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

***

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:

• Robert Cialdini – Influence – The Psychology of Persuasion
• Robert Cialdini – Pre-Suasion
• Seth Godin
• Dan Ariely – Predictably Irrational
• Conversion XL
• Traffic & Conversion Summit
• Digital Marketer
• Tribe 47
• Google Analytics
• Mailchimp
• Google Data Studio
• Funnels Flows – Mine Mapping Systems
• Lucidchart – Mine Mapping Software
• Everyone Hates Marketers - Episode #19 Seth

 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

***

→ 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

***

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:

• Reforge
• AARRR Marketing
• Pinterest
• SurveyMonkey
• TechCrunch
• Product Hunt
• Hacker News
• Facebook
• Uber
• Lyft
• YouTube
• GoogleAds
• Zynga
• ClearBrain
• MadKudu
• Amplitude
• Drift + Segment
• Casey Winters
• Andrew Chen
• Elena Verna
• Fareed Mosavat
• Darius Contractor
• Brianbalfour.com
• SurveyMonkey
• Slack
• How to Address Your Customer's Most Serious Concerns & Improve Conversions
• 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

***

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:

• Ultimate Guide to Google AdWords by Perry Marshall
• 80/20 Sales & Marketing by Perry Marshall
• Dan Kennedy
• John Paul Mendocha
• The 5 Power Disqualifiers
• Ultimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes by Perry Marshall, Keith Krance, Thomas Meloche
• www.Isfbforme.com
• Survey Monkey
• Dysfunctions, Addictions, and the Financial Burning Bus Email Series
• Joanna Wiebe
• The Star Principle by Richard Koch
• How To Address Your Customer's Most Serious Concerns & Improve Conversions
• Pratfall Effect in Marketing: Admit Your Flaws 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

***

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
• [email protected]

***

→ 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

***

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:

• Rev.com
• Hotjar
• Mixpanel
• Hiten Shah
• Antifragile: Things That Gain from Disorder
• Scientific Advertising
• Influence by Robert Cialdini
• How to Win Friends & Influence People by Dale Carnegie
• [email protected]
• 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

***

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:

• Typeform
• TravelPerk
• Influence: The Psychology of Persuasion
• Scrum
• How to Build a Growth Marketing Team (The Non-Sleazy Way)
• Jake on Linkedin
• Jake's personal site

***

→ 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

***

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:

• HYPERGROWTH
• Conversational Marketing
• The Ultimate Sales Machine by Chet Holmes
• The Law of Shitty Clickthroughs
• 1984 by George Orwell
• ClickFunnels
• SaaStr
• Why People Don't Connect With Your Marketing & How To Fix It
• 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

***

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:

• Forget the Funnel
• How to Use Jobs to be Done to Read Your Customers’ Minds
• Georgiana Laudi
• Asia Matos
• Podia
• Trello
• The 25 JBTD customer interview questions Claire uses
• SaaS Marketer Essentials
• [email protected]
• @ClaireSuellen
• Daft Punk: 5 Marketing Lessons to Make Your Business Famous
• 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

***

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:

• ResponseSuite
• 3 Marketers Walk Into a Podcast
• How To Sell The Way Customers Want To Buy
• Slack
• Asana
• ConvertKit
• Infusionsoft
• ActiveCampaign
• How to Do User Research (Even if You're on a Budget)

***

→ 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

***

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

***

→ 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

🐔