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

***

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:

• Case Study Buddy
• Hubspot
• WP Engine
• Scott’s Cheap Flights
• Benevity
• Traffic Think Tank
• Deputy
• Clockspot
• G2
• Capterra
• Made to Stick: Why Some Ideas Survive and Others Die - Chip Heath
• Never Lose a Customer Again - Joey Coleman
• The Ultimate Sales Letter - Dan Kennedy

***

→ 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

***

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 E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It
• The Mom Test Book
• RobFitz.com
• How to Do User Research (Even if You’re on a Budget)
• 4 Steps to Build Trust With Customers (Marketing Lessons From Seth Godin)

***

→ 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

***

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:

• Notion
• Tesla
• First Round Review
• VentureBeat
• The Wall Street Journal
• Obviously Awesome by April Dunford
• This Is Marketing - Seth Godin
• Writing & Self-Publishing a Marketing Book: A No-Bull Guide
• 5 Proven Methods for Positioning Your New Product
• Hubspot

***

→ 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

***

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

• Canoo
• How to Stop Marketing With Your Ego and Become an Effective Marketer (4 steps)
• General Mills
• Activision
• Lyft
• MeUndies
• Mayur Gupta
• Freshly
• Remesh
• Tesla
• LinkedIn
• What You Do is Who You Are. How to Create Your Business Culture  - Ben Horowitz
• Good to Great - Jim Collins
• Get In Let’s Go - Podcast

***

→ 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

***

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:

• Value Proposition: What Is It And How To Create One
• Kantan
• Respondly
• Buffer
• AT&T
• Base CRM
• Conversion Excel Institute
• Hotjar
• 3 Steps to Write Copy That Converts with Joanna Wiebe
• Coursera
• Johns Hopkins University at Coursera
• Ngram analyzer
• Mechanical Turk
• TaskArmy
• Excel Pivot Tables
• Pet Doors
• Copy Hackers
• LunaMetrics blog
• Narrative Design: Craft a Story Using Conspiracy Principles

***

→ 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

***

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:

• Sales Schema
• Breakthrough Advertising by Eugene M. Schwartz
• The Challenger Sale by Matthew Dixon and Brent Adamson
• Zero to One by Peter Thiel
• The Digital Agency Growth Podcast
• Drew McClellan
• Break Through the Noise in Marketing by Doing Less
• How to Start a Marketing Agency (a Practical, No-Bull Guide)

***

→ 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

***

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

***

→ 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

***

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

***

→ 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

***

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:

• The Growth Show
• HubSpot
• Basecamp
• SaaStr
• Product Led Growth Conference
• Reforge
• Animalz
• GrowthTLDR
• Product Hunt
• Drift
• Kieran Flanagan Episode
• Brian Balfour Episode
• Narrative Design: Craft a Story Using Conspiracy Principles
• Category Creation: 4 Reasons to NEVER Do It
• Challenge Category Conventions in 7 Steps (+ Examples)
• Hard to be Noticed? Simplify Your Marketing to Win Customers

***

→ 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

***

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:

• FreeeUp
• OutsourceSchool
• OutsourceSchool Facebook
• Gary Vee
• Russel Brunson
• Clickfunnel
• Finding Social Media Influencers The No-BS Way in 7 Steps with Tyler Farnsworth
• How to Build an Influencer Program That Actually Works with Melinda Byerley
• Pipedrive
• Mail merge
• Outsourcing and Scaling with Nathan Hirsch
• Skubana
• The E-Myth Revisited by Michael E. Gerber
• Funnel Hacking Live
• Prosper Show
• Built to Last by Jim Collins

***

→ 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

🐔