156. From Marketing Mess to Brand Success, with Scott Miller

Today I am so excited to have Scott Miller back on the podcast to talk about marketing and branding, some of my favorite things! I really love the way Scott puts his books together, broken into 30 chapters with great, brain-friendly tips that you can begin implementing one day at a time. Essentially, the thought is that you can take a month and learn one lesson each day to uplevel in that particular area.  As you’ll hear more in the conversation, this is the second book in a planned series of 10; the first of which Scott discussed Management Mess to Leadership Success last time he was on the show. Today is about going from Marketing Mess to Brand Success, plus a funny story about a popular product that was originally called the “I-Suck” – can you guess what it is? Hear the answer and learn more about Scott and his work in the show.  Show Notes: [00:06] In today’s episode, I’m delighted to bring back Scott Miller of Franklin Covey. [01:17] Today is about going from a marketing mess to brand success.  [04:15] Scott shares more about who he is and what he does. He is a 25 year associate of the Franklin Covey Company.  [05:00] Today, we focus on Marketing Mess to Brand Success – the second of a ten-book series.  [05:56] If you have something to say, write a book. Your book has not been written until you have written your book.  [07:44] Scott’s books are very practical and they all follow the same format with 30 challenges. The chapters are very intentionally breezy and short.  [09:14] There is enormous power in teaching through your messes.  [10:38] Scott shares his favorite marketing messes from the book.  [12:51] A lesson he learned is that you can’t control all the outcomes of a marketing campaign. He shares some of the lessons he has learned in his book.  [14:49] Melina shares her own funny story from a marketing campaign she was part of.  [17:25] It’s The Customer, Stupid is the first challenge in his book. As a marketer, you have to be the voice of the customer.  [18:55] The best salesperson isn’t the person who has committed their third-quarter goal to memory, they’ve committed their client’s third-quarter goal to memory.  [20:07] We tend to market the way we like to be marketed to. Don’t always do what you like and know best. It may not always be the right vehicle.  [22:34] Marketers need to be close to the cash.  [23:27] A marketer’s number one job is to generate revenue-paying clients.  [26:38] There is a massive difference between facts and your feelings, emotions, and opinions.  [27:48] As marketers have you done your research? Do you know what circumstance your client is in or are you guessing? [29:38] What you say are the facts might just be your own biases creeping in because you are so passionate about your idea.  [30:22] 93% of organizations achieve success with an emergent strategy, not their deliberate strategy. They often have to pivot and search for new opportunities.  [32:02] It is important to speak your customers’ language.  [33:15] The biggest messaging mistake people make is that they tell their story. They don’t tell a story that their client can find themselves in.  [36:01] Never forget you have two buyers. You have an internal and external buyer.  [37:58] Marketing is very reactive. Branding is this touchstone and is proactive.  [39:35] You have to build a brand and earn a brand with some of the outcomes of your marketing efforts. You need to have a strong marketing strategy that helps you build revenue and a brand.  [40:07] Your brand is a result of this: did you make and keep a promise? Brands are hard to build.  [41:19] Scott shares his story about a brand being a memory with Ralph Lauren. [44:51] Melina shares her closing thoughts.  [45:47] Melina’s first book, What Your Customer Wants and Can’t Tell You is officially available on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia.  Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.  I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation. Let’s connect: [email protected] The Brainy Business® on Facebook The Brainy Business on Twitter The Brainy Business on Instagram The Brainy Business on LinkedIn Melina on LinkedIn The Brainy Business on Youtube Join the BE Thoughtful Revolution – our free behavioral economics community, and keep the conversation going! More from The Brainy Business: