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

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

By Louis Grenier | Marketing & BrandingBusinessEntrepreneurshipMarketing
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Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast episodes

  • 26 Ways to Stand Out In Your Customer’s Mind with Ulli Appelbaum
    Why should companies and marketers care about brand positioning? Positioning is one of those “marketing buzzwords” that gets tossed around a lot. But if you dig into what the term really means, it’s about making your company occupy a distinct place in people’s minds.   My guest in episode 70 is Ulli Appelbaum. He’s lead the strategy departments for some of the world’s biggest marketing agencies over the last 20 years and has created a brilliant method for determining your positioning: Positioning-Roulette. They’re a series of 26 distinct flashcards, and Ulli generously shares every single one inside this episode.   We covered: Why brand positioning is more important than ever today How analyzing 1,200 case studies led Ulli to a unique positioning method What three key categories build the foundation of every positioning statement Why the way people behave (or don’t behave) is your starting point The easiest solution for satisfying your customers’ needs How to determine what really differentiates your product or services The importance of barriers and why people wouldn’t use your category How to use the five senses and brand rituals to create an experience Resources How Smart Positioning Can Make Your Marketing 10x Better - Episode 20 with Philip Morgan Positioning-Roulette Method Cards: The Indispensable Brand Positioning Development Toolkit Sapiens: A Brief History of Humankind by Yuval Noah Harari WARC Effie Worldwide Influence: The Psychology of Persuasion by Robert Cialdini 4 Steps to Creating a Rock-Solid Marketing Strategy With Mark Ritson - Episode 63 First The Trousers Then The Shoes
    0 min
  • Why the “Jobs to be Done” Framework Creates Better Products: Alan Klement

    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

    ***

    How to use Jobs to be done.

    On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co.

    Claire is also a published author and the former Director of Marketing for Calendly. In this episode she will introduce us to the “Jobs to be done” methodology that is replacing the old method of creating customer personas.

    Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business.

    Topics covered: 

    • Claire’s role at Calendly and transition into consulting
    • How to use jobs to be done to ready your customers' minds
    • The “Jobs to be done” approach to marketing
    • Identifying your power customers and making a profile
    • Tips for interviewing customers and getting valuable insight
    • Introducing new methods to your company successfully
    • Case studies and recommended resources on the “Jobs to be done” methodology


    Resources mentioned:

    • Why the Jobs-to-be-Done Framework Creates Better Products: Alan Klement
    • Websites that Convert: The fundamentals of writing compelling website copy by Claire Suellentrop
    • Loveyourcustomers.co
    • Claire’s talk from the Unbounce’s Call to Action Conference
    • Rev.com and Speechpad.com - Transcription services
    • Matt Hodges on Marketing the Job to be Done via Intercom
    • When Coffee & Kale Compete by Alan Klement
    • https://jtbd.info/ Blog by Alan Klement
    • 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


    🐔


    1 hr 1 min
  • Why the “Jobs to be Done” Framework Creates Better Products: Alan Klement
    What motivates customers to buy? Conventional marketing techniques get it backward. These outdated methods focus on the product first, not the human buying it. They use data to justify the need for a product, like analyzing the demographics of a target market. But we really buy products and services to help us solve problems in our lives. This is where the Jobs to be Done framework comes in. Alan Klement joins the podcast to explain the process behind Jobs to be Done and how we can use it to create a better business. We covered: What the “Jobs to be Done” concept is (and why you should care) The products and services that don’t have a “Job to be Done” Why a job starts with your customer and not the product How to discover your customer journey with the right interview The top 4 questions you should be asking your customers How to compile a data profile after every interview Resources How To Use Jobs To Be Done to Read Your Customers’ Minds - Episode 33 with Claire Suellentrop When Coffee and Kale Compete by Alan Klement Know the Two--Very--Different Interpretations of Jobs to be Done by Alan Klement JTBD.info How to Create 100% Accurate and Detailed Buyer Persona - Episode 50 with Adele Revella What Jobs to be Done taught me about our users, our product and our company The Manufacturing of Consent by Edward S. Herman and Noam Chomsky Captains of Consciousness: Advertising and the Social Roots of the Consumer Culture by Stuart Ewen AlanKlement.com @AlanKlement on Twitter
    0 min
  • How to Use the Jobs-To-Be-Done Framework to Create Better Products
    What motivates customers to buy? Conventional marketing techniques get it backward. These outdated methods focus on the product first, not the human buying it. They use data to justify the need for a product, like analyzing the demographics of a target market.But we really buy products and services to help us solve problems in our lives. This is where the Jobs-to-be-Done framework comes in.
    Alan Klement joins the podcast to explain the process behind Jobs-to-be-Done and how we can use it to create a better business.
    Listen to this Episode:
    How to Use the Jobs-To-Be-Done Framework to Create Better Products
     
     
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    0 min
  • 3 No-BS Principles for Unforgettable Marketing with Margo Aaron

    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

    ***

    Why are so many marketers bad at marketing themselves?

    This episode of the podcast tackles an issue most entrepreneurs face at some point: the art of self-promotion.

    When it comes to marketing ourselves we get uncomfortable. Nobody wants to be another asshole selling our products or services online. That’s why when I came across Margo Aaron’s website, I knew I had to get her on the podcast.

    She’s a copywriter who fell into marketing by accident after beginning her career in psychological research. If you’ve ever felt guilty about marketing, not giving your hustle enough time or self-promotion--I think you’re going to gain a lot from this interview.


    Topics covered:

    • Why most entrepreneurs are lying about their 80-hour work week
    • The reason why so many marketers struggle to market themselves well
    • What you must do to avoid becoming an annoying marketer
    • The easiest solution for identifying what problems you solve for your audience
    • How to understand market sophistication (and why it’s a huge advantage)
    • What questions to ask your customers to find out their deepest desires
    • Why competing on price alone won’t build a profitable business
    • How to write a message that resonates with your audience


    Resources mentioned:

    • The Arena: Virtual Coworking Space
    • That Seems Important - Margo Aaron’s website
    • How to Send Emails with 83%+ Open Rates (Not a Clickbait) - Episode 46 with Andre Chaperon
    • The Brain Audit: Why Customers Buy (And Why They Don’t) - Sean D’Souza
    • How to Convince People to Buy Without Being Pushy - Sean D’Souza
    • 3 Steps to Write Copy That Converts with Joanna Wiebe - Episode 47 with Joanna Wiebe
    • Value Proposition: What Is It & How to Create One - Episode 52 with Momoko Price
    • My Life in Advertising and Scientific Advertising by Claude Hopkins
    • Ogilvy on Advertising by David Ogilvy
    • Copy Hackers
    • @MargoAaron on Twitter


    ***

    → 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


    🐔


    55 min
  • 3 No-BS Principles for Unforgettable Marketing with Margo Aaron
    Why are so many marketers bad at marketing themselves? This episode of the podcast tackles an issue most entrepreneurs face at some point: the art of self-promotion. When it comes to marketing ourselves we get uncomfortable. Nobody wants to be another asshole selling our products or services online. That’s why when I came across Margo Aaron’s website, I knew I had to get her on the podcast. She’s a copywriter who fell into marketing by accident after beginning her career in psychological research. If you’ve ever felt guilty about marketing, not giving your hustle enough time, or self-promotion--I think you’re going to gain a lot from this interview.  We discussed: Why most entrepreneurs are lying about their 80-hour work week The reason why so many marketers struggle to market themselves well What you must do to avoid becoming an annoying marketer The easiest solution for identifying what problems you solve for your audience How to understand market sophistication (and why it’s a huge advantage) What questions to ask your customers to find out their deepest desires Why competing on price alone won’t build a profitable business How to write a message that resonates with your audience Resources The Arena: Virtual Coworking Space That Seems Important - Margo Aaron’s website How to Send Emails with 83%+ Open Rates (Not a Clickbait) - Episode 46 with Andre Chaperon The Brain Audit: Why Customers Buy (And Why They Don’t) - Sean D’Souza How to Convince People to Buy Without Being Pushy - Episode 28 with Sean D’Souza 3 Steps to Write Copy That Converts with Joanna Wiebe - Episode 47 with Joanna Wiebe Value Proposition: What Is It & How to Create One - Episode 52 with Momoko Price My Life in Advertising and Scientific Advertising by Claude Hopkins Ogilvy on Advertising by David Ogilvy Copy Hackers @MargoAaron on Twitter Full Transcript: Louis: All right. Bonjour, bonjour and welcome to another episode of Everyone Hates Marketers.com, the marketing podcast for marketers, founders, and tech people who are just sick of shady, aggressive marketing. I'm your host, Louis Grenier. In this episode, we're going to talk about why marketers are so bad at marketing themselves, why do we feel guilty if we don't work 80 hours a week or even 100 hours a week, why some people think marketing is evil, and how to answer all of those questions with a way to really being comfortable with--as marketers and even as people who want to market their products--being comfortable with things that don't work, that might not work and still being happy with that. There's a bit of a funny story with my guest today. She reached out to me via email to compliment me on the podcast. That's a true story, and then I went on her site, and I was like, "Whoa, okay I need to talk to this gal." Her website--we'll mention it later on--it's really w
    0 min
  • 3 No-BS Principles for Unforgettable Marketing with Margo Aaron
    Why are so many marketers bad at marketing themselves?
    This episode of the podcast tackles an issue most entrepreneurs face at some point: the art of self-promotion. When it comes to marketing ourselves we get uncomfortable. Nobody wants to be another asshole selling our products or services online.
    That’s why when I came across Margo Aaron’s website, I knew I had to get her on the podcast. She’s a copywriter who fell into marketing by accident after beginning her career in psychological research.
    If you’ve ever felt guilty about marketing, not giving your hustle enough time or self-promotion–I think you’re going to gain a lot from this interview.
    Listen to this Episode:
    3 No-BS Principles for Unforgettable Marketing with Margo Aaron
     
     
    00:00 /
     
    1X
     
    Download file |
    0 min
  • Social Media Is Bullshit and Here's Why with BJ Mendelson

    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 social media bullshit and a complete waste of time? According to BJ Mendelson, marketing is entirely situational.

    The same solution won't work for everyone. Yet most companies get the customer experience all wrong because they're too busy drowning in marketing data (like social media stats) to see the bigger picture.I

    n episode 67 of the podcast, author BJ Mendelson stopped by to discuss his views on why most consumer data is worthless and how marketers should take a step back to focus on the product when it comes to building a thriving brand.

    Topics covered:

    • Why most statistics don’t give insight into your customer
    • What happened when the largest consumer goods company in the world pulled most of their digital advertising
    • The #1 reason chasing your customer persona is a waste of time
    • What the future of data privacy looks like
    • Why consumers may eventually get compensated for their data
    • How BJ tested word of mouth marketing against popular social media tactics
    • Why he’s promoting his latest book release by giving away for free


    Resources mentioned:

    • Social Media is Bullshit - by BJ Mendelson
    • Privacy: And How to Get it Back - by BJ Mendelson
    • Online Advertising Is Dead; Long Live Traditional Advertising? - Episode 45 with Bob Hoffman
    • DHH and Basecamp’s Guide to No-Bullshit Digital Marketing - Episode 1 with David Heinemeier Hansson
    • Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy
    • Buyer Persona - Episode 50 with Adele Revella
    • Basic Attention Token
    • BJMendelson.com
    • Influence: The Psychology of Persuasion by Robert Cialdini
    • Captivate: The Science of Succeeding with People by Vanessa Van Edwards
    • 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


    🐔


    52 min
  • Social Media Is Bullshit and Here's Why with BJ Mendelson
    Most companies get the customer experience all wrong—they're too busy drowning in marketing data to see the bigger picture. In episode 67 of the podcast, author BJ Mendelson stopped by to discuss his views on why most consumer data is worthless and how marketers should take a step back to focus on the product when it comes to building a thriving brand. We covered: Why most statistics don’t give insight into your customer What happened when the largest consumer goods company in the world pulled most of their digital advertising The #1 reason chasing your customer persona is a waste of time What the future of data privacy looks like Why consumers may eventually get compensated for their data How BJ tested word of mouth marketing against popular social media tactics Why he’s promoting his latest book release by giving away for free Resources Social Media is Bullshit - by BJ Mendelson Privacy: And How to Get it Back - by BJ Mendelson Online Advertising Is Dead; Long Live Traditional Advertising? - Episode 45 with Bob Hoffman DHH and Basecamp’s Guide to No-Bullshit Digital Marketing - Episode 1 with David Heinemeier  Hansson 4 Steps to Creating a Rock-Solid Marketing Strategy - Episode 63 with Mark Ritson How to Create 100% Accurate and Detailed Buyer Persona - Episode 50 with Adele Revella Basic Attention Token BJMendelson.com Influence: The Psychology of Persuasion by Robert Cialdini Captivate: The Science of Succeeding with People by Vanessa Van Edwards
    0 min
  • Social Media Is Bullshit and Here’s Why (Proof Inside)
    Is social media bullshit and a complete waste of time? According to BJ Mendelson, marketing is entirely situational.
    The same solution won’t work for everyone. Yet most companies get the customer experience all wrong because they’re too busy drowning in marketing data (like social media stats) to see the bigger picture.
    In episode 67 of the podcast, author BJ Mendelson stopped by to discuss his views on why most consumer data is worthless and how marketers should take a step back to focus on the product when it comes to building a thriving brand.
    Listen to this Episode:
    Social Media Is Bullshit and Here’s Why (Proof Inside)
     
     
    00:00 /
     
    1X
     
    Download file | Play in new windowSubscribe:
    0 min

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

From the publisher's feed

The only marketing podcast for people sick of marketing bullsh*t—with zero fluff and 1M+ downloads—voted "#1 marketing podcast worth your time" by Ahrefs. Running strong for seven years and 250+ episodes covering evergreen topics:

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