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.

Topics covered:

What we can learn from the mistakes that Ron Johnson made
Don’t use your own worldview in marketing as it will be very different from someone else's worldview
Acting as a customer to understand how and why people buy
Why you should test changes in small areas before making big company-wide changes
Applying the same strategy of watching people in stores to how people behave when they shop online
Why you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get results
What you can do to truly understand your audience and build empathy
Try to imagine what it's like to be the person you seek to serve

Resources mentioned:

***

🐔

Q&A – Part 2

Louis Grenier — Tue, 18 Sep 2018 07:10:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Welcome to another special episode.

Last week I answered your questions on topics about the podcast and the Everyone Hates Marketers brand.

Today's episode is dedicated to answering your marketing questions.You all want to know more about subjects like freelancing, networking, startup marketing, and more.

Let's dive in.

Topics covered:

The number one skill everyone modern marketer should have
What marketing skills are most important for the future
How to market with a low budget in a short timeframe
How you can make the switch from freelancing to an in-house role
What the difference is when marketing to B2C vs. B2B audiences
How to build a network when you're an introvert
The best school for learning how to start a marketing career

Resources mentioned:

***

🐔

Q&A – Part 1

Louis Grenier — Fri, 07 Sep 2018 07:11:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

We're going to switch things up this week.

Last month I asked if you had any questions for me. Quite a few of you reached out to me via LinkedIn, Twitter, and email.

Now I'm going to spend some time answering everything you submitted over the next two weeks. I'll cover what you want to know about the podcast, dig into some marketing topics and discuss the future of Everyone Hates Marketers.

Topics covered:

The top 5 most downloaded episodes of the podcast
What the future is for the Everyone Hates Marketers brand
How I organize my daily and weekly work schedule
What I wish I'd known before I started this podcast
5 lessons on how to start your own podcast
How I deal with information overload in digital marketing
My biggest aha moment while interviewing guests
How I get high profile marketers to join my podcast
And more...

Resources mentioned:
None.

***

🐔

Storytelling Marketing Strategy: Tell Your Business Story in 6 Steps

Louis Grenier — Tue, 04 Sep 2018 07:12:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How can we use story in our marketing strategy and drive more business?

Storytelling is a skill just like anything else. All it takes to write a mesmerizing story is knowing the key elements of great storytelling and practice.In this episode, we're joined by master storyteller Michael Hauge. He's an author and story expert who has coached on countless Hollywood movie scripts since 1985.

Tune in to learn how you can apply Michael's 6-step storytelling formula to your own business.

Topics covered:

The reason why storytelling is valuable for marketers
Why the storytelling process starts with your end result
Michael’s favorite marketing story (and what made it powerful)
How to find a protagonist your audience empathizes with
Why the hero in every story must endure a crisis
The goal of story obstacles and how to create meaningful conflict
What your ideal aftermath is with persuasive storytelling
How to use dialogue to transport your audience with story

Resources mentioned:

Storytelling Made Easy by Michael Hauge
Michael Hauge's 6-Step Success Stories
Tiny Little Businesses
The King’s Speech
DotCom Secrets by Russell Brunson
Expert Secrets by Russell Brunson
Sapiens by Yuval Noah Harari
How to Influence Buying Decisions Without Being Shady

***

🐔

How to Grab Attention: Kevin Roger’s 60-Second Sales Hook

Louis Grenier — Tue, 28 Aug 2018 07:14:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Want to learn how to write a sales hook for your business in 60 seconds?

Former stand-up comedian and copywriting coach Kevin Rogers joins the podcast to talk about personality marketing and how to use humor to capture your customers’ attention.

Not only does Kevin share his four-step system for creating an enticing sales hook, but he covers how you can apply this powerful storytelling formula to your business--even if you don’t have a story to share yet.

Topics covered:

Why winning your prospects’ attention comes first
The key difference between cold leads vs. warm leads
How Kevin uses stand-up comedy to connect with his audience
His four-step system for writing an irresistible sales hook
Why marketing yourself is the hardest thing you’ll ever do
When you should talk about yourself vs. your customer
How to sell something when you can’t use your own story
How to interview your customers like a journalist

Resources mentioned:

Copy Chief
The Truth About Marketing
Copy Chief Radio
How to Send Emails with 83%+ Open Rates (Not a Clickbait)
The 60-Second Sales Hook by Kevin Rogers
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
Basecamp 3

***

🐔

How to Do User Research (Even if You’re on a Budget)

Louis Grenier — Tue, 21 Aug 2018 07:15:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Want to create a better user experience for your customers?

Start with user research.Before you develop a user experience design you need to understand what your customer really wants.

In this episode, Els Aerts joins us to explain what user research is, why it’s important, and how you can complete user research on a budget.

Topics covered:

The role of user research in business growth and what it entails
Why customers don’t respond to your surveys
How to execute user research and testing on a budget
The difference between user research vs. market research
Four personality traits every user test moderator needs
What questions should be answered in user testing
Why surveys will tell you more than Google Analytics data

Resources mentioned:

***

🐔

Finding Social Media Influencers The No-BS Way in 7 Steps

Louis Grenier — Tue, 14 Aug 2018 07:16:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Who are social media influencers and how can they help your business?

In this episode, Tyler Farnsworth joins the podcast to cover a marketing topic we haven’t dug into yet: influencer marketing.

We talk about the role influencers play in marketing today, finding the right social media influencer for your campaign, and how you should reach out to them.

Topics covered:

Why influencer marketing isn’t really a new trend
How to avoid negative influencer partnerships
What steps to take when creating a social media campaign
Why campaigns start with your customer (and not influencers)
How to identify the right creators for your audience
What to say in your first outreach and how to stand out
The future of influencer marketing and brand relationships

Resources mentioned:

***

🐔

Brand Positioning 101: How to Tell a Memorable Story

Louis Grenier — Tue, 07 Aug 2018 07:16:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How can your brand stand out in an oversaturated market today?

If you’re a frequent listener, you already know we talk a lot about branding on this podcast. It’s because I believe that branding is the core of marketing. Without a solid foundation in place, your marketing strategy will flop.

In today's episode, Rebecca Vogels and I chat about the connection between branding, storytelling, and your personal brand.

Topics covered:

How social media has transformed the concept of branding
Why companies must know what values they stand for today
Finding out what your customers care about (and how they communicate)
The difference between your existing customers vs. leads you want to attract
How to tell a story about your brand that delivers value
What three key story concepts your brand can tell
Why marketers should focus on empathy for their customers

Resources mentioned:

Storytelling Marketing Strategy: Tell Your Business Story in 6 Steps
26 Types of Brand Positioning to Stand Out In Your Customer’s Mind
All of the Above
t3n - digital pioneers
Product Positioning: 5 Proven Methods
How to Use Jobs-to-be-Done to Read Your Customers' Minds
Buyer Persona: Your Guide to Create 100% Accurate & Detailed Ones
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
Why Am I Crying All the Time?
Happy Money: The Science of Happier Spending
SXSW: South by Southwest Conference
Seth Godin’s Marketing Secrets to Launching a New Business
Purple Cow
13 Positioning Principles From Hungry Hungry Hippos
Branding 101: 5 Steps to Build a Small Business Brand

***

🐔

Neville Medhora on the Best Way to Learn Copywriting

Louis Grenier — Tue, 31 Jul 2018 07:17:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Who is Neville Medhora?

Neville Medhora runs a company called Kopywriting Kourse, where he trains business teams on how to write outstanding copy and content that performs. He's an author, former eCommerce store owner, and has written copy for companies like AppSumo, The Hustle, and SumoMe.

What is the Kopywriting Kourse?

The Kopywriting Kourse is training that's designed to turn beginning copywriters into pros. Businesses work with Neville to teach their teams how to improve their copy and profitability, while freelancers learn how to jumpstart their copywriting career.

Topics covered:

Neville Medhora's Copywriting Advice

In this interview, Neville explains why he doesn’t think of copywriting as words on a page. His philosophy? Copywriting is about transmitting information from one brain to another. It's not only the written word on the page but the reaction in your brain when you read those words.

How to Beat Writer’s Block

According to Neville, you can get over writer's block with two simple solutions. One is to look at what other people are doing with a swipe file. This is a collection of other people’s writing, where you can look at old ads for inspiration.The other way is to start with a template — and work through it backward. Neville recommends you never start with a blank page, but instead, you keep a file of topics you want to write about. Then you can dive into research straight away, so you never have to face the White Blank Page again. Tune in for his in-depth explanation on overcoming writer’s block.

How to Write a Good About Us Page

Want to learn how to write better About pages? Listen in to hear Neville break down the steps on writing a good About Us page. Neville explains that the main goal of your About page is really to direct them to action at the end. What's the next step for your reader?Likewise, we also cover the different types of About pages and how you should structure them. For example, if your website is informational, the way you approach your story should be different from the ecommerce website that sells physical products.

How to Write Good Headlines

We also cover how to write headlines with Neville’s painless formulas, and here’s how it goes. What Neville does for companies is write out 10 headlines. Then he’ll go away for 24 hours, so he can look at those headlines again with fresh eyes. The next step is bold the ones that jump out at you. Generally, there will always be one or two that stand out way more than the others. Neville also reveals a surprising myth about the relevance of headlines — and an easy trick for stealing your headline copy from Amazon.

Resources mentioned:

***

🐔

The Power of Persuasion: How to Use Scarcity and Urgency to Sell More with Jack Born

Louis Grenier — Tue, 24 Jul 2018 07:32:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Scarcity and urgency are powerful persuasion triggers, but are they ethical? We’ve all seen companies misuse urgency with fake limited time offers.

They sell “live” webinar replays with only 20 seats left or slap a countdown timer on their sales page that resets when it hits zero.How can we use urgency in sales funnels without being sleazy?

In episode 72, Jack Born joins the podcast to discuss the misconceptions of deadlines, marketing automation, and more.

Topics covered:

Why scarcity and urgency are powerful persuasion techniques
Why makes people motivated to take action on promotions with a deadline
The best way to determine if there’s a market for your product or service
How to make a compelling first offer to your target audience
When you should start preparing your customers for a product launch
How to hold people’s attention with email marketing
The day promotions are proven to have the highest number of sales
How many emails you should really be sending to your list
Why it doesn’t matter when people unsubscribe from your email list

Resources mentioned:

***

🐔

How to Optimize Your Website for Conversions Without Sacrificing SEO or Speed

Louis Grenier — Tue, 17 Jul 2018 06:21:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You want your website to rank high on Google, right? You’re in a constant battle to bring in organic traffic and provide a phenomenal user experience.

It might even feel like you have to abandon a beautiful design in order to improve your website for higher conversions or search engine results.

In episode 71, I teamed up with SEO and conversion expert Nick Eubanks to bust these familiar myths. Nick shares his knowledge on how to use SEO techniques to design a conversion-focused website.

Topics covered:

The first step toward designing a conversion-optimized website
Why you need to understand how your potential customers talk for SEO
What questions to ask to find the terminology your customers use
How voice search will drive the future of SEO
The step by step process Nick uses for completing keyword research
How to target keywords for different points in the customer journey
The reason why SEO is really about understanding your customer
How to transform keyword data into a website that converts
Why website design must come after your content is written
The importance of mobile when it comes to website design

Resources mentioned:

How to Use Emotional Targeting to Acquire Happier Customers
From the Future
Keyword Keg
Ahrefs: Competitor Research Tools & SEO Backlink Checker
SEMrush
How To Do Keyword Research in 2018 For SEO - ImFromTheFuture.com
JR Oaks on Twitter
Ryte: Simplify your digital marketing toolset
Business Casual Copywriting with Joel Klettke
3 Steps to Write Copy That Converts with Joanna Wiebe
Traffic Think Tank
Matthew Barby
Backlinko: SEO Training and Link Building Strategies
Webris: The Complete Guide to Blog SEO

***

🐔

26 Ways to Stand Out In Your Customer’s Mind with Ulli Appelbaum

Louis Grenier — Tue, 10 Jul 2018 06:34:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Why should companies and marketers care about brand positioning?

Positioning is one of those “marketing buzzwords” that gets tossed around a lot. But if you dig into what the term really means, it’s about making your company occupy a distinct place in people’s minds.

After analyzing 1,200 case studies, Ulli Appelbaum identified 26 types of brand positioning you can use to stand out.

My guest in episode 70 is Ulli Appelbaum. He’s lead the strategy departments for some of the world’s biggest marketing agencies over the last 20 years and has created a brilliant method for determining your positioning: Positioning-Roulette.

Topics covered:

Why brand positioning is more important than ever today
How analyzing 1,200 case studies led Ulli to a unique positioning method
What three key categories build the foundation of every positioning statement
Why the way people behave (or don’t behave) is your starting point
The easiest solution for satisfying your customers’ needs
How to determine what really differentiates your product or services
The importance of barriers and why people wouldn’t use your category
How to use the five senses and brand rituals to create an experience

Resources mentioned:

Product Positioning: 5 Proven Methods
How Smart Positioning Can Make Your Marketing 10x Better
Positioning-Roulette Method Cards
Sapiens: A Brief History of Humankind
WARC
Effie Worldwide
Influence: The Psychology of Persuasion
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
First The Trousers Then The Shoes
Challenge Category Conventions in 7 Steps (+ Examples)
Hard to be Noticed? Simplify Your Marketing to Win Customers
13 Positioning Principles From Hungry Hungry Hippos

***

🐔

Why the “Jobs to be Done” Framework Creates Better Products: Alan Klement

Louis Grenier — Tue, 03 Jul 2018 06:18:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to use Jobs to be done.

On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co.

Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business.

Topics covered:

Claire’s role at Calendly and transition into consulting
How to use jobs to be done to ready your customers' minds
The “Jobs to be done” approach to marketing
Identifying your power customers and making a profile
Tips for interviewing customers and getting valuable insight
Introducing new methods to your company successfully
Case studies and recommended resources on the “Jobs to be done” methodology

Resources mentioned:

Why the Jobs-to-be-Done Framework Creates Better Products: Alan Klement
Websites that Convert: The fundamentals of writing compelling website copy by Claire Suellentrop
Loveyourcustomers.co
Claire’s talk from the Unbounce’s Call to Action Conference
Rev.com and Speechpad.com - Transcription services
Matt Hodges on Marketing the Job to be Done via Intercom
When Coffee & Kale Compete by Alan Klement
https://jtbd.info/ Blog by Alan Klement
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

3 No-BS Principles for Unforgettable Marketing with Margo Aaron

Louis Grenier — Tue, 26 Jun 2018 06:22:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Why are so many marketers bad at marketing themselves?

This episode of the podcast tackles an issue most entrepreneurs face at some point: the art of self-promotion.

When it comes to marketing ourselves we get uncomfortable. Nobody wants to be another asshole selling our products or services online. That’s why when I came across Margo Aaron’s website, I knew I had to get her on the podcast.

She’s a copywriter who fell into marketing by accident after beginning her career in psychological research. If you’ve ever felt guilty about marketing, not giving your hustle enough time or self-promotion--I think you’re going to gain a lot from this interview.

Topics covered:

Why most entrepreneurs are lying about their 80-hour work week
The reason why so many marketers struggle to market themselves well
What you must do to avoid becoming an annoying marketer
The easiest solution for identifying what problems you solve for your audience
How to understand market sophistication (and why it’s a huge advantage)
What questions to ask your customers to find out their deepest desires
Why competing on price alone won’t build a profitable business
How to write a message that resonates with your audience

Resources mentioned:

The Arena: Virtual Coworking Space
That Seems Important - Margo Aaron’s website
How to Send Emails with 83%+ Open Rates (Not a Clickbait) - Episode 46 with Andre Chaperon
The Brain Audit: Why Customers Buy (And Why They Don’t) - Sean D’Souza
How to Convince People to Buy Without Being Pushy - Sean D’Souza
3 Steps to Write Copy That Converts with Joanna Wiebe - Episode 47 with Joanna Wiebe
Value Proposition: What Is It & How to Create One - Episode 52 with Momoko Price
My Life in Advertising and Scientific Advertising by Claude Hopkins
Ogilvy on Advertising by David Ogilvy
Copy Hackers
@MargoAaron on Twitter

***

🐔

Social Media Is Bullshit and Here's Why with BJ Mendelson

Louis Grenier — Tue, 19 Jun 2018 06:35:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Is social media bullshit and a complete waste of time? According to BJ Mendelson, marketing is entirely situational.

The same solution won't work for everyone. Yet most companies get the customer experience all wrong because they're too busy drowning in marketing data (like social media stats) to see the bigger picture.I

n episode 67 of the podcast, author BJ Mendelson stopped by to discuss his views on why most consumer data is worthless and how marketers should take a step back to focus on the product when it comes to building a thriving brand.

Topics covered:

Why most statistics don’t give insight into your customer
What happened when the largest consumer goods company in the world pulled most of their digital advertising
The #1 reason chasing your customer persona is a waste of time
What the future of data privacy looks like
Why consumers may eventually get compensated for their data
How BJ tested word of mouth marketing against popular social media tactics
Why he’s promoting his latest book release by giving away for free

Resources mentioned:

Social Media is Bullshit - by BJ Mendelson
Privacy: And How to Get it Back - by BJ Mendelson
Online Advertising Is Dead; Long Live Traditional Advertising? - Episode 45 with Bob Hoffman
DHH and Basecamp’s Guide to No-Bullshit Digital Marketing - Episode 1 with David Heinemeier Hansson
Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
Buyer Persona - Episode 50 with Adele Revella
Basic Attention Token
BJMendelson.com
Influence: The Psychology of Persuasion by Robert Cialdini
Captivate: The Science of Succeeding with People by Vanessa Van Edwards
Buyer Personas Need to Die a Violent Death

***

🐔

The Most Effective Way to Generate Demand with Jeanne Hopkins

Louis Grenier — Tue, 12 Jun 2018 06:23:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Most marketers focus on lead generation but it is enough?

I asked lead generation expert Jeanne Hopkins to join the show and share her process of setting up a marketing campaign that generates demand and acquires customers.

Topics covered:

Why most companies struggle to develop a system for attracting leads
The costly mistake marketers make when it comes to their website design
How auditing is the first step new marketers should take in demand generation
The unexpected reason why promotion is the last thing you should think about
Why small teams should go after key objectives vs. individuals
What marketers miss when it comes to communication and small wins
How we set expectations along the customer journey and why they matter
Why we need to become comfortable with video and public speaking

Resources mentioned:

SaaS Monetization - Episode 24 with Patrick Campbell
Dan Moyle
Toastmasters
Dale Carnegie - Public Speaking Training
Patrick Campbell: ProfitWell Blog
Patrick Campbell: Price Optimization Blog
@mvolpe - Mike Volpe on Twitter
Sales experience for marketers book or another podcast episode
@JeanneHopkins - Jeanne Hopkins on Twitter
Jeanne Hopkins on LinkedIn
Marketing vs. Communications: The Surprising Difference
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

7 Simple Ideas for Repurposing Your Content (And Why It Matters) with Brittany Berger

Louis Grenier — Tue, 05 Jun 2018 06:25:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Want to spend less time on content creation? I know the feeling. Producing high-quality content isn’t easy work. But according to content marketing expert Brittany Berger, there’s a better way to make the most of your marketing: content repurposing.

Repurposing content doesn’t mean recycling or reusing old ideas. It’s about reinventing your best content to expand your reach to a new audience.

Brittany joins us on this episode to explain her approach to content marketing and share the solid framework she built for repurposing.

Topics covered:

Why businesses should stop creating more new content
What it really means to repurpose your content
How to determine whether a piece of content is ideal for repurposing
The process for deciding which content marketing channel to focus on
How Brittany developed a consistent system for repurposing content
The unexpected reason “evergreen content” is a myth
Why you need to update old blog posts and what to look for
What she learned from the biggest mistake in her career

Resources mentioned:

Finding Social Media Influencers The No-BS Way in 7 Steps
Work Brighter
Content Shock by Mark Schaefer
Sitcom by Saul Austerlitz
Zapier
Killing Marketing by Joe Pulizzi and Robert Rose
Create Unicorn Content - Brittany Berger’s YouTube channel

***

🐔

4 Original Ways to Jumpstart a Career You Love with Jennifer Dziura

Louis Grenier — Tue, 29 May 2018 04:26:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Why is it so damn tough to start a new career you love? How do you get the job you want and earn enough money to stop worrying about the next paycheck?

This week we're joined by Jennifer Dziura. She's the founder of GetBullish.com and the annual Bullish conference, where she dishes out advice on feminism and careers.

We explored the steps toward developing your career path in the corporate world and navigating the road to entrepreneurship. If you've ever struggled to discover what job is right for you, take note of this one.

Topics covered:

Why most companies won’t design a career path for you
The real reason success in entrepreneurship isn’t about what you want to do
Why the daily format of your work is more important than the duties
Where to find the right business idea when you’re clueless
How to create your ideal full-time job when it doesn’t exist yet
The counterintuitive approach to networking for introverts
Why your ideal target audience is wealthy people
Where to search online to discover problems you can solve

Resources mentioned:

How to land your first digital marketing job (with no experience)
Get Bullish
Bullish Conference
The Best Business Strategy is One That Makes You Money by Jennifer Dziura
Marketing: Subreddit
The Lean Startup by Eric Ries
Lean Analytics: Use Data to Build a Better Startup Faster by Alistair Croll
The Bullish Society
Customer Journey Mapping: Get Started in a Few Steps Episode 54 with Georgiana Laudi

***

🐔

4 Steps to Creating a Rock-Solid Marketing Strategy With Mark Ritson

Louis Grenier — Tue, 22 May 2018 06:26:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

When it comes to your strategy, nothing is more important than market research.

My guest today is Mark Ritson. He’s a marketing expert, consultant, and writer for Marketing Week.

Mark sat down with me to share his principles for developing a marketing strategy and how to execute market research.

Mark dug into several fascinating tactics that I’d never heard before this interview. I know you’re going to gain a ton of value from this episode.

Topics covered:

The truth about Steve Jobs dislike for market research
Why your reputation can’t really be destroyed overnight
How nearly all marketers miss the key step in their strategy
The two most important questions to ask your customers
What mistake companies make when it comes to segmentation
How to decide which market you should be targeting
The surprising reason you have less competition than you think

Resources mentioned:

Marketing Week -- Weekly column by Mark Ritson
Survey Monkey
Byron Sharp
Ehrenberg-Bass
The Game-Changer: How You Can Drive Revenue and Profit Growth with Innovation by A.G. Lafley
Playing to Win: How Strategy Really Works
Mini MBA in Marketing
Drayton Bird
Marketing Week
@markritson -- Mark Ritson on Twitter
Mark Ritson on LinkedIn

***

🐔

Building a Marketing Team for Growth with Ferdinand Goetzen

Louis Grenier — Tue, 15 May 2018 06:27:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to build a marketing team for growth, the non-sleazy way?

Today we tackle how to jumpstart your marketing team with growth expert Ferdinand Goetzen.

He's a speaker, blogger, and the Head of Growth at Recruitee, a SaaS company for recruitment software.

I invited Ferdinand to the show to chat about how to build a phenomenal marketing team. He joined us to discuss the role of growth in marketing teams and where you can go to find the ideal people for the position.

Topics covered:

Why most well-known growth hacks won't work for your business
What the biggest sin in marketing is today and how to avoid this mistake
The easiest method to use for providing more value to your customer
What first step to take when building your marketing team
Why you must hire a good storyteller (and why humans will always love stories)
The surprising reason you should interview potential content marketers on the phone
Who your second hire should be on your marketing team
Why we shouldn't focus on marketing data and analytics from the start
How to align a team with specialized skillsets together
The real explanation for why growth hacking has a bad reputation

Resources mentioned:

Recruitee
Growth Tribe Academy
Tech Crunch
Trello
Asana
Storytelling Made Easy: Persuade and Transform Your Audiences, Buyers, and Clients — Simply, Quickly, and Profitably by Michael Hauge
Brian Balfour
Andrew Chen
Zest.io
Momentum
Lean Analytics by Alistair Croll
Purple Cow by Seth Godin
Episode 31:Yam Regev on Everyone Hates Marketers
Episode 39: Nichole Elizabeth DeMeré on Everyone Hates Marketers
Blog.FerdinandGoetzen.com
LinkedIn: Ferdinand Goetzen
Marketing vs. Communications: The Surprising Difference
Hard to be Noticed? Simplify Your Marketing to Win Customers

***

🐔

How to Validate Your Business Idea in 3 Steps (The Right Way) with Josh Pigford at Baremetics

Louis Grenier — Tue, 08 May 2018 04:28:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to validate your business idea, the right way.

Marketers have become obsessed with conversion optimization over the last few years.

We're trying to squeeze conversions out of each part of our website. But are we forgetting there's another human involved on the other side of the screen?

We tackle that topic in today's episode with Josh Pigford, the founder of Baremetrics, a metrics and focusing tool for startups.Josh shared with us his 3-step plan for starting a new business, including how to validate your business idea, where to find your first customers, and cold emailing in the marketing industry.

Topics covered:

The unexpected reason why most new businesses won't become scalable
How to quickly generate a compelling business idea that attracts an audience
Why you shouldn't always listen to your customer feedback
What holds back aspiring entrepreneurs from achieving their goal
Where to find your target market in any industry
Why waiting list landing pages aren't the best validation for your product
The popular tactic that is ruining your sales email campaign
Why we should stop optimizing for conversion rates
What the most human marketing strategy is today
And more...

Resources mentioned:

***

🐔

How to Tell Better Stories With Data

Louis Grenier — Tue, 01 May 2018 06:29:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Businesses try to squeeze every lead through the funnel, get you hooked on their products, and produce garbage content to capture your interest.

Don’t feed the bears!

And by that, we mean, as consumers, don’t give away your email address. And don’t pollute the Internet with unoriginal content.

Today, I’m talking to Alexandra Samuel, a freelance writer, research, speaker, and author of Work Smarter with Social Media. She helps companies cope with the transition to a digital world. Break through the noise, and get people’s attention using the Internet.

Topics covered:

Changes and competition regarding the creation of content
Process of telling stories with data
Provide original data or repurpose it to stand out from the crowd and gain attention
Telling a good story is not a guarantee of anything; get your story out and about
Step 1: Pick a topic/objective and map out a message that you are trying to deliver
Step 2: Start with a headline and develop questions
Two camps come with data storytelling: One camp just wants an interesting headline, and the other camp needs a specific type of headline
Vast majority of social media content comes from less than ⅓ of companies’ customers
Frame questions in a concrete way to get accurate and specific results
Data-driven projects are more of an investment than other kinds of content
Step 3: Sourcing the data and evaluating the angle
Perform Google searches to determine if topic/theme is worthwhile or overdone
Single best cure for marketing is to think of marketing as a service
Is the data useful and interesting?
Step 4: Collecting good data, if available
Fastest and cheapest way to get good data depends on levels/standards that you want
Search for open data, publicly available data, and other phrases to find data
With surveys, take it yourself and ask others to take it before deploying it
Finding angles/topics using your own data (Web traffic, purchase history, etc.)
Meaningful influencers and indicators
How to present data even if you are not good with graphics or mathematics
When it comes to design, give necessary data to designer, and determine what’s your most important takeaway
Dumbing down online conversations as dollars flow in that have no purpose other than driving purchases and competing for attention; the result is an explosion of crappy content
Alexandra hopes the Internet turns into an asset; displace toxic and terminal levels of material consumption with sustainable forms of online experience and consumption
Create digital experiences that create meaning
As a marketer, what are you trying to accomplish with your talents for marketing?

Resources mentioned:

***

🐔

The 1-Page Marketing Plan Build Yours in 9 Steps

Louis Grenier — Tue, 24 Apr 2018 06:33:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What is the One-Page Marketing Plan?

If you’ve ever struggled with a lack of focus in your business, you’re not alone. In this episode, we’ll uncover how you can beat Shiny Object Syndrome once and for all with a simple, practical system for marketing: The 1-Page Marketing Plan.

Who is Allan Dib?

Today we’re talking to Allan Dib from Successwise.com. He’s a serial entrepreneur and marketing expert who wrote the Amazon bestseller, The 1-Page Marketing Plan. Allan has come up with a breakthrough method for marketing your business in an easy, 9-step process that he reveals in the interview.

Topics covered:

How to Write a One-Page Marketing Plan

It’s called the 1-Page Marketing Plan because you can fit your direct response marketing plan for your small business on a single page.

Source

It covers three marketing phases: before lead generation, during lead generation, and after the prospect becomes a customer.

Each phase has three steps, totaling 9 steps on the page.

The beauty of the 1-Page Marketing Plan is in its simplicity.

If you can’t fit your plan on a single page, it’s too complicated.

While you don’t have to fit every detail of your plan on the page, you can outline each step of the plan in simple fashion so that you, your team, and your clients can understand your marketing plan clearly.

Phase 1: Before lead generation

1. Select your ultra-specific niche target market

This is probably the most crucial step in your marketing plan because it sets you up for success without marketing bullshit.

Marketing doesn’t mean you create a product you think will work and then “market it.” It means understanding your audience first so that you can make a remarkable product tailored to them.

It begins with this step.

The key is to find a target market that’s in pain.

If you think about the last time you had a bad headache, the pharmacist didn’t have to hard sell you on pain relief medicine. You probably picked something up from the corner store without even looking at the price because you’d do whatever it took to relieve that pain.

Likewise, you want to pick a target market that’s in pain, and if you can solve that pain, you’re in business… without sleazy marketing.

It’s also important that your target market is narrow and deep.

As Howard Gossage says, “People don’t read ads. They read what interests them. Sometimes it’s an ad.”

If people feel like they’re reading something that was written for them, they’ll be more likely to continue reading, which is a lot easier to do if your target market is very narrow.

In short, specialists eat generalists’ lunch.

So, how do you come up with your target market?

There are two ways to start.

First, if you’ve been one of your target market, then you intuitively understand their challenges and worries, so you can start there.

Otherwise, you’ll need to start with an educated guess and do some market research. Find books they read and forums where they ask questions to get a feel for their pain points. Next, evaluate the PVP, which stands for personal fulfillment, value to the marketplace, profitability. Does this target market bring you joy, money, and have a deep pain? Finally, test your idea on the target market by seeing if they actually pay money for it.

2. Craft a message your target market responds to

To craft your message, start with an offer that converts.

For example, Allan Dib knew that the 1-Page Marketing Plan converted from his experience as a keynote speaker at events, so he repackaged it as a book and sold it.

Source

Then it’s just about getting into the conversation that’s already happening in your target market’s mind.

To get into their mind you’ll need to interview them, preferably via Zoom so you can record the call and transcribe it.

Get to know what’s happening in their lives/industry.

Find out what keeps them awake at night.

Then use their exact words from the transcript in your messaging.

When the person reads your message, they should say, “Hey, that’s for me.”

3. Reach your prospects with advertising media

First of all, don’t think of yourself as a digital marketer, because “digital” often equates to lazy.

Digital doesn’t mean magic.

Digital is just a medium.

The Long-Term Principles to Create Effective Facebook Ads

Louis Grenier — Tue, 17 Apr 2018 06:30:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How often do you look at Facebook?

Facebook is the largest media company in the world, and it has generated more than $27 billion in revenue.

In this episode, you will learn long-term principles to create effective Facebook ads. Today, I’m talking to Karola Karlson, a freelance performance marketing manager specializing in Facebook advertising.

Topics covered:

Performance Marketing: Tracking results, measuring real-time performance, tweaking ad campaigns, and changing marketing strategies
Performance marketing is a mindset where you make decisions based on data
How to generate new leads and customers using Facebook advertising
Step 1: Messaging - Find unique value proposition that makes your brand shine and stand out
Step 2: Ad Designs - Do not use stock photos, find unique design angle
Unique imagery catches people’s attention and generates higher click-through rates
Utilize ready made icons, videos, and backgrounds with simple text for imagery
Step 3: Create Facebook Ad Account to set up campaign, objective, goal, budget, audience
Utilize tools in Facebook Ad Manager to gauge audience and effectiveness of your ads
Understand your audience by asking questions and targeting customers using similar brands and products
Conversions and results are necessary to determine if ads are working
Avoid creating too many ads for one campaign
Start with one message and then try different messages; keep the same call to action
Use step-building approach to create trust with your audience
Reasons why Facebook ad campaigns fail and mistakes that are made
Facebook is the most effective advertising platform available
Recent News: Facebook manipulated people to get and use personal and private data
Data is the reason why marketing ads on Facebook are successful
Good products and good marketing mean no sleaziness needed
Aggregate Blog: 1 great article per 2 weeks is worth more than 2 bad articles per week
Writing posts and promoting the blog generates new offers of partnerships
Communication and Understanding: Learn about consumer behavior and human psychology to identify what makes them tick and buy

Resources mentioned:

***

🐔

[Republished] Branding 101: How to Build a Strong Brand in the Digital Age

Louis Grenier — Wed, 11 Apr 2018 06:26:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Some companies seem to have the magic touch.

On the other hand, many startups struggle for years to gain traction in their market.

Why do some companies capture the attention of an audience while others get dismissed?

That’s right — it all comes down to building a phenomenal brand.

But before we get into that, let’s talk about what it actually means to build a brand in the first place.

Branding is a word that gets tossed around a lot in the marketing industry.

The only problem?

Nobody can seem to define what a brand is.

Let’s clear up the misconceptions.

Branding is an emotional feeling about a company that makes them seem like the better choice against their competition.

OK, I know what you’re probably thinking. “That sounds really vague. How can we turn momentary sentiment into something tangible?”

That’s what I set out to learn when I interviewed senior marketing and brand expert Bernie Schroeder.

He’s the author of Brands and Bullshit: Excel at the Former and Avoid the Latter and has a marketing background that includes launching strategies for major companies like Apple, Amazon, Yahoo! and Adobe.

I invited Bernie to speak on the Everyone Hates Marketers podcast to discuss:

Why branding matters in business
The mistakes companies make with branding
What happens when you ignore branding
How to build a brand that attracts customers

Why Is Branding In The Digital Age Important?

Companies who ONLY focus on marketing tactics without a branding strategy become a commodity in the marketplace.

Without a brand-building system in place, you’re unable to differentiate yourself from every other business that offers a similar product or service.

This means any new company can pop up, copy your business model, and do it at a lower price than you.

Do you see where we’re going with this?

If you listen to my podcast, you already know that I like to challenge my guests to break their methodology down so you can walk away from each interview with a practical step-by-step.

What follows is the specific approach Bernie Schroeder uses to build a brand identity — whether you want to leverage the benefits for a brand you already have or you’re starting from the very beginning.

Let’s dive into his step-by-step guide.

5 Steps to Build a Strong Brand

Step 1: Find Out How Your Company is Perceived

The first step in branding according to Bernie Schroeder is to figure out how your company is perceived in the marketplace.

Where should you look in order to learn this?

Go to your customers.

Bernie recommends getting a list of the top 100 customers and reaching out to some of them.

Here’s why: Whether you're working for an agency client or you're an entrepreneur running your own business, you need to take a step back from what you THINK you already know about your customers’ perspective.

We’re too close to our own business to see it the way our customers do.

Talking to your customers is important. While they don't always know what they want, they can tell you what they don’t want.

In addition to that, customers can tell you what problems they’re suffering from and describe how it affects their own personal situation.

This circles back to the #1 rule of good marketing: Treat people like humans.

Business is about solving problems for your customers [problems that are a real pain point].

According to a study ran by CBInsights, 42% of businesses fail because there’s no market need for what they’re selling.

Talk to your customers.

Research the customer journey from their p...

Rob Walling: The Stairstep, No-Bull Approach to Bootstrapping

Louis Grenier — Tue, 03 Apr 2018 06:30:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

For start-up marketing, how do you get something off the ground without outside funding? What’s required to launch a product?

Marketers and developers will learn a lot today!

In this episode, I’m talking to Rob Walling, a Web developer, podcaster, entrepreneur, and conference co-host about stairstepping your way up when it comes to bootstrapping.

Topics covered:

How to launch a new software business without a lot of time or money
Stairstep Approach: Build something small, a one-time sale product; find source of traffic or niche
How to come up with useful product ideas for angles; use tools that show places that generate traffic
Make money online by knowing SEO practices
Optimize for an engine to provide a valuable resource for people searching for a specific term
By using marketing to get to the top or to get in front of people, only to let them down - then you will not have longevity
Utilize communities and marketplaces, online or elsewhere, that already exist and people are using
Gain confidence, experience, and knowledge to improve and make money
Process of building a simple plug-in: Research; come up with an idea; know where to go; teach yourself or outsource work; submit; and determine level of interest
Acquire something rather than building it from scratch; leverage other people’s work
Start something guaranteed to get traction by using an idea done before, several times
Determine if a certain number of people are looking for the same thing
Can you charge for it? Can you add something to charge for? Can you build something people are willing to pay for? Are you interested in building something?
Rob’s Goal: Provide value to people in exchange for money; take that money to quit day job
Identify that there are volumes of searches to sustain your objective
Focus on a landscape with a lot of products that are not good enough; competition validates the market
Go for the goal to rank #1; that’s the challenge
Niche-down results in smaller opportunities but that does not matter initially
Earning your first dollar is a life-changing moment, but it is still good to sell stuff; as the dollars get bigger, the more interesting it is
Rob’s passionate about being ethical and adding value to people’s lives and making money out of it
If you make money from an add-on, then launch more add-ons for diversification; if not, start over
You have an audience, grow it slowly, offer solutions to their problems, and make a living
Practice patience and maintain a long-term mindset; marketers get overwhelmed with the amount of day-to-day information available
Set long-term goals because choices you make today, stick with you
Marketers should learn to think analytically like developers; measure conversions, link dollars to spending on ads to how many people are buying, etc.
Developers can learn from marketers that a product is not everything; customers and marketing are directly related to the success of a product; and talk about the benefits rather than the features
Some marketers go for growth hacks - grow at any cost and just for the sake of it
Marketers have a bad reputation because of overstepping bounds of ethics
Good marketing goes unnoticed; bad marketing is in the news a lot
Have an opinion, stand for something, and be real
Define your enemy because when things get tough, fighting against it is the only thing

Resources mentioned:

Rob Walling on Twitter
Startups for the Rest of Us podcast
Drip
MicroConf
Google AdWords
Ahrefs
Market Samurai
Jungle Scout
DotNetInvoice
Justin Jackson - Marketing for Developers
Shinesty
Rand Fishkin - Step-by-Step Guide to Inbound Marketing
Copy Hackers
Inbound.org
Ultimate Sales Letter
louis@everyonehatesmarketers.com

***

🐔

How to Earn Your Customers' Love and Attention

Louis Grenier — Tue, 27 Mar 2018 06:31:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Surprisingly, companies still need to be convinced to focus on their customers before making money.

Treating customers badly is no longer an option. In this episode, learn how to earn your customers’ love and admiration, as well as grow your business.

Today, I’m talking to Jeanne Bliss, president of CustomerBliss. Jeanne describes how companies focus on sales goals, internal KPIs, and and other metrics, and tend to forget about their customers - who actually drive all of those metrics.

Topics covered:

Convince companies to focus on customers - earn your right to grow by keeping more customers than you lose
Customer Map: Identify your new customers
Figure out and understand why customers leave
Identify why a customer turned away - dig into data about orders and renewals
Business tends to be about getting something from customers; grow by delivering value to them vs. getting something from them
Framework for earning customers’ love and attention
Step 1: Build customers’ assets (did you earn the right to grow - ask your customers?)
Step 2: Recreate company’s work (what are a customer’s goals and journey?)
Heart and Habit: What’s in your heart is your values and the habits you are being forced to use at work
Step 3: Pick a couple things to focus on and build from the customer’s life and goal; redesign the customer’s experience to build on that goal
Co-creation: Company and customers meet and work together
Train managers to not contradict customers or defend, deny, or explain away actions
Step 4: Map current experience from customer’s view; start with customers’ emotions and needs
Step 5: Redesign experience and ask customers to provide feedback
Convince customers to spend time with a company; tell them the company’s leaders want to listen to them
Keep up with technology, customer, and other changes; one thing that does not change - are you reliable?
Customers prefer companies that do not fear honest feedback from them
Jeanne watched how well her dad treated customers as a shoe store owner; she was inspired by him
Marketers have a bad reputation; it’s not marketers as people, but marketing as a way to get something from a customer vs. what you want to deliver and earn
One bad practice marketers do that should not be done is selling too soon; let customers absorb information about your product and brand before pushing them to buy something
Marketers need to learn about the blending and engagement of marketing and customer experience so that they become united, not isolated

Resources mentioned:

Pre-Order Jeanne's New Book on Amazon!
CustomerBliss
Jeanne Bliss on Twitter
The Chief Customer Officer Human Duct Tape Show
Chief Customer Officer; Chief Customer Officer 2.0; I Love You More Than My Dog; Would You Do That to Your Mother?
Customer Experience Professionals Association
David Darmanin: Avoid Marketing Best Practices at All Costs
Intercom CEO on Twitter
louis@everyonehatesmarketers.com

***

🐔

How to Create (& Launch) Your First Digital PR Campaign

Louis Grenier — Tue, 20 Mar 2018 05:32:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Get more reach, visibility, credibility, trust, and SEO with digital PR - a way to build relationships with content writers and journalists to get them to mention you and your business.

Today, I’m talking to Lexi Mills, a digital PR expert and Influence professional.

Topics covered:

Definition of digital PR
Digital PR can be used to build natural link profiles and referral networks; shape nature of your brand; and make a kickstarter campaign successful
Digital PR cannot be used to get money, unless to get an audience to draw feedback for your product
Lexi uses her skills to get coverage for different reasons; she pushes people to be more aspirational or interrogates them to determine what they want
Asking the right questions can get you to the right goals and find out what is genuinely interesting about a business
PR or digital marketers need to have an element of genuine enthusiasm
Most common way to use digital PR in a business is for internal communication; helps make people work more productively, smarter, faster, harder, and independently
Step-by-Step Process: Step 1) Why? Why was the company founded? The products developed? 2) Why is it interesting? What is good about your product? What are your reasons for launching the product?
Find the real reason - that’s the beginning of your story
Build-Up Points: Why are you doing it? How could it be better? How is it already great? What are you planning to do as a priority? What was the incentive behind it?
Acquire resources, such as media lists, within your office
In journalism, urgency is important to coverage; if it doesn’t need to be done now, it gets put to the bottom of the file
Ask questions about why journalists want it now: Who would be interested? Who do you already know? What publications do they write for? And then you look at what are they writing now? What do they written recently?
Larger companies have an in-house PR person to know what publications, what journalists to cover, and what all they should do
Domain Authority: Mass metric used to indicate strength of Website and sometimes but indicator of influence
National news outlets used to be the most influential places. Now, a variety of metrics are used to determine what will drive behavioral change, actual influence, and traffic.
Media List: Put about 10 on each and tear them according to ones you think are going to be the most important to your business; start calling them and chat through email or Twitter
Build a niche Website that influences your ideal target market; big brand influence in publishing is not the same as niche influence, especially in emerging markets
Identify your publication and the journalist who speaks about your subject; and then look at comments, which can generate ideas for future digital PR content
Journalists serve other humans; focus on people to get their attention
Journalists are always looking for an angle; something that makes your product relevant to someone
Always try to be honest with journalists and the media for relationships to have integrity
When trying to generate new sales leads, ask everyone in the office who has a contact to any of those companies
Be specific when contacting journalists and the media; give an incentive to get the most precious commodity they have - their time
Don’t be desperate; urgency makes them stressed and you needy
Learn about wellness. What does it mean to be well? What does it mean to be unwell? If you know what it’s like to be stressed, then you might be able to communicate better with a journalist who is stressed.
Know what it means to be human and what it means to be human is changing because its influenced by technology and the world around us; technology and connectivity is advancing at an unprecedented rate
Step outside of your industry and learn as much as you can

Resources mentioned:

Content Distribution Plan: An In-Depth Process for Driving More Traffic
7 Steps To Launch Your First Outreach Marketing Campaign
Lexi Mills Website; Twitter
Learn Inbound
The Happiness Advantage book
Chocolate Wars book
louis@everyonehatesmarketers.com

***

🐔

Customer Journey Mapping: Get Started in a Few Steps

Louis Grenier — Tue, 13 Mar 2018 05:32:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Most companies believe they are customer centric, but many don’t know what that means and involves. So, they don’t truly practice it.

Today I’m talking to Georgiana (Gia) Laudi, who has been developing strategies and launching campaigns for companies of all shapes and sizes for the past 15 years.

She will help us build a basic strategy based on customers by mapping out their customer journey. Gia is a SaaS Marketing and Customer Experience Strategist, Startup Mentor, and former Vice President of Marketing for Unbounce. She left Unbounce to start A Better CX (a better customer experience).

Also, she runs Forget the Funnel with previous Everyone Hates Marketers guest, Claire Suellentrop.

Forget the Funnel is an online workshop series that helps early-stage SaaS marketers to become respected leaders.

Topics covered:

What it means to be customer centric
Difference between customer-driven and data-driven; focus on customers rather than results
Practical methods that focus on customers
Step-by-step process to become customer-centric
Start by recommending brand development; define what, how, and why
Examples of existing companies’ what, how, and why
Conduct customer research, such as surveys, to achieve and meet them where they are - what value you can provide
Utilizing a customer survey (what was going on when you started looking for a product) and a Web survey (to uncover level of awareness); and the questions to ask on each
Put together a customer journey map using results from the two surveys
Surveys should consist of about five questions; the number of questions should be as short as possible
Five-Stage Process: awareness, acquisition, retention, referral, and revenue
Metrics are based on a company, not customers
Importance of naming the phases of your customer journey
How to draw map of customer journey
Involve your team so they are invested
How different jobs have different journey maps
Define meaningful key performance indicators (KPIs)
Gia’s most major mess up
What Gia thinks marketers should learn today that will help them in the next 10, 20, or 50 years - especially build relationships between departments

Resources mentioned:

Gia on Twitter
Forget the Funnel and Claire Suellentrop; Forget the Funnel Workshops
A Better CX
SaaS Marketer Essentials
Nichole's Sunday Brunch Newsletter; Twitter (request an invite to Unicorn Think Tank Slack Community)
Adaptive Path's free guide
Unbounce
Jobs To Be Done
Google Ventures 3-Hour Brand Sprint
Simon Sinek Golden Circle
Wistia
Salesforce
Momoko Price on Everyone Hates Marketers
Oli Gardner
louis@everyonehatesmarketers.com
Break Through the Noise in Marketing by Doing Less

***

🐔

Value Proposition: What Is It & How to Create One

Louis Grenier — Tue, 06 Mar 2018 05:33:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to Momoko Price, a commercial copywriter who works for giants (AT&T and Base CRM) and startups (Respondly, which was acquired by Buffer).

Copywriting is important and one of the biggest parts of marketing.

Naming your value proposition is one thing in copywriting that is critical. It sends a strong message that convinces people about the value you can provide them.

Topics covered:

What it means to have a value proposition
Create a clear statement/reason for why someone should choose you
Value Proposition = message that convinces people to buy from you
Playing multiple roles, including creator and seller
Step-by-step approach to create a value proposition
Conduct onsite visitor and customer surveys to build the value proposition based on empirical research
Always include these two, open-ended questions in your surveys: 1) top benefit customers receive, and 2) differentiation (why the customer chose your product over another one)
Momoko prefers using Hotjar for surveys and customer feedback
Keep surveys short - about 5 questions; and provide options/choices
Utilize competitors’ product reviews
Focus on message mining before surveys if you don’t have customers to ask and have a low-traffic Website
Categorize and quantify message themes using Excel or Google spreadsheets and tags
Products that analyze data and delegate data tasks (TaskArmy, Mechanical Turk etc.)
Utilize pivot tables in Excel to summarize data into tables
Tag data using colorful, memorable, vivid descriptions for headlines; find terms and phrases that are eye-catching to include in value proposition
Sticky Copy: Copy that evokes image or sensory perception in your mind that drives a feeling of the benefit - an emotional trigger
Bits and pieces of a survey come together to create a value proposition headline
Value proposition headline should include keyword of what you’re selling and top desired outcome/benefit - avoid being clever
Avoid focusing too much on differentiating yourself and being overly unique about your brand identity in value proposition
Value proposition should be clear, effective, honest, and transparent
Examples of how to optimize and increase Website revenue per visit
Tribe Bi-flow: Website narrative details and demonstrates pain points, solution, product-related benefits, reassurances, and call to action
Revise Website content if not getting results
Future of machine learning and marketing

Resources mentioned:

Respondly
Buffer
AT&T
Base CRM
Conversion Excel Institute
Hotjar
Joanna Wiebe episode on Everyone Hates Marketers
Coursera
Johns Hopkins University at Coursera
Ngram analyzer
Mechanical Turk
TaskArmy
Excel Pivot Tables
Pet Doors
Copy Hackers
LunaMetrics blog
Momoko Price on Instagram; LinkedIn; Website; Email
Narrative Design: Craft a Story Using Conspiracy Principles
Buying Triggers: 6 Steps to Create Explosive Demand

***

🐔

How to Spot Shady SEO Providers

Louis Grenier — Tue, 27 Feb 2018 05:33:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This week I’m talking to Gavin Duff, Head of Digital Performance for the Irish-based digital agency, Friday.

The world of search engine optimization (SEO) is full of shady people and practices and it’s much more difficult than you might think to actually rank well on Google.

Today Gavin will teach us three main things: how to uncover shady SEO practices; how to spot shady SEO practitioners and avoid them; and what to do if you’ve been burned by one.

With nearly 15 years of digital experience working for companies such as Dannon, Heineken, Mazda, Dominos Pizza, AXA Insurance, Amazon, and many more, he is a great person to learn from.

Topics covered:

Defining SEO and how it’s done
The damage bad SEO can have on a business
What good SEO looks like versus red flags
How to spot bad SEO practitioners and avoid them
How to evaluate SEO hires and what it should cost
What to do if you’ve been burned
Gavin’s advice and recommended resources

Resources mentioned:

***

🐔

How to Create 100% Accurate and Detailed Buyer Persona

Louis Grenier — Tue, 20 Feb 2018 05:34:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to create 100% accurate and detailed buyer persona.

‍Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas.

Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.

Topics covered:

Why big data isn’t enough to understand people
Step-by-step customer research methods
How to effectively interview buyers
The 5 Rings of Buying Insight
Creating a buyer persona

Resources mentioned

Buyer Persona Institute
Example
How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele Revella
Adele on Twitter @buyerpersona
Adele on LinkedIn
Buyer Persona Institute on LinkedIn
How to Influence Buying Decisions Without Being Shady
Buyer Personas Need to Die a Violent Death
How to Convince People to Buy (Without Being Pushy)

***

🐔

How Noah Kagan Would Launch a Business With $1k Anonymously

Louis Grenier — Tue, 13 Feb 2018 05:34:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to Noah Kagan, a successful entrepreneur and founder of two multi-million dollar businesses including AppSumo, Sumo and Briefcase.

Noah is someone who does marketing all day long, but rarely calls it marketing. He has a successful blog, podcast, YouTube channel, and over 700,000 subscribers on his email list.

He has worked for Intel, Facebook and Mean.com before striking out on his own.

Listen in as Noah takes us through how he would launch a business with $1000 anonymously and his thoughts on marketing today.

Topics covered:

Launching a business idea
How to find a marketable service to provide
Starting by working for free
Validating ideas manually before starting with automation
Networking methods to find clients
The 80/20 rule: Spend 80% of the time sticking with what works, and 20% experimenting
Becoming a better marketer and Noah’s advice and resources

Resources mentioned:

Moz, GrowthHackers, Product Hunt, Angel.co, Inbound.org
Just Do It by Art Williams
The Ultimate Sales Machine by Chet Holmes
AppSumo, Sumo, Briefcase
The 18 Books That Changed my Life by Noah Kagan
louis@everyonehatesmarketers.com

***

🐔

How to Blow Shit up and Make a Difference

Louis Grenier — Tue, 06 Feb 2018 05:34:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest this episode is Cindy Gallop, a former advertiser who has worked for brands such as Coca-Cola, Ray-Ban and Polaroid.

In 2009 she launched makelovenotporn.tv to make real world sex socially acceptable and shareable.

If you are dissatisfied with your marketing 9-5 job, or want to transform your business, this is the episode for you.

Listen in to learn how to “blue-sky” your dreams and take your work to the next level.

Topics covered:

The state of modern advertising
“Blue-sky” marketing exercises and changing your mindset
Humanizing big data and the importance of diversity
Rebalancing the power equation
How to productize your business
Thinking of your audience as your team
Identifying your values and finding your default throwaway descriptor

Resources mentioned:

***

🐔

3 Steps to Write Copy That Converts with Joanna Wiebe

Louis Grenier — Tue, 30 Jan 2018 05:35:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Who is Joanna Wiebe?

What is Copy Hackers?

Topics covered:

3 Steps to Writing Copy That Converts

‍Step 1:

Step 2:

Step 3:

Resources mentioned:

Airstory.co
CopyHackers.com
Rev.com transcription
Backlinko
Scientific Advertising by Claude Hopkins
Tested Advertising Methods by John Caples
Joanna Wiebe on Twitter @copyhackers
louis@everyonehatesmarketers.com

***

🐔

How to Send Emails with 83%+ Open Rates (Not a Clickbait)

Louis Grenier — Tue, 23 Jan 2018 05:36:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Master copywriter and email marketer André Chaperon teaches us his system to send emails that people are actually interested in, gain their trust, and raise email open rates. You will learn how to improve your email marketing by segmenting people the right way, removing the wrong people from your list, and using autoresponders to send the right email at the right time.

Who is André Chaperon?

André Chaperon is a master copywriter and email marketer. He's the co-founder of Tiny Little Businesses, a company to help creators become better marketers. His most popular product to date is AutoResponder Madness (ARM).

What is AutoResponder Madness (ARM)?

AutoResponder Madness (ARM) is a course developed by André Chaperon. It teaches marketers to send better emails and build success email sequences that get more opens and clicks.

Topics covered:

What’s wrong with broadcast emails
Telling a story with email sequences to earn trust
Step-by-step instructions to build a successful email sequence
Segmenting your audience
André’s recommended email marketing software tools
Removing inactive users from your list
Storytelling and getting inspiration
André’s recommended resources and advice

Resources mentioned:

Tinylittlebusinesses.com
AutoResponder Madness
ConvertKit
‍Drip
Medium
‍Flipboard
Persuader by Lee Child, Storytelling Made Easy by Michael Hauge, Pines by Blake Crouch

***

🐔

Online Advertising Is Dead; Long Live Traditional Advertising?

Louis Grenier — Tue, 16 Jan 2018 05:36:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

In this episode we are challenging the current model of online advertising and making a case for the traditional methods advertising.

Bob Hoffman is my guest, author of the popular blog The Ad Contrarian and has been named one of the most influential advertising bloggers by Business Insider.

He’s been the CEO of two independent agencies and has worked with major brands such as McDonalds, PepsiCo, Bank of America, Toyota, AT&T and many more.

Today he will explain why digital marketing is broken, what you need to know as a marketer today and why traditional marketing is not dead yet.

Topics covered:

Creating demand versus fulfilling demand
Measuring customer cost acquisition on and offline
Pitfalls of online advertising tech from ad blockers to ad fraud and data leakage
Creating a new model for online advertising and regulatory movements in the EU
The loss of healthy skepticism in digital advertising agencies
Ethical consideration when choosing clients
Bob’s advice to young marketers and his recommended resources

Resources mentioned:

The Ad Contrarian
The Battle Begins (10/17/17) by Bob Hoffman
BadMen: How Advertising Went From A Minor Annoyance To A Major Menace by Bob Hoffman
Marketers Are From Mars, Consumers Are From New Jersey by Bob Hoffman
101 Contrarian Ideas About Advertising by Bob Hoffman
Dave Trott’s Blog, Doc Searls Weblog, Rory Sutherland
Bob Hoffman’s Website

***

🐔

How to Turn Website Data into Insights You Can Actually Use

Louis Grenier — Tue, 09 Jan 2018 05:37:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest in this episode is Adam Greco, a web analytics expert who has worked for companies such as Omniture and Salesforce.

Most people are easily overwhelmed with data analytics and don’t know where to start. Many organizations also function in a vacuum with each department using their own data and not sharing their findings across the team.

As users we don’t want reports, we want insights to help make decisions. This episode we’re going to talk about how to turn that data into insights you can actually use, how to spot problems on your website and sales funnel, how to score your leads, and how to know what to focus on.

Adam is a prominent member of the web analytics community and he gives us a practical guide to analytics you can start implementing in your business or project right away.

Topics covered:

The actual goal of web analytics
The “there is no spoon” exercise: why do you need a website anyway?
Looking for problems in an ecommerce funnel and convincing your managers to act
Best segmentation methods to isolate a problem: score-based, organic vs. paid traffic
User feedback beyond web analytics
Testing, personalization and getting ROI out of web analytics
Salesforce case study: ethics versus data
Adam’s advice to young marketers: technology and programming languages to learn
Adam’s recommended resources

Resources mentioned:

***

🐔

What to Expect in 2018: Future Guests & Improvements

Louis Grenier — Tue, 02 Jan 2018 05:37:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This week we have another special edition episode of Everyone Hates Marketers.

I am glad to share my future plans for the podcast including guests to be interviewed next and those already recorded that will be published soon.

We’re also going to talk about what will change going forward, what won’t, and upcoming topics you will hear about. I am working on improving some aspects of this project and continue to appreciate all the feedback I receive. Don’t forget to check out our last episode for a review of how we did in 2017.

Topics covered:

Episode and interview objectives for 2018
Improvements to be made to show notes, website, show format and audio quality
Emphasis on guest diversity to bring out the best voices
Thoughts on expanding the podcast to other formats
Upcoming guests: André Chaperon, Joanna Wiebe, Noah Kagan, Rob Walling, Cindy Gallop, Adam Greco
Topics to be discussed in the coming year, such as avoiding shady SEO and how to do digital PR

Resources mentioned:
None

***

🐔

2017 in Review: Stats, Mistakes Made, Lessons Learned

Louis Grenier — Tue, 26 Dec 2017 05:38:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today’s episode is a special edition of Everyone Hates Marketers where I will share behind the scenes knowledge such as the story behind the podcast, never before shared listener stats, and go through the main lessons I’ve learned since starting the show.

I’ll also make special mention to those who have reached out to me and given feedback to help improve the podcast along the way.

Topics covered:

My career history and why I started this podcast
Side projects and getting involved in transparency
Launching the podcast
Everyone Hates Marketers listener stats
Mistakes and lessons learned in the last year
The future of Everyone Hates Marketers
Listener feedback and appreciation

Resources mentioned:

Libsyn
How Seth Godin Would Launch a New Business With $1,000 And 90 Days to Spare by Louis Grenier
Podcast Motor

***

🐔

How to Track the Right Metrics & KPIs Throughout Your Funnel

Louis Grenier — Tue, 19 Dec 2017 05:39:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode I’m talking to Dan McGaw, former Head of Marketing at Kissmetrics behavioral analytics solution company.

Dan is now the CMO of Effin Amazing, an analytics and growth consultancy company. Dan is an analytics expert and has consulted for companies such as Wistia, Contactually, CrowdRise, and many more.

If you are overwhelmed by the amount of data you need to track and don’t know where to start, then this episode is for you. Listen in as Dan walks us through a step-by-step actionable methodology on how to track the right metrics and KPIs for new and existing businesses.

Topics covered:

Determining the metrics and tools useful to your company
Key KPIs to rely on
Building an analytics and integration specification guide
Script planning and auditing
Tips and resources for learning analytics
Entreprenuership and starting a business
Customer development and validation
Recommended resources

Resources mentioned:

***

🐔

How to Start a Marketing Agency (a Practical, No-Bull Guide)

Louis Grenier — Tue, 12 Dec 2017 05:39:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

So you want to learn how to start a marketing agency?

You dream of a new challenge.

You’re ready to build a business and a team you look forward to working with each day.

I get it. I was in your shoes not too long ago.

In 2015, I started my consulting business because I was fed up with bad marketing and all of the noise online.

My goal was to build a no-BS approach to marketing, and I went all-in on it, even being fully transparent about our monthly profits.

Did it go perfectly? Not exactly.

But I gained a lot from my experience, and I wanted to share some of the lessons I learned along the way to my podcast listeners.

For starters, most marketing agencies are BAD.

Can this be true?

Unfortunately, there are too many sleazy marketers out there.

So I brought David Baker on the show to share his thoughts on why this is and to provide a strategy for how to start a remarkable marketing agency from scratch.

David Baker works with entrepreneurs to teach them how to make better business decisions and create firms that are scalable and sustainable.

We discussed:

What exact steps to take before launching your agency
How good agencies can stand out from their competitors
Why you shouldn’t focus on serving local businesses
Where to search when you’re looking for your first client
How to get good clients to come to you
And more

What follows is the 4-step approach David Baker would use to start a marketing agency from scratch (plus a bonus step at the end from yours truly).

Ready to learn how to start a marketing agency?

How to Start a Remarkable Marketing Agency From Scratch

Step 1: Identify a Viable Target Market

So why are most marketing agencies so bad?

The truth is because they’re afraid to position themselves.

Agencies fear that positioning will limit their opportunity.

They become trapped in thinking that if they specialize in the services they provide, they’re stuck in a box.

They risk the chance to work on different projects.

Let me explain why this isn’t true.

“If you’re really good at what you do, it’s hard to imagine limiting opportunities so much that you starve in this world.”—David Baker

When I started my consulting business, we focused on everything.

We took on all kinds of companies and projects — from conversion optimization to lead generation and registration.

After a while, we noticed that we worked better with specific business niches.

We decided to take a risk and start narrowing our position to only work with these types of companies.

Did it hurt our business?

While it closed a few doors for us, it opened a lot of doors too.

I only took on clients that I enjoyed working with, instead of taking on projects I didn’t appreciate.

Looking back now, I realize that narrowing my focus was the best way to compete with bigger agencies.

According to David Baker, positioning is the first step to finding a viable target market. You want to specialize your agency in an area where there IS some competition, but not more than 200 worldwide.

Think of it this way.

If there are already agencies specializing in a narrow niche, you know the market is profitable and worth pursuing.

But keep in mind, we can work from anywhere (thanks to the internet).

That’s why it’s important to look at the competition from a global marketplace.

David recommends looking for at least 2,000-10,000 prospective clients around the world that need what you’re offering.

Limited competition + a small pool of prospective clients = your positioning.

4 Vital Things To Do Before Marketing Your New Startup

Louis Grenier — Tue, 05 Dec 2017 05:40:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m joined by my guest Nichole Elizabeth DeMeré, an esteemed SaaS consultant, customer service evangelist, writer and community moderator.

Her work has been featured in leading industry media such as Hubspot, Moz, CopyHackers, Forbes, Canva and more. Nichole is going to walk us through the four things you need to do before you can start marketing your startup or new business.

Founders tend to skip the basics of marketing foundations, and this crucial step can make or break your business.

Listen in for Nichole’s four most important pre-marketing initiatives that you need to know for your startup or to refresh the marketing of an existing business.

Topics covered:

The importance of marketing foundations
Growth hacking pitfalls
Customer development work
Resources to identify ideal customers
Creating your first value proposition
Filling success gaps
Nichole’s recommended reading

Resources mentioned:

How to Validate Your Business Idea in 3 Steps (The Right Way)
NicholeElizabethDeMere.com
Ideal Customer Profile Framework by Lincoln Murphy
Strategyzer’s Value Proposition Design
Useful Value Proposition Examples (and How to Create a Good One) by ConversionXL
Women in Tech Spotlight: Shayla Price, Creatrix Tiara, Tiffany Mikell, Archana Madhavan
Recommended Resources: Sixteenventures.com, ConversionXL, GetUplift, CopyHackers

***

🐔

7 Steps To Launch Your First Outreach Marketing Campaign

Louis Grenier — Tue, 28 Nov 2017 05:41:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Kai Davis, host of the Make Money Online and Get More Clients podcasts, and author of The Outreach Blueprint and Podcast Outreach.

In this episode Kai will teach you the importance to building relationships with people and the 7 steps to launching your first marketing outreach campaign.

Marketing outreach is one of the most important marketing skills today, so listen in to learn the best ways to approach it as well as Kai’s recommended resources and software tools.

Topics covered:

Why outreach is so important as marketers
Using you-focused outreach language
The 7 steps to launch your first marketing outreach campaign
Automation versus personalization
Outreach sequences and successful follow-up campaigns
Measuring a successful outreach response
Kai’s recommended resources and software tools

Resources mentioned:

Finding Social Media Influencers The No-BS Way in 7 Steps
KaiDavis.com
The Importance of Writing You Focused Emails by Kai Davis
Email Finder at Hunter.io
Reply.io, Bluetick and Drip email automated tools
Pipedrive CRM software
The Brain Audit by Sean D’Souza
The Ultimate Sales Machine by Chet Holmes
Influence: The Psychology of Persuasion by Robert Cialdini

***

🐔

Oli Gardner's Blunt Advice to Becoming a Great Marketer

Louis Grenier — Tue, 21 Nov 2017 05:41:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode is a special Facebook Live interview with Oli Gardner, international marketing speaker and Co-Founder of Unbounce landing page software.

Today we are talking about marketing bullshit and how to fight it together.

Oli shares his experiences growing Unbounce, how he measures marketing success and his advice to become a better marketer and drive more sales without compromising your values.

Topics covered:

New Business idea challenge - $1000 and 6 months
Misconceptions in conversion rate optimization and testing
Avoiding dark and shady tactics
How to become a more human-centric marketer
Tracking cohorts and customer lifetime value
Product marketing at Unbounce
Oli’s advice to young marketers

Resources mentioned:

***

🐔

What Motivates Human Behavior: 5 Drivers You Should Know About

Louis Grenier — Tue, 14 Nov 2017 05:42:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What motivates human behavior?

My guest today is Susan Weinschenk, behavioral scientist, author, speaker, consultant, and mentor.

In this episode, we’re going to talk about what motivates people in this complex modern world, and how we can use behavioral science to become better marketers.

Susan will explain five drivers of human behavior backed by scientific studies and what you should know about them in order to get people to do what you want.

Topics covered:

Unconscious mental processing and self-stories
Value versus habit based decisions
The 5 top drivers of human motivation
The power of storytelling
The need to belong and social ties
Behavioral habits and instincts
Ethics in behavioral science
Susan’s recommended reading

Resources mentioned:

How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, 100 MORE Things Every Designer Needs to Know About People and Neuro Web Design by Susan Weinschenk
Redirect by Timothy Wilson
Sapiens by Yuval Harari
Thinking, Fast and Slow by Daniel Kahneman
The Power of Habit by Charles Duhigg

***

🐔

Website Personalization: What Is It And How To Get Started

Louis Grenier — Tue, 07 Nov 2017 05:42:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode is all about website personalization: what it is, how it works, and how to get it started in your business today.

My guest to discuss this and and his new website personalization tool is Brennan Dunn of Double Your Freelancing and RightMessage.

Brennan explains the benefit of a personalized approach and shares specific ideas you can implement in any size business to get results.

Topics covered:

The problems in broad messaging
Personalizing your website to customer segments
Mapping your funnel and tailoring opt-ins based on subscriber status
Branded referrals and easy points to start website personalization
Trigger links to identify customer pain points
Tools to get started personalizing your website
RightMessage technology
Brennan’s recommended resources

Resources mentioned:

RightMessage
DoubleYourFreelancing.com
The Ask Method by Ryan Levesque
Optimizely, Visual Website Optimizer, ConvertFlow
Don't Call Yourself A Programmer, And Other Career Advice by Patrick McKenzie
Ultimate Sales Machine by Chet Holmes
How to Compete With Big Brands Even With Very Few Resources

***

🐔

How To Calculate The Value Of Your Leads Overtime

Louis Grenier — Tue, 31 Oct 2017 05:43:00 +0000

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to calculate lead value?

My guest today is Keith Perhac, of DevelopYourMarketing.com and Segmetrics. Keith is a developer and marketer, and he is here to teach you how to calculate the value of your leads over the long-term.

Focusing on lead value over time will enable you to know what is working and generating revenue, and what is not. Listen in as Keith shares his step-by-step guide to tracking lead value and tailoring your marketing to the most valuable leads.

Topics covered:

The importance of measuring long-term lead value
Calculating lead value
Tracking digital touch points
Utilizing Segmetrics to measure lead value
Facebook lead tracking limitations
Tracking step-by-step guide: CRMs, UTM tags and mapping your customer journey
Generating revenue reports
Keith’s background and career in Japan
Recommended reading and advice

Resources mentioned:

DevelopYourMarketing.com
Segmetrics
2017 Edelman Trust Barometer
The War of Art by Steven Pressfield and George Guidall
The Ultimate Sales Letter by Dan Kennedy
Getting Everything You Can Out of All You’ve Got by Jay Abraham

***

🐔

How To Use Jobs To Be Done to Read Your Customers' Minds

Louis Grenier — Tue, 24 Oct 2017 06:43:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How to use Jobs to be done.

On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co.

Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business.

Topics covered:

Claire’s role at Calendly and transition into consulting
How to use jobs to be done to ready your customers' minds
The “Jobs to be done” approach to marketing
Identifying your power customers and making a profile
Tips for interviewing customers and getting valuable insight
Introducing new methods to your company successfully
Case studies and recommended resources on the “Jobs to be done” methodology

Resources mentioned:

Why the Jobs-to-be-Done Framework Creates Better Products: Alan Klement
Websites that Convert: The fundamentals of writing compelling website copy by Claire Suellentrop
Loveyourcustomers.co
Claire’s talk from the Unbounce’s Call to Action Conference
Rev.com and Speechpad.com - Transcription services
Matt Hodges on Marketing the Job to be Done via Intercom
When Coffee & Kale Compete by Alan Klement
https://jtbd.info/ Blog by Alan Klement
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer

***

🐔

Why People Don't Connect With Your Marketing & How To Fix It

Louis Grenier — Tue, 17 Oct 2017 06:44:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Dave Gerhardt, CMO at Drift, a conversation-driven marketing and sales platform that works as a virtual assistant for your website.

Dave joined Drift as their first marketer two years ago, and he’s also the cohost of the podcast Seeking Wisdom with Drift CEO David Cancel.

Dave is a true no-nonsense marketer, and on today’s episode you’re going to learn how to actually connect with people in your marketing and drive sales for your company.

Topics covered:

Growing immunity to bad marketing
The importance of side projects
Conversation marketing and Drift
Offline vs. online sales
Sales barriers and how to avoid them
Empathy and connecting with customers
Company alignment and building a brand
Dave’s recommended resources

Resources mentioned:

Drift
Seeking Wisdom
The Boron Letters by Gary and Bond Halbert
Tech In Boston podcast
A Side Project Helped Jumpstart My Career by David Gerhardt
Nobody Wants to Read Your Sh*t by Steven Pressfield
Ca$hvertising by Drew Whitman
Scientific Advertising by Claude Hopkins
Noah Kagan Presents podcast
Behind the Cloud by Mark Benioff and Carlye Adler
Break Through the Noise in Marketing by Doing Less

***

🐔

Overwhelmed? How to Overcome Marketing Information Overload

Louis Grenier — Tue, 10 Oct 2017 06:45:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode I’m talking to Yam Regev, CMO and Co-Founder of Zest.is, a place where marketers can discover quality peer-reviewed content.

Yam is based in Israel and has 10 years of experience in marketing, previously serving as CMO of Webydo web design platform.

Today you’re going to learn how to overcome information overload as a marketer. Join us as we navigate the abundance of content available online, and listen in for Yam’s solutions to find valuable content and avoid the fear of missing out.

Topics covered:

Overproduction of content
Zest.is and human-based filtering
Content retargeting and building brand authority
Marketing by word of mouth
Account-based marketing principles
Tips to focus and organize your approach to content
How to judge content quality

Resources mentioned:

***

🐔

SaaS Content Marketing: Why Education is a Powerful Approach

Louis Grenier — Tue, 03 Oct 2017 06:45:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Shayla Price, a content and email marketing consultant for SaaS businesses.

She has worked with companies such as Leadpages, Agorapulse, Hostgator.com, Kissmetrics, Shopify Plus and more.

She has published many articles in her work and is also involved with aspiring women in the SaaS marketing community to help them excel. In this episode you’re going to learn why education and not hardcore sales is the best way to do content marketing, especially in SaaS.

Listen in as Shayla explains the best place to do customer research, how to create the right kind of content to educate people, and how to check the results and bring your business to the next level.

Topics covered:

Shayla’s professional background from law to marketing
Email campaign frequency
Recent marketing campaigns successes and failures
Switching from selling to educating
Customer empathy and learning styles
Observing pain points and creating a campaign to solve it

Resources mentioned:

5 Content Marketing Promotion Tactics You Should Try Today
The Road to Recognition by Seth Price and Barry Feldman
Fast Company
Shayla Price on Twitter - @shaylaprice
Shayla Price on LinkedIn

***

🐔

Customer Research 101: Uncover What Your Audience Wants

Louis Grenier — Tue, 26 Sep 2017 06:46:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This episode I’m talking to Liston Witherill, conversion optimization and copywriting expert and CEO of Good Funnel.

He believes that marketing is about helping customers make informed decisions in their buying process, and he wants to teach every business how to sell more effectively.

Listen in as Liston walks us through a step-by-step process of customer research and how to use it to understand what your customer really wants.

Topics covered:

The importance of customer research
Establishing credibility and customer trust
Human behavior and irrationality
Why growth hacking is bullshit
The buyer’s journey and helping customers make an informed decision
Customer research techniques
Identifying your real competitors
Effective messaging

Resources mentioned:

How to Do User Research (Even if You’re on a Budget)
Good Funnel
Predictably Irrational by Dan Ariely
Liston Witherill’s Buyer Insights Course
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
Influence by Robert Cialdini
Nobody Wants to Read Your Sh*t by Steven Pressfield
Alex Blumberg’s Storytelling Course
Buying Triggers: 6 Steps to Create Explosive Demand

***

🐔

How to Convince People to Buy Without Being Pushy

Louis Grenier — Tue, 19 Sep 2017 06:46:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

You see it online all the time.

If you work in marketing, your inbox is probably flooded with emails from coaches promoting their latest course launch, ebook, or affiliate program. And their marketing doesn’t shy away from making big claims about the products.

“Become an Expert at Facebook Ads in 30 Days or Less.”

“Double Your Income and Become a Six-Figure Consultant in 6 Weeks.”

But this strategy can backfire.

Using scarcity marketing in a sleazy way or making huge promises is a poor strategy overall. Overpromising only hurts your brand in the long run, because branding is all about trust, and under-delivering on your claim kills your credibility.

And honestly?

The marketers that sell these courses didn't build their business in a month.

It took years of hard work for them to find success. And if you're a frequent listener of the Everyone Hates Marketers podcast, you already know that I don't believe in shortcuts, best practices, or fucking growth hacks.

Because the truth is, everything you achieve is based on the work you put into it.

So why do so many coaches and marketers make claims that their offers produce life-changing results?

According to marketing strategist Sean D’Souza, it’s because people will buy it. Our human brains are literally wired this way. We instinctively want to achieve our goals with the least amount of output possible.

Basically, we’re hard-wired to be lazy.

But there’s a better way to market your products — it’s called The Brain Audit. Sean D’Souza developed the analogy to explain what’s going on in your customer’s head during the buying process.

I interviewed Sean on the podcast, and he explained his methodology for convincing people to buy your product without the pushy, hard sell.

Source

In this blog post, we’re going to dig into The Brain Audit step-by-step.

But first, let’s talk about a very common mistake that marketers often think will be effective, but it actually repels customers.

A Huge Marketing Mistake That Never Convinces Customers

Have you ever been under pressure to sell something, but you’re met with a wall of objections from customers?

Maybe you KNOW that what you’re selling is good for the customer, but they just don’t believe it.

What do you do?

It’s tempting to try to change their mind with facts and figures.

But in that case, there’s an invisible force working against you, a powerful psychological concoction of confirmation bias and reactance.

Basically, the more you try to convince someone they’re wrong and you’re right, the more they will defend their position, and you’ll actually repel them from buying.

So… what to do?

The Only Way to Convince Someone to Buy

You can’t.

You can’t convince someone to buy.

But you CAN help them convince themselves to buy.

There are three types of people:

Those who already believe what you believe
Those who don’t believe what you believe, but they don’t disagree either
Those who disagree

If they already believe what you believe, then getting them to buy won’t require much convincing. It’s a slam dunk.

If they straight-up disagree, it’s possible to get them to buy, but it’s a bit harder.

If they’re right in the middle — they don’t disagree with you, but they’re not ready to pull out their wallet either — then you can take steps to help them convince themselves.

Here are the 5 steps from Sean D’Souza.

5 Steps To Help Customers Convince Themselves to Buy

1. Find Your Perfect Target Profile

If you've been working in the marketing field for any amount of time, you already understand target markets and why you must find your ideal audience before you try to sell to them.

For example, consider a company like Shopify. They’re one of the biggest web hosting platforms for ecommerce businesses… but they have two target markets. Shopify targets small businesses, with millions of new ecommerce brands hosting their stores on Shopify.

However, the platform also owns Shopify Plus, which targets ecommerce companies earning $1M-500M in revenue. Therefore, the marketing for each audience looks very different because they are two totally different markets.

A well-defined target market is the first step in any strategy.

But in order to convince your potential customer to buy, you must take things a step further and narrow your target market down to one person. Sean D’Souza calls this the target profile, and it is also...

Google's Scary Future: What Every Marketer Should Know

Louis Grenier — Tue, 12 Sep 2017 06:46:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today’s episode is all about the future of Google in the long-term and the consequences for users and marketers worldwide.

My guest is Barry Adams, an SEO Consultant at Polemic Digital, co-chief editor at State of Digital and public speaker at conferences such as Learn Inbound and PubCon.

Listen to our conversation about the future of internet, the tough questions that marketers will face, and what you should do about it.

Topics covered:

The history of Google and SEO
Overblown marketing hype
Google positioning itself as an essential utility
Educating others about Google’s business model
How Google gathers data
Responsibility and bias in search engine results
The fake news phenomenon
Barry’s recommended resources

Resources mentioned:

***

🐔

How to Use Emotional Targeting to Acquire Happier Customers

Louis Grenier — Tue, 05 Sep 2017 06:47:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest this episode is Talia Wolf, Founder and Conversion Consultant at GetUplift.co.

Talia is an expert speaker on the topic of emotional thinking and customer driven conversion optimization. If you are struggling to connect with customers online and generate sales, this episode is for you.

Listen in to learn Talia’s step-by-step methodology of customer research and emotional targeting that you can implement in your business today to connect with your audience and increase sales and conversions.

Topics covered:

The power of emotional targeting
Talia’s career background
Marketing and business culture in Israel
Technology in marketing versus actually talking to customers
Customer-driven optimization
A step-by-step guide to emotional targeting: customer research, company research, competitor research, emotional content strategy and testing
Trust and social proof
Talia’s recommended resources

Resources mentioned:

How to Improve Website Conversion Without Sacrificing SEO or Speed
GetUplift.co
Conversioner
Descartes’ Error: Emotion, Reason and the Human Brain by Antonio Damasio
Learn Inbound, MozCon, Opticon, CXL Live, Search Love
Talia’s Emotion Sells: The Masterclass CRO Training
CopyHackers.com by Joanna Wiebe
Predictably Irrational by Dan Ariely

***

🐔

How to Conduct a Social Media Competitive Analysis

Louis Grenier — Tue, 29 Aug 2017 06:48:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This week we are talking about competitive analysis and my guest is Cassandra Schwartz, Senior Product Marketing Manager for Rival IQ, a social media marketing analytics tool.

If you want to stand out from the crowd, you should be conducting social media competitive analysis to identify gaps in your competitor’s offerings and marketing strategy.

Topics covered:

Why competitive analysis matters
Avoiding blanket statement “best practices”
Personalized internet marketing
How to identify your competitors
Networking and talking to marketers and SaaS customers
Specific tactics of competitive research
Understanding brand voice and storytelling
Cassandra’s recommended marketing resources

Resources mentioned:

Rival IQ
Optimizely
Moz
HubSpot
On Writing Well by William Zinsser
This American Life podcast
Social Physics by Alex Pentland
How to Compete With Big Brands Even With Very Few Resources
Hard to be Noticed? Simplify Your Marketing to Win Customers

***

🐔

SaaS Monetization: How to Make More From Current Customers

Louis Grenier — Tue, 22 Aug 2017 06:48:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

SaaS companies today tend to focus more on customer acquisition and less on customer retention and monetization. My guest this week is Patrick Campbell, CEO of Price Intelligently, a price optimization software agency that helps SaaS businesses adopt a strong pricing strategy. They also offer a free subscription analytics tool called ProfitWell. In this episode we will talk about why retaining customers is actually more profitable than obtaining new ones, and go through a detailed step by step process to help you get the most out of your current customers with clever research and tactics. Patrick gives us a lot to learn about today so don’t miss out and listen in.

Topics covered:

Obsession with customer acquisition
Marketing at Price Intelligently
Ethics of clickbait
Customer growth methodology for small and large companies
Buyer personas and the key difference between the value of a feature and the way it’s used
Recommended resources

Resources mentioned:

Price Intelligently
ProfitWell
Hacking Growth by Shane Ellis
The Saddest SaaS Pricing Pages of the Year by Patrick Campbell
Web Summitbase
Basecamp
Coelevate blog by Brian Balfour
Price Intelligently eBook

***

🐔

4 Ethical Growth Marketing Ideas to Test in Your Business

Louis Grenier — Tue, 15 Aug 2017 06:49:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is marketer Josh Fechter, formerly of Autopilot marketing automation tool, who has recently created his own agency Badass Marketers and Founders.

He is also an entrepreneur who has learned many lessons from his previous startup ventures.

I found Josh on his agency’s Facebook Group and was blown away by the amount of free information he shared, including google drive folders full of google docs with his tactics, strategies and thoughts.

If you are looking for new and innovative marketing ideas to test and grow your business, this episode is for you.

Topics covered:

Growth marketing as founders
Josh’s first failed business venture
Adding value to people’s lives and the success gap
Cold email and how Josh grew his facebook group using LinkedIn
The ethics of social media automation
Collaboration and Instagram engagement groups
Using Quora for visibility and leads
Writing good copy for Quora and Facebook ads

Resources mentioned:

***

🐔

5 Content Marketing Promotion Tactics You Should Try Today

Louis Grenier — Tue, 08 Aug 2017 06:49:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest this episode is Sujan Patel, a brilliant marketer with many years of internet marketing experience who has strategized for Fortune 500 companies such as Salesforce, Mint, Intuit and more.

He is also an entrepreneur with his own marketing agency, Web Profits, and multiple Saas businesses such as Mailshake, Quuu and Pick.

Listen in to our discussion about content promotion, why it is the biggest point of failure for marketers today, and how you can do it better.

Topics covered:

Tips for publishing written content frequently
Preventing burnout while building a business
Sujan’s work ethic and methodology
Pros and cons of marketing automation tools
Short-term and long-term content promotion strategies
Sujan’s top marketing resources

Resources mentioned:

SaaS Content Marketing: Why Education is a Powerful Approach
Web Profits and Web Profits Blog
Mailshake
Right Inbox
Voila Norbert
Quuu
Pick.co
Ramp Ventures
Content Marketing Institute
Narrow
Socedo
Drift
Hacking Growth by Sean Ellis and Morgan Brown
GrowthHackers
Inbound
Good to Great by Jim Collins
Never Eat Alone by Keith Ferrazzi and Tahl Raz
SujanPatel.com
Sujan Patel - Facebook
How to Compete With Big Brands Even With Very Few Resources

***

🐔

Marketing for Developers: How to Build Software People Want

Louis Grenier — Tue, 01 Aug 2017 06:50:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

This week I’m talking to Justin Jackson, Canadian entrepreneur, speaker, Saas growth and marketing advisor, and author of Marketing for Developers and Jolt!.

This episode is a great listen for developers who aren’t marketers themselves but want to launch a product or service.

Justin will share his methodology for customer research, picking the right marketing, and ultimately creating a great product and tons of sales.

Topics covered:

Product development as marketing
Justin’s career background in a non-profit and late entry into the tech industry
The need for better writing in marketing and on the internet
Observing customers in their habitat
Step-by-step advice for product development and iteration
Identifying viable markets
Tactical marketing tips and resources

Resources mentioned:

Marketing for Developers
JustinJackson.ca
This is a web page. by Justin Jackson
Product People Club
MegaMaker Podcast
Tiny Marketing Wins
The coupon code is a slap in the face by Justin Jackson
Medium, Hacker News, Nuzzel, Pocket - Content submission channels
Jolt! by Justin Jackson
Google Tag Manager, Segment, Mixpanel - Customer segmentation tools
Influence: The Psychology of Persuasion by Robert Cialdini
Rework by Jason Fried and David Heinemeier Hansson
Anything You Want by Derek Sivers
Break Through the Noise in Marketing by Doing Less

***

🐔

How Smart Positioning Can Make Your Marketing 10x Better

Louis Grenier — Tue, 25 Jul 2017 06:50:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest this episode is Philip Morgan, an expert consultant in positioning, and he is here to help you improve your company’s messaging step-by-step.

He specializes in positioning for tech companies and literally wrote the book on this topic, The Positioning Manual for Technical Firms.

Listen in as he explains positioning strategy and techniques useful for all digital marketers and shares his personal journey along the way.

Topics covered:

Main symptoms of bad positioning
Specific techniques to test the market and research a specialty
Benefits of good positioning and resources for digital marketers
Philip’s experience and journey from working in an agency to consulting

Resources mentioned:

***

🐔

Seth Godin's Marketing Secrets to Launching a New Business

Louis Grenier — Tue, 18 Jul 2017 06:40:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What would Seth Godin do if he had to launch a brand new business from scratch, anonymously, with only $1,000?

What are Seth Godin's marketing secrets?This week’s episode was a special challenge to my guest, the famous marketer, author and entrepreneur Seth Godin.

I asked him to come up with a business idea on the fly, and walk us through how he would launch an online business with $1,000 and market it to success within 3 months.

Join us as he shares his wisdom and marketing secrets to launching a successful business from the ground up.

Topics covered:

Choosing a small niche target audience
Creating and promoting valuable free content
Building trust to generate leads and create profit
Consumer culture and why everybody hates marketers
Advice and resources for overwhelmed marketers

Resources mentioned:

Purple Cow by Seth Godin
Permission Marketing by Seth Godin
Kevin Kelley - kk.org
The Cathedral and the Bazaar by Eric Raymond
Penguin Magic
Scientific Advertising by Claude Hopkins
Ogilvy on Advertising by David Ogilvy
The War of Art by Steven Pressfield
The Art of Possibility by Rosamund and Benjamin Zander
Daft Punk: 5 Marketing Lessons to Make Your Business Famous

***

🐔

How Long-Term Marketing Can Help You Generate More Profits

Louis Grenier — Tue, 11 Jul 2017 06:50:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How can long-term marketing help you generate more profits than growth hacking?

Connor is the Head of Marketing for Phorest, salon software that helps salons grow their businesses.

On today’s episode he discusses his own experiences in marketing startups and SaaS businesses, and he shares some excellent resources.

Join us as we get into the the benefits of long-term marketing, specialization and how it can be applied to your business.

Topics covered:

Dealing with ADHD as an adult
Learning from bad marketing and past mistakes like using scammy email campaigns and working on a product you don’t believe in
Long-term marketing instead of growth hacking
Specialization and narrowing target market for startups
Successful content and long-term marketing strategies
Connor’s hiring practices
Advice for future marketers and learning to say no

Resources mentioned:

The Tao of Warren Buffett by Mary Buffett and David Clark
Growth Hackers
Hidden Champions by Hermann Simon
Good Strategy, Bad Strategy by Richard Rumelt
Good to Great by Jim Collins
Stratechery
SaaStr
Farnam Street
Trust me I’m Lying by Ryan Holiday
Nothing Ventured Blog from Phorest

***

🐔

Why Marketing Storytelling Matters Now More Than Ever

Louis Grenier — Tue, 04 Jul 2017 06:51:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today prefers emotions and marketing storytelling over growth hacking and optimization.

Michael Troiano is a Harvard Business School graduate and former Chief Marketing Officer of Actifio, a global enterprise data-as-a-service provider.

He is currently venture capitalist based in Boston at G20 Ventures, and has nearly 25 years of executive leadership experience, working with name brand companies such as PepsiCo, Jiffylube, Ragu and Hewlett-Packard.

Topics covered:

Michael’s background and how he got involved in marketing
Accountability and metrics that are actually meaningless
Good storytelling as a foundation of marketing
Actionable tips to improve your marketing storytelling strategy
Advice for new marketers on getting started

Resources mentioned:

Storytelling Marketing Strategy: Tell Your Business Story in 6 Steps
Ogilvy on Advertising by David Ogilvy
Born Standing Up by Steve Martin
How Hard Can it Be? Podcast
Michael Troiano Blog - Miketrap.com
Bikeshedding in Marketing: 3 Keys to Being an Effective Marketer
Hard to be Noticed? Simplify Your Marketing to Win Customers

***

🐔

Why Weak Marketing Foundations Are Killing Your Business

Louis Grenier — Tue, 27 Jun 2017 06:52:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to Dan Kaplan, a former magazine journalist turned product marketer who is now a marketing consultant with Exponents in Silicon Valley.

Dan is fighting for marketing to be great again, for the first time. He has seen many tech startups fail due to weak marketing foundations.

Listen in to our very interesting chat about what companies need to do instead in order to succeed.

Topics covered:

Frustration with anti-marketing bias
Changing careers from journalism to marketing
Product development as marketing
Weak marketing foundations in the tech world
Actionable marketing advice and tools for SaaS startup

Resources mentioned:

“Silicon Valley’s Self Fulfilling Prophecy Of Mediocre Marketing” by Dan Kaplan
“232 Startup Failure Post-Mortems” by CB Insights
“The Top 20 Reasons Startups Fail” by CB Insights
Intercom, Mixpanel, Clearbit - Analytics tools
The Ask Method by Ryan Levesque
Threadling.com & The Foundational Story Framework video

***

🐔

Lean Marketing Principles to Become an Unstoppable Marketer

Louis Grenier — Tue, 20 Jun 2017 06:52:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Using lean marketing principles can help you to become a more productive digital marketer.

In this episode, I’m talking to Monica Georgieff, Marketing Director of Kanbanize, a lean management platform that combines principles of Lean and Kanban. It is like Trello on steroids with the addition of portfolio management, flow analytics, and automated business rules.

We discuss how to apply Kanban to marketing and make the entire process more lean and efficient. Monica shares highly practical steps to applying the principles, and she shares a mind-blowing marketing metric that most marketers aren’t using.

This is a fun and interesting episode that will help you take your marketing to the next level.

Topics covered:

Bus drivers in Malta are professional race car drivers
The effect of capitalism and startups in Bulgaria
Creating value and a relationship that is positive
Being mindful of your audience and targeting correctly
Creating value in the digital media space based on data
Structuring Kanban for marketing especially team communication
Creating a more predictable flow of content planning
Work in progress limits create efficiency
Interlinking Kanban cards on different boards for enterprise situations
Using data tracking to make sure resources aren’t wasted
Kanbanize has tracking analytics for measuring process efficiency
Using a Monte Carlo simulation to predict when tasks are completed

Resources mentioned:

***

🐔

How To Solve People's Most Painful Problems With Content

Louis Grenier — Tue, 13 Jun 2017 06:53:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Helping to solve people's most painful problems is the marketer's job. In this episode, Dan Levy and I are describing how to to go about it using content marketing. Dan Levy is the Content Director of Unbounce, a software product that allows us to build landing pages fast with no coding required.

We are talking about content marketing and Dan’s love-hate relationship. We are also going to discuss the difference between copy and content and how to come up with content ideas that people will actually like.

This is a topic that I find very interesting.

Then we are going to go through a step by step run-through of how to come up with blog posts from start to finish. Dan also shares the best advice that he learned from his mentor.

Topics covered:

Whether it’s better to be a content marketer or a sexual health director
Dan has always been drawn to writing even in his early school days
Dan’s father would engage dinner table discussion about current events
His background gave Dan a wide variety of interests which drew him to writing
Cynicism in content marketing and Dan’s love-hate relationship with content
The democratization of content marketing through the Internet
Content marketing as branded storytelling not copy
Quality beats quantity when it comes to results
Best practices always come down to testing and data
Listen to what your customers say to build copy that converts
Putting out content that is already out there is not contributing

Resources mentioned:

***

🐔

TOFU, MOFU & BOFU in Content Marketing: Which Do You Need?

Louis Grenier — Tue, 06 Jun 2017 06:53:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

What do TOFU, MOFU & BOFU stand for in marketing? It helps digital marketers to serve the right content to the right person at the right time using the sales funnel.

Today, I am interviewing Greg Elfrink, Content Marketing Manager for Empire Flippers a marketplace to buy or sell websites.

Today, we discuss creating customer avatars. Avatars enable us to better understand and serve our customers.

Greg has an interesting background. He used to work on oil rigs in Alaska while freelancing on the side. Sometimes he would end up working 100 hours in one week. With the long hours, he was getting burned out.

Greg is much happier now that he is part of the Empire Flippers team. We also discuss content length and the value of reading fiction to improve marketing.

Topics covered:

How living in East Asia and working for Empire Flippers is better for Greg than working on oil rigs in Alaska.
A little history of inbound marketing and Michelin the tire company and restaurant guide.
Low-quality content and fake news are the scourge of the Internet.
Top of the funnel content for getting leads and building awareness. Outreach and guests posts combined with a middle of the funnel lead magnet.
It’s a marketer's job to solve the customers' pain points and get them to the solution through the funnel process.
Know who you are speaking to so that you can tailor specific content to the customer.
The bottom of the funnel content like case studies, testimonials, and research can be effective.
Finding an angle that excites your audience.

Resources mentioned:

Empire Flippers
Wait But Why
Brian Dean
The Brain Audit by Sean D’Souza
The Believing Brain by Michael Shermer
Web Copy That Sells by Maria Veloso
Freakonomics Podcast
Greg@EmpireFlippers.com
Buyer Personas Need to Die a Violent Death

***

🐔

Rand Fishkin's Step-by-Step Guide to Inbound Marketing

Louis Grenier — Tue, 30 May 2017 06:12:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Rand Fishkin is the Co-Founder and Ex-CEO of Moz.

Rand also tells a personal MOZ story that applies to managing people. Along with reasons why bad marketing stands out, and how to win your customer’s trust.

Topics covered:

How Rand would spend that $100 on ad platforms to learn how to improve the ROI.
Rand was a shy introverted kid, but he cared about people and what made them tick.
Correlation and causation are important distinctions for marketers and understanding data.
How a bad hire caused issues with Moz’s gender equality policy.
How the bad marketing is what sticks and gives marketers a bad reputation.
False best practices in marketing.
How to identify and get in front of your audience.
Having empathy and building trust with our customers and retention marketing.

Resources mentioned:

How to land your first digital marketing job (with no experience)
Moz
Incognito: The Secret Lives of the Brain
Basecamp
Haiku Deck
Buffer
Full Contact
Radian6
Crimson Hexagon
Sprinklr
Sprout Social
Followerwonk
Hootsuite
Influence: The Psychology of Persuasion by Robert B. Cialdini
Nudge: Improving Decisions About Health, Wealth, and Happiness by Richard H. Thaler
Predictably Irrational by Dan Ariely
MozCon
Search Engine Land and Marketing Land Events
Social Media World
Hootsuite Blog

***

🐔

Why Trust-Based Marketing Is Eating Branding for Breakfast

Louis Grenier — Tue, 23 May 2017 06:19:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Trust-based marketing eats branding for breakfast, any day of the week according to Jonathan Salem Baskin, Founder of Arcadia Lab, which helps businesses to communicate about innovation.

Jonathan has 30 years of marketing experience in major global brands and is a currently a Forbes contributor. Jonathan firmly believes that brands are dead - and he offers a better alternative.

Listen in as he challenges the conventional truths in marketing and provides a new perspective for the future of business.

Topics covered:

What drew Jonathan into a career in marketing and founding his current company
The nature of true innovation
Defining the terms: advertising, marketing and branding
Why brands are dead
Actionable ways to be a more genuine marketer
Evaluating your trustworthiness as a business

Resources mentioned:

Arcadia Lab
Tell The Truth by Sue Unerman and Jonathan Salem Baskin
JonathanSalemBaskin.com
InnovationCommunicator.com
Branding 101: 5 Steps to Build a Small Business Brand

***

🐔

How Hubstaff SaaS Business Grew from 0 to 4,500 Customers

Louis Grenier — Tue, 16 May 2017 06:54:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

How did Hubstaff, a remote team management software business, managed to grow from 0 to over 4,500 customers?

Dave Nevogt, Founder and CEO of Hubstaff, shares how he got Hubstaff started, including missteps along the way, and transparency in how the business is running today.

Join us for a great conversation about acquiring and understanding your customers in order to grow sales and succeed in your business.

Topics covered:

Launching Hubstaff and getting the first customers
Dave’s transparency in business and customer trust
Why bad products and bad marketing die on their own
How to get a good understanding of your customers
Avoiding expensive marketing mistakes
Strategy advice and resources for digital marketers

Resources mentioned:

Hubstaff
How Hubstaff Got its First 25 Customers by Dave Nevogt – Hubstaff blog
How freemium nearly caused our business to implode by Josh Pigford – Baremetrics blog
What I’d Change, Keep the Same, & Don’t Yet Know by Rand Fishkin – Moz Blog
Traction by Gino Wickman
Growth Hacking by Raymond Fong and Chad Riddersen
The 80/20 Principle by Richard Koch
WP Curve Blog
Nathan Barry Blog
Dave@hubstaff.com
Dave’s Blog at Hubstaff
Michael Phelps and the Longest Putt in TV History
Pratfall Effect in Marketing: Admit Your Flaws to Win Customers

***

🐔

Why Email Newsletters Should Die (and What to Do Instead)

Louis Grenier — Tue, 09 May 2017 06:55:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

On today’s podcast episode, I’m talking to Tom Hunt, entrepreneur and founder of Sneez, a social selling software tool [note: Tom is now running SaaSMarketer.io].

He believes that email newsletters should die and offers an alternative…In this episode, Tom shares his experiences leaving his well-paid corporate job, entering the digital marketing world, and building his businesses.

Listen in for his great advice to new marketers on improving your craft and making more sales.

Topics covered:

Tom’s journey into entrepreneurship and digital marketing
Transparency as a marketing strategy
Why newsletters should die
Thoughts on pop-ups and user experience
Marketing tactics with limited resources
Recommended resources and advice for new marketers

Resources mentioned:

***

🐔

How to Create “Knock-Your-Socks-Off” Customer Experiences

Louis Grenier — Tue, 02 May 2017 06:55:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Blake Morgan, a Customer Experience Consultant and author of More is More. ‍

Blake teaches brands to create “Knock Your Socks Off” customer experiences.

‍Join us as we learn the best ways to improve your customer’s experience with your brand and how you can provide more value in your marketing.

Topics covered:

Blake’s career path from journalist to customer experience consultant
The problem with “Gotcha marketing”, “Insertion marketing” and bad profits
Connecting to consumers with relevant content opportunities
Generational differences in the consumer market
How-To tips on improving customer experience on your own and within an organization
Internet of Things (IOT) and the future of marketing

Resources mentioned:

BlakeMichelleMorgan.com
Blake’s book More is More
Blake’s YouTube Show
The Modern Customer Podcast
Youtility by Jay Baer
Man’s Search for Meaning by Viktor E. Frankl
Why Not Now? Podcast with Simon Sinek
Simon Sinek’s Ted Talk – Start with Why
Daft Punk: 5 Marketing Lessons to Make Your Business Famous

***

🐔

4 Proven Ways to Become a Better, More Authentic Copywriter

Louis Grenier — Tue, 25 Apr 2017 06:39:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Want to become a better, more authentic copywriter?

On today’s episode, I’m talking to Dave Schneider, Founder of Ninja Outreach, a software tool to get in touch with influencers and bloggers [Note: Dave no longer runs these websites, but can be found at lesschurn.io and daveschneider.me]

He’s studied applied mathematics at Harvard, traveled the world and now manages a team remotely to run his company.

Listen in for Dave’s top recommended resources to learn how to become a better copywriter and improve your marketing.

Topics covered:

Running a blog and earning money while traveling
Network marketing and pyramid schemes in digital marketing
Transparency in business, externally to an audience and internally in the company
The importance of good copywriting in authentic marketing (and how to become a great copywriter)
Dave’s top recommended marketing and copywriting blogs & tools

Resources mentioned:

***

🐔

3 Content Marketing Techniques to Get More Visitors & Leads

Louis Grenier — Tue, 18 Apr 2017 06:56:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Do you want more online visitors and more leads? Justin McGill describes in this episode 3 content marketing techniques to help you achieve this result.

Justin McGill is the Founder of LeadFuze, an online service to help businesses to generate more leads online. He’s also the host of the podcast Zero to Scale, where he and his co-host discuss their journey building profitable businesses.

Listen in as Justin shares his experiences as an entrepreneur and specific marketing techniques he’s used to grow his business.

Topics covered:

Justin’s journey from corporate manager to professional poker player
Launching consulting and software businesses
Being transparent and facing competitors
Using the skyscraper technique to create valuable content
How to write good email subject lines and cold-contact people successfully

Resources mentioned:

***

🐔

Digital Marketers: Here's How Stand Out From the Crowd

Louis Grenier — Tue, 11 Apr 2017 08:03:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to Violeta Nedkova, from VioletaNedkova.com and The Creative Rebel Academy.

She's a creative rebel: she does things in her own way, instead of following what everybody else says. She can help you to stand out from the crowd as a digital marketer.

Topics covered:

Violeta’s interesting life story and approach to positivity
Tips to deal with bullshit overload on the internet
Tools and methods for using Twitter efficiently
Website ‘pollution’ and user experience
How to really stand out as a marketer and a business

Resources mentioned:

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

***

🐔

The Good Marketing Guide to Market Your Business Online

Louis Grenier — Fri, 07 Apr 2017 09:35:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is John Doherty from GetCredo.com, a marketplace to find the best SEO experts.

John is very transparent in his business and in today’s episode he candidly shares his background in marketing and journey launching Credo.

Do you want to know how to market your business online? Then listen in as we discuss what makes a good marketing strategy and specific tactics for using SEO in your business.

Topics covered:

John’s background and launching Credo
Transparency in business and writing
Why good marketing takes time
Quality vs. Quantity in content marketing
Knowing when to outsource tasks
Marketing and SEO strategy advice
Tactics for customer and influencer research

Resources mentioned:

GetCredo.com
John Doherty - Website and Blog
Thinking Through Entrepreneur Growth by John Doherty
Builtvisible
The 4-Hour Workweek by Tim Ferriss
Traction by Gabriel Weinberg and Justin Mares
SEO tools: SEMrush, Open Site Explorer, Ahrefs, Screaming Frog
Influencer research tools: Followerwonk, Intellifluence
Moz Beginner’s Guide to SEO
DistilledU SEO 101

***

🐔

David Darmanin: Avoid Marketing Best Practices at All Costs

Louis Grenier — Tue, 04 Apr 2017 10:57:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

Today I’m talking to David Darmanin, CEO of Hotjar, an all-in-one analytics and feedback tool for your website.

Hotjar is a six-product suite I personally use in my own business and recommend to others.

David’s background as an entrepreneur and conversion rate expert with a leading agency in the field gives him a lot to share with us on what works and what doesn’t. He believes that most marketing best practices are pure bull and that you should avoid them at all costs.

‍But more importantly, he's never afraid to say things as they are... You have been warned.

Listen in to our discussion and some great advice on how to improve your website and marketing.

Topics covered:

David’s background and inspirations
Finding his co-founders, launching and growing Hotjar
Why trade secrets are overrated, and the value of spending time in the real world
Avoiding ‘best practices’ and how small changes can change the face of your business for the worse
The importance of developing empathy for your customer
3 best tactical ‘wins’ to improve conversion rates on your website
David’s top book recommendations for marketing

Resources mentioned:

***

🐔

Laura Roeder: Here's Why Digital Marketers Should Never Lie

Louis Grenier — Sat, 01 Apr 2017 18:20:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

My guest today is Laura Roeder, CEO of MeetEdgar.com, a social media tool that helps you re-share older content your audience may have missed the first time. ‍

Laura is a former social media consultant who built her audience and knowledge to bootstrap and build the very successful MeetEdgar.com.

‍Listen to Laura’s advice on marketing approach, her recommended resources and simple strategies to be a better non-nonsense social media marketer.

EDIT: Laura's new software for coaches, Paperbell.

Topics covered:

Laura’s background in a self-employed family and her sources of personal motivation
MeetEdgar visitor and conversion rate metrics
Product-market fit, evaluating and growing a business
Why you should NEVER lie as a marketer
Using competition to your advantage
The absolute importance of marketing in consumer purchases
Current “best practices” in social media that are completely false
Using software to advance your marketing
Specific tactics for social media ads
Recommended resources for marketers

Resources mentioned:

***

🐔

DHH and Basecamp's Guide to No-Bullshit Digital Marketing

Louis Grenier — Thu, 30 Mar 2017 08:33:00 +0100

https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q

***

On today’s episode I’m talking to David Heinemeier Hansson, co-founder of Basecamp project management software and creator of Ruby on Rails.

He is well-known as a talented developer, but I also think he is one of the best no-bullshit digital marketing persons out there today.

He is a Denmark native and has learned from business practices in both Denmark and the US.Join us as David shares his path in business and his insights into the world of marketing.

Topics covered:

David’s background growing up in Denmark and business differences with the US
His sources of marketing and business inspiration
Basecamp as a case study (numbers such as the amount of website visitors a month)
Metrics overload versus hard-to-track marketing
David’s main principles in marketing
Best marketing books and concepts he’s come across
Insights into the future of marketing

Resources mentioned:

***

🐔