The Andrew Faris Podcast

Aaron Orendorff Is Saving Customers From Hell

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Aaron Orendorff is the best B2B marketer I know, and it's not just because he's an elite writer (with a byline in the New York Times to show for it). It's also because he has a clear framework for what he's trying to accomplish in his messaging. That framework? Keeping customers from hell and taking them to heaven. He's thought about it in his posts as a marketing lead at Shopify Plus, Common Thread Collective, and now as the Head of Marketing at ReCart.

In this wide-ranging conversation, Aaron and Andrew catch up about what they're seeing across the current world of ecommerce, how to approach marketing messaging, the specifics of a good SMS strategy, and a bunch more.

EPISODE HIGHLIGHTS

  • [06:12] Working for Recart.
  • [09:33] Meeting Andrew.
  • [11:53] Upside to good writing.
  • [13:55] Writing for CTC, Havard Business Review, and other publications.
  • [20:27] Lesson from content commerce.
  • [24:33] Reason Born Primitive is successful.
  • [28:04] Aaron's framework as a marketer.
  • [33:01] Advertisers adopting Aaron's hell-to-heaven framework.
  • [38:44] Factors that determine success with SMS marketing.
  • [39:42] Conversational value of SMS.
  • [42:19] The primary purpose of SMS.
  • [43:32] Getting success in SMS.
  • [45:08] Do most brands push hard enough on SMS?
  • [48:04] SMS providers growth curve.
  • [49:46] The E-commerce Playbook's spot-on prediction.
  • [52:33] Problem in SMS.
  • [54:24] Aaron's Recart article.

    • Places to follow up with Aaron:

    Aaron’s Recart Landing Page: recart.com/shopify-sms-app

    Twitter: twitter.com/AaronOrendorff

    Places to follow up with Andrew:

    Twitter: @andrewjfaris

    Email: [email protected]
    Work with me: www.ajfgrowth.com

    Music Intro: "Tell Me Mama" by The Devious Means

    Music Outro: "Rusty Little Scissors" by The Devious Means

    ...more
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