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

***

My guest today is Dave Gerhardt, CMO at Drift, a conversation-driven marketing and sales platform that works as a virtual assistant for your website.

Dave joined Drift as their first marketer two years ago, and he’s also the cohost of the podcast Seeking Wisdom with Drift CEO David Cancel.

Dave is a true no-nonsense marketer, and on today’s episode you’re going to learn how to actually connect with people in your marketing and drive sales for your company.

Topics covered:

• Growing immunity to bad marketing
• The importance of side projects
• Conversation marketing and Drift
• Offline vs. online sales
• Sales barriers and how to avoid them
• Empathy and connecting with customers
• Company alignment and building a brand
• Dave’s recommended resources

Resources mentioned:

• Drift
• Seeking Wisdom
• The Boron Letters by Gary and Bond Halbert
• Tech In Boston podcast
• A Side Project Helped Jumpstart My Career by David Gerhardt
• Nobody Wants to Read Your Sh*t by Steven Pressfield
• Ca$hvertising by Drew Whitman
• Scientific Advertising by Claude Hopkins
• Noah Kagan Presents podcast
• Behind the Cloud by Mark Benioff and Carlye Adler
• 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

***

This episode I’m talking to Yam Regev, CMO and Co-Founder of Zest.is, a place where marketers can discover quality peer-reviewed content.

Yam is based in Israel and has 10 years of experience in marketing, previously serving as CMO of Webydo web design platform.

Today you’re going to learn how to overcome information overload as a marketer. Join us as we navigate the abundance of content available online, and listen in for Yam’s solutions to find valuable content and avoid the fear of missing out.

Topics covered:

• Overproduction of content
• Zest.is and human-based filtering
• Content retargeting and building brand authority
• Marketing by word of mouth
• Account-based marketing principles
• Tips to focus and organize your approach to content
• How to judge content quality

Resources mentioned:

• Zest.is
• My New Tool: A Pragmatic Approach to Consume Marketing Content by Yam Regev
• Engagio Blog
• Moz Blog, HubSpot Blog, Medium
• SmartInsights.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

***

My guest today is Shayla Price, a content and email marketing consultant for SaaS businesses.

She has worked with companies such as Leadpages, Agorapulse, Hostgator.com, Kissmetrics, Shopify Plus and more.

She has published many articles in her work and is also involved with aspiring women in the SaaS marketing community to help them excel. In this episode you’re going to learn why education and not hardcore sales is the best way to do content marketing, especially in SaaS.

Listen in as Shayla explains the best place to do customer research, how to create the right kind of content to educate people, and how to check the results and bring your business to the next level.

Topics covered:

• Shayla’s professional background from law to marketing
• Email campaign frequency
• Recent marketing campaigns successes and failures
• Switching from selling to educating
• Customer empathy and learning styles
• Observing pain points and creating a campaign to solve it

Resources mentioned:

• 5 Content Marketing Promotion Tactics You Should Try Today
• The Road to Recognition by Seth Price and Barry Feldman
• Fast Company
• Shayla Price on Twitter - @shaylaprice
• Shayla Price 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

🐔

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 episode I’m talking to Liston Witherill, conversion optimization and copywriting expert and CEO of Good Funnel.

He believes that marketing is about helping customers make informed decisions in their buying process, and he wants to teach every business how to sell more effectively.

Listen in as Liston walks us through a step-by-step process of customer research and how to use it to understand what your customer really wants.

Topics covered:

• The importance of customer research
• Establishing credibility and customer trust
• Human behavior and irrationality
• Why growth hacking is bullshit
• The buyer’s journey and helping customers make an informed decision
• Customer research techniques
• Identifying your real competitors
• Effective messaging

Resources mentioned:

• How to Do User Research (Even if You’re on a Budget)
• Good Funnel
• Predictably Irrational by Dan Ariely
• Liston Witherill’s Buyer Insights Course
• The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
• Influence by Robert Cialdini
• Nobody Wants to Read Your Sh*t by Steven Pressfield
• Alex Blumberg’s Storytelling Course
• Buying Triggers: 6 Steps to Create Explosive Demand

***

→ 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 see it online all the time.

If you work in marketing, your inbox is probably flooded with emails from coaches promoting their latest course launch, ebook, or affiliate program. And their marketing doesn’t shy away from making big claims about the products.

“Become an Expert at Facebook Ads in 30 Days or Less.”

“Double Your Income and Become a Six-Figure Consultant in 6 Weeks.”

But this strategy can backfire.

Using scarcity marketing in a sleazy way or making huge promises is a poor strategy overall. Overpromising only hurts your brand in the long run, because branding is all about trust, and under-delivering on your claim kills your credibility.

And honestly?

The marketers that sell these courses didn't build their business in a month.

It took years of hard work for them to find success. And if you're a frequent listener of the Everyone Hates Marketers podcast, you already know that I don't believe in shortcuts, best practices, or fucking growth hacks.

Because the truth is, everything you achieve is based on the work you put into it.

So why do so many coaches and marketers make claims that their offers produce life-changing results?

According to marketing strategist Sean D’Souza, it’s because people will buy it. Our human brains are literally wired this way. We instinctively want to achieve our goals with the least amount of output possible.

Basically, we’re hard-wired to be lazy.

But there’s a better way to market your products — it’s called The Brain Audit. Sean D’Souza developed the analogy to explain what’s going on in your customer’s head during the buying process.

I interviewed Sean on the podcast, and he explained his methodology for convincing people to buy your product without the pushy, hard sell.

Source

In this blog post, we’re going to dig into The Brain Audit step-by-step.

But first, let’s talk about a very common mistake that marketers often think will be effective, but it actually repels customers.

A Huge Marketing Mistake That Never Convinces Customers

Have you ever been under pressure to sell something, but you’re met with a wall of objections from customers?

Maybe you KNOW that what you’re selling is good for the customer, but they just don’t believe it.

What do you do?

It’s tempting to try to change their mind with facts and figures.

But in that case, there’s an invisible force working against you, a powerful psychological concoction of confirmation bias and reactance.

Basically, the more you try to convince someone they’re wrong and you’re right, the more they will defend their position, and you’ll actually repel them from buying.

So… what to do?

The Only Way to Convince Someone to Buy

You can’t.

You can’t convince someone to buy.

But you CAN help them convince themselves to buy.

There are three types of people:

• Those who already believe what you believe
• Those who don’t believe what you believe, but they don’t disagree either
• Those who disagree

If they already believe what you believe, then getting them to buy won’t require much convincing. It’s a slam dunk.

If they straight-up disagree, it’s possible to get them to buy, but it’s a bit harder.

(Read more on how to convince each of these types of people to buy).

If they’re right in the middle — they don’t disagree with you, but they’re not ready to pull out their wallet either — then you can take steps to help them convince themselves.

Here are the 5 steps from Sean D’Souza.

5 Steps To Help Customers Convince Themselves to Buy

1. Find Your Perfect Target Profile

If you've been working in the marketing field for any amount of time, you already understand target markets and why you must find your ideal audience before you try to sell to them.

For example, consider a company like Shopify. They’re one of the biggest web hosting platforms for ecommerce businesses… but they have two target markets. Shopify targets small businesses, with millions of new ecommerce brands hosting their stores on Shopify.

However, the platform also owns Shopify Plus, which targets ecommerce companies earning $1M-500M in revenue. Therefore, the marketing for each audience looks very different because they are two totally different markets.

A well-defined target market is the first step in any strategy.

But in order to convince your potential customer to buy, you must take things a step further and narrow your target market down to one person. Sean D’Souza calls this the target profile, and it is also...

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

***

Today’s episode is all about the future of Google in the long-term and the consequences for users and marketers worldwide.

My guest is Barry Adams, an SEO Consultant at Polemic Digital, co-chief editor at State of Digital and public speaker at conferences such as Learn Inbound and PubCon.

Listen to our conversation about the future of internet, the tough questions that marketers will face, and what you should do about it.

Topics covered:

• The history of Google and SEO
• Overblown marketing hype
• Google positioning itself as an essential utility
• Educating others about Google’s business model
• How Google gathers data
• Responsibility and bias in search engine results
• The fake news phenomenon
• Barry’s recommended resources

Resources mentioned:

• Polemic Digital
• State of Digital
• Cambridge Analytica
• Thomas Baekdal - baekdal.com
• Paul Boag - boagworld.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

***

My guest this episode is Talia Wolf, Founder and Conversion Consultant at GetUplift.co.

Talia is an expert speaker on the topic of emotional thinking and customer driven conversion optimization. If you are struggling to connect with customers online and generate sales, this episode is for you.

Listen in to learn Talia’s step-by-step methodology of customer research and emotional targeting that you can implement in your business today to connect with your audience and increase sales and conversions.

Topics covered:

• The power of emotional targeting
• Talia’s career background
• Marketing and business culture in Israel
• Technology in marketing versus actually talking to customers
• Customer-driven optimization
• A step-by-step guide to emotional targeting: customer research, company research, competitor research, emotional content strategy and testing
• Trust and social proof
• Talia’s recommended resources

Resources mentioned:

• How to Improve Website Conversion Without Sacrificing SEO or Speed
• GetUplift.co
• Conversioner
• Descartes’ Error: Emotion, Reason and the Human Brain by Antonio Damasio
• Learn Inbound, MozCon, Opticon, CXL Live, Search Love
• Talia’s Emotion Sells: The Masterclass CRO Training
• CopyHackers.com by Joanna Wiebe
• Predictably Irrational by Dan Ariely

***

→ 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 week we are talking about competitive analysis and my guest is Cassandra Schwartz, Senior Product Marketing Manager for Rival IQ, a social media marketing analytics tool.

If you want to stand out from the crowd, you should be conducting social media competitive analysis to identify gaps in your competitor’s offerings and marketing strategy.

Topics covered:

• Why competitive analysis matters
• Avoiding blanket statement “best practices”
• Personalized internet marketing
• How to identify your competitors
• Networking and talking to marketers and SaaS customers
• Specific tactics of competitive research
• Understanding brand voice and storytelling
• Cassandra’s recommended marketing resources

Resources mentioned:

• Rival IQ
• Optimizely
• Moz
• HubSpot
• On Writing Well by William Zinsser
• This American Life podcast
• Social Physics by Alex Pentland
• How to Compete With Big Brands Even With Very Few Resources
• 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

***

SaaS companies today tend to focus more on customer acquisition and less on customer retention and monetization. My guest this week is Patrick Campbell, CEO of Price Intelligently, a price optimization software agency that helps SaaS businesses adopt a strong pricing strategy. They also offer a free subscription analytics tool called ProfitWell. In this episode we will talk about why retaining customers is actually more profitable than obtaining new ones, and go through a detailed step by step process to help you get the most out of your current customers with clever research and tactics. Patrick gives us a lot to learn about today so don’t miss out and listen in.

Topics covered:

• Obsession with customer acquisition
• Marketing at Price Intelligently
• Ethics of clickbait
• Customer growth methodology for small and large companies
• Buyer personas and the key difference between the value of a feature and the way it’s used
• Recommended resources

Resources mentioned:

• Price Intelligently
• ProfitWell
• Hacking Growth by Shane Ellis
• The Saddest SaaS Pricing Pages of the Year by Patrick Campbell
• Web Summitbase
• Basecamp
• Coelevate blog by Brian Balfour
• Price Intelligently eBook

***

→ 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

🐔