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

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

***

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:

• Mini MBA
• Differentiate or Die - Jack Trout
• Different - Youngme Moon
• Net Promoter
• Mark Ritson - 4 Steps to Creating a Rock-Solid Strategy
• Daft Punk: 5 Marketing Lessons to Make Your Business Famous
• How to Compete With Big Brands Even With Very Few 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

🐔

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

***

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:

• dscout
• InstaBrain book
• InstaBrain Free chapter 
• Zoom‍
• Bixa Research
• Break Through the Noise in Marketing by Doing Less

***

→ 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

🐔

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

***

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:

• Hybrency
• Champagne Strategy
• Gong.io
• Byron Sharp - How Brands Grow
• Byron Sharp - How Brands Grow 2
• Maria Konnikova - The Biggest Bluff
• Brianbalfour.com 
• Reforge
• Brian Balfour - Growth Loops: The End of Traditional Funnels
• How to Compete With Big Brands Even With Very Few 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

🐔

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

***

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:

• Hull
• Flip My Funnel
• Hotjar
• Brian Balfour
• Growth Loops: The End of Traditional Funnels?
• Sean Ellis
• Motivo
• Good Strategy Bad Strategy: The Difference and Why it Matters
• Objective Key Results (OKRs)
• This is Marketing
• Buyer Persona: Your Guide to Create 100% Accurate & Detailed Ones
• Buyer Persona Institute
• Forget The Funnel
• Asia’s Twitter
• DemandMaven
• Buyer Personas Need to Die a Violent Death

***

→ 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

🐔

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

***

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)

***

→ 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

🐔

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

***

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:

• Use FYI
• Crazy Egg
• Kissmetrics
• Category Creation: 4 Reasons to NEVER Do It

***

→ 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

🐔

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

***

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:

• Andre Chaperon: Sphere of Influence
• Tyler J McCall
• Tarzan Kay
• Convert Kit
• Hamyaw
• Theagensh

***

→ 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

🐔

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

***

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:

• Tech Brains Talk
• Start with the Why - Simon Sinek
• Blinkist
• State of Mind Series
• MakeLoveNotPorn
• Cindy Gallop Podcast Episode
• 2Bobs
• David Baker podcast episode
• 3coloursrule.com

***

→ 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

🐔

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

***

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:

• GrowthTribe
• CXL
• Booking.com
• Oracle
• Claire Suellentrop - Hot to Use Jobs To Be Done to Read Your Customers’ Minds
• Asia Matos - 5 Steps to Create a Go-to-market Strategy
• Stealing Fire by Stephen Kotler
• Liar’s Poker by Michael Lewis
• Jeff Bezos’ 2018 Letters to Shareholders
• Smartcuts by Shane Snow
• Takeru Kobayashi (The Hot Dog Eating Contest Champion)
• Lean Analytics by Alistair Croll and Benjamin Yoskovitz
• Dave McClure Pirate Metrics
• The GROWS Process by GrowthTribe
• Hotjar
• The Brass Framework
• Occam’s Razor
• Wait But Why by Tim Urban
• OCEAN model / Big Five Personality Traits
• Sandra Matz
• Deep Work by Cal Newport
• Edward Bernays
• a16z podcast
• Lectures subreddit
• Growth Tribe Youtube channel
• David’s LinkedIn
• GrowthTribe Instagram

***

→ 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

🐔

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

***

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 [email protected] if you want to chat.

***

→ 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

🐔