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Everyone Hates Marketers | No-BS Marketing & Brand Strategy Podcast
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: * Customer research * Marketing strategy * Product marketing * Content marketing * Brand positioning * B2B marketing * Digital media * Advertising * Messaging * Branding No-nonsense marketer Louis Grenier serves real, actionable insights every week from industry big names like Seth Godin or Joanna Wiebe to underground talent you've probably never heard of. Tune in to learn how to stand the f*ck out and market... without selling your soul.
- 548 - How to Build a Content Strategy That "Drives Pipeline"
(00:00) - Intro (02:41) - Sara's pet peeve (05:24) - First actionable steps as a marketer (09:47) - How to find and convince the right people for content marketing (20:42) - Getting people involved (25:55) - When did you drive more pipeline (27:14) - Sara's content strategy process (32:15) - What's a cluster (35:01) - How do you decide on a cluster (39:11) - The difference between content strategy and editorial calendar (43:39) - How do you deal with the fear of judgment (48:24) - The difference between business in the US and the EU (50:52) - Sara's top 3 resources
In this episode, Sara Stella Lattanzio pulls back the curtain on what it really takes to build a content strategy that drives pipeline in a B2B company. She talks about the resistance she faced and shares her proven tactics for overcoming obstacles and proving the value of content marketing.***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 07 May 2024 - 547 - 25 Years of (Product-Led) Growth: Actionable B2B Lessons From Leah Tharin
(00:00) - Intro (03:03) - What would be product-led growth and sales-led growth if they were a board game (08:03) - Cutting through the jargon (11:57) - Breaking down product-led growth (15:38) - Breaking down sales-led growth (17:22) - When to choose between PLG or SLG (19:55) - Step-by-step guide with a sales-led company (29:21) - What is the most difficult scenario for a sales-led company (37:23) - The 4 categories of people you need to serve (39:30) - How to identify the key "aha" moment (58:23) - Summary (01:00:07) - Leah's top 3 resources
Leah Tharin, a B2B growth veteran with 25 years of experience, rips apart the bullshit and delivers actionable insights you can actually use. No jargon. No fluff. She breaks down what PLG (Product-Led Growth) really means and how to make it work for you, even if you're not a SaaS unicorn.***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 30 Apr 2024 - 546 - Know Your "Enemies" — A Practical Guide to Competitive Intelligence
This episode gets real about knowing your competition and using that knowledge to stand the f*ck out. Louis and competitive intelligence expert Andy McCotter-Bicknell rip apart the "customer-obsessed" BS and show you why keeping a close eye on your "rivals" is paramount.
(00:00) - Intro (02:31) - Customer obsession vs Competitor obsession (05:37) - Is competitive intel only for B2B SaaS? (08:36) - Defining competitive intelligence (15:16) - How do you identify threats? (16:52) - Practical case with a cinema (22:08) - How to start a competitive intelligence department? (27:09) - How to consolidate your research and apply it? (35:59) - How do you assess the maturity of a category? (43:12) - The number one tip to find differentiators (47:53) - Andy's biggest win (51:00) - Outro***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 23 Apr 2024 - 545 - How to Make Products That Stick (With PepsiCo's Chief Design Officer)
With 47 patents under his belt, Mauro Porcini takes us on a deep dive into the art of making things people love — not just use. His belief? Putting the human factor at the center of everything.It sounds a bit cliché, doesn't it?
(00:00) - Intro (01:19) - Human Centricity vs Customer Centricity (05:21) - 3 vectors to hit the right note with your product (10:37) - How to market your product to any potential buyers (22:29) - How to reduce your chances of making mistakes (30:28) - Is it possible to learn confidence (35:56) - The 3 forms of love (39:10) - How prototyping can change everything (48:38) - The power of the shiny object (50:07) - Mauro's advice for marketers
That's what I thought at first, too. But listen to the first few minutes of this episode, and you might change your mind... Just like I did.***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 16 Apr 2024 - 544 - Stop Wrestling With Pricing: How to Set Prices Customers Want
Listen to Melina Palmer, behavioral economist and author of "The Truth About Pricing," explain how you can use simple tricks from behavioral economics to make your prices feel just right for your customers. It’s not about changing the price but how you show it.
(00:00) - Intro (01:48) - The pricing paradox (05:28) - Pricing psychology & finding the perfect price point (15:51) - Putting theory into practice (step-by-step guide) (23:41) - How to understand what's beyond the core product of your business? (28:40) - Looking at the competition (32:59) - Main pricing principles (45:04) - Little-known principles that can boost your sales (48:42) - The cookie framework (52:01) - Tips to harness the power of curiosity bias (54:41) - Outro (57:06) - Melina's top 3 resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 09 Apr 2024 - 543 - How to Find SPICY Angles That The Right People Cannot Ignore
In this episode, we sit down with PR expert and author Lucy Werner to uncover the secrets behind crafting compelling angles for your content. Whether you're pitching to journalists, writing blog posts, or planning podcast episodes, the right angle can make all the difference in capturing your audience's attention.Some key takeaways:
Avoid the launch hype trap: Focus on creating sustainable, long-term impact rather than chasing short-lived bestseller lists or viral fame. Master the art of the angle: Learn Lucy's three-pronged approach to developing powerful angles based on your business expertise, human interest, or passion points.Embrace transparency: Build trust with your audience by being honest and authentic in your marketing, without resorting to exaggeration or overpromising.Think beyond the obvious: Challenge yourself to find fresh, unconventional angles that set your brand apart from the competition.Tailor your angle to the medium: Understand how to adapt your story ideas for different marketing channels, from email subject lines to podcast episode titles.(00:00) - Intro (01:36) - Knowing how to launch (04:59) - Who to pitch your product to (09:46) - How to choose a good story angle (17:23) - Criteria to create a great story angle (22:58) - How to reach an advanced level of PR (26:25) - Lucy's process for choosing an angle (45:49) - Number 1 Tip to "show up" (50:55) - Hyping yourself up (54:57) - Lucy's top 3 resources (57:24) - Outro***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 02 Apr 2024 - 542 - How to Craft a Life & Career That Lights You Up (F*ck The Playbooks)
The surprising things people confessed to Paul about their dissatisfaction with work, even in high-paying jobsHow Paul made the leap from a successful corporate career to pursue what made him feel truly aliveThe unexpected truth about the relationship between money and the willingness to take risks in career and lifePaul's candid perspective on the challenges and rewards of trying to get paid for doing what you loveThe key realization Paul had about what makes work feel genuinely fulfilling and meaningful
Paul Millerd, author of "The Pathless Path," shares his unconventional journey of designing a life and career that lights him up. Tune in for some eye-opening insights and refreshingly honest perspectives, including:If you're looking to blaze your own unique career path and create a life that lights you up, Paul's experiences and insights offer valuable food for thought. His story challenges conventional notions of success and invites you to consider what really matters to you in your work and life.
(00:00) - Intro (01:58) - What's Paul's core idea behind the Pathless Path (05:34) - The process behind the interviews (10:33) - Is money important to change career path (14:55) - How doing what you like can push your career (18:24) - Discovering what makes you feel alive (27:14) - The unconventional launch of The Pathless Path (31:36) - The importance of genuine connection with people (39:16) - What are your yearnings? (45:02) - Is the traditional script being overwrote (51:11) - Summary (52:48) - Top 3 resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 26 Mar 2024 - 541 - The BS-Free Guide to Building Communities That Last More Than 3 Months
(00:00) - Intro (02:04) - Reasons why you shouldn't start a community (yet) (09:22) - Andy's perspective on what's a community (10:52) - Tailoring your community to your personality and strengths (19:57) - Tips that will ignite your community (34:19) - The insider's guide to community management (38:06) - The power of hot seats (40:54) - Costly mistakes to avoid when building your community (44:11) - Attracting your ideal founding members (49:39) - Outro
In this episode, Circle co-founder Andy Guttormsen cuts through the fluff to share his hard-earned lessons on building communities that last. No BS, just real talk and proven tactics to help you create a thriving group that stays engaged past the 3-month mark. Andy exposes the hard truths and gives you the tools to foster genuine, long-term commitment. Whether you're a pro or just starting out, this no-nonsense guide is your key to unlocking the staying power your community needs.***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 19 Mar 2024 - 540 - Why So Serious? 5 WILD Ways to Generate Money-Making Ideas
Throw out the old rules. Jocelyn Brady, the Brain Lady, shows you five wild ways to think up ideas that pay off. This is about getting real results by letting loose. No more boring meetings or dry strategies. Gear up for a straight-talk journey to where the real magic happens in business: your imagination.
(00:00) - Intro (01:43) - Why you shouldn't take yourself too seriously! (05:52) - The improv secret to unleash your mind (08:33) - Jocelyn's journey through adversity (15:38) - What is at the epicenter of "The Brain Lady"'s method (21:04) - Practical case with Jocelyn's method (26:29) - Decoding the method (36:43) - Making changes that stick (43:44) - How to learn like a pro (insight from the animal kingdom) (48:45) - Jocelyn's Top Picks***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 12 Mar 2024 - 539 - How to Find Undiscovered (Yet Profitable) Niches
Emily is a former journalist and content writer. Through a tragic event, she understood and used her professional and personal experiences and skills to reposition herself, identifying a niche in the tech industry, leading to significant success in her newly chosen field.
Emily's story is nothing short of inspiring. This episode is a blend of heartfelt storytelling and hardcore business strategy.
In this episode, you’ll learn:
The essence of positioning in businessHow to transition from offering everything to everyone to finding an undiscovered, yet profitable, nicheHow to identify your skills and leverage them to make moneyResources and Recommendations:
Suggestion: Taking an improv class to build confidence and adaptability in business and public speaking."Improvisation and the Theatre" by Keith Johnstone"Thinking in Bets" by Annie DukeTopics Covered:
(00:00) - Intro (01:33) - The importance of positioning in business (06:29) - Who can ruin your positioning? (11:06) - Why 99% of business is b*lls (13:10) - Leveraging experience and skills for career evolution (17:46) - Finding and mastering your niche (19:47) - Knowing when to specialize (23:17) - Embracing career changes (31:12) - Navigating niche market risks (45:49) - Emily’s top 3 resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 05 Mar 2024 - 538 - Ultra-Niche Positioning: How to Find Success By Going SUPER Narrow
For a decade, Heidi Weinberg has been a successful freelance fashion designer. Now, she helps other fashion designers get paid by focusing on a narrow market and going ULTRA-NICHE.
She is also the podcast host of Fashion Designer Get Paid who, after going through a rebranding process via market research and strategic positioning, elevated her podcast to the top rank.
In this episode, Heidi talks about the importance of not being afraid of niching down and how proper positioning can radically change the growth of your business!
Topics Covered:
(00:00) - Intro (01:46) - The secret to niche success (04:13) - The risk of going too broad (08:01) - The top-down approach and the bottom-up approach (11:21) - Practical case of going ULTRA-NICHE (13:45) - How to validate your niche (17:31) - How to know your positioning is right (22:10) - The power of positioning precisely (30:30) - Market research for positioning (33:17) - The significance of words in positioning (48:29) - What marketers should learn today (52:58) - Top 3 resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 27 Feb 2024 - 537 - How to Grow an Audience When No One Seems to Listen
In the eye of the pandemic storm, Zeke Sky didn't just keep his music alive; he transformed it into a powerhouse brand.
This episode dives into how a metal guitarist mastered the art of branding and marketing amidst global chaos.
From crafting a unique brand identity to engaging a dedicated fanbase, Zeke's journey is a masterclass in marketing resilience and creativity under pressure.
In this episode you'll discover:
The creative process of composing musicThe importance of discipline and belief in your workSocial media practices to grow your audienceTopics Covered:
(00:00) - Intro (01:18) - Who is Zeke Sky? (03:03) - People's perception of the world of metal music (08:25) - Debunking the misconceptions about composing music (12:41) - Zeke's inspiration to compose (15:14) - The creative process of Zeke Sky (22:51) - Zeke Sky's life before the pandemic (28:45) - Building a powerhouse brand in a challenging environment (35:26) - Tips to grow your audience on social media (44:43) - The psychological impacts of growing your audience (48:48) - Outro***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 20 Feb 2024 - 536 - How To Have the B*lls To Do What You REALLY Want
Tadhg Hickey is an Irish comedian and the author of the book A Portrait Of A Piss Artist As A Young Man. His satirical humor made him sell out most of his shows touring in the UK and Ireland.
(00:00) - Intro (01:45) - The price of not following your guts (06:51) - The benter Dublin vs Cork (09:15) - The turning point for success (15:22) - The eureka moment (17:04) - Swimming upstream (20:39) - The importance of self-awareness (23:31) - What coming up to success looks like (27:23) - The art of mixing conventions (33:12) - Being successful and unknown (37:26) - The SpongeBob phenomenon (43:10) - Staying true to yourself (49:15) - Outro
Topics Covered:***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 13 Feb 2024 - 535 - How to Build an UNIGNORABLE Personal Brand
Matthew Lesko, America’s #1 grant expert known for always wearing a question mark suit, will help you carve a niche for yourself in a super boring and "professional" industry by "throwing your own party." For over 48 years now, Matthew has been helping Americans get free money. He has also written 100 books on how to get money from the US government.
Topics Covered:
(00:00) - Intro (01:24) - Throw your own party (06:12) - The wild ride of a financial advice guru (11:45) - Money, misery, and crazy suits (22:28) - Dress up in a cheese suite (32:14) - Heart over hate (40:38) - Fail, love, repeat***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 06 Feb 2024 - 534 - How to Have Better Ideas (Lessons From The Onion’s Creator)
Scott Dikkers, the founder of the world’s first humour publication, The Onion, will teach you to grow your brand the wrong way and still make it stand the f*ck out. Scott wrote and developed TV projects that sold to MTV and Comedy Central, won over 30 Webby Awards, and now teaches others to be funny at howtowritefunny.com.
Topics Covered:
(00:00) - Intro (01:47) - The invisible architects of humour (07:11) - Anonymity over fame (15:56) - How Jim's Journal broke the mould in comic strips (20:59) - How to take context and f*ck with it (29:54) - Why churning out ideas beats polishing them (36:17) - How to keep your creative identity unspoiled (41:51) - “You have to fall in love with that idea” (47:26) - Work, passion, and living a fulfilling life (48:48) - Where can you find Scott?***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 30 Jan 2024 - 533 - How to Shake Up Industries That Hate Change (4 Principles)
Stacey Schumacher, founder of the Texas Coalition for Animal Protection (TCAP), knows how tough it is to bring new ideas to old-school industries. In this episode, she shares four basic rules that helped her change animal protection for the better. If you're trying to shake things up, Stacey's story and advice might just be what you need.
Topics Covered:
(00:00) - Intro (01:10) - A crusade against euthanasia and corporate America (05:48) - A new approach to animal welfare (08:59) - The affordable solution to pet care (10:28) - Why nonprofits struggle to revolutionise veterinary care (15:10) - Challenging conventional workplace wisdom (17:35) - Staying true to the cause (19:20) - How sticking to your niche can save your career and sanity (23:40) - Keep it simple in a complex world (28:00) - How a simple promotion turned into a consumer confusion catastrophe (29:44) - Customer service lessons from Southwest Airlines and Chick-fil-A (31:30) - The unconventional way to create a culturally rich workplace (34:12) - Stacey’s resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 23 Jan 2024 - 532 - How April Dunford Built a 7-Figure Solo Consulting Biz
In today's episode, you will learn how the most charismatic and no-nonsense consultant in the tech marketing space has built a 7-figure business, flying solo. The story goes like this.
On December 15, 2017, an email from a Canadian friend landed in my inbox, “If you're looking for suggestions for upcoming interviews, have you looked into April Dunford? She's a marketing executive who's now focusing on consulting practice and positioning for startups. At every conference I've heard her speak at, she has literally blown everyone else out of the water. She's got a unique mix of saucy wit and laser-sharp insight honed over years with the big boys of the tech space. And I think her communication style would lend itself well to your approach to interviews.”
And so I did interview her. Twice. Then, I watched from the sidelines as April rose to the top of the B2B marketing world.
But I never got to ask the questions I REALLY wanted to ask her… Mainly: “How did you do it? How did you become the most famous B2B marketing expert in less than five years?”
Until today…
Topics Covered:
(00:00) - Intro (03:05) - Starting a business on the right note (03:49) - April’s journey to positioning consulting (12:20) - Scattered engagements, impact concerns, and a beachside epiphany (13:00) - April's ultimate business aspirations - best work, good people, fair compensation. (14:38) - Shifting focus and finding prowess in positioning (15:27) - Tips for identifying unique skill set and honing specialisation (18:41) - Refining engagements, focusing on B2B, and vetting potential clients. (24:00) - Methodology over execution, simplifying messaging, and speeding time-to-value (33:00) - Expanding reach via public speaking, social media, and the release of a game-changing book (39:00) - How April transformed her client base from smaller startups to pre-IPO companies***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 16 Jan 2024 - 531 - How to Embrace Your Weirdness & Make Money From It
Chrissy Flanagan is an innovative and weird political adviser turned "Sausage Queen" and founder of Chaotic Social. After her long-term relationship ended, Chrissy sought new connections in a pottery class but found herself feeling isolated. This inspired her to create a unique social platform for adults to meet and bond over unconventional hobbies.
Chrissy's classes, ranging from creepy doll making to beginner's stand-up comedy, are more than just learning experiences; they're a novel way to develop friendships in adulthood. Her approach is a breath of fresh air in adult socializing, making her a visionary in creating new forms of community.
Topics Covered:
(00:00) - Intro (01:45) - From political playgrounds to 4 AM faxes (06:47) - The incredible journey of Sydney's most weird entrepreneur (08:36) - How embracing your true weirdness can lead to unassailable success (12:18) - ADHD? Autism? No problems (20:55) - The radical social experiment in community building (26:38) - The art of inclusion and exclusion in marketing (33:20) - Chrissy's marketing genius behind the sausage factory (36:38) - Transforming failure into a unique social phenomenon (43:37) - How to turn a pub, choirs, and sewing classes into a social sensation (51:41) - From obscurity to viral sensation (57:55) - The surprising marketing strategy ignored by adults but mastered by kids***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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🤘
Tue, 09 Jan 2024 - 530 - This Rookie Won Over Celebs, Grew to 300k Fans, & Became #1 in Her Niche [Here’s How]
A mother of three and author, Rosey Davidson is the Founder and CEO of Just Chill Baby Sleep, a UK-based infant sleep consultancy specialising in straightforward, no-BS advice for parents. Starting her business from her kitchen table, Rosey won over celebs, grew to 300k fans, and has risen to become the UK's top Sleep Consultant.
Topics Covered:
(00:00) - Intro (02:46) - About Rosey Davidson and her business escapade (06:30) - Identifying the right audience: strong pain points and urgent needs vs those with "nice-to-have" products or services (08:17) - Adapting and transitioning your business model in response to market changes (08:51) - Leveraging targeted marketing in local communities (11:13) - Agility and prompt response to market demands as success facilitators (19:03) - Leveraging intuition and confidence for business success (30:30) - Building relationships with influencers (36:28) - Understanding and nurturing your audience***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 02 Jan 2024 - 529 - 4 ½ Psychological Biases Every Marketer Needs to Know
Richard Shotton is a pioneer in applying behavioural science to marketing. He started his career as a media planner, handling esteemed accounts like Coke, Lexus, and comparethemarket, before founding Astroten, a consultancy dedicated to leveraging behavioural science in marketing.
With a robust twenty-three-year tenure in the marketing domain, Richard has been instrumental in helping brands such as Google, Mondelez, and BrewDog navigate their challenges. His book, "The Choice Factory," has captivated readers in fifteen languages, teaching how behavioural science holds the key to resolving business challenges. Following this success, his latest book, "The Illusion of Choice," was released in March 2023, further cementing his influence in the field.
Adding to his accomplishments, Richard attained an associate position at the Moller Institute, Churchill College, Cambridge University, in 2021, affirming his dedication to advancing the understanding and application of behavioural science in academia and the marketing landscape.
Topics Covered:
(00:00) - – Intro (03:00) - – Human present and concreteness biases (04:31) - – Case study of industries navigating the human bias (11:20) - – The power of specificity (17:00) - – The "Red Sneakers Effect” (19:00) - - Breaking conventions and status perception (29:00) - – The declining use of humour in marketing (34:49) - – The importance of concreteness (38:30) - – The power of framing in marketing (44:16) - – The peak-end rule in advertising***
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 19 Dec 2023 - 528 - How to Build an Authentic Social Presence Without Sounding Like a Bro
Meet Erica Schneider, the incredible force and wordsmith phenomenon who's reshaping the marketing world with her authentic, no-BS approach. As the former Head of Content at Grizzle and current Co-Founder and Instructor at Power Your Platform, Erica's impact on the industry is undeniable.
With over 3 million words under her belt, she's a revolution in action. Her anti-bro, anti-clickbait stance is not just refreshing; it's a breath of fresh air in a market often clouded by gimmicks.
Topics Covered:
(00:00) - Intro (03:33) - Bros, barbells, and bullsh*t (05:01) - The hidden pitfalls of online templates (07:49) - Branding vs platform (15:32) - The raw and real guide to being yourself in a world of fakes and sales pitches (20:53) - How to push through fear and f*cking post something (23:18) - A no-BS guide to discovering your true talents (27:15) - From self-discovery to mastering the art of writing (30:15) - How to win the internet with your writing (32:24) - Be specific in a world of boring broadness (34:14) - Double your email game (36:12) - Crafting the perfect pitch (38:04) - Balance intent, storytelling, and real engagement (40:39) - The bold truth about starting before you're ready (43:13) - Erica’s top three resources (44:13) - Where can you connect with Erica?***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 12 Dec 2023 - 527 - How to Build A Marketing Community (Without Spam Or Pyramid Schemes)
There’s nothing wrong with setting up a community and making money from it, but it should never be built with that at the forefront, otherwise, you run the risk of it becoming a cesspit of spam, pyramid schemes, and affiliates. A community is in no way a sales funnel – it’s a place for people to connect, talk, and network.
Today, we’re joined by Lottie Unwin, Founder of Up World & Brand Hackers, to discuss why she set up her community, how marketing has impacted her life, and the lessons she’s learned from her extensive career in the industry. She also delves into her organic growth plan, which turned out to be rather successful!
Topics Covered:
(00:00) - Intro (01:52) - Communities are set up for the wrong reasons (07:08) - Revenue streams through business and communities (09:19) - Lottie’s career history (16:43) - Lottie’s first community (21:01) - What confidence means to different people (24:02) - Honesty on LinkedIn (a rare thing) (31:45) - An organic growth plan (34:40) - Renaming the company***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 05 Dec 2023 - 526 - Smashing Norms: How To Craft Stand-The-F*ck-Out Brands in Old-School Industries
Imagine starting a business with just $250 in your account, no knowledge of the industry you want to get into, and then turning it into a multi-million dollar brand with marketing that will blow the competition out of the water.
After Hurricane Katrina, Simone Bruni lost everything – her job, her home. Now, she’s the Founder and President of her very own demolition company: Demo Diva. Through genius marketing, and having the confidence to step into a stereotypically male-dominated world, she took the industry by storm and made something incredible out of nothing.Topics Covered:
(00:00) - Intro (01:20) - How marketing tells a story (03:26) - Starting anew after losing everything (07:24) - The first six months of Demo Diva (10:51) - What is a demolition business? (14:58) - The biggest marketing lesson after 10 years (17:02) - Starting a business with just $250 (22:01) - The branding of Demo Diva (30:02) - The demolition competition (32:38) - Tips to grow your business (34:36) - Diversity is your strength, not your weakness (38:05) - Where Demo Diva is now***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 28 Nov 2023 - 525 - A CEO’s Guide to Building a No-BS Personal Brand (& Reviving a Dying Business)
He transformed his online education business from losing money to profiting several million dollars in a year by revisiting and refining his strengths in personal branding. After a bold and probably crazy decision, including a complete team restructuring, he turned his business around. His name? Jonathan Goodman. The Founder of Personal Trainer Development Center and Author of Ignite the Fire joins me today to share how he managed to save his business and reach success.
Topics Covered:
(00:00) - Intro (02:35) - The Obvious Choice (04:50) - From fitness mentor to million-dollar empire (06:21) - Ego, pandemic profits, and lessons learned (14:58) - The absurdity of chasing profits without a plan (18:59) - Embrace the basics and stay consistent (23:00) - One seminar, DVD, or online course at a time (26:56) - Make yourself the star of your brand (33:49) - The art of reinventing success (39:53) - Play your own game to beat Michael Jordan***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 21 Nov 2023 - 524 - How This Marketing Rebel Turned One Book Into a Multi-Million Coaching Biz
Pragmatic. Experienced. And Bestselling Author or The 1-Page Marketing Plan. Allan Dib is my latest guest on Everyone Hates Marketers, and, as an entrepreneur who built a multi-million dollar coaching business on the back of a book, there’s no one better for me to talk to this week.
Topics Covered:
(00:00) - Intro (02:55) - The story of the 1-Page Marketing Plan (06:05) - Business people and marketers should do… less marketing? (10:07) - The process of writing a book (14:37) - Allan’s simple email marketing strategy (19:13) - Your marketing is part of your product (21:35) - What do we mean providing value? (26:26) - Niching down (29:18) - The difference in caliber between clients (33:25) - How do you buy back your time? (43:45) - Getting yourself out of the delivery (52:06) - End***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 14 Nov 2023 - 523 - How to Impress Every Time You Speak (5 Unusual Public Speaking Tips)
Even industry experts in any field struggle with public speaking; it’s not something that comes naturally to everyone, so don’t feel disheartened or embarrassed over it. But how do we turn that very fear and anxiety into confidence? Nausheen Chen, Public Speaking Coach at Speak as a Leader, is an absolute legend in the world of public speaking who turns anxiety into confidence within just eight weeks.
As luck would have it, she’s also my guest on today’s episode!
Topics Covered:
(00:00) - Intro (02:30) - Public speaking: a misunderstood term (04:05) - Mastering the art and skill of public speaking (06:35) - Mental health and public speaking (10:53) - The first step towards mastering public speaking (16:03) - The magic three (20:10) - Approaching public speaking as a brand (24:59) - The importance of using your voice (30:02) - Non-native speakers: don’t do anything you’re not comfortable with (31:36) - The easy one: body language (34:49) - When do you interact with the audience? (36:36) - Building a personal brand (39:08) - Advice for newcomers***
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→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 07 Nov 2023 - 522 - How Jonathan Stark Runs a $400k Business Working "Just 5h/Week"
Forty-hour work week? Sack that off. Our recent guest is here to tell me how he achieved pure financial freedom and runs a $400k business working just 3-5 hours a week, all whilst doing away with the concept of charging money for time. I know, I know, it sounds too good to be true, but all amazing stories start off that way.
Jonathan Stark is the “ditching hourly” guy, where he teaches independent professionals how to make more money without working more hours.
Topics Covered:
(00:00) - Intro (02:55) - Who is Jonathan Stark? (05:35) - Time is more important than money (10:07) - Consulting to coaching and how it changed Jonathan’s life (14:32) - Trading time for money is idiotic (18:03) - Moving from B2B to B2C (21:45) - The torture of making email lists (26:59) - A fascination with micro-economics (28:40) - The only two things Jonathan tracks (33:12) - Using AI to help with your work (34:18) - Advice for new startups (37:30) - Technology that isn’t owned by anyone (44:40) - The patterns you’ll fall into after writing everyday***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 31 Oct 2023 - 521 - Toxic Hustle: When Business Ambition Eats You Alive (Almost)
What exactly is the stair-stepping approach to succeeding in business? Founders and Co-Founders alike all share similar struggles, no matter what industry they’re in. Whether it’s SaaS, marketing, or eCommerce, there are universal obstacles they all have to overcome.
Corey Haines is the Co-Founder of Conversion Factory which, in their own words, is ‘the only product marketing agency for growing SaaS teams accessible on a subscription.’ He’s an impressive guy with an extensive career in marketing, and most importantly, he cuts through the bullsh*t, and he’s not afraid to be open and honest about his entrepreneurial struggles, a breath of fresh air in this ‘grindset’ society.
Topics Covered:
(00:00) - Intro (02:02) - Are you in danger of burning out? (05:03) - What is the stair-stepping approach to success? (08:45) - Start learning in public (14:28) - No one is a genius, our skill sets are rather imbalanced (18:20) - Have a direct line of communication with your audience (26:46) - Keep going, even when it’s rough (29:23) - Entrepreneurship and survivorship bias (35:34) - You’ve gotta niche down! (39:55) - Can you become a billionaire in a small niche?***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 24 Oct 2023 - 520 - Stop The Scroll, Start The Sale: 7 Ways To Build An Audience Of Future Buyers
Dive into the 7 F's of building an audience of future buyers with "The Customer Whisperer," Katelyn Bourgoin. The brain behind a newsletter of 58,000 smart marketers, she sheds light on the complex factors influencing buying decisions.
Having captivated an audience of 123K followers on Twitter and 60K on LinkedIn, Katelyn stands out. Learn from Katelyn’s insights and transition from simply targeting customers to deeply understanding and resonating with their buying motivations.
Topics Covered:
(00:00) - Intro (03:25) - Stop feeding your ego, start filling your wallets (11:08) - How to spot the next big social media trend (13:04) - Hacking the halo effect: How cognitive biases shape our world (19:45) - Make your audience fall in love with you (21:35) - Marketers are sick of marketing bullshit (26:39) - Are you sabotaging your content strategy? (29:37) - Do you really think your business will ever be perfect? Think again! (32:13) - How to authentically connect and build on social media (40:50) - Win over your hot 5% prospects without the obvious sales pitch (46:11) - The 7 F’s to capturing your audience’s attention***
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 17 Oct 2023 - 519 - Bob Moesta's Jobs-To-Be-Done: Your Fix for Selling Without Gagging
Delve into the insights of the Jobs-To-Be-Done theory with its advocate, Bob Moesta. As the mastermind behind over 3,500 product launches and the President & CEO of The ReWired Group, he offers a fresh perspective on understanding customer needs.
Having worked alongside the renowned Professor Clayton Christensen and as the Co-Founder of Laser Ventures, Bob is here to guide you on how to transition from just selling to genuinely helping customers in their journey.
Topics Covered:
(00:00) - Intro (01:33) - Customer personas need to die: sorry not sorry (04:29) - Ever wondered why you just bought that? (08:04) - The Intercom effect: How to turn $5 million into a billion by understanding customer needs (13:39) - Betty White's secrets: How to align marketing with actual consumer use (16:34) - Stop playing marketing bingo and start playing chess (18:21) - This is what your selling should start with (21:53) - The struggling moment revelation: decoding true consumer intent (25:13) - It's stories, not stereotypes, that sell (32:25) - You think you know, but you have no idea: the unseen forces driving purchases (35:47) - How game theory beats economics every time (37:37) - Picking your winning selling strategy (39:53) - Why your perfect employee might be working at Chipotle right now (42:44) - Are all your life choices a lie?***
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 10 Oct 2023 - 518 - [BONUS] The Secret Psychology Behind Movie Trailers
This is a bonus episode courtesy of my brother from another British mother, Phill Agnew, host of the Nudge Podcast.
Turns out, there's a winning formula that turns any trailer into a blockbuster smash hit.
And today, Phill reveals what it is.
He's spent way too long watching trailers, and way too much money creating his own faux-trailer for my imaginary Hollywood hit. Tune in to hear it.
- Blindsight book https://www.popneuro.com/book
- How to make a blockbuster movie trailer: https://youtu.be/KAOdjqyG37A
- Auralnauts backing music: http://bit.ly/3TWGeGe
- Sign up for the Nudge Newsletter: https://www.nudgepodcast.com/mailing-list***
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Fri, 06 Oct 2023 - 517 - The Banana Principle: Why Loyalty Programs Are Rotten To The Core
Unlock profitable growth by mastering evidence-based marketing principles shared by a marketing maverick who has been catapulting brands to new heights for over fifteen years.
Wiemer Snijders, a sought-after guest lecturer across Europe’s elite business schools and author of a game-changing book, "Eat Your Greens," holds the keys to unlocking profitable growth.
Topics Covered:
(00:00) - – Intro (01:27) - – “The Banana Distribution”: How to decode your customer's buying patterns (08:29) - – Forget the 80/20 rule: Learn the real customer distribution (11:55) - – Are overspending on the wrong customer segment? (18:32) - – The Byron Method: How to navigate the shifting sands of consumer buying behavior (21:18) - – Should loyalty and retention be your Holy Grail? (24:22) - – How to smell the BS in marketing reports (29:30) - – Wiemer’s 3 evidence-based marketing resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 03 Oct 2023 - 516 - How To Get a Damn Marketing Job
Step into the arena with Erika Klics, “a self-proclaimed SaaS nerd, unapologetic LinkedIn addict, and Job Search Strategist for the Tech Industry”. With a track record of spearheading talent drives for powerhouses like Zapier, she's not your average strategist; she's the real-deal guide for cutting through the cluttered job market.
In this episode, Erika spills the beans on landing top-tier marketing roles in a highly competitive field. If you're a marketer tired of fluff and looking for a clear path to success, this episode is your no-bullshit battle plan!
Topics Covered:
(00:00) - Intro (02:12) - The Art of Job Search: Beyond Just Selling Yourself (08:12) - Erika's Pro Tips: Turnaround Skills and the Secret to Success (10:13) - The Personal Blueprint: Define Your Desire and Showcase Your Strengths (11:30) - Sniper’s Approach: Pinpointing Roles and Skills That Count (17:55) - The Interview Ace: Deploying Success Stories as Your Secret Weapon (22:01) - How to Convey Your Wins: The Habit Every Job Seeker Must Cultivate (29:00) - No More Holding Back: The Assertive Mindset Revolution in Job-Hunting (34:20) - The 100% Fit Fallacy: Why the Hustle Never Stops (36:55) - The Golden Query: The #1 question to ask in an interview (38:46) - The Job Seeker's Toolbox: Essential Resources and Communities***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 26 Sep 2023 - 515 - Joe Pulizzi's 10 Commandments: How to Build Your Content Marketing Empire (Godfather Style)
Ready to be the Don of content entrepreneurship? Sit with Joe Pulizzi, the man who wrote the playbook. No B.S., just raw, actionable steps to dominate.
Learn the common pitfalls, nailing your audience, and the "listening post" tactic. It's not just an episode; it's your roadmap to being the godfather of your content empire.
Topics Covered:
(00:00) - Intro (01:38) - The Kardashians and beyond: How to identify real content creators (02:48) - Did Joe Pulizzi really invent content marketing? (04:12) - Generic content needs to die: Embrace the tilt or stay silent (07:00) - Is more always better? (the quality-quantity debate) (11:35) - Identify your target audience (13:52) - How to find your unique spot in a crowded market (16:11) - The secrets to spotting the next big thing (18:32) - The "listening post" strategy: How to grasp your audience's needs (20:30) - How to craft your unique content mission for max impact (23:27) - Finding your groove: Picking the perfect platform for your stories (26:35) - Trimming the fat: Prioritize finances in your content journey (29:50) - The ultimate guide to monetizing content (32:22) - Summarizing what Joe shared with us today***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 19 Sep 2023 - 514 - 0 to 1M Podcast Downloads: 7 Battle-Tested Tips From Two Expert Hosts
Strap in as we dive into the gritty underbelly of podcasting, with hosts who've been in the trenches for years: Phill Agnew from Nudge (UK’s top marketing podcast) and yours truly.
We rip apart the myth that a few spare hours a week can make you a podcast sensation, explore the high-wire act of balancing a full-time job and a side hustle, and unearth the kind of grit it takes to keep the mic hot for years. This episode is your wake-up call—it's not just about time; it's about how much of your soul you're ready to invest to grow your audience and get to 1M downloads and beyond.
Topics Covered:
***
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→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 12 Sep 2023 - 513 - How to Become THE Apex Marketer (7 Evolutionary Principles)
Ditch the jargon jambalaya and grab your mental machetes. We're hacking our way to the primal, thumping core of what your people crave.
Tim Ash's a wizard at excavating deep-rooted instincts through evolutionary psychology and weaving them into marketing that works. Strap in for a wild ride to your niche, where we strip back the fluff and awaken the ancient sales tactics lying dormant within us. It's time to become the Apex Marketer.
Topics Covered:
(00:00) - How to Become THE Apex Marketer (7 Evolutionary Principles) (03:37) - What is evolutionary psychology? (06:43) - Rational vs. irrational: what it means for marketing pros. (07:53) - Upside vs. downside bias (11:29) - Humans are built to be tribal (14:45) - Why stories help us to survive (19:18) - The best thing you can do to really understand your customers (22:47) - Don't do this when doing market research (30:01) - Why humans always need to pick a side (31:27) - Why conspiracy theorists and Mercedes drivers have in common. (34:37) - Why it sometimes makes sense to make things harder to get (36:51) - The "Pretty Woman" effect or why we're willing to suffer for the group (41:06) - Your editorial tone can't be accidental***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 01 Aug 2023 - 512 - Brand Archetypes in B2B: How to Embed What Customers REALLY Desire Into Your Messaging
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***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 25 Jul 2023 - 511 - How to Write a Business Book With SOUL (AI Can't Touch This!)
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***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 18 Jul 2023 - 510 - How To Come Up With Love-At-First Sight Brand Names (+ The Rookie Mistakes To Avoid)
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.
(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
Topics Covered:***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 11 Jul 2023 - 509 - 'Oh SH*T, That's Good!' — 5 Ways to Craft Unignorable Content
"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***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 04 Jul 2023 - 508 - Elevate Your Voice: How to Craft a Brand Presence That Clings Like a Fart in a Lift
"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***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 27 Jun 2023 - 507 - The Maverick's Guide to a Healthy Consulting Practice (6 Principles)
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?***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 20 Jun 2023 - 506 - How to Create Things People Want to Pay For in 24 Hours (Or Less)
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.
(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
Topics mentioned:***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 13 Jun 2023 - 505 - The Dark Horse Effect: How to Create a Brand That Buries Your Competitors Alive
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.
(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
Topics Covered:***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 06 Jun 2023 - 504 - The Viagra for Lifeless B2B Messaging: How to Keep Your Clients Satisfied & Coming Back for More
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.***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 30 May 2023 - 503 - The Art & Science of Marketing Campaigns that Speak to the Brain
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 PersuasionNancy Harhut’s book: Using Behavioral Science in Marketing: Drive Customer Action and Loyalty by Prompting Instinctive ResponsesThe Brainy Business PodcastBrainfluence: 100 Ways to Persuade and Convince Consumers with NeuromarketingHBT Marketing***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 23 May 2023 - 502 - How to Navigate the Most Uncertain Time in History (While Becoming Less Anxious & Avoiding Burnout)
In this episode, I chatted with Sam Conniff, the creator of Uncertainty Experts. We dove deep into why it's so crucial to acknowledge and handle life's uncertainties. Sam also shared his unique approach to understanding uncertainty. One of the highlights was learning about his partnership with a science lab focused on making more thoughtful choices during unpredictable times.
Topics mentioned:
[00:01:41] Coping with uncertainty.
[00:04:22] Uncertainty Expert framework.
[00:07:00] Taking risks in marketing.
[00:10:00] Dealing with uncertainty.
[00:13:39] Framework for uncertainty.
[00:16:21] Getting past fear, fog, and stasis.
[00:19:11] Uncertainty tolerance.
[00:22:40] Emotional regulation in uncertainty.
[00:26:10] Gut instinct and intuition.
[00:28:01] Embodied cognition and intuition.
[00:31:10] Marketing under extreme pressure.
[00:34:19] Conviction narrative theory.
[00:37:25] Overcoming negative thoughts.
[00:40:31] Embracing uncertainty.
[00:44:38] Overcoming adversity.
[00:47:19] Overcoming negativity bias.
[00:50:57] Connection: the key to getting unstuck.
[00:53:43] Connection and its importance.
[00:56:54] Negative space of advertising.
[01:02:31] Importance of language in marketing.
[01:03:06] Marketing as a force for good.Resources mentioned:
The Uncertainty ExpertBe More PirateCentre for the Study of Decision-Making Uncertainty***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 16 May 2023 - 501 - From Burnout to $30M Success: Lessons in B2B Marketing That Work
Everyone Hates Marketers is back after 798 days (!) of radio silence — without a new interview published.
In the first episode of Season 3, I chat with Amrita Mathur from Superside. We discuss how investing in mass marketing early can make (or break) a company. Amrita shares how she burnt out at a previous job before joining a creative-as-a-service company, how Superside grew from 450 customers to $30 million in revenue (four times each year), and why marketing is often overlooked in the B2B industry.
Topics mentioned:
[00:02:10] Marketing-led growth in B2B.[00:03:46] Mass marketing and rapid learning.[00:08:30] Working for a European company.[00:10:57] Fast execution-oriented design service.[00:14:23] Subscription-based business model.[00:17:16] Biopersonas and Designer Dan.[00:21:35] Uncovering customer pains.[00:25:08] Buyer personas development.[00:27:16] Investment in design by companies.[00:30:40] Unlimited design services.[00:35:53] Selling convenience and time-saving.[00:37:45] Instagram Advertising Insights.[00:43:26] Enterprise customer retention.[00:45:23] Inbound marketing and sales.[00:48:20] Planning for hyper-growth.[00:52:03] Marketing and confidence in leadership.[00:55:59] Learning from podcasts.Resources mentioned:
Brendan Hufford's newsletterAmanda NatividadMasters of Scale podcast***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 09 May 2023 - 499 - The Counterintuitive Way to Achieve ExcellenceTue, 14 Sep 2021
- 498 - [BEST OF] How to Experiment Quickly & Find HUGE Wins (5 Steps)
Is your organization too afraid of trying new things?Do you have an idea for an experiment but are not sure how to pitch it to your boss?
Let’s change that.
My guest today is David Arnoux, Co-founder, and Head of Growth at GrowthTribe. In this episode, we talk about developing an experimental mindset, why visual storytelling is vital to get buy-ins, and how to run marketing and growth experiments to find huge wins.
The symptoms of companies that are not experimenting enoughWhat companies need to have in place before starting experimentingThe danger of “growth for the sake of growth”The type of companies that David won’t train or work withWhy experiment culture should begin with the mindsetHow to change the mindset in an organizationWhy visual storytelling is essential in presenting your experimentsThe single data source to help you pick the right ideas to run withA few examples of crazy experiments David ranDavid’s advice to aspiring marketersWhat David thinks marketers should learn for the next 5,10, and 50 years
Topics covered:Resources mentioned:
GrowthTribeCXLBooking.comOracleClaire Suellentrop - Hot to Use Jobs To Be Done to Read Your Customers’ MindsAsia Matos - 5 Steps to Create a Go-to-market StrategyStealing Fire by Stephen KotlerLiar’s Poker by Michael LewisJeff Bezos’ 2018 Letters to ShareholdersSmartcuts by Shane SnowTakeru Kobayashi (The Hot Dog Eating Contest Champion)Lean Analytics by Alistair Croll and Benjamin YoskovitzDave McClure Pirate MetricsThe GROWS Process by GrowthTribeHotjarThe Brass FrameworkOccam’s RazorWait But Why by Tim UrbanOCEAN model / Big Five Personality TraitsSandra MatzDeep Work by Cal NewportEdward Bernaysa16z podcastLectures subredditGrowth Tribe Youtube channelDavid’s LinkedInGrowthTribe Instagram***
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🤘
Tue, 19 Jul 2022 - 497 - [BEST OF] The Most Effective Way to Generate Demand
Most marketers focus on lead generation but it is enough?There's another step in your marketing system that comes first: demand generation. While lead generation is a system focused on collecting contact information from potential customers, demand generation is about building brand awareness and creating demand for your products or services.
I asked lead generation expert Jeanne Hopkins to join the show and share her process of setting up a marketing campaign that generates demand and acquires customers.
Why most companies struggle to develop a system for attracting leadsThe costly mistake marketers make when it comes to their website designHow auditing is the first step new marketers should take in demand generationThe unexpected reason why promotion is the last thing you should think aboutWhy small teams should go after key objectives vs. individualsWhat marketers miss when it comes to communication and small winsHow we set expectations along the customer journey and why they matterWhy we need to become comfortable with video and public speaking
We covered:Resources:
SaaS Monetization - Episode 24 with Patrick CampbellDan MoyleToastmastersDale Carnegie - Public Speaking TrainingPatrick Campbell: ProfitWell BlogPatrick Campbell: Price Optimization Blog@mvolpe - Mike Volpe on TwitterSales experience for marketers book or another podcast episode@JeanneHopkins - Jeanne Hopkins on TwitterJeanne Hopkins on LinkedInMarketing vs. Communications: The Surprising DifferenceBikeshedding in Marketing: 3 Keys to Being an Effective Marketer***
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→ 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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🤘
Tue, 12 Jul 2022 - 496 - [BEST OF] How to Create a Go-to-Market Strategy (5 Steps)
What is a go-to-market strategy, exactly?In today’s episode, we’ll define the term in details and dive into the real, actionable steps to design an effective go-to-market strategy.
My guest today is Asia Matos, an early-stage startup marketing expert, and the founder and CEO of Demand Maven.
We’re going to dive into what exactly is a go-to-market strategy, when you need one, and how to create one from scratch.
Topics covered:
What exactly is a go-to-market strategy?The difference between go-to-market strategy” and “marketing strategy”Signs that a company needs a go-to-market strategyThe frameworks to start creating a go-to-market strategyWhy is it important to have a “model-market fit” and “channel-market fit”A real-life example of model and channel market fitWhy follow up questions is vital in customer interviewsUsing Objective & Key Results (OKRs) to translate customer interview into actionable stepsWhy targeting customers’ mindset is much more important than just aiming at demographicsBiggest mistake companies made when creating a go-to-market strategyWhat marketers should learn in the next 5,10, 20 yearsResources mentioned:
HullFlip My FunnelHotjarBrian BalfourGrowth Loops: The End of Traditional Funnels?Sean EllisMotivoGood Strategy Bad Strategy: The Difference and Why it MattersObjective Key Results (OKRs)This is MarketingBuyer Persona: Your Guide to Create 100% Accurate & Detailed OnesBuyer Persona InstituteForget The FunnelAsia’s TwitterDemandMavenBuyer Personas Need to Die a Violent Death***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 05 Jul 2022 - 495 - [BEST OF] How to Stay Relevant in Business: 3 Tips to Remain Competitive
How do some companies stay on the top while others go out of business?The answer is change. If you want to move forward in business you have to embrace adaptation. In fact, it's always been this way. Technology is just advancing at a faster pace than ever now.
In this episode, we're joined by branding expert Allen Adamson. He explains what steps companies need to take to stay relevant, how to successfully evolve with the times, and why diversity matters when it comes to your team.
Topics covered
Why most companies fail to stay relevant in today’s worldWhat happens when you stay focused on your competitorsHow disruptors put major companies out of businessThe reason why your business should stay in startup modeWhy companies who stay ahead tend to have a diverse teamHow to convince risk-averse leadership to change thingsWhy word of mouth drives the marketing world todayHow to become a purpose-driven business with authenticityResources mentioned
Metaforce: Allen Adamson’s consulting firmShift Ahead: How the Best Companies Stay Ahead in a Fast-Changing WorldRadical Candor: Be a Kick-Ass Boss Without Losing Your HumanityThe Founder’s Mentality: How to Overcome the Predictable Crises of GrowthAllen Adamson on ForbesHow to Compete With Big Brands Even With Very Few Resources***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 28 Jun 2022 - 494 - [BEST OF] How to Stop Marketing With Your Ego
When you’re pressed to deliver results, it’s tempting to chase the new, shiny trends. But to be an effective, no-BS marketer, you need to have the conviction to say “No.”This week we have Edward Nevraumont, an experienced marketing consultant who has worked with companies like Expedia, A Place For Mom, and General Assembly.
In this episode, you’ll learn how to find and execute ideas with efficiency, calculate the true ROI of your marketing activities, and spark real success.
Topics covered
Why most marketing is bullsh*t? (and examples of it)Why experienced marketers often fall into the “shiny object” trapWhy over-obsession with personalization can backfiresWhy Edward takes a stand for effective, no-bs marketing4-step processes to build a solid no-BS marketing teamHow to figure out the ROI of marketing channelsHow branding can help improve your other marketing metricsHow to identify your most profitable customersWhat Edward think marketers should learn in 5, 10, and 50 yearsResources mentioned
Marketingbs.comGeneral AssemblyA Place for MomExpediaDavid Heinemier HanssonDHH and Basecamp’s Guide to No-Bullshit Digital MarketingWarburg PincusJoan LundenTripAdvisorZillowByron SharpMark Ritson4-Steps to Creating a Rock Solid Marketing StrategyHow Brands GrowHow Brands Grow: Part 2MarketingBS NewsletterStratecheryBen ThompsonMarginal RevolutioniPassExam.com***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 21 Jun 2022 - 493 - [BEST OF] More Isn’t Always Better: Challenging the 'Growth at All Costs' Mindset
Many companies are constantly in a growth mindset, constantly looking for new ways to increase customers and improve their “vanity” metrics that say more is always better.Paul Jarvis, the author of Company of One, joins the show today to discuss the importance of enjoying the process and why companies should challenge the “Growth at All Costs” mindset that companies find themselves in.
Topics covered
Why companies should not use growth as their top achievement metricFocusing on profit over growthWhy it is important to figure out how to be happy in the present then hoping the future works outHow to avoid focusing on “vanity” metricsThe two ways to run a business long termWhen focusing on your business’s growth makes senseWhy you should consider that more isn’t always betterWhy you should be focusing on a specific audienceThe importance of understanding your audience’s problemCustomer retention vs. customer acquisitionThe three qualities it takes to be resilientFocusing on the process rather than the outcomeWhy you should always be working on personal growthResources mentioned
Company of OnePaul’s Creative ClassFathom AnalyticsStart-Up Genome ProjectInc. 5000 ListGary VStripePhillip MorganPyschotacticsSeth Godin on Everyone Hates MarketersSeth Godin – This is MarketingMailChimpDaft Punk: 5 Marketing Lessons to Make Your Business Famous***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 14 Jun 2022 - 492 - [BEST OF] How to Use the 80/20 Rule to Work Less & Make More
Most marketing gurus will advise you to market your business everywhere, on every channel possible. Not Perry Marshall.Perry, a best-selling author, speaker, and world-renowned business consultant.He joins the show to explain the 80/20 marketing rule and why you should apply its principles to help simplify your marketing approach.
We discuss why you should identify your customers through a disqualification process and how this approach will save you time, improve customer satisfaction, and increase your profits.
Topics covered
How to identify your customers by using John Paul Mendocha’s 5 Power DisqualifiersWhy sales should be a disqualification process rather than a convincing processThe five elements that identify whether a customer will buy your productHow to begin implementing the 80/20 Marketing rules into your sales approachThe importance of categorizing your customers into groups and identifying their commonalitiesWhy you must speak with your customers face to face or on the phoneThe top three qualifying questions you can ask any of your customersThe key characteristic that separates amateur marketers from professional marketersThe framework of direct-response marketingHow to “agitate” your customer’s problems in an honest and ethical methodThe formula to guarantee your customer’s satisfactionWhy customer disqualification will increase customer satisfactionResources mentioned
Ultimate Guide to Google AdWords by Perry Marshall80/20 Sales & Marketing by Perry MarshallDan KennedyJohn Paul MendochaThe 5 Power DisqualifiersUltimate Guide to Facebook Advertising: How to Access 1 Billion Potential Customers in 10 Minutes by Perry Marshall, Keith Krance, Thomas Melochewww.Isfbforme.comSurvey MonkeyDysfunctions, Addictions, and the Financial Burning Bus Email SeriesJoanna WiebeThe Star Principle by Richard KochHow To Address Your Customer's Most Serious Concerns & Improve ConversionsPratfall Effect in Marketing: Admit Your Flaws to Win Customers***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 07 Jun 2022 - 491 - [BEST OF] How to Come Up With Endless Unconventional Ideas
All you need is to ask yourself and your customers one simple question.***
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Tue, 31 May 2022 - 490 - [BEST OF] How to Offend People & Create Great F*cking Content
My guest today is not afraid to push boundaries or take risks and is most definitely not boring.In this episode, Dan Kelsall, founder of Offended Marketing, talks about not playing it safe, thinking laterally, and learning from your mistakes.
He also deconstructs three of his most successful campaigns and explains why spending quality time with your client should be a crucial part of your business.
Topics covered
Why people are crippled by the fear of being honestThe biggest mistake companies make with their contentProducing one piece of good content that has impactDeveloping a strong team that learn by their mistakesHow to start offending people so that you’re loved by some and hated by othersThe process for creating great content that makes people actually buy stuffWhat you need from a client to be able to market a product with leverageHow you know when you’ve struck marketing goldThe more you speak to people and understand their culture the more you will get out of itResources mentioned
Offended MarketingHubSpotA Short History of Nearly Everything - Bill Bryson***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 24 May 2022 - 489 - [BEST OF] How to Blow Shit Up And Make a Difference
My guest this episode is Cindy Gallop, a former advertiser who has worked for brands such as Coca-Cola, Ray-Ban and Polaroid.In 2009 she launched makelovenotporn.tv to make real world sex socially acceptable and shareable.
If you are dissatisfied with your marketing 9-5 job, or want to transform your business, this is the episode for you.
Listen in to learn how to “blue-sky” your dreams and take your work to the next level
Topics covered
The state of modern advertising“Blue-sky” marketing exercises and changing your mindsetHumanizing big data and the importance of diversityRebalancing the power equationHow to productize your businessThinking of your audience as your teamIdentifying your values and finding your default throwaway descriptorResources mentioned
Cindy Boton FacebookCindy on TwitterCindy on FacebookCindy on LinkedInMake Love Not Porn on Twittercindy@makelovenotporn.comlouis@everyonehatesmarketers.com***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 17 May 2022 - 488 - [BEST OF] How to Break Through The Clutter by Doing LESS (Not More)
Traditional marketers make you believe that you're competing against products in the same category (direct competitors) or tangent categories (competitive alternatives).This is far from being the truth. Here's why.
***
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Tue, 10 May 2022 - 487 - [BEST OF] Take F*cking Risks: 3 Ways to Get Noticed
This episode gives me so much energy every time I listen back to it. Ad agency founder Paul Mellor and I discuss how to make your brand noticed by taking some f*cking risks.***
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Tue, 03 May 2022 - 486 - [BEST OF] How to Use Marketing Stunts to Get Noticed
Tony Award-winner Ken Davenport has produced a long list of Off-Broadway and Broadway shows. He's also known for his innovative marketing stunts, and we delve deeper into these during the episode.His marketing methods may not be conventional, but they are inspirational and can be adapted to raise awareness no matter what your product or market.
Topics covered:
Ken’s most successful marketing stunt Ken’s formula for creating marketing stuntsGoing for a particular audience and not compromisingLearning from stunts that don’t work outThe problem with trying to be too cleverSimpler is betterCombine your USP with something that’s never been done beforeBorrowing ideas from other industriesGetting into trouble is a sign you’ve done something right Advice for people who are afraid of getting it wrongWhy you should never repeat yourselfResources mentioned:
Hemingway SalesforceInfusionsoftToodledooBombBomb VideoThe Producer’s PerspectiveBreak Through the Noise in Marketing by Doing LessHow to Compete with Big Brands Even with Very Few ResourcesBuying Triggers: 6 Steps to Create Explosive Demand***
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 26 Apr 2022 - 485 - [BEST OF] Seth Godin's Marketing Secrets To Changing The World
Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.
Topics covered :
What we can learn from the mistakes that Ron Johnson madeDon’t use your own worldview in marketing as it will be very different from someone else's worldviewActing as a customer to understand how and why people buyWhy you should test changes in small areas before making big company-wide changesApplying the same strategy of watching people in stores to how people behave when they shop onlineWhy you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get resultsWhat you can do to truly understand your audience and build empathyTry to imagine what it's like to be the person you seek to serveResources mentioned:
Scientific Advertising by Claude HopkinsOgilvy on Advertising by David OgilvyThe War of Art by Steven PressfieldThe Art of Possibility by Rosamund and Benjamin ZanderThis Is Marketing by Seth GodinThe Marketing SeminaraltMBAThe Mystery ShowZig Ziglar on YouTubeBandwidth by Eliot PeperHow to Compete With Big Brands Even With Very Few Resources***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 19 Apr 2022 - 484 - [BEST OF] Seth Godin's Marketing Secrets to Launching a New Business
What would Seth Godin do if he had to launch a brand new business from scratch, anonymously, with only $1,000?What are Seth Godin's marketing secrets?This week’s episode was a special challenge to my guest, the famous marketer, author and entrepreneur Seth Godin.
I asked him to come up with a business idea on the fly, and walk us through how he would launch an online business with $1,000 and market it to success within 3 months.
Join us as he shares his wisdom and marketing secrets to launching a successful business from the ground up.
Topics covered:
Choosing a small niche target audienceCreating and promoting valuable free contentBuilding trust to generate leads and create profitConsumer culture and why everybody hates marketersAdvice and resources for overwhelmed marketersResources mentioned:
Purple Cow by Seth GodinPermission Marketing by Seth GodinKevin Kelley - kk.orgThe Cathedral and the Bazaarby Eric RaymondPenguin MagicScientific Advertising by Claude HopkinsOgilvy on Advertising by David OgilvyThe War of Art by Steven PressfieldThe Art of Possibility by Rosamund and Benjamin ZanderDaft Punk: 5 Marketing Lessons to Make Your Business Famous***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Tue, 12 Apr 2022 - 483 - [BEST OF] How to Start a Marketing Agency (a Practical, No-Bull Guide)
How do you start a marketing agency?My guest today is David Baker, author of The Business of Expertise and speaker, who has worked with 750+ firms and in house departments and is an expert on our topic today.
David will share with us a practical, no bullshit guide to starting a marketing agency and wisely choosing your target market. He brings so many different ideas and approaches to this discussion that you will not want to miss it and his remarkable advice.
Topics covered:
Why agencies are bad at marketingHow to start a marketing agency from scratch, a step-by-step guideCommunicating your strengths and weaknessesChoosing a viable target marketFinding your first clientsStarting an agency while keeping your day jobDavid’s recommended resourcesResources mentioned:
Read the article based on this episode: How to Start a Marketing Agency (a Practical, No-Bull Guide)UniqueAbility.comWin Without PitchingRecourses.comIgnition Consulting Groupdavid@recourses.comBikeshedding in Marketing: 3 Keys to Being an Effective MarketerHow to Start a Marketing Agency (a Practical, No-Bull Guide)***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 05 Apr 2022 - 482 - [BEST OF] How Noah Kagan Would Launch a Business With $1k Anonymously
Today I’m talking to Noah Kagan, a successful entrepreneur and founder of two multi-million dollar businesses including AppSumo, Sumo and Briefcase.Noah is someone who does marketing all day long, but rarely calls it marketing. He has a successful blog, podcast, YouTube channel, and over 700,000 subscribers on his email list.
He has worked for Intel, Facebook and Mean.com before striking out on his own.
Listen in as Noah takes us through how he would launch a business with $1000 anonymously and his thoughts on marketing today.
Topics covered:
Launching a business ideaHow to find a marketable service to provideStarting by working for freeValidating ideas manually before starting with automationNetworking methods to find clientsThe 80/20 rule: Spend 80% of the time sticking with what works, and 20% experimentingBecoming a better marketer and Noah’s advice and resourcesResources mentioned:
Moz, GrowthHackers, Product Hunt, Angel.co, Inbound.orgJust Do It by Art WilliamsThe Ultimate Sales Machine by Chet HolmesAppSumo, Sumo, BriefcaseThe 18 Books That Changed my Life by Noah Kaganlouis@everyonehatesmarketers.com***
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🤘
Tue, 29 Mar 2022 - 481 - [BEST OF] Please, I Beg You, Don't Try to "Create a New Category"
Don't do it.Here's why.
***
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Tue, 22 Mar 2022 - 480 - [BEST OF] How to Build a Credible Personal Brand from Zero
When Wes Bush left a job that he hated, he knew he had to pursue something that would give him the energy and drive to work at it consistently every day.Within three years of making that decision, he’d written a book, built a coaching program, and launched the Product-Lead Institute.
In this episode, Wes tells me how he got to that point in his career and the influences behind his decisions.
He also reveals his 16-step guide to building credibility.
Topics covered:
Why Wes treats his LinkedIn profile like a landing pageWhat led him to launch his own businessIf you can build demand you can build any businessHow to discover what it is that you truly love to doThe benefits of specialising in an areaDoubling down on what gives you the most energyHow Wes created and ran a course for the CXL InstituteWhy you need to pick a villain in marketingMistakes he made when building his personal brandResources mentioned:
Product-Lead InstituteVidyardEat Your Greens - Wiemer SnijdersKey Person of Influence - Daniel PriestlyThe Unique Ability - Julia Waller & Catherine NomuraDilbertCXL InstituteGainsight PXDriftHubSpotPratfall Effect in Marketing: Admit Your Flaws to Win Customers***
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→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 15 Mar 2022 - 479 - [BEST OF] Mark Ritson: How to Grow a Company From Nothing
Mark Ritson tells things as they are, and that’s why he’s one of my favorite marketers.The founder of the Mini MBA in Marketing, he’s a long-standing columnist for marketing week, has worked with some of the world’s biggest brands, and has taught at some of the top business schools.
In this longest ever episode of Everyone Hates Marketers, I challenge Mark to tell us how he would build a business on a limited budget.
What does the long and the short of it mean?Start with what you’ve gotHow to start a business that maintains Why you should ask yourself what it is you can do that most other people can'tWhy small brands can take risks that the bigger brands can’tWhy you should stand up and be counted as the founder of your businessHow the birth of his first child forced him to start Mini MBAWhy scalability is such an important wordWhat’s so fantastic about shitting your pants
Topics covered:Resources mentioned:
Mini MBADifferentiate or Die - Jack TroutDifferent- Youngme MoonNet PromoterMark Ritson - 4 Steps to Creating a Rock-Solid StrategyDaft Punk: 5 Marketing Lessons to Make Your Business FamousHow to Compete With Big Brands Even With Very Few Resources→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 08 Mar 2022 - 478 - [BEST OF] Hiten Shah on Choosing the Right Value Proposition
You should be very familiar with my guest today.As a serial entrepreneur, he’s founded and co-founded multiple companies over the past 20 years including, KISSmetrics and Crazy Egg. He’s now CEO of FYI, a solution for having all of your documents in one place.
In this episode, Hiten talks about value proposition and why keeping it simple is the key to making it successful.
Topics covered:
The definition of a value propositionThinking about people first and understanding what they wantExamples of value propositionsThe three mistakes businesses make with their value propositionUnderstanding how people see your business in order to understand your value propositionWhy the value proposition is in the eye of the beholderThe first step to defining your value propositionEnsuring you able to deliver on your value propositionThe importance of keeping what you do simple to understandWhy you should consider the most unique thing that your business doesResources mentioned:
Use FYICrazy EggKissmetricsCategory Creation: 4 Reasons to NEVER Do It***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 01 Mar 2022 - 477 - [BEST OF] 3 Steps to Write Copy That Converts
Who is Joanna Wiebe?Joanna Wiebe is the original conversion copywriter. She’s the co-founder of Copyhackers and Airstory.co, and she’s written for companies like Wistia, Buffer, Crazy Egg, Shopify, and more.If you’ve ever struggled to write copy for your landing page, you’ll want to learn from Joanna. Tune into our interview for her step-by-step guide to better customer research, more authentic writing, and increased conversions for your business.
What is Copy Hackers?
Copy Hackers is where startups and marketers go to learn how to write persuasive website and email copy. Joanna teaches all things copywriting, growth marketing, and how to run a profitable freelancing business.
Topics covered:
3 Steps to Writing Copy That Converts
Conversion copywriting is about moving somebody to take action. Your role is to convince someone to say yes to your offer—whether it’s buying your product, signing up for your email list, or clicking a link to read your latest blog post.
According to Joanna Wiebe, it’s all about getting inside people’s heads.The difference between writing persuasive copy and “meh” copy is how much you focus on your audience. You should be thinking about your audience the entire time you’re writing copy. It’s not about the words you would use to describe your product.What words does your audience use?
How do they talk about what you’re selling? Writing copy that converts means you find out how your prospects talk about their objections, their problems, and what they’re going through in life. You find those words and phrases in your research—and put them into a framework that’s designed to make people say yes.In this interview, Joanne walks you through all three steps in detail.
Step 1:
The best copywriting starts with research and discovery.In fact, this is the most significant part of the entire process. It’s simple. Start with customer interviews and zero in on the parts you hear that are interesting. What are the things that make you pause and take notice?When you’re really looking for messages and the order you want to put them in.If you can’t do one-on-one customer interviews, you can send out surveys or dig into a process Joanna calls review mining. The point is, you’re never starting from scratch when it comes to copy. You’re just organizing raw, voice-of-customer data.
Step 2:
How do you organize your messages on the page?In this step, Joanna shares the frameworks she uses to pull the copy together. Her favorite is PAS, or Problem, Solve, Agitate. This method opens with the problem that’s being solved—and agitates it so your reader really feels these pain points.If there’s no major pain point, you can turn the classic framework AIDA. It stands for Attention, Interest, Desire, and Action. You start organizing messages based on what will grab your reader’s attention.
Step 3:
The final step is editing. This is where you sweep through your messaging and edit it to prepare for AB testing. All you’re doing is taking the clunky voice-of-customer data and making sure it sounds smooth (but still sticky).In this interview, Joanna reveals her process called The Seven Sweeps. You’ll learn the 7-step framework for executing a fast-moving copy review, so you can edit quickly and confidently.
Resources mentioned:
Airstory.coCopyHackers.comRev.com transcriptionBacklinkoScientific Advertising by Claude HopkinsTested Advertising Methods by John CaplesJoanna Wiebe on Twitter @copyhackerslouis@everyonehatesmarketers.com***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
🤘
Tue, 22 Feb 2022 - 476 - [BEST OF] 5 Little-Known Facts About Consumer Behavior
What is marketing psychology?When it comes to digital marketing it's easy to drown ourselves in endless data analytics, campaign results, and market research. But marketing boils down to one thing only--humans. Marketing psychology is the study of consumer psychology and the reasoning behind why we make decisions.
Who is Richard Shotton?
My guest today is Richard Shotton, the author of The Choice Factory: 25 Behavioral Biases That Influence What We Buy.He's also the head of behavioral science for Manning Gottlieb OMD, the #1 advertising agency in Europe.
Topics covered:
5 Little-Known Facts About Consumer Behavior
- Pratfall Effect: If you can admit a weakness or flaw, you become more appealing to your audience.Confirmation Bias: We're very good at maintaining our existing point of view.Our Habits: You can persuade people in the moments when their habits become destabilized.Brand Purpose: Not every company needs to have have a higher purpose beyond profit.Personalization: Don’t apply it to such a degree that you lose the essence of your brand.
The Pratfall Effect
The pratfall effect is a counter-intuitive idea that was first discussed by Eliott Aronson, a professor of psychology at Harvard in the 1960s. According to this theory, you become more appealing after you admit a weakness or you exhibit a flaw.In marketing, this applies because one of the biggest issues we face is that people don't trust brands. Once you’ve admitted a flaw, you're demonstrating your honesty and the rest of your claims suddenly become more believable.
Confirmation BiasOur brain instinctively resist new information due to confirmation bias. As Richard Shotton explains, if you already dislike a brand, your brain will continue to come up with counter arguments to maintain its existing point of view. You can counteract this in marketing by reaching your audience at moments of distraction, because they’re potentially persuadable at this point. And you can do this by thinking about the body language and the tone of your advertising.
Our Habits
What are the moments when people’s habits become destabilized? According to consumer psychology, we can encourage people to buy our products during major life events. Richard Shotton conducted research where he discovered that people are 2-3 times more likely to try a new brand after undergoing a life event.These life events can include getting married, divorced, retiring, moving, having your first child, or starting a new job. These are when our habits are in flux and we're open to buying new products to fit these changes.
Brand PurposeThere’s a current trend in marketing at the moment where companies are trying to find a single way of answering briefs. This can go wrong in a lot ways. Because the problems that your target market will face are varied -- and one solution is impossible.Richard explains brand purpose as an example. In some circumstances, brands should have a higher order beyond profit but it can also lead to the wrong approach if you try to apply purpose to everything. Remember the infamous Pepsi protest campaign? That's proof on how this tactic can fail.
PersonalizationIf you take personalization in marketing too far, there can be huge implications. In this interview, Richard shares a theory from Kevin Simler that explains the value of a brand is in it’s shared cultural meaning.If you're targeting your audience with different messages it can be great in the beginning. However, eventually people will overhear those messages and understand that your brand actually stands for nothing.
Resources mentioned:
The Choice Factory: 25 Behavioral Biases That Influence What We Buy by Richard ShottonA true story: the birth of a great campaign by Paul FeldwickStuff From The Loft by David DyeThe 22 Irrefutable Laws of Leadership by Bern BoloAds Don't Work That Way by Kevin SimlerMark Ritson: 4 Steps to Creating a Rock-Solid Marketing StrategyThe Anatomy of Humbug: How to Think Differently About Advertising by Paul FeldwickDecoded: The Science Behind Why We Buy by Phil BardenRory Sutherland: The Wiki ManEverybody Lies: Big Data, New Data, and What the Internet Can Tell Us About Who We Really Are by Seth Stevens-Davidowitz@rshotton on TwitterRichard Shotton on LinkedInPratfall Effect in Marketing: Admit Your Flaws to Win CustomersHow to Influence Buying Decisions Without Being ShadyHow to Convince People to Buy (Without Being Pushy)***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 15 Feb 2022 - 475 - [BEST OF] 5 Drivers That Motivates Human Behavior
What motivates human behavior?My guest today is Susan Weinschenk, behavioral scientist, author, speaker, consultant, and mentor.
She is an expert in understanding, predicting and directing human behavior. Her books include How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, and Neuro Web Design.
In this episode, we’re going to talk about what motivates people in this complex modern world, and how we can use behavioral science to become better marketers.
Susan will explain five drivers of human behavior backed by scientific studies and what you should know about them in order to get people to do what you want.
Topics covered:
Unconscious mental processing and self-storiesValue versus habit based decisionsThe 5 top drivers of human motivationThe power of storytellingThe need to belong and social tiesBehavioral habits and instinctsEthics in behavioral scienceSusan’s recommended readingResources mentioned:
How to Get People to Do Stuff,100 Things Every Designer Needs to Know About People,100 Things Every Presenter Needs to Know About People,100 MORE Things Every Designer Needs to Know About PeopleandNeuro Web Designby Susan WeinschenkRedirect by Timothy WilsonSapiens by Yuval HarariThinking, Fast and Slow by Daniel KahnemanThe Power of Habit by Charles Duhigg***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 08 Feb 2022 - 474 - [BEST OF] How to Create ACCURATE Buyer Persona
How to create 100% accurate and detailed buyer persona.My guest this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business.
Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas.
Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.
Topics covered:
Why big data isn’t enough to understand peopleStep-by-step customer research methodsHow to effectively interview buyersThe 5 Rings of Buying InsightCreating a buyer personaResources mentioned:
Buyer Persona InstituteExampleHow to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele RevellaAdele on Twitter @buyerpersonaAdele on LinkedInBuyer Persona Institute on LinkedInHow to Influence Buying Decisions Without Being ShadyBuyer Personas Need to Die a Violent DeathHow to Convince People to Buy (Without Being Pushy)***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 01 Feb 2022 - 473 - [BEST OF] Buyer Personas Need to Die of a Violent DeathTue, 25 Jan 2022
- 472 - [BEST OF] How to Find out What Triggers Customers to Buy
It’s time to get customer-obsessed. Katelyn Bourgoin, the three-times founder, turned growth geek joins the podcast to explain the importance of using customer research to figure out what triggers customers to buy.We discuss the processes Katelyn uses to help companies understand what their customers are trying to achieve, and what barriers are stopping them from achieving it, so they can design better products market them more effectively.
Topics covered:
Why it’s important to understand what triggers your customersThe reasons why some marketers may be feeling overwhelmedSocial Media’s draining effect on KatelynThe first question Katelyn asks her new clients when starting customer researchHow the startup world taught Katelyn the importance of customer discoveryThe steps it takes to develop your customer’s personaWhy understanding your customer is more than gathering demographic and firmographic informationHow to disrupt the Super Mario power upmarketDon’t forget about the importance of the functional side of your productIdentify your customer’s challenges with their current solutionKatelyn’s thoughts on one-on-one customer interviewsOne of Katelyn’s favorite sayings when conducting interviewsHow to make sense of the customer information you’ve gatheredResources mentioned:
Katelyn’s WebsiteKatelyn on TwitterWhat is a martech stack?StrategyzerCernerBasecampWrikeHotjarKatelyn’s Forget the Funnel WebinarDovetail AppAirtableKatelyn’s Research TemplateAtomic Habits - James ClearCXL BlogBuyer Personas Need to Die a Violent DeathBuying Triggers: 6 Steps to Create Explosive Demand***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 18 Jan 2022 - 471 - [BEST OF] How to Use Jobs-To-Be-Done to Read Your Customers' Minds
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 consultingHow to use jobs to be done to ready your customers' mindsThe “Jobs to be done” approach to marketingIdentifying your power customers and making a profileTips for interviewing customers and getting valuable insightIntroducing new methods to your company successfullyCase studies and recommended resources on the “Jobs to be done” methodologyResources mentioned:
Why the Jobs-to-be-Done Framework Creates Better Products: Alan KlementWebsites that Convert: The fundamentals of writing compelling website copyby Claire SuellentropLoveyourcustomers.coClaire’s talk from the Unbounce’s Call to Action ConferenceRev.com and Speechpad.com - Transcription servicesMatt Hodges on Marketing the Job to be Done via IntercomWhen Coffee & Kale Compete by Alan Klementhttps://jtbd.info/ Blog by Alan KlementBikeshedding in Marketing: 3 Keys to Being an Effective Marketer***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 11 Jan 2022 - 470 - [BEST OF] How to Talk to Customers When Everyone Is Lying to You
Will your next startup be a success? The truth is, you can never be 100% certain until you test your idea — but you can save yourself 12 months of time by talking to your customers first.In this episode, Rob Fitzpatrick joins us on the podcast to share how you can validate your business idea by getting better feedback.
Topics covered:
Why you shouldn’t sell to customers you don't understandThe brilliant payoff of going out into the real world to talk to peopleHow to ask intriguing questions that get your customers to open upWhy your personal network is far more valuable than you realizeThe surprising reason your breakthrough idea isn’t about profitabilityExactly what type of customers you should go after to build quicklyHow to identify your core skills and monetize your top strengthsWhy beginning conversations with your pitch is a major mistakeResources mentioned:
The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About ItThe Mom Test BookRobFitz.comHow to Do User Research (Even if You’re on a Budget)4 Steps to Build Trust With Customers (Marketing Lessons From Seth Godin)***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 04 Jan 2022 - 469 - Don't Be Bland, Caricature Your Brand
It's not enough to have a good product, the right market, and a splashy brand color. Learn how to be distinctive so you can be noticed, remembered, and talked about.***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 09 Nov 2021 - 468 - [REPLAY] Hiten Shah on Choosing the Right Value Proposition
You should be very familiar with my guest today.As a serial entrepreneur, he’s founded and co-founded multiple companies over the past 20 years including, KISSmetrics and Crazy Egg. He’s now CEO of FYI, a solution for having all of your documents in one place.
In this episode, Hiten talks about value proposition and why keeping it simple is the key to making it successful.
Topics covered:
The definition of a value propositionThinking about people first and understanding what they wantExamples of value propositionsThe three mistakes businesses make with their value propositionUnderstanding how people see your business in order to understand your value propositionWhy the value proposition is in the eye of the beholderThe first step to defining your value propositionEnsuring you able to deliver on your value propositionThe importance of keeping what you do simple to understandWhy you should consider the most unique thing that your business doesResources mentioned:
Use FYICrazy EggKissmetricsCategory Creation: 4 Reasons to NEVER Do It***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 12 Oct 2021 - 467 - How I've Made $60,300 With One Single Email (A No-Bull Story)Tue, 28 Sep 2021
- 465 - You've Been Fooled, There's No "Blue Ocean"
Learn why there is no blue ocean, only one, gigantic, red ocean, and learn how to use it to your competitive advantage.***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 31 Aug 2021 - 464 - [REPLAY] Seth Godin's Marketing Secrets to Changing The World
Seth Godin is back.We begin with the story of Ron Johnson and how his disastrous stint as CEO of JC Penney almost destroyed the chain.The reason behind this massive failure will give you the key to understanding your audience so you can change the World around you for the better.
Topics covered:
What we can learn from the mistakes that Ron Johnson madeDon’t use your own worldview in marketing as it will be very different from someone else's worldviewActing as a customer to understand how and why people buyWhy you should test changes in small areas before making big company-wide changesApplying the same strategy of watching people in stores to how people behave when they shop onlineWhy you have to be specific about the worldview of the people you are seeking to reach and the change you seek to offer to get resultsWhat you can do to truly understand your audience and build empathyTry to imagine what it's like to be the person you seek to serveResources mentioned:
Scientific Advertising by Claude HopkinsOgilvy on Advertising by David OgilvyThe War of Art by Steven PressfieldThe Art of Possibility by Rosamund and Benjamin ZanderThis Is Marketing by Seth GodinThe Marketing SeminaraltMBAThe Mystery ShowZig Ziglar on YouTubeBandwidth by Eliot PeperHow to Compete With Big Brands Even With Very Few Resources***
→ Join 14,000+ weirdos who learn to stand the f*ck out with my daily (Mon-Fri) emails:everyonehatesmarketers.com
→ 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
Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 17 Aug 2021 - 463 - How to Stand Out AND Remain Professional (6 Principles)
Here's what "being professional" really means and why you CAN stand the f*ck out without offending the people you seek to serve.***
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→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
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Tue, 03 Aug 2021 - 462 - Are You Missing That One Ingredient to Turn Perfect Strangers Into Buyers?
An explosive, 6-step recipe you can use to capture demand... using one ingredient you've probably been missing.***
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Tue, 20 Jul 2021 - 461 - Positioning Is Like Playing That Annoying Board Game...
Positioning is a concept that's difficult to grasp. Here's my attempt to explain it in 13 principles using a super annoying board game.***
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Tue, 06 Jul 2021 - 460 - Forget 87.5% of Your Marketing. Here's Why.
Only 12.5% of the volume of an iceberg remains above water. The rest can't be seen. Just like your marketing.***
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Tue, 22 Jun 2021 - 459 - [REPLAY] 3 Steps to Repurposing Content For Every Channel
In this episode, I talk to a real risk-taker, Harry Dry. He's done his research, knows his channels, and he's even grabbed the attention of Kanye West.He also runs Marketing Examples, a company who, surprisingly enough, provides a selection of real-world marketing examples. He has a gift for repurposing content depending on the channel and in today's podcast, he takes you through the process step-by-step.Topics covered:
Why most marketing content strategies don’t workHow to recognise an article that’s been written by someone who doesn’t careUsing a Twitter thread to promote an articleBuilding connections on LinkedIn and marketing yourself on RedditResearching your channels well and and understanding the nuances of eachWhy consistency is the key to building trustThe reason that direction is more important than speedWriting your emails as though they were for your mum and dadResources mentioned:
Marketing ExamplesCopywriting ExamplesKanye StoryTop Dawg EntertainmentSlackPrivyDave Gerhardt on EHMBarametrics Growth ManifestoMatthew Kobach’s TwitterSales for FoundersExploding TopicsDude with SignQuoraOgilvy on Advertising - David OgilvyIndie Hackers (C.S. Allen’s comments)22 Immutable Laws of Marketing - Al RiesGrowth Design***
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🤘
Tue, 15 Jun 2021 - 458 - [REPLAY] Balancing Between Brand, Performance, and Creative Marketing In 5 Key Concepts
My guest today is Matt Kerbel.Matt previously worked for General Mills, Activision, Lyft, and MeUndies and is now head of marketing and brand strategy at Canoo, so he has a lot of diverse experience under his belt. And if you’ve not yet heard of Canoo, they create electric vehicles for subscription and are due to launch in 2021.
In this episode, he talks about developing a marketing organization where brand, performance, and creative marketers all work together in balance. Plus the importance of the entire team getting involved with the end goal.
Topics covered:
Can a marketer be both brand and performance-orientated?Being relevant not just today but in the futureTaking raw research data and turning it into something actionableWhy creating a brand personality that reflects a person is so powerfulCreating three or four core pillars that you stand forThe importance of building your brand foundation with the entire teamEnsuring that everything you create is measurablePicking a metric that mattersEnsuring diversity within your marketingWhat marketers should learn today to help them in 10, 20 and 50 years timeResources mentioned:
CanooHow to Stop Marketing With Your Ego and Become an Effective Marketer (4 steps)General MillsActivisionLyftMeUndiesMayur GuptaFreshlyRemeshTeslaLinkedInWhat You Do is Who You Are. How to Create Your Business Culture - Ben HorowitzGood to Great - Jim CollinsGet In Let’s Go - Podcast***
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🤘
Tue, 08 Jun 2021 - 457 - [REPLAY] How to Offend People And Create Great F*cking Content
My guest today is not afraid to push boundaries or take risks and is most definitely not boring.In this episode, Dan Kelsall, founder of Offended Marketing, talks about not playing it safe, thinking laterally, and learning from your mistakes.
He also deconstructs three of his most successful campaigns and explains why spending quality time with your client should be a crucial part of your business.
Topics covered:
Why people are crippled by the fear of being honestThe biggest mistake companies make with their contentProducing one piece of good content that has impactDeveloping a strong team that learn by their mistakesHow to start offending people so that you’re loved by some and hated by othersThe process for creating great content that makes people actually buy stuffWhat you need from a client to be able to market a product with leverageHow you know when you’ve struck marketing goldThe more you speak to people and understand their culture the more you will get out of itResources mentioned:
Offended MarketingHubSpotA Short History of Nearly Everything - Bill Bryson***
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Tue, 01 Jun 2021 - 456 - Buyer Personas Need to Die of a Violent Death. Here’s Why.
Traditional buyer persona advice is centered on demographics information that is useless and potentially harmful.***
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Tue, 11 May 2021 - 455 - Radical Transparency: How to Stand Out When Everyone's Lying
So much bullshit, so much lying, so much over-the-top statements, so many buzzwords that mean nothing.Here's how to fight it.
***
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Tue, 30 Mar 2021 - 454 - How to Break Through The Noise in a Cluttered Market by Doing LESS (Not More)
Traditional marketers make you believe that you're competing against products in the same category (direct competitors) or tangent categories (competitive alternatives).This is far from being the truth. Here's why.
***
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Tue, 25 May 2021 - 453 - Give Me a Large Swimming Pool & I’ll Grow Your Market Share
How do you grow market share in a very competitive category full of established companies? By walking away from the ocean and picking a large swimming pool.***
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Tue, 18 May 2021 - 451 - Facts Don't Change Minds. Here's What Does.
My guest today is Sean D’Souza, author of The Brain Audit and the owner of Psychotactics.com.He’s a cartoonist and a marketer with more than 15 years experience in the field and makes a point to take a three-month vacation every year.
In this episode, you’re going to learn how to convince people to buy without being pushy using Sean’s methodology called The Brain Audit. It works for all marketing and business types because it uses first principal thinking instead of relying on best practices that come and go.
Listen in to learn this step by step process you can apply in your daily work starting today.
Topics covered
Learning responsibility at a young ageOverpromising by marketersLife satisfaction at a certain level of incomeThe Brain Audit methodologyFinding the target profile and solving their problemAnswering customer objectionsCurating valuable testimonialsImplementing successful risk reversalsUniquenessResources mentioned
How to Convince Someone to Buy (Without Being Pushy)The Brain AuditPsychotactics.comOriginalsby Adam GrantTimHarford.com***
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Tue, 04 May 2021 - 450 - You Might Be Wasting Your Time
***
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🤘
Tue, 27 Apr 2021 - 449 - How to Come Up With Endless Unconventional Ideas
All you need is to ask yourself and your customers one simple question.***
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Tue, 20 Apr 2021 - 448 - We Need to Talk About This Fatal Mistake
***
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Tue, 13 Apr 2021 - 447 - How Daft Punk Stood The F*ck Out (7 Lessons)
This is a differentiation teardown of how Daft Punk became the most influential dance music duo of all time—and 7 lessons you can learn to radically stand out.***
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Finally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@everyonehatesmarketers.com
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Tue, 06 Apr 2021 - 445 - Please, I Beg You, Don't Try to "Create a New Category"
Don't do it.Here's why.
***
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Tue, 23 Mar 2021
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