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

By Louis Grenier | Marketing & BrandingBusiness Entrepreneurship Marketing

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

July 25, 2023Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
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

***

Join me as I dive into the trenches with wordsmith Eden Bidani. Forget the buzzword baloney. Today, we're getting our hands dirty with the raw, pulsating heart of what your B2B customers truly hunger for.
Eden's an ace at unearthing deep-seated desires through brand archetypes and spinning them into a messaging web that catches customers rather than scaring them off.
Topics Covered:
(00:00) - Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
(01:57) - Can good copy fix any conversion issues?
(04:47) - The subtle difference between conversion copywriting and direct response.
(09:09) - Step 1: Get in the buyer's mindset
(16:30) - The 12 brand archetypes
(17:33) - Louis' pet peeve about Apple as marketing case study
(19:02) - Step 2: Which brand archetype to choose
(22:18) - Pay attention to what's NOT being said
(26:10) - Step 3: Get inspired by celebrities or brands
(29:14) - What's a strategic narrative? Definition and examples.
(36:13) - Resources mentioned by Eden

***
→ 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

🐔
38 min
July 18, 2023How to Write a Business Book With SOUL (AI Can't Touch This!)
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

***

I chat with Vicky Quinn Fraser about the vital role of human creativity in writing, even in an AI-dominated world. Vicky emphasizes the significance of micro books, going beyond short-lived blog posts and offering an in-depth exploration of ideas. She shares her belief that a good book should challenge readers' thoughts and offer fresh perspectives. She believes writing isn't about perfection, but starting, accepting initial drafts, and improving over time.
This is not your typical writing 101 - it's a heart-to-heart about the art and soul that AI just can't touch.
Topics Covered:
(00:00) - How to Write a Business Book with SOUL (AI Can't Touch This!)
(01:24) - Don't write a book if...
(05:56) - Step 1: Figure out what YOU want to say (the author's journey)
(09:08) - Don't forget to add this element to your business book
(11:48) - The one question to ask to figure out your point-of-view.
(12:56) - Step 2: Who's going to read that book? (The reader's journey)
(17:31) - Step 3: Figure out the reader's journey structure
(20:13) - Step 4: 3 surprising ways to beat writer's block
(24:01) - Chapter 9
(30:51) - How long does it take to write a book? If you've got 20 minutes a day, you can write a book
(32:26) - Step 4: What to do once your first draft is done
(33:45) - Step 5: Editing your book
(35:14) - Step 6: The group of people who must read your draft, especially when you can't afford an editor
(37:32) - The 10-minute trick to handle "harsh" feedback
(38:46) - What's the point of writing a book now that we have AI tools?
(42:56) - Vicky's 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

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45 min
July 11, 2023How To Come Up With Love-At-First Sight Brand Names (+ The Rookie Mistakes To Avoid)
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

***

We're plunging headfirst into the riveting world of brand name mastery with Alexandra Watkins, the ingenious, rule-defying force behind the naming company Eat My Words. She's sharing her high-voltage secrets on avoiding amateur missteps that stink worse than a forgotten lunch box, the unexpected peril of focus groups, and the ultimate, nerve-racking acid test for your brand name.

Topics Covered:
(00:00) - How To Create Brand Names That STICK
(01:55) - What does Alexandra think of the name "Everyone Hates Marketers?"
(02:14) - Are memorable brand names only for "non-boring industries?"
(05:32) - The surprising reason why you should never use focus groups for testing names
(07:10) - Specific examples of brand names that would have been killed by focus groups
(08:34) - People tend to struggle with names that are mispelled
(09:26) - Brand names that result in an eye-roll
(10:15) - The surprising faux pas that can limit your growth potential and confuse customers
(11:23) - Everyone hates... super clever names
(13:48) - The least boring name, ever?
(14:21) - If you're working at a tech company, avoid this.
(15:03) - You're not going to be there to explain your name... So don't be smug about it.
(15:42) - Why the brand names Wells Fargo, Kodak, Google, or Etsy would likely fail today
(17:37) - The ultimate acid test for your brand name
(20:21) - Step 1: How to come up with an emotional brand name
(25:47) - Step 2: Find words. Lots of them.
(31:27) - The longest lasting brand investment to make
(33:28) - How the general public reacted to the "Spoon Me" name
(35:18) - How a racy brand name can backfire
(37:18) - Step 3: Come up with TONS and TONS of names
(40:49) - What Alexandra recommends to learn to stay ahead
(42:19) - The top 3 resources shared by Alexandra
***
→ 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

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44 min
July 04, 2023'Oh SH*T, That's Good!' — 5 Ways to Craft Unignorable Content
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

***

"I don't write the things like, "Are you struggling to get more leads?" That's not interesting or fun. I don't think anyone reads that and says, "Oh, I need to read more!!"
Content marketing powerhouse Amanda Natividad joins me to discuss how to create "Oh sh*t, that's good" content. She's the VP of Marketing for SparkToro (Rand Fishkin's latest baby). She has ten years of experience in marketing across many, many different fields. But don't call her an influencer.
Topics covered:
(00:00) - Creating Content That Screams 'Oh Sh*t, That's Good!' (5 Steps)
(01:34) - The problem with our obsession with algorithms
(02:31) - Choosing between high-quality content and "clickbait" content
(09:24) - How does Amanda seem to "do it all?"
(12:46) - A typical week for Amanda
(13:54) - Preparing a few pieces of content
(16:20) - Where does Amanda store her content ideas?
(17:39) - The difference between "Oh shit that's good" and "Oh shit that's nice"
(21:04) - How does Amanda lean on her intuition?
(21:52) - How to turn ideas into actual content?
(23:34) - How does Amanda write such good content? 4 insights.
(27:52) - Using templates vs. heuristics
(28:34) - The ONE question to ask yourself when creating content
(30:39) - Amanda's writing process
(31:23) - SparkToro's social media calendar
(32:36) - Trying to "ship something" every day
(34:49) - How to get most out of the content she produces?
(38:53) - Amanda's involvement in SparkToro's strategy
(41:50) - Top 3 resources recommended by Amanda
(43:16) - How to connect wiwth Amanda

***
→ 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

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45 min
June 27, 2023Elevate Your Voice: How to Craft a Brand Presence That Clings Like a Fart in a Lift
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

***

"Your brand voice should be like a fart in a lift... Absolutely, inescapably, everywhere."
This quote sets the stage for this episode with Bethany Joy, a brand voice strategist. We talk about finding your voice as a brand and making it stick, the symptoms of a poor brand voice, the importance of authenticity, and how to embed your voice into your business. Tune in to learn how to find your brand's voice and make it... absolutely, inescapably, everywhere.
Topics covered:
(00:00) - Intro
(01:10) - Main symptoms of a poor voice
(03:22) - Why a good brand voice is like a fart in a lift
(05:36) - Third mistake: leaning on the wrong things
(06:39) - Values = bullshit
(07:17) - Specificity ftw
(08:26) - You already have a voice (unless you use interpretative dance)
(10:20) - Why your voice can't be dictated by your customers
(14:00) - First step to redefining your voice: audit
(18:10) - Why getting an outside perspective might help
(21:54) - Secondn step to redefining your voice: competitors
(23:26) - Third to step to redefining your voice: see & feel
(30:39) - How to define a brand voice parameter
(34:46) - Examples of brand voice parameters
(38:22) - Fourth step to redifining your voice: roadmapping
(41:04) - How to get decision makers on board
(43:20) - Proving ROI for brand voice work is a b*tch
(47:50) - What should we learn today that will help us in the next 10, 20, or 50 years?
(48:41) - Top 3 resources Beth recommends
(50:19) - How to connect with Beth

***
→ 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

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52 min
June 20, 2023The Maverick's Guide to a Healthy Consulting Practice (6 Principles)
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 today's episode, we pull up a chair with David Baker, "the expert's expert." Watch out for the siren call of unhealthy practices — the slim profits, the trickle of referrals, the specter of ennui. Baker, armed with the wisdom earned across multiple consulting battlegrounds, teaches us the potent duo of listening and insightful questioning. Draw from the well of Baker's knowledge as he shares battle scars and trophies from his dynamic career.
Topics covered:
(00:00) - Intro
(05:03) - Building a healthy consulting practice: asking the right questions
(09:50) - Identify triggers for potential clients
(20:14) - Be a liberating force, not an occupying force
(24:37) - Building trust through question gaps
(30:57) - Why expertise is largely defined by irrelevance
(31:41) - Categorize your knowlege so it becomes a mathematical model
(34:26) - The deeper your expertise, the broader your interests need to be
(40:08) - Turning knowledge into models
(47:04) - Keeping your mentalh health in check
(53:12) - What should you learn today that will help you in the next 5, 10, 50 years?

***
→ 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

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58 min
June 13, 2023How to Create Things People Want to Pay For in 24 Hours (Or Less)
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, we dig our heels deeply into our strokes of brilliance and return to our native instincts. Our guest, farm animal whisperer, K-pop fan, and brain-dead ex-entrepreneur, Ryan Kulp, ruptures conventional thinking by leveraging our emotional and analytical brains to quiet our inner imposter. Ryan challenges our forethought and unearths the magic in spontaneous thinking to cultivate meaningful products. He unveils practical strategies for creating things (and selling them) within 24 hours.
Topics mentioned:
(00:00) - How to Create Things People Want to Pay For in 24 Hours (Or Less)
(03:22) - Build quickly using intuition
(07:18) - System 1 thinking
(09:13) - B2C mindset
(16:44) - What to tell people to get them moving
(23:49) - About time
(33:00) - Ruthlessly prioritize your project scope
(42:50) - Learn quickly
(46:53) - RCP vs. ICP
(51:50) - Anti-climactic launch

***
→ 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

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1 hr 2 min
June 06, 2023The Dark Horse Effect: How to Create a Brand That Buries Your Competitors Alive
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 2023 a weary customer goes missing in the thickly wooded forest of deceased, indistinguishable marketing agencies. All that can be found are decrepit and horrifying websites with ghastly logos, zombified PPC, and the rotting smell of putrid SEO.
In today's horror story, there are no safe spaces in the light; instead, we must summon the Dark Horse and ride into the darkness. Cover your eyes as we speak with John Keating and Jennifer Sloan on how polarizing your brand and slashing away the status quo can lead to spine-chilling marketing that buries your competition alive.

Topics Covered:
(00:00) - S3005-Jennifer and John
(01:38) - Why are most agencies so fucking boring?
(05:31) - What the previous website looked like
(08:37) - How market research was done
(13:58) - Internal pushback
(17:06) - Batman inspiration
(20:36) - Anti-hero approach
(23:16) - How did John get Jennifer on board?
(27:55) - How was the new narrative created?
(34:57) - Getting negative feedback on LinkedIn from a client
(39:38) - Direct mail campaign pushback
(43:50) - What was the mood like during the rebrand?
(46:12) - What happened when the new brand went live?
(49:53) - Did the agency go bankrupt?
(51:52) - Top 3 recommended resources
(55:28) - How to connect with Jennifer and John

***
→ 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

🐔
57 min
May 30, 2023 The Viagra for Lifeless B2B Messaging: How to Keep Your Clients Satisfied & Coming Back for More
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, we examine why projectile vomiting the voice of your customer and getting lost in the fringe keeps you from finding the tender spots. Our guest is a no-nonsense B2B messaging strategist, extrovert, and multilingual wine snob who understands what it means to gain visibility in a sea of choices. Diane shares how impactful messaging comes from joining the conversation in the customer's mind while stripping away layers of traditional strategies that blunt your edge.

Topics Covered:
[00:01:01] Messaging vs. copywriting.
[00:04:11] Message market fit.
[00:11:55] Articulating Unique Value.
[00:15:18] Outstanding messaging examples.
[00:21:42] Messaging strategy and market fit.
[00:27:00] Positioning and key problems.
[00:29:11] What we hate about the industry.
[00:32:25] Voice of customer research.
[00:35:28] Customer value and transformation.
[00:39:23] Messaging map structure.
[00:43:06] Messaging strategy framework.
[00:47:18] Centralized hub for visual images.
[00:49:21] Centralized messaging framework.
[00:53:39] Finding the negative space.
[00:56:09] Elevator pitch research.
[01:00:15] Effective communication as a skill.
[01:03:35] Copywriting and 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

🐔
1 hr 5 min
May 23, 2023The Art & Science of Marketing Campaigns that Speak to the Brain
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 today's episode, I dove headfirst into the thrilling world of effective campaigns with none other than the Queen of behavioral science, Nancy Harhut. Together, we peeled back the curtain to reveal how we marketers can sprinkle some hardwired behavior magic into our messages so they stand the f*ck out. We unpacked the nitty-gritty and unraveled what makes us tick as humans.
Topics Covered:
(01:33) - Brain-Friendly Marketing Strategies.
(03:31) - Principle of reciprocity.
(11:37) - Autonomy bias in behavior.
(12:44) - Marketing with illusion of control.
(15:42) - Illusion of choice in marketing.
(19:08) - Rhyming phrases for credibility.
(22:46) - Autonomy bias examples.
(26:18) - Rational vs irrational needs.
(29:02) - Rhyming phrases in marketing.
(31:19) - Cognitive fluency in marketing.
(35:18) - Simplifying language for credibility.
(39:26) - Priming and spending behavior.
(41:30) - Pain of paying and priming.
(45:19) - The Goldilocks effect.
(47:01) - Magnetic middle and Goldilocks effect.
(50:55) - Redesign project failure.
(52:49) - Unconventional credit card marketing.
(56:45) - Autonomy bias and memory.
Resources Mentioned:
Influence: The Psychology of Persuasion
Nancy Harhut’s book: Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive Responses
The Brainy Business Podcast
Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing
HBT Marketing

***
→ 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

🐔
59 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: