Chewy's $30 Marketing Tactic: Building Lifelong Customer Loyalty.

Watch on YouTube

Chewy is internet-famous for their compassionate approach during the death of a pet. They offer full refunds on pet food and send flowers and a condolence card when a pet passes away (est. $30 investment once per customer). Tangible, heartfelt actions that are timely and on-brand can make a significant impact on retention and brand perception. Brand is your business's greatest asset. Almost any business can implement similar tactics to build goodwill, brand, and LTV.

Think about the network effect of the free bag of dog or cat food. Similar CPG example: Two free full-size Quest bars.

Chapters:

(0:00) Chewy Creates Lifelong Customers with a $30 Investment

(0:21) Chewy's Business Growth and Market Position $CHWY

(2:08) The Emotional Impact of Losing a Pet (Grief Like a Family Member)

(2:59) Chewy's Heartfelt Response to Pet Loss

(3:28) Quest Protein Bars Network Effect: Give Two Free Full-Size Bars

(3:53) The Power of Thoughtful Marketing

(5:11) Stage 5 Tribe like Zappos ("Tribal Leadership")

Links mentioned:

Dr. Katie Lawlor survey on grieving pet loss: Couples' Perception of Stressfulness of Death of the Family Pet

"Stage 5 Tribe" (Zappos) from book "Tribal Leadership" by Dave Logan

My podcast tools:

• Record on Riverside: emilybinder.com/riverside
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5 Tips to Build an Audience When You Have Low Social Followers (the Algorithm Advantage)

In this episode, discover why follower counts no longer matter and learn five social media strategies specifically designed for efficient, organic content marketing. Maximize your lead generation efforts by understanding how to test content structures, transform impactful ideas into newsletters, expand reach across multiple platforms, utilize newsjacking, and build an email subscriber list. Embrace the power of algorithms to engage your audience effectively and generate meaningful insights from your social media activities.

(0:00) Introduction: The Changing Landscape of Social Media

(0:23) The Importance of Social Media for Business

(0:42) Follower Counts: Why They Don't Matter Anymore

(1:27) Five Strategies for Building an Audience

(1:33) Strategy 1: Experiment with Content Structures

(4:39) Strategy 2: Repurpose Impactful Ideas

(6:10) Strategy 3: Expand Your Reach Across Platforms

(8:23) Strategy 4: Capitalize on Current Events (Newsjacking)

(11:14) Strategy 5: Build and Leverage Your Email List

(11:42) Recap 5 Social Media Tips / Strategies to Generate Leads

YouTube Playlist- podcast clips

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Human Creativity in AI-Powered Marketing: Insights from OpenAI’s Super Bowl Ad

Watch this episode at youtube.com/emilybinder

Discover why OpenAI, the top generative AI platform, chose a human-created ad for their $14 million Super Bowl LIX spot which aired February 9, 2025. I discuss the balance between AI assistance and human intuition in marketing and daily business communication, highlighting the importance of authenticity and emotional depth. Explore the implications of AI-generated content on digital media quality and the future of work, alongside a review of OpenAI's advertising approach and its broader marketing impact.

Chapters:

(00:00) Introduction: The Human Touch in AI Advertising

(00:42) The Minor Role of Sora in OpenAI Super Bowl Ad

(02:40) The Value and ROI of Super Bowl Ads that Cost $8 Million

(04:15) AI's Limitations in Creativity and Communication

(06:46) The Future of AI in Marketing

(09:16) Conclusion: Authenticity in AI-Driven Content

Links mentioned:

OpenAI Super Bowl Ad: ChatGPT | The Intelligence Age

Dead Internet Theory

Super Bowl Ad ROI: $4.60 for every $1.00 spent (Kantar 2022)

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Tips from my coaching session with a financial institution President to prepare for his upcoming speech to 800 people. Body language, tone and pitch are 93% of communication. You don't have to have the perfect words. But if you're hunched, throat's tight and your voice sounds thin, people can't even hear the words you say.

Stage Presence and Vocal Confidence: I discuss effective strategies for enhancing speaking delivery, including breathing exercises, body language tips, and tonality. Learn how to reduce nervousness, make your voice sound more confident, and use hand gestures effectively.

Chapters:

(00:43) Importance of Voice in Communication

(01:08) Non-Verbal Communication

(03:41) Breathing Techniques for Better Speaking

(04:44) Deepening Your Voice

(07:08) Effective Use of Hand Gestures

(09:44) Vocal Warm-Up

(10:41) Final Voice Tips + Executive Coaching Services (emilybinder.com/call)

Links:

The 7-38-55 rule: 5-minute episode

"Breath" - James Nestor (book)

Why Being a "Mouth-Breather" Is Bad For You w/James Nestor | Joe Rogan (YouTube)

Mouth tape for better sleep and jawline

What is vocal fry?

Vanessa Van Edwards TED Talks hand gestures

My podcast tools:

• Record: emilybinder.com/riverside
• Edit (AI): emilybinder.com/descript
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Navigating Trademark Disputes and Content Creation Challenges. When is it worth your time to go after someone who uses your trademark in a grey area or fair use manner that is not referencing your brand?

At the end of the day, just be a human being when you do business. If you have an issue with someone's content, try having a simple conversation before taking action that could hurt a creator, especially a small business owner. I have no hard feelings toward anyone, I'm just sharing what happened because the story is helpful to keep in mind for your own content. Content moderation is usually run by bots who don't understand nuance.

I discuss a personal experience of having a YouTube video removed for an apparent trademark violation. I delve into the complexities of trademark law, Lanham Act and fair use. I highlight the importance of diversifying content platforms and building a resilient outreach strategy via your email list.

Chapters:

(00:29) Understanding Trademark Fair Use

(01:50) The Lanham Act Explained

(03:02) Personal Reflections on Trademark Issues

(05:37) YouTube's Response, and Content Strategy

(07:58) Building a Resilient Online Presence

(10:15) The Future of Social Media and AI

Links mentioned:

41k impressions LinkedIn video post: "Let's talk openly about fees"

Full video: ROI of Transparent Pricing + Marketing (Financial Advisors and AUM): YouTube

My podcast tools:

• Record: emilybinder.com/riverside
• Edit with AI: emilybinder.com/descript
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TikTok stat: 92% of TikTok users take some type of action after watching a video and 37% of purchase something they discovered through the app. Reread that. You won't find numbers that high on any other platform.

I unpack the January 2025 TikTok ban and its implications for businesses, highlighting the importance of not relying solely on one platform.

The TikTok ban impacted millions of users, showing the importance of diverse digital strategies. Hear about TikTok's unique audience behavior, usage statistics, and why it's addictive. Learn why spreading content across multiple channels and maintaining direct communication with your audience is crucial for sustainable business growth.

The iconic Bethenny Frankel described TikTok vs Instagram perfectly: IG is the Marriott hotel lobby where you present your best self or polished persona, while Tok is the wild after party upstairs where you can wear anything and express your real self without judgment, while finding community.

Chapters:

00:00 Introduction: The TikTok Ban and Its Implications

00:28 The Importance of Owning Your Audience

00:57 What Happened with the TikTok Ban (January 18-19, 2025)

02:33 TikTok's Algorithm and User Base Stats

04:24 TikTok's Influence on Consumer Behavior (TikTok Shop revenue)

07:37 Future of TikTok and Potential Beneficiaries

08:16 Diversify Your Content Platforms

09:08 Teaser for the Next Episode (Part 2 of 2)

TikTok stats:

Basis.com

CBS

BI

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68% of consumers feel more engaged with businesses that show honest pricing upfront. Transparent pricing (especially when prices are perceived as high) can boost long-term success because business is all relationships and trust. This applies to every industry but especially financial advisors/RIAs.

Plus: the powerful combination of transparent pricing plus video marketing: this dual strategy spells success.

Watch on YouTube

Show notes: blog

Chapters:

(00:11) Importance of Publishing Pricing

(01:57) Pricing Strategies for Financial Advisors  

(02:26) Pricing Lessons from Car Rental Industry  

(03:57) You want customers, not buyers  

(04:45) Competitive pressures in wealth management

(05:12) The Emotional Component of Financial Advice  

(05:35) Exploring Alternative Pricing Models

(05:50) The Almanack of Naval Ravikant

(06:30) Your hourly rate (Naval): $1000/hour

(08:37) 649,900% ROI in 1 month: case study - AI pricing  

(10:20) Psychology of pricing high end services  

(11:27) Why I hired a financial advisor

(12:55) 2025 content marketing tips for advisors

(14:12) Social media / video is one-to-many broadcast

Related episodes:

Four Types of Leverage In Your Business

Buffalo Marketing

Don't Do Marketing

My podcast tools:

• Record: emilybinder.com/riverside
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4.5 years in, my voice AI marketing startup has been continually profitable since Month 1. Here are three essential early stage startup tips for founders. These tips are simple and may seem obvious but they are so easy to forget when you're busy building a business. WealthVoice is a bootstrapped SaaS I founded March 2020. If you want to go deeper, check out my startup story playlist on YouTube.

Timestamps:

(0:00) Three things I'd do differently in the first year or two

(0:55) Tip 1) Hiring (beyond obsessive about references)

(2:00) Tip 2) Tech stack (simplify)

(2:30) Tip 3) Hit by a bus fail-safe: Document processes, tools, and back-end of how the business runs. Be meticulous and continually update.

(4:08) Final thoughts and recap tips

(5:24) Bonus tip: Create a living will. Tip: My financial advisor set me up with wealth.com.

(6:00) Startup story playlist

7:00 Related: You want people to unsubscribe: 1-minute YouTube Short / 4-minute podcast: "Unsubscribing is a Gift"

Links:

WealthVoice Startup Story - YouTube playlist

Get email updates (88% click rate): beetlemoment.com/email

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Hear how to avoid a big mistake for your personal brand: spray and pray podcast booking services and VAs sending hundreds of poorly targeted messages with your name on them. Solution: I share strategic tips about protecting your personal brand so you only target the right podcast hosts. Use my (free) AI prompt to identify and email hosts of relevant, high quality podcasts that you can be a guest on.

Watch video clip: youtube.com/emilybinder <-- YouTube Short

Links mentioned:

Blog post with AI Prompt and details: Want to Be a Podcast Guest? AI Solution Avoids Embarrassing Mistakes

(Past episode): Stop Losing HALF Your Hard-Earned Clients: Retention Marketing Tips: Listen on Spotify or Apple Podcasts 4/23/2024

My podcast tools:

Record: emilybinder.com/riverside

Edit with AI: emilybinder.com/descript

Shop my gear: beetlemoment.com/gear

Hire me:

Speaking: emilybinder.com/speaking

Coaching: emilybinder.com/call

Bring me into your next meeting: thinkersone.com/emilybinder

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Hosted on Acast. See acast.com/privacy for more information.

Employee Monitoring and Trust: Management Tips, Marketing Takeaways

I examine the increasing trend of companies cracking down on minor employee infractions and the implications of such strict policies. Thoughts on the 10/30/2024 WSJ article about Payhawk. I highlight stories from companies like Meta, Ernst & Young, and Target, explaining the negative impact of an overly monitored work environment.

By contrasting Payhawk culture with examples of trust and autonomy, I emphasize the importance of treating employees as responsible adults to foster a more engaged and innovative workforce. Drawing from two personal career stories: $12k coffee and Tomatis music therapy center job:

When you raise the bar, people will meet it.

(00:00) In the news: workplace sins and employer crackdowns

(01:18) Examples of employee infractions (expense accounts, meals, printing)

(02:08) The impact of trust in the workplace

(03:01) $12,000 coffee story

(03:41) Lessons from the music therapy job

(05:52) Pendulum of workplace culture

(08:33) Importance of employee autonomy

(15:07) Product return policy- Amazon lessons

(16:10) Zappos culture inspo: Stage 5 Tribe ("Tribal Leadership")

Links mentioned:

WSJ article: The Little Sins We Commit at Work—and the Bosses Who Are Cracking Down

"Never Split the Difference" by Chris Voss

"Alchemy: The Surprising Power of Ideas That Don't Make Sense" by Rory Sutherland

My podcast tools:

• Record: emilybinder.com/riverside
• Edit with AI: emilybinder.com/descript
• Shop my gear: beetlemoment.com/gear

Hire me:

Speaking: emilybinder.com/speaking

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Hosted on Acast. See acast.com/privacy for more information.