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

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What can politics teach us about marketing strategy?

Political expert Phillip Stutts joins us for this episode of the show, where he shares how using political principles can help businesses get more out of their marketing.

It's a unique perspective on how to run campaigns and build more human connections.

Topics covered:

• The three biggest mistakes businesses make today
• What happens when you use marketing tactics over strategy
• The #1 problem with relying on discounts to drive sales
• Why referrals are the best way to grow without any money
• The right way to ask your target market survey questions
• How to listen to what the market research is telling you
• One simple way businesses can make human connections
• How to nail your marketing campaigns right from the beginning

Resources mentioned:

• Fire Them Now
• Survey Monkey Panel
• Pollfish
• Traction
• Profit First
• Driven to Distraction
• Keith Cunningham
• Morning Pages
• 4 Steps to Creating a Rock-Solid Marketing Strategy
• 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

***

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

***

Is keyword research still relevant to SEO? Do backlinks matter anymore?

Find out the answer in today's episode.

My guest is Tim Soulo, the CMO and the Head of Product Strategy at Ahrefs. Listen in as we deep dive into the technical side of ranking higher on Google -- and exactly how to approach keyword research right now.

Topics covered:

• Why keyword research is still important for SEO campaigns
• The major disadvantage of using free tools for keyword research
• What “seed keywords” are and how to find them for your niche
• Why Google ranks nearly identical pages for multiple relevant queries
• The absolute best thing you can do during the keyword research phase
• When the keyword difficulty metric won’t help you rank #1 in Google
• Why unique linking websites add more value than the volume linking pages
• The truth about building backlinks in an ethical and nonaggressive manner

Resources mentioned:

• Ahrefs - SEO Tools & Resources To Grow Your Search Traffic
• Ahrefs.com/Tim
• Ahrefs Academy: Blogging for Business
• @TimSoulo
• @LouisSlices
• How to Increase Organic Traffic: 7 No-Fluff, Practical Methods

***

→ 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

***

Video has exploded on social media in the last couple of years. Are you using video marketing in your business yet?

My guest is Jason Hsiao, the founder of the Animoto video maker.

In today's episode, Jason shares how to leverage video to build relationships and sell more (without tons of technical knowledge or expensive equipment).

Topics covered:

• What makes video unique from other content marketing platforms
• Why you don’t need to spend thousands to create impressive videos
• The essential social media platform to use when you’re getting started
• How to discover what video style will captivate your audience
• The secret behind how long your video content should really be
• Why it’s okay if 50% of people don’t make it to the end of your video
• How to transform your text-based articles into exciting videos
• Why you must tease your best content at the beginning
• The reason why an authentic brand is more important than being funny

Resources mentioned:

• https://animoto.com/everyonehatesmarketers
• Jason Hsiao on Twitter
• Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott
• The Advantage: Why Organizational Health Trumps Everything Else In Business by Patrick M. Lencioni
• Avoid Marketing Best Practices at All Costs with David Darmamin
• Marketing vs. Communications: The Surprising Difference

***

→ 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 digital marketing it's easy to drown ourselves in endless data analytics, campaign results, and market research. But marketing boils down to one thing only--humans. Marketing psychology is the study of consumer psychology and the reasoning behind why we make decisions.

Who is Richard Shotton?

My guest today is Richard Shotton, the author of The Choice Factory: 25 Behavioral Biases That Influence What We Buy. He's also the head of behavioral science for Manning Gottlieb OMD, the #1 advertising agency in Europe.

Topics covered:

5 Little-Known Facts About Consumer Behavior

1. Pratfall Effect: If you can admit a weakness or flaw, you become more appealing to your audience.
2. Confirmation Bias: We're very good at maintaining our existing point of view.
3. Our Habits: You can persuade people in the moments when their habits become destabilized.
4. Brand Purpose: Not every company needs to have have a higher purpose beyond profit.
5. Personalization: Don’t apply it to such a degree that you lose the essence of your brand.

The Pratfall Effect

The pratfall effect is a counter-intuitive idea that was first discussed by Eliott Aronson, a professor of psychology at Harvard in the 1960s. According to this theory, you become more appealing after you admit a weakness or you exhibit a flaw.In marketing, this applies because one of the biggest issues we face is that people don't trust brands. Once you’ve admitted a flaw, you're demonstrating your honesty and the rest of your claims suddenly become more believable.

Confirmation Bias

Our brain instinctively resist new information due to confirmation bias. As Richard Shotton explains, if you already dislike a brand, your brain will continue to come up with counter arguments to maintain its existing point of view. You can counteract this in marketing by reaching your audience at moments of distraction, because they’re potentially persuadable at this point. And you can do this by thinking about the body language and the tone of your advertising.

Our Habits

What are the moments when people’s habits become destabilized? According to consumer psychology, we can encourage people to buy our products during major life events. Richard Shotton conducted research where he discovered that people are 2-3 times more likely to try a new brand after undergoing a life event.These life events can include getting married, divorced, retiring, moving, having your first child, or starting a new job. These are when our habits are in flux and we're open to buying new products to fit these changes.

Brand Purpose

There’s a current trend in marketing at the moment where companies are trying to find a single way of answering briefs. This can go wrong in a lot ways. Because the problems that your target market will face are varied -- and one solution is impossible.Richard explains brand purpose as an example. In some circumstances, brands should have a higher order beyond profit but it can also lead to the wrong approach if you try to apply purpose to everything. Remember the infamous Pepsi protest campaign? That's proof on how this tactic can fail.

Personalization

If you take personalization in marketing too far, there can be huge implications. In this interview, Richard shares a theory from Kevin Simler that explains the value of a brand is in it’s shared cultural meaning.If you're targeting your audience with different messages it can be great in the beginning. However, eventually people will overhear those messages and understand that your brand actually stands for nothing.

Resources mentioned:

• The Choice Factory: 25 Behavioral Biases That Influence What We Buy by Richard Shotton
• A true story: the birth of a great campaign by Paul Feldwick
• Stuff From The Loft by David Dye
• The 22 Irrefutable Laws of Leadership by Bern Bolo
• Ads Don't Work That Way by Kevin Simler
• Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
• The Anatomy of Humbug: How to Think Differently About Advertising by Paul Feldwick
• Decoded: The Science Behind Why We Buy by Phil Barden
• Rory Sutherland: The Wiki Man
• Everybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stevens-Davidowitz
• @rshotton on Twitter
• Richard Shotton on LinkedIn
• Pratfall Effect in Marketing: Admit Your Flaws to Win Customers
• 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/7iEF1qov...