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Empathy in Marketing: James Hipkin
Instead of Call-to-Action Do this
Inside-Out vs. Outside-In Marketing
Episode 260 (James is based in California)
In this conversation with James Hipkin we explore:
The difference between inside-out and outside-in marketing—and why it matters.
Why empathy is a marketer’s most powerful asset.
How to design a website that confirms, not converts.
The fatal flaw in “call to action” and what to say instead.
How to create “people like you” pathways for segmented audiences.
The power of micro-transactions to build trust and drive decisions.
The six elements your homepage must deliver in under six seconds.
How to leverage testimonials and trust signals effectively.
The real value of SEO: understanding search intent.
How AI can build customer avatars and journey maps affordably.
Why many marketing efforts fail due to lack of clear strategy and measurement.
-----
About out guest, James Hipkin:
James has worked in marketing and advertising for over 40 years. His clients included Sprint, Apple, Nestle, Toyota and Wells Fargo online bank.
Since 2010 James has helped his client build business with digital marketing. He's the author of "Journey to Success: Digital Marketing for Small Business Owners"
You can take arrange for your website audit at
sixsecondsorless.com
Learn more about his marketing services at https://inn8ly.com/
-----
Key lessons from this conversation with James:
1. Empathy is the Core of Great Marketing
Learning Point: Effective marketers must understand their audience’s emotions, struggles, and perspective
2. Marketing Should Be Outside-In, Not Inside-Out
Learning Point: Focus on the customer’s needs, not your own accolades.
3. Websites Are for Confirmation, Not Just Conversion
Learning Point: A visitor comes to confirm if you understand their problem—not to be sold instantly.
4. Replace 'Call to Action' with 'People Like You Pathways'
Learning Point: Invite users into their own journey instead of shouting instructions
5. Design Websites Around Micro-Transactions
Learning Point: Every click, visual, and copy element should build trust incrementally.
6. Your Hero Section Must Do Five Things in Six Seconds
Learning Point: In 6 seconds or less, your website must confirm identity, state benefit, show credibility, offer clear navigation, and deliver easy-to-consume content.
7. Testimonials and Credibility Should Be Visible Upfront
Learning Point: Place a compelling testimonial or credibility bar near the top of the page.
8. SEO is Not Dead — It’s Misunderstood
Learning Point: SEO helps you understand search intent more than rank your site.
9. Use AI to Build Customer Avatars and Journey Maps
Learning Point: AI can help generate data-driven insights at a fraction of traditional research costs.
10. Measure What You Do — Or You’re Just Guessing
Learning Point: Without strategy, planning, and measurement, marketing efforts collapse.
-----
----more----
Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.
In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.
Your host is George Torok
George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.
Connect with George
www.SpeechCoachforExecutives.com
https://www.linkedin.com/in/georgetorokpresentations/
https://www.youtube.com/user/presentationskills
https://www.instagram.com/georgetorok/
View all episodes
By George Torok
5
1414 ratings
Instead of Call-to-Action Do this
Inside-Out vs. Outside-In Marketing
Episode 260 (James is based in California)
In this conversation with James Hipkin we explore:
The difference between inside-out and outside-in marketing—and why it matters.
Why empathy is a marketer’s most powerful asset.
How to design a website that confirms, not converts.
The fatal flaw in “call to action” and what to say instead.
How to create “people like you” pathways for segmented audiences.
The power of micro-transactions to build trust and drive decisions.
The six elements your homepage must deliver in under six seconds.
How to leverage testimonials and trust signals effectively.
The real value of SEO: understanding search intent.
How AI can build customer avatars and journey maps affordably.
Why many marketing efforts fail due to lack of clear strategy and measurement.
-----
About out guest, James Hipkin:
James has worked in marketing and advertising for over 40 years. His clients included Sprint, Apple, Nestle, Toyota and Wells Fargo online bank.
Since 2010 James has helped his client build business with digital marketing. He's the author of "Journey to Success: Digital Marketing for Small Business Owners"
You can take arrange for your website audit at
sixsecondsorless.com
Learn more about his marketing services at https://inn8ly.com/
-----
Key lessons from this conversation with James:
1. Empathy is the Core of Great Marketing
Learning Point: Effective marketers must understand their audience’s emotions, struggles, and perspective
2. Marketing Should Be Outside-In, Not Inside-Out
Learning Point: Focus on the customer’s needs, not your own accolades.
3. Websites Are for Confirmation, Not Just Conversion
Learning Point: A visitor comes to confirm if you understand their problem—not to be sold instantly.
4. Replace 'Call to Action' with 'People Like You Pathways'
Learning Point: Invite users into their own journey instead of shouting instructions
5. Design Websites Around Micro-Transactions
Learning Point: Every click, visual, and copy element should build trust incrementally.
6. Your Hero Section Must Do Five Things in Six Seconds
Learning Point: In 6 seconds or less, your website must confirm identity, state benefit, show credibility, offer clear navigation, and deliver easy-to-consume content.
7. Testimonials and Credibility Should Be Visible Upfront
Learning Point: Place a compelling testimonial or credibility bar near the top of the page.
8. SEO is Not Dead — It’s Misunderstood
Learning Point: SEO helps you understand search intent more than rank your site.
9. Use AI to Build Customer Avatars and Journey Maps
Learning Point: AI can help generate data-driven insights at a fraction of traditional research costs.
10. Measure What You Do — Or You’re Just Guessing
Learning Point: Without strategy, planning, and measurement, marketing efforts collapse.
-----
----more----
Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.
In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.
Your host is George Torok
George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.
Connect with George
www.SpeechCoachforExecutives.com
https://www.linkedin.com/in/georgetorokpresentations/
https://www.youtube.com/user/presentationskills
https://www.instagram.com/georgetorok/
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