Online Marketing

Digital Storytelling Tips with Donald Miller, Building a StoryBrand

My name is Tyler Kelley, I’m the co-founder and chief strategist. At slam agency. We are a full-service boutique digital marketing agency, really designed to help you captivate, motivate and inspire people to action through advertising and I’m really excited because today I’m going to introduce you to another one of my favorite books when it comes to copywriting storytelling, developing a message.

So last week we talked about the importance of understanding the sales process as a marketing professional. In order to level up your marketing expertise, you really have to understand sales why people buy? What motivates people drives people to action? If you can understand this, then you can really level up your marketing game now, if you’re a marketing director, that’s just always done marketing, then maybe you haven’t had a chance to get out in the field.

This is obviously the best place to start to understand how your sales organization operates the challenges that they face. You know what are those conversations that they’re having with people in real life. You really should absorb these types of things. That way, you understand, you know number one where your sales team is coming from and number two. What are the types of messages? What are the types of responses that help people get just a little bit further along in that buying cycle without understanding the literal, nuts and bolts of your organization’s sales process, then it’s going to be really hard to market.

You know no longer are we in a day and age where marketing can be here and sales can be here. We really have to bring these two together break down these silos. Bring these two together, align them so that marketing and sales are both operating. You know with similar KPIs with the same end goals, mind working as a unit and that’s how we can get more done, and so you know when it comes to understanding sales as a marketing professional.

The first way to do that is to just you know, get on the ground with your people and just absorb in the same way that you know in in branding. We would absorb the the attitudes interest, opinions of the brand, the voice of the brand, and we would we would work that out through a branding guidelines. In the same way, you should really absorb all that there is to absorb when it comes to sales. Now the second best way to kind of get this into your way of thinking as a marketing professional is to read copywriting books, okay copywriters, the best copywriters, the the copywriters, the legends of years years past.

These are the people that understood human behavior understood how to get people to buy. Now. What I really like about copywriting books is that they can bind. You know all of these important elements: the cycle and user psychology, buyer psychology, a thorough understanding of the sales process and then putting those things together, how to craft a message that drives results, and so really the best copywriting books put all of these things together and You’re able to get all of this knowledge in one book: okay, otherwise you’re reading books on psychology on why people buy you’re learning about the sales process, reading books on on on just sales process and buying cycle, and these types of things.

And then you know messaging and storytelling, and but the best copywriting books are going to combine those three elements, and so last week I introduced my one of my favorites scientific advertising this week, I’m going to introduce another favorite. This one is building a story brand by Donald Miller, New York Times bestseller. This guy runs an agency at a Nashville. Tennessee has has had some pretty high-profile clients over the years, but I think now he’s primarily focused on driving this methodology into the marketplace.

Helping agencies helping businesses kind of get up to par when it comes to story brand and the story brand framework. Now, in this book he talks about how companies waste an enormous amount of money for to really two reasons. Number one is that they just felt a focus on what matters to buyers right and what matters to buyers. What really when it comes down to it. The reason people buy is because they’re either looking to survive or thrive, they’re looking for a transformation they’re.

Looking for your product or service to take them from their pain point to success and in reality you know, we waste a lot of money because we don’t get to the point and we don’t tell users, tell our buyers potential prospects. What’s in it for them, and specifically, what’s in it for them, it’s like what’s that result, what is that, after effect after you’ve utilized my product or service, the second way that, as a company you can waste, a lot of money is just being confusing.

You know, we’ve heard this: Barry Schwartz talks about analysis, paralysis and this whole idea that the more confusing your offer is, the more likely it is that you’re just going to run people off. I mean you have to keep things simple, and the beauty of a storytelling framework is that it allows you to keep things simple and really that’s what this book is all about. It gives you a framework that you can use, and by framework I mean like it’s a fill-in-the-blank framework that, if you just take it step by step, you’re guaranteed to not be so confusing in your offer or in your pitch and you’re, really going to focus on The things that matter to buyers, which is surviving thriving that personal transformation taking them from that pain.

Point to that success. That’s that’s what a framework allows you to do now in previous episodes. We’ve we’ve dug into frameworks, and we’ve introduced several different types of options when it comes to frameworks and Donald will tell you himself that you know he didn’t invent this. This his framework is based off of the narrative framework. The narrative storytelling method, which has been with us four thousand beings for of years, and what he’s done is he’s just taking this put it into.

You know this book in a way that you, as a business owner as a marketing professional, can understand and utilize and put into practice right away. So I want to give you some highlights and, and in the in the show notes we will definitely, you know, have a link to this book so that you can purchase it and we’re available. Should you have any questions like on this practice, this this framework methodology? Okay, so building a story brand.

So when we think about the framework itself, the story brand framework, it’s really quite simple: here’s how Donald puts it a character has a problem meets a guide who gives them a plan, calls them to action and that action either results in failure or success. It’s it’s. The sb7 there’s seven steps to it. It’s super simple. The way I like to think about it is number one you have to identify you have to in any sort of marketing or advertising.

You have to allow your prospect, your target market to self identifying. Okay. So when I say self identify that means that, if you’re developing a radio commercial, if you’re developing an online article, if you’re, writing website copy right there front and center, your character has to identify themselves and the best way to do. That is by identifying themselves with the problem and so, for instance, if you’re a marketing director who is struggling with trying to make sense of digital marketing and how best to utilize digital for your goals this year.

If you can say yes to that, and that’s the first thing that I lead with – and you say yes to that – then you’ve identified yourself as a potential customer for what we’re offering in that case and so really a character who has a problem. These first two steps is that self identification. It’s a question that you can ask this person this this persona, this customer avatar of yours, this customer segment.

It’s a question that you can ask them that they say yes to so, for instance, if you run a barber shop, it could be as simple, as is your hair a little too long. Are you looking forward to getting a haircut if you can say yes to that, then boom the story has begun. What’s next meets a guide? Now, here’s the thing a lot of times when we think of storytelling, especially as marketing professionals. We think that we’re the subject of the story and that’s actually not true.

We are not the hero of the story, you know every good story, you know that hero is on a journey and for us our hero is the customer, so the customer is the hero. Whatever it is that you’re selling your customers, the hero, not your brand okay, where does the brand come in? Where do you come in? You come in as the guide you’re the guide. That’s going to take them from that pain point whatever problem, it is that you identified you’re going to take them from that before state, as Ryan Deiss likes to say that before state and then you’re going to give them a plan that says: okay, you do this! You do this, you do this and you’re going to achieve the success that you’re looking for you’re, going to have this transformation you’re going to survive you’re going to thrive.

If you do these things, that’s a guide who gives them a plan once you’ve done those two steps, then it’s you got a call to action. If you don’t ask you don’t receive so, let’s call this person to action. Okay. How do you do that? Maybe in a radio commercial, what might you say you might say dial this number visit WWE you got to call them to action. You got to say do this: if you do this, you’ll receive this.

If you don’t, you won’t and that’s the final. The final step. It’s because this call to action if they don’t take it, you have to you, have to kind of point them back to where they are and say: listen if you don’t visit WWE, so you see calm, then you’re going to be exactly where you were yesterday. You’re still going to have this confusion, this pain point it’s going to be with you, but if you visit WWE solution, comm and sign up and follow through with the steps and take action on that plan, then you’re going to have this success that you’re going to Survive you’re going to thrive, you’re, going to see transformation for your brand as an individual you’re going to realize success and that’s the key.

A character who has a problem meets a guide who gives them a plan that cause them to action. Hinting at that failure that you’re avoiding reminding them of that and then pointing them to success. That is how, in seven simple steps, this book Donald Miller says that you can. You can clarify your message so that customers will listen. Okay, so, like I said we’re going to leave a copy of this or I’m sorry we’re going to leave a link to this in the show notes for today’s show and read this – I mean these.

This is great storytelling this. This is the type of book that will help. You grow your business. If you are an entrepreneur, if your startup founder, if you’re a foundation director like it doesn’t matter, storytelling, is key. We have been telling stories for thousands of years as human beings and storytelling. It’s really, you know at the end of the day, it’s copywriting and Donald is an amazing copywriter.

So when I think of copywriting books that can level up your marketing game, this is one of them. Okay, so check it out. Thank you for tuning in. If you enjoyed today’s show or if you’ve read this book, let me know in the comments I’d be be excited to hear you know, who’s already read this and what you got out of it. If you read it make sure to tell me what you got out of it and if you haven’t read it but you’re going to order it.

Let me know that too, because I want to. I want to follow up with you and figure out. You know what were some of your takeaways from this book at the back of the book is a lot of really actionable practical things that you can do with your website and so there’s a lot here. There’s a lot here for marketing professionals and for business owners. So so I highly recommend it again: building a story brand by Donald Miller.

Now, if this is your first time tuning in be sure to subscribe rate and review, we do this every single week you can get marketing agency, insights, best practice and ideas to help your business grow, and you know if you’ve been tuning in for a while. Do me a favor and share this with a friend tell somebody about it, especially somebody that is in the marketing profession, because we do this for marketing professionals to help.

You kind of you know, increase your knowledge so that you can increase your revenue, increase your salary whatever that may be. So, thank you for tuning in I’ll, see you next week, thanks for reading, if you like, what you saw subscribe then hit that Bell. You’ll be the first to be notified when new content goes live. After that you can read more articles or slam agents. We picked something we think you’ll love,


Online Marketing

The 4 Parts To Social Media Marketing

Welcome to the we are slam show where we share marketing agency, insights, best practices and ideas to help your business grow. My name is tyler kelly, i’m the co-founder and chief strategist right here at slam agency we’re a small but mighty full-service marketing agency that helps marketing directors, like you execute on your vision, execute on your strategy, just think of us, as the outsourced marketing department, with a Specialty really in digital marketing, and today I want to talk to you about social media now a lot of times when we think about social media.

We just think about the Big Five Facebook, Instagram, Twitter, YouTube and LinkedIn, but here’s the thing social media is so much bigger than that and as a marketing director, you really have to understand how big it is so that you can take full advantage of every aspect Of social media, okay, so social media is composed of four equally important parts. These are social, listening, social influencing social networking and social selling, and in this article I’m going to go through each one.

Social media allows us to social, listen, ok, social listening is tuning in to the needs and to the wants of our customers and social media gives us the platforms, the tools that we need in order to do this more effectively in the olden days we used to Do focus groups we used to do polling and all these types of things, but, as we know, these things aren’t really as effective as they used to be polls used to be the gold standard for determining elections.

Well, now polls aren’t written worth their paper that they’re written on right and focus groups used to be. You know the thing it used to be like: let’s go in, let’s talk with some people, that’s asking questions, but the dirty little secret. Is this people? Don’t tell you what is truly on their mind in a focus group situation. They tell you what they think you want to hear. We’ve known this as marketers for many years, there’s been a lot of studies, a lot of research that say for focus groups, just don’t give you the real information.

So how can you get the wrong information? Well, social listening is the way to do that. So how do you do it? Well, you figure out where your customers were your prospects, where your potential customers are okay online, whether it be Facebook groups, LinkedIn figure out where these conversations are happening, whether it be a forum or you know, on a blog comments. These types of things, wherever it is figure it out and then begin to listen, hashtag following on Instagram on Twitter.

This might give you some insight into what types of things your customers are talking about, and this is where, if you’re doing you’re listening right, you can really begin to tap into what their pain points are. What they’re psyched, what the psychographics are like, what their attitudes interests and opinions are, and this will give you insight as a marketing director into how to approach them through advertising and marketing real quick, a few of my favorite tools for listening in social media, an oldie But goodie HootSuite really great way to set up what you want to pay attention to and then go back to that daily and kind of see.

What’s new, what’s happening, HootSuite is an oldie but goodie a few others that I, like I like mention. I, like Agora, pulse and I like brand, read now the second part of social media that you need to be aware of and know how to tap into is social influencing. Now, when you think of social influencing, I want you to think really about influencer marketing. Okay, influencer marketing is something that has come on the scene.

You know in a big way the last couple years and there’s some really good uses of influencer marketing. There’s some really horrible examples of influencer marketing as well. Now, here’s the thing: if you go: google, influencer marketing or social influencing what you’re going to find is you’re, going to find lots of blogs lots of lots of articles that are all about how wonderful influencer marketing is, but for the majority of people reading this article, It’s probably not going to work for you.

Here’s the thing there’s been a lot of research recently that has that has shown that influencer marketing does not provide the ROI that it has promised that it would provide there’s a really great episode on Noah Kagan presents, which, by the way, is one of my favorite Podcast, if I tuned in to a podcast, I’m tuning into Noah, Kagan’s podcast, and this podcast was all about influencer marketing, the ins, the outs, what works, what doesn’t it was with a guy named Josh snow, who has really approached influencer marketing in some unique ways, and He shares his experiences and his data in influencer marketing to tell you what works and what doesn’t and for the majority of you reading right now, I guarantee that it’s probably not going to give you the results that you expect that it should all right.

The number three part of social media – it’s the big one, social networking now, when you think about social networking, there’s there’s some really big ideas, and I want you to. I want you to grasp the first is this likes? Don’t matter likes, do not matter. Okay, there’s an article, it’s called a thousand true fans, and it’s just it’s all about how just in life in business in the creative world that you can accomplish so much more with a small group of devoted followers raving fans, then you can, with a large group, Perfect example: Priceline, if you go to their Facebook page you’ll, see that they have millions of followers and their interaction rate.

Their engagement rate is so low, less than 1 %, and it just blows my mind that they can invest so much in this likes game. In this likes number and so little in engaging content, the secret here is social media. Networking is all about that devoted group of fans of followers who will buy everything that you put out that will engage with every post that you put out. This is what social networking is truly about, and if you lose sight of that objective, then you’re going to just be in this rat race that continues and continues and there’s no winning the better way is to mobilize the audience that you do have and not to Focus on all the numbers not to focus on all those people that aren’t going to become customer now, there’s a couple other things I want you to be aware of when it comes to social networking and the first is seeker versus engagement.

Remember this seeker versus engagement when it comes to social networking. There are two types of social networks. The first is seeker networks. Okay, a seeker network is it’s it’s kind of based on this idea of search; okay, it’s where you as a user, will go to that network and you will type in a search and you’re looking for something you’re seeking out information. Okay, a perfect example of this is YouTube.

People go there to seek out the majority of people, go there to seek out information. It’s the second largest search engine in the world, just behind Google, and so, if your goal with YouTube is to build like this massive network with these fans that are engaging, then there’s a super high bar to make that happen and more than likely you’re going to Have to invest a lot of money into making that happen, and the reason why is because you’re going against the flow you’re going against the current the current when it comes to YouTube, is as a seeker Network.

So what you should do on a secret network? Is you should build content optimize it for search optimize it for SEO so that when people go and they type in the search, your content is going to pop up on that first page of results? Okay, so on a seeker network, it’s all about! How can I optimize SEO optimize my content to be found to be discovered later on down the line? It’s not about building this massive blog, where you have a ton of followers and there’s just massive amount of engagement.

That does happen on YouTube, but that is those are the outliers. Those are the success stories. Those are the unicorns okay, the majority of YouTube and the majority of the people using YouTube, use it as a search engine. Now the flipside is engagement. Engagement is where you do have networks where people are engaging where there’s conversations where there is community being built. Perfect example: Facebook Instagram.

These are perfect examples of engagement networks. Now, what I want you to realize with an engagement network like Twitter, Facebook, Linkedin Instagram, is that these are the networks where you can do social listening, because these are the network. We’re conversations are actually happening where there’s groups where people are, you know breaking off into groups of similar interest. Okay, this is engagement networks, and this is where social listening happens.

This is also where you can social influence behavior by way of becoming part of the conversation by becoming a thought leader on the network and by generating and creating content, that’s captivating motivating inspiring that that drives action. Now. The second big idea that I want you to get today is this idea of opened versus closed networks. Okay, YouTube is a perfect example of an open network.

What does YouTube do when you search it, takes you to other people’s content and that most likely links out to the web very similar to Google right, Google, which is not necessarily a social network? Although many SEO s would argue that it is when you type a search into Google, what happens? Is you get a list of results on your search engine results page and when you click the link, it takes you to another site off of Google right same way with YouTube.

It takes you off of YouTube and then there’s no penalty there. Okay, this is actually encouraged. It’s the way that the open network is built. It’s built to lead you to content that doesn’t exist on their site. However, when it comes to closed networks, this is not always the case. A closed Network really penalizes you when you post content, that is not part of its network that is not hosted on its network.

Okay, Facebook is a great example. It’s a closed network. How can you identify a closed Network? Well, the first thing is in order to access most of the content. You need to be logged in okay. It’s a closed network YouTube. You don’t need to be logged in access to content, Facebook LinkedIn! You need to be logged in to access the content, so these are closed networks anytime. You have to log in to access to content.

Then what I want you to think of as a marketing director is, I don’t want to post third party links now. The first question I always get when talking with a marketing director is well Mike, my site’s, not really a third party link, because it’s my site, it’s my page and it’s my site, but you guys think about like this. It’s your brand on Facebook’s, page! Okay! It’s it’s on facebook.Com and because it’s on facebook.

Com, if you put a link to your site in the post to your site, that’s a third-party site, meaning Facebook doesn’t own your site and because of that, and because Facebook is a closed Network, then what’s going to happen. Is Facebook is going to penalize you? I know they say that they don’t, but they do. Experience shows that they, just they don’t show content when it’s when it’s a youtube link, they’re not going to show it to very many people.

You can test this on your own pages when you post a link to your website, they’re, not going to show it to very many people and because Facebook is really built on this snowball algorithm, which is like the more people that like and engage with your content. The more they’re going to see your content and the more they’re going to introduce your content to new people and then on the flip side, if you post a link, no one sees it.

No one engages with it, then what you’re doing is you’re digging a ditch for yourself anytime, you post a third-party link on your site, so be very wary of any time. That might be the case when you want to do that when your boss is like. I want to post a link to you, know our products page here on the site. The reason why Facebook introduced shops is because they don’t want you to go to your website to shop.

They don’t want your customers to go to your website to shop. They want them to shop on Facebook, because Facebook is a closed network and they want everything that happens with their traffic to happen on facebook.Com. If it’s not happening on facebook.Com, then guess what very few people are going to see it they’re going to push it to the side and they’re not going to show it to anyone. So as a marketing director anytime, you have a third-party link on a closed network.

Realize that it’s not going to get very far, the fourth part of social media is social selling and I’ll. Let you in on a little secret. It’s not selling at all, rather social selling is all about building a brand. It’s all about becoming a thought leader. Building familiarity, we’ve talked several times over many episodes that people buy from those that they know like and trust, and the quickest way to drive an increase.

Likeability is by building familiarity it’s by being present by being out there. By having your face out there, the more people see you the more they like and the more that they trust you. I know this is crazy, but it’s it’s a fact. The more they see you the more they like and trust you. As a matter of fact, it’s called the familiarity bias so build it. Put your face out. There put your brand out there be out there be out there as often as you possibly can, and do so.

The step up here. The level up here is, if you’re out there with valuable content. If you’re out there as a thought leader, then people will begin to see you that way. Why do we do that? We are slam shell, so that we can share our experience. We can share our insights, our knowledge with marketing directors like you, so that when the time comes for you to hire an agency, if, when the time comes to, when you just can’t execute – and you just don’t – have the bandwidth to do everything that you need to Do you know in-house, then it’s like okay, we’re going to think about slam to be that that digital partner to be that outsourced marketing department that we can hire that that I can use as a marketing director to do everything that I need to do in terms Of like graphic design, article copywriting social media, digital advertising, I need a team like that, and rather than hiring that team one by one and figuring out, you know who’s who’s good in this position in this position and managing all those people.

Rather than doing all of that, I’m going to hire slam because by hiring slam, I get all those specialties. I get all those people, but I get a team that works well together and that I can provide vision to and strategy for and that they’ll execute on that and it’ll be amazing for my bottom line. Okay, that that’s the value there and that’s why we share content like this, to make you aware of our abilities to make you aware of our knowledge and our capabilities so that when the time comes, you already know who to call that’s what social selling is social Selling is not me hitting you up on LinkedIn and being a nuisance.

Okay, that is social spam. It’s not social selling, so you know why do i? Why am I never on LinkedIn? Why do I just despise LinkedIn? Why do I think that, like everyone in the business world, putting their time into LinkedIn is a waste of time, because it’s a spam network? You can quote me on that. It’s a spam Network and everyone, that’s on LinkedIn for the most part, is usually LinkedIn in the wrong way and just you know, rabbit trail.

If I want to engage and connect with the rail people, then I’m not going to do it on a network like LinkedIn. I’r going to do it on a network like Facebook or Instagram, and the reason why I do that is because that’s when people put their barriers down and that they’re there there they are their real selves at that point on LinkedIn, everyone just has like a mask On it’s the business, you know it’s business, business, business and everyone’s in that business mindset and it’s hard to break through that and really like what most people do to break through that.

It’s just spam, the heck out of you – and I don’t like that. I don’t like LinkedIn, you can quote me on that. Social selling is not social spam, so, rather than hitting somebody’s email, inbox or you’re, deeming them and like just bugging the heck out of them. How do you prospect well inbound prospecting is the key, and that is by putting out articles, putting out post that that provide information and value to the reader and putting that out there, knowing that when the right person comes along and sees that content that they’re going To reach out the final thing that I want you to think about, when you think about social selling is what I call trigger events this could be on.

You know one of the ways that you could use LinkedIn, it’s like okay, I just got a new job. It’s posted, like so-and-so, just got hired here. That is a trigger event. That’s an event that you should be aware of, because it marks a change in that person’s status in that person’s career, and so you know rather than you just saying, hey Congrats, take a note. Knowing that you know if your marketing director you just got hired on as a marking director, your onboarding you’re learning about your new company, there’s a lot of stuff going on, and if I were going to contact you, it’s not going to be on day one right.

If I were going to reach out to you, if my goal was to do an outbound prospecting, then I would I would look at that trigger event, and I would know that within a month and a half two months, that’s probably the time when you’ve got your Bearings and your ready to begin seeking out help, and at that point I want to make sure that you know about who we are and what we do. And so, if I paid attention, if you’re you know one of my targets, if you will, if you’re somebody that I want to work with, and I’ve paid attention to the fact that that you know you started about a month and a half ago, then now I Know that it’s probably a good time to get on your radar.

Okay, this is trigger event awareness. The other thing is just buying cycle awareness, and this is where social listening comes in in regards to social selling. You have to be in tune with those accounts that you want to work with, so be aware of that buying cycle be aware of where they are in that consumer journey, and you can do this with social selling, okay, so the four parts of social media, social Listening social influencing social networking and social selling be sure to listen to this a couple times because there’s a lot of good info in this podcast next week, we’re going to talk specifically about social media networking and how you can get the best bang for your buck.

With the big five all right, if you’ve enjoyed this podcast if you’ve been joined, this show do me a favor, and let me know anywhere where you listen or read. Leave me a comment. Send me an email, Tyler and slam. Agency.Com I’d be happy to connect with you now, if you’re looking for an outsourced marketing department, if you need help right now, give us a call shoot us an email or go to our site. Slam.

Agency.Com click on the free consultation button and we’ll be happy to chat with you. Thank you for tuning in I’ll, see you next week, thanks for reading, if you like what you just readed subscribe, then hit that Bell you’ll be the first to be notified when new content goes live. After that you can read more articles from slamming agency. We’ll pick something we think: you’ll love,

A 2019 traffic generation tool >> Traffic Trapper 2.0


Online Marketing

Top 5 Social Media Best Practices of 2020

Welcome to the we are slam show where we share marketing agency, insights, best practices and ideas to help your business grow. My name is tyler kelly, i’m the co-founder and chief strategist. At slam agency. We are a small but mighty full-service marketing agency, that really works as an outsourced, marketing department for marketing directors like you marketing directors that have an idea and a vision for where you want to go.

But you don’t have the team the time or the bandwidth to make it happen. That’s where we come in now today, we’re going to give you some insight into how we do social media. In fact, these are my best practices for social media networking now, typically, this is the type of information that an agency would want to keep to itself, but we’re not that way. As a matter of fact, we know that the more we give the more we receive, and so we just want to give you as much knowledge as much value as many insights as we possibly can, and this show today is going to do just that.

Okay, so let me ask you a question: what do you think is the number one reason people unfollow a brand on a social network, any ideas. Well, let me tell you it’s because their posts are too promotional. Okay, I’m going to share with you our rule here at slam. We call it the 80 % rule. This is a big one. I want you to write this down. No more than 2 out of every 10 post should be promotional, and this is true on every network, no more than 2 out of every 10 post should be promotional.

This is the 80 % rule. As a matter of fact here at slam we like to we try to make that the 90 % rule and with many of our clients we try to make that to 90 % rule, and so now I know you’re thinking as a marketing director. Well, you know my job is to promote the business that I work for. My job is to promote my brands, so you’re telling me that I’m I shouldn’t really be doing that in social media.

What should I do good question key is to really create content that people on an engagement network can get behind can share, can engage with, can can have conversations around. This is the type of content that you like to share. As a matter of fact, we do social media for an HVAC company. Can you believe it an HVAC company now, typically, this would be. You would think pretty dry content right. It’s like hey, let’s fix the boiler, let’s fix the furnace.

Let’s those are all promotional types of things, so when we got around as a group and we begin to brainstorm what types of content would work well, we had to come up with content that wasn’t necessarily focused on what they did and so what we had. So what we did was we looked at you know, associations we looked at, you know where were they giving money? Where were they donating their time and one of the things that we realized was that they were really dedicated and devoted to the humane society, to making sure that pups had a home? And so what we wanted to do was number one was highlight.

That association highlight that relationship, and we did it by creating a pet of the month contest where essentially, people would submit photos of their pets, and we would select a winner each month where professional artist would then create a portrait of their pet. We would give them the portrait. The client would give them the portrait and then that portrait would be hung in a pet Hall of Fame and our clients office, and this has been going for over for almost two years now, and it has been one of the most viral campaigns we’ve ever put Out because people are engaged and what this does is, it puts our client on their radar so that when it’s time to pick an HVAC company, they know who they are, what they do and they have a connection to their brands.

So they’re going to call this company that’s one way that you can promote without promoting in social media. So one of my five best practices well number one is what I call pee pee pee pee. Now we hear all the time about b2b and b2c, which, if you’re wondering business-to-business business sumer these are these acronyms that we hear all the time in social media. I really want you to be focused on this idea of p2p okay.

This stands for person-to-person. Social media is a personal experience right when you log in and you’re you’re you’re scrolling through your facebook feed, or you know, you’re flipping through Instagram photos or stories. It’s personal, it’s personal to you and so as a brand. What you have to do is you have to make sure that everything you do is personal. It’s person-to-person, don’t think of it like you’re on this, don’t think of it as like you’re on this big hill and you’re talking down it’s.

Never it’s never about me as a brand talking to this, this mass of people right, it’s about me as a brand as as a person connecting with another human being person to person. Okay, if you keep that in mind, then when you sit down to write your social media post, when you sit down and communicate, then you’re no longer communicating to the masses but you’re communicating to individuals to human beings and you’ll notice that your copy will dramatically improve.

If every time you sit down to write something you think P to P, the second best practice is the 80/20 rule I mentioned and again, because it’s key, no more than two out of every ten post should be promotional. Okay, the number one reason that people unfollow brands on social media is because they post too many promotional posts. My number three best practice is perception is reality now I really want you to think about this, because this is really key.

Okay, perception is reality. What does this mean? Well, what it means is that, however, I perceive you to be as a brand. That is my reality now remember. Social media is p2p, it’s person-to-person, so it’s not about what you think of your brand. It’s what I think of your brand. Okay, and for me, my perception is my reality: now you might be thinking. How can I influence someone’s perception of our brand and that’s a really good question? As a matter of fact, we talked about that a few weeks ago in our show about confirmation biases as a marketing director, you can utilize confirmation biases to your advantage by number one being aware of them and then number two by utilizing them ethically.

Okay, social media is a great place to apply some of the principles in that episode, which will link to in the show notes. Okay, here’s three things I want you to think about. When you think about perception is reality, number one is familiarity, bias. Okay. This is key if you are building a personal brand, if you’re building a brand, where there is somebody front and center, then you want to make sure as a marketing director you put that person front and center over and over and over again, because people buy from Those that they like and trust and in order to accelerate this liking, and this trusting you can build familiarity.

This is called the familiarity, biased, which simply says that the more people see you the more they like and trust you, okay, if you’re a brand that doesn’t have a person that you can put forward as the face, or you know a group of people that you Can put forward as the faces, then that’s where you really need to take a step back and think about how can we, as a brand that essentially, is recognized by a logo? How can we become more personal? How can we be more p2p so before we even get to this point, you have to think about p2p, and how can you do that as a logo as a corporation, if you’re just posting from this entity, that is unapproachable, then a lot of times you’re not Going to be as engaging in social media alright, this is why fast food in fast food, you see the trends with comedy it’s where Wendy’s and Jack the Box they’re really able to build this p2p to build.

This perception is reality through the molarity. By being out there by injecting their brands and making them more personal, okay, this is this is where comedy really comes into play. The number four best practice that I want you to be aware of is to follow blog norms. This is so huge because a lot of times this just doesn’t happen. Okay, we think that we can just create a article for youtube and then just like distribute it in facebook and in turn all these places.

But the thing is number one: each blog has its own norms in regards to formats in regards to times and links of articles in regards to the way that people communicate. This is a big one right so like on Instagram stories, I’m going to communicate differently than I would on a Facebook post. I can’t put hashtags in a Facebook post and expect those hashtags to go too far. The hashtags that I use on LinkedIn are going to be completely different than the hashtags that I use on Instagram and so, if you’re taking social media as if you’re taking the approach of I’m just going to create one piece of content and then put it everywhere.

You’re taking the wrong approach, you need to follow blog norms and what that means. It’s like you have to be in each blog authentically in a matter of fact, that’s number five number five is be authentic, no one likes it when you’re, fake and in social media. We can tell okay, we can tell when you’re, not being your true self, when you’re not being your true brand. Okay, it’s obvious people, they have a, they have a BS meter and and – and we can see it a lot of times – brands get into trouble because they’re trying to be something that they’re not remember, p2p, remember perception is reality and kind of just be yourself, be Authentic authenticity is all about being true to your brand values being true to your brand voice.

If you can do that, then you can be authentic. These are my best practices for social media networking and I hope that you’ve been able to take something from this article. I hope that you’ve been able to pull something that you can use today. I want to leave you with this one final tip editorial calendars, use them. Okay, it’s super important that you get organized as a marketing director and the best way to do that in social media is to utilize an editorial calendar, an editorial calendar just at a high level.

It allows you to organize your promotions. You know any special events, any dates that are that are important for your business. Your brand, you list those on a calendar in any kind of high-level, insert ideas for the types of content that you want to happen week in and week out on, each of the networks. Okay, I promise, if you, if you aren’t using the editorial calendar – and you start using one you’re, going to instantly – feel more organized you’re going to be able to report on what works.

What doesn’t work you’re going to know? What’s coming up, you’re going to stop doing things last minute or in the moment, and it’s really going to allow you to implement the best practices that we talked about and it’s going to allow you to really level up when it comes to your social media game. Okay, so a few quick tips for editorial calendars number one editorial calendars use them now. If you’ve enjoyed this episode of the we, our slam, show if you haven’t already please subscribe, you can do that on.

You can follow us on Spotify. You can subscribe on iTunes. If you’re reading on youtube be sure to number one subscribe and then number two hit that Bell and if you’re you know, reading a clip on Facebook or anything like that, do me a favor Instagram TV. Do me a favor and let me know like shoot me, a comment DM me or you can email me at Tyler at slam agency com. If your marketing director, looking to up your social media game, we can help you with that.

This is something that we’re really passionate about and something that we’re really good at it’s taking. You know just your your ordinary SEO and taking it to that next level, I’ll be happy to share with you some of the things that we’ve done for brands, big and small, and hopefully we’ll partner with you to do something amazing. Now, if you want to reach me in that capacity, just go to slam agency.

Com and click the button for free consultation, it’s the big pink button at the top of the page. You can’t miss it. Thank you for tuning in. I will see you next week, thanks for reading, if you like, what you saw subscribe then hit that Bell you’ll be the first to be notified when new content goes live. After that you can read more articles from slam agents. We picked something

A 2019 traffic generation tool >> Traffic Trapper 2.0


Online Marketing

Seth Godin – THIS is Marketing

You know in the you know, we stand for this. People like us do stuff like this. So let’s talk about the anything, a logo and a brand alright, because companies spend way too much time on their logo, just like people on YouTube spend way too much time on their hair. I’M told they spend way too much time in there. If Nike owned opened a hotel, I think we would be able to guess pretty accurately what it would be like if Hyatt came out with sneakers we’d have no clue because Hyatt doesn’t have a brand.

They have a logo. If I swap the signs on a hotel at that price point, it couldn’t tell if you were to marry it. If you were a Hilton or the Hyatt, the hallway, the room – I don’t know where am I no brand, so what it means to have a brand is you’ve made a promise to people. They have expectations, it’s a shorthand. What should I expect the next time, and if that is distinct, you’ve earned something if it’s not distinct.

Let’S admit you make a commodity and you’re trying to charge just a little bit extra for peace of mind, the problem that Hyatt and Hilton and Mary it and the rest have his sort by price, because if I go online now to find a hotel, it’s really Simple sort by price: why would I pay $ 200 extra to go a block away? I don’t so. What’S the value of a brand, the value of a brand is how much extra am I paying above the substitute and if I’m not paying extra, you don’t have a brand.

This episode is brought to you by our friends at Mazda. I just drove the new mazda6 and it’s buttery smooth powerful with an optional turbocharged engine and more. I also elect the new cx-9. We shoot on location every week and it’s got plenty room for all of our gear. It definitely feels a premium kind of driving experience, but it’s the attention to detail that stands out for me. You can really tell the monsters designers have put their heart and souls into these vehicles.

You can check them out at Mazda comm, all right now, let’s get into our episode it’s that time again. It feels like. Every year we had a little you’re like Santa Claus, but with wisdom and insight once a year you show up from like Jimmy and we have a conversation. I was looking forward to this. I’M not going to ask you how you got this job this time, because after half a dozen times, I think I know the story, but I do want to know about this book I want to know.

I mean I’ve always thought of you as the godfather of marketing. You know if, if Peter Drucker is, you know, old-school not outdated, but just like you know he came before he’s the previous generation. I always think of Seth as the new generation kiss the ring and so help me understand. This seems to me to be like the quintessential book on marketing. Well, what’s your take, the thing is, I don’t do any consulting, because I don’t have the patience for it and what I love to do is find people I care about who are doing work that I’m proud of it gives them free advice.

How can they achieve their goals, bringing their work to people who need it and what happened was after the 50th time? I heard myself saying the same things again and again. I started this seminar, the marketing seminar, which lives online and it’s not inexpensive, but it’s really effective. It’S a hundred, a seminar with so far. Six thousand six hundred people have taken it and what happens inside it is.

I was reading. People interact with my lessons, but fifty lessons together and seeing how they interpreted them and reading them change and reading their work get better. So it occurred to me. I don’t know why I took so long. Oh, I know how to make books. Maybe I’ll turn this into a book for people who don’t necessarily want to commit the time to being part of a seminar and one thing led to another, and the book became the book that it is now which is yes, my version of if advertising had never Existed if David Ogilvy had never existed, if the old model, which was so magical, wasn’t available because I don’t think it is, if I could teach marketing to someone, what would I teach them so there’s nothing it.

I think the word Twitter might appear once in the whole book is not about social media. It is not about growth rating points or even conversion. It’S about work that matters for people who care so break it down for me kind of. What’S what’s the path you know, what is the method to the madness of laying out the chapters in the order that you did or does the order or not matter so the order we you have to begin by undoing the marketing of marketing.

You have to undo this idea that marketing is selfish. That marketing is a scam that marketing is this short-term interruption thing. So I spend a bunch of time on that. I wish I didn’t have to, but I do because I’m saying to you you’re a marketer and it’s not an insult, it’s a compliment, because what marketers do is we make change happen? Okay, which change for who? So the first third of the book is what marketers do is we decide who we are seeking to change who’s it for and what’s it for, and I’m amazed at how often people don’t even consider this? They think they’re making average stuff for average people and if they just yell at about it enough, then their Kickstarter will hit 19 million dollars well yeah every once in a while.

I Kickstarter needs to do that, but almost none of them do that the truly successful ones or the truly successful online stores are local bakeries or the person is trying to raise money for their charity are specific, they’re, not general, so the first part, and then I Get to this idea that culture defeats everything if you’ve got culture at your back. What you’re doing is easy and you’re trying to change the culture it’s difficult.

So what is culture? Culture? Is people like us? Do things like this? How do we break that into pieces? Who are the people like us? What are the things like this, then? I do a turn into something that some people think is distracting, but is, in fact, at the core of some of the big ideas here, which are human beings, make decisions based on status, not the status of I have a fancier car than you. That’S part of it, but the status of who eats lunch first and the status of who’s moving up and who is not moving up.

And what does that even mean to us that informs culture? And then I talk about affiliation versus dominance, because I see that more and more everywhere. I look ok so now that we’ve laid that out now we can get into some of the tactics, the tactics of. Are you a brand marketer or a direct marketer, because they’re fundamentally different things and most people were brand marketers before the internet, but the internet rings a bell and says if you’re a direct marketer? This is here for you and then I can.

We round hole circle, and I end with a bit of a rant about is the work we do evil. Are we responsible for it and if we are responsible for it? What are we doing here with this super powerful tool and this tool we each have is more powerful than the assembly line was in 1925, partly because we all have it. If you have a keyboard, you can touch the culture. What will you do with that keyboard? What we do with that camera because we’re not victims, we’re creators and I care very much about helping people, take responsibility for the change they seek to make and if it makes you a living, that’s fine.

It doesn’t make you a living, that’s a choice, but don’t do it because you’re making a living making a living because you’re doing it yeah well said, can we go back just a second and maybe delineate or clarify brand marketing versus direct marketing? I think I know what you’re saying to me. If I were to say it I would say brand marketing or advertising because to me one is a push button and the other one is a pull lever.

You know brand marketing being a pull or it’s pulling people in drawing them in with a tint. You know trying to build attention and Trust while advertising is more about getting a return on the investment and getting someone to jump through a hoop, but maybe in your own words yeah. I I’ve that’s legit, but I’d do it differently, yeah, because there are direct marketing ads and their brand ads. It’S not the advertising that differentiates them.

It’S one simple thing: you can’t measure a brand. You can measure direct. You must measure direct right. Lester Wunderman, who was a friend of mine, is a friend of mine. The elder statesman invented the term direct marketing was on the board of Yoyodyne. Direct Marketing is measured marketing. If you can measure it you’re going to act differently, because you can see what happened Tuesday and change what you do on Wednesday brand marketing is a Cheetos commercial brand marketing is the Airbnb logo.

They don’t you can’t test their Airbnb logo every day. It’S the logo. That’S part of the way you tell the story of who you are so a lot of individuals who don’t own the company like brand marketing cos, can’t get in trouble for a long time, because no one knows if it’s working and it’s this magic alchemy, the Absolut Vodka ads in the back of the New Yorker for all those years. They didn’t work, they didn’t work, they didn’t work, they didn’t work and then one day, you’re a genius right so know very few people make an Apple Superbowl commercial.

That changes everything generally. What happens is people show up put their brand in the world with or without an ad right Brad marketing is. Where did you put your store? Is it on the corner or in the middle of the block? You can’t measure that, because you can’t open two stores, one on the corner and one in the middle Direct Marketing, though, is the secret of Google and Facebook. Google gets all of its revenue, 100 % from people who are buying clicks, that they measure and the reason they make so much money.

Is they sell the clicks for a nickle and if work, they tell your competitors that they could buy it for six cents, and so an auction takes place. So you are making a little bit of money and Google’s making a lot, but you’re still ok with it, because it’s better than making zero. So as we switch to this world of Direct Marketing, we have to realize the metrics of brand marketing aren’t appropriate and vice versa.

What does that mean? It means if you’re, an individual and you’re counting your facebook likes or your YouTube views, you’re, making a big mistake because you’re doing direct marketing in that sense, you’re measuring it, but you’re measuring the wrong thing and that’s going to undermine your brand, because we all know That the best way to get a lot of clicks is to act like a porn site and left to its own devices.

If it does nothing but optimize sooner or later, direct marketing on the internet, races to the bottom, because you’re just trying to get a few clicks from a few people dumb enough to pay you something and my argument is: we need to race to the top. So we need to use Direct Marketing when we should and brand marketing the rest of the time yeah. I think it’s a really good point. You know when back-to-school timing hits and I hear those ads start – pinging hey.

You know you can get jeans that are usually 40 bucks for five bucks just for this week of time, I’m being hit with direct marketing and that’s ringing my bell: the trouble with direct marketing or advertising like that is you know it’s can be expensive and sometimes It misses the mark and we’re being trained to ignore it. Oh yeah yeah, I mean Lillian Vernon l.L.Bean. The reason you’ve heard of them Lands End because every time they spent 50 cents on stamps, they made a dollar 50 in profit.

So they get it to infinity and that’s the direct marketers dream get it right turn the dial, but when we think about the marketing that makes our culture better, it might have a little direct marketing piece to it, but mostly it’s a brand marketing exercise. It also kind of reminds me of The Tortoise and the hare right. Yeah brand marketing is the tortoises race. The hares is direct marketing or advertising.

That’S right, you know it can be quick and you know you could spend five million dollars on a Superbowl ad and read everyone in one day you know, but how long do we remember that or how’s that resonating? What’S the risk exactly? Can you weigh in on what seems to be the quintessential brand marketing play today as we talk about it, the Nike play and Colin Kaepernick okay? So there are a few things that need to be understood about Nike biggest one.

You are not a key. I am NOT Nike. Nike is a bit of a special case number two, the vast majority of Nikes future and its present is overseas sales, so they’re showing up and they’re saying we’re, not Puma we’re not a ddos. We are Nike. Well, you don’t. You can’t say that by pointing to your sneakers, because in a blind taste test, the sneakers are all the same right unless you’re an elite elite athlete it’s about something else.

Well, Colin Kaepernick is a signal, he’s a symbol. He stands for something and the other sneaker companies have been afraid to stand for what Colin Kaepernick stands for, so is it risky feeling to go into a divisive area of politics that I don’t think should be divisive but has become divisive? Of course it feels risky, but it was brilliant. It was brilliant because at the level Nike is playing now the number of ways that they can stand for something anything is very small, and here with just two words, they were able to say us him.

We stand for something when you talk about Nike, you are standing you’re talking about standing for something right, and the stock market has reflected that their market share has reflected that. It’S not easy for a brand to do something that singular. What’S interesting is if Seagram’s had done it, where mattress firm had done it or some other advertise, it wouldn’t worked because they didn’t have the DNA to match it.

It would have been stopped. This wasn’t a stunt that people who knew Nike said, of course it was very natural for them to do that. Yeah, you’re, right, they’ve they’ve been seeding the market from the beginning. You know from youth sports, although an eye and and they’ve also been you know the disrupter. If you want to use that buzzy word in their industry, trying to do stuff differently and shake-up yeah when you and I were kids sneakers cost eight dollars right.

So, as a citizen, I am thrilled that they’ve, given this brave individual, a platform to speak his mind as a marketer, a brand marketer. I look at that and say if this is what the people at Nike truly believe is. This is where they are going and it’s a non cynical act on their part. I have to applaud it because the kind of person that is decrying this psychographically isn’t their core audience. It’S not what they look like how old they are their income.

It’S what they believe and they tend to not be an early adopter of fashion, that person well Nike is selling to the early adopter of fashion by the time their shoes are at Payless they’re, not making any money at that end of the curve they make money. At the front of the curve and the front of the curve, the early adopters, there are people who are playing with new ideas in the culture they’re, not people who are trying to preserve old ideas in the culture.

Let’S talk about what could could go wrong or could have gone wrong, and maybe if we try this on another brand, you know what can other brands learn from this particular case study. You know in the you know, we stand for this. People like us, do stuff like this, so let’s talk about the anything, a logo and a brand alright, because companies spend way too much time on their logo. Just like people on YouTube spend way too much time on their hair.

I’M told they spend way too much time in there. If Nike owned opened a hotel, I think we would be able to guess pretty accurately what it would be like if Hyatt came out with sneakers we’d have no clue because Hyatt doesn’t have a brand. They have a logo if I swap the signs on a hotel at that price point, it couldn’t tell if you were to marry it to Hilton or the Hyatt, the hallway, the room. I don’t know where am I no brand, so what it means to have a brand is you’ve made a promise to people.

They have expectations, it’s a shorthand. What should I expect the next time, and if that is distinct, you’ve earned something if it’s not distinct. Let’S admit you make a commodity and you’re trying to charge just a little bit extra for peace of mind, the problem that Hyatt and Hilton and Mary it and the rest have his sort by price, because if I go online now to find a hotel, it’s really Simple sort by price: why would I pay two hundred dollars extra to go a block away? I don’t so.

What’S the value of a brand, the value of a brand is how much extra am I paying above the substitute and if I’m not paying extra, you don’t have a brand. So when we think about what brands ought to do to move forward, the most important thing is to not worry about your slogan. Your spokesperson, they’re wrapping. It’S to worry about the substance, work that matters for people who care find the people who care the smallest, viable group.

You can live with and figure out how to give them work that matters. So if we compare, if we’re stung the hotel thing, there are hotels. These new chains of mini boutique hotels that charge double what a Hayat might charge for less, but it’s only less by the Hyatt measure. It’S way more by the measure of someone who cares about with the people in the lobby look like who cares about how hip it feels to walk into the bar they’re investing not in oh, you get a room with three power outlets: they’re investing in throwing a Party in a place where you also can sleep while you’re on the road, those hotels have a brand and those hotels are some that some people pay extra for, but almost no one in the scheme of things yeah.

Can we talk a little bit about demographic versus psychographic yeah? I love that yeah. Okay, so they’re only used to be demographics. The only thing a marketer could pay attention. What kind of car do you drive? How old are you what’s your income, you could buy all of those things for mailing this company, but once the internet showed up particularly Google, but mostly Facebook, we could say this is for people who, like that this is for people who dream of that.

This is for people who believe this. Those are psychographics, it doesn’t matter what your skin color is. It doesn’t matter what your income is? It’S, what’s your narrative inside so going forward, the old-school marketer still talks about demographics, they’re wasting their time. What we need to understand is in every zip code. There are people of almost every psychographic perception and what we have to do is brand marketers to say it’s for you and it’s not for you.

I didn’t separate you because of who your parents were. I separated you because of what you believe and what you dream of. If you want to switch, what you dream and what you believe of it might be for you, so I guy walk by the Supreme store. I see these people are idiots good because it’s not for me it’s for them perfect. I like that. I like that, a lot, so you know search engines and social media websites are collecting data on us, whether we know it or not, whether we like it or not, but if so, if I’m a marketer and I’ve got and I’m trying to build a brand, then How do i, how do I find out who my audience is because I think sometimes we think it’s one audience exactly.

We might be completely missing the mark exactly okay. So, let’s start with the data collection thing every time I go to Amazon, they rearrange the whole store for me and every time I go to a regular bookstore, I am frustrated because they don’t it but like what is what are the cat books? I don’t like cats every time you know, I’m coming just take all the cat books out of the store. They don’t do that for me, Amazon does so when this is done properly.

People are happy, it’s being done because it’s being done for them not to them. When it’s done improperly it’s when you get a phone call from your credit card company – and they say we noticed – you’ve been going to a lot of singles bars and strip clubs. Here’S a coupon for free, venereal disease testing. You don’t want that phone call, because you didn’t ask for that engagement with them right, so it’s not about privacy, it’s about being surprised! Okay.

So now we go to serve some people I’ll begin by saying: I don’t think you have any business being a marketer unless you have empathy for the people you are seeking to serve. So what do I mean by empathy? I mean you, don’t know what I know you don’t want what I want. You don’t believe what I believe here I made this. It might be for you now. The best way to begin as an amateur marketer is to start with people who believe what you believe and want what you want great do you know who those people are? Can you imagine them start there? You will find some people in that segment because you made it for you right.

So if you love to surf and to be on social media than inventing the hero, camera, probably a good idea, because you knew what it’s like to be one of those people. But Sony should have invented to hear our camera and they didn’t. Because there wasn’t a professional market around the scene, who said I don’t surf? I don’t want to be on social media, but I could imagine what that would be like, and so we begin with that.

We begin by asserting what a group who believes a thing might want to do. How do you do that? Well, you can learn a lot by noticing. You can learn a lot by thing. Why is there a line at the supreme store? Why are people buying pokeballs right? Why are people doing this? Why are people doing that and those people who do that they’re also doing this, which has nothing to do with that, but they’re all doing it is because they’re all doing it or because there’s something those things have in common a feeling, and so what our job Is as marketers is to suss out that feeling make an assertion and then present it to those people not spend a lot of time in focus groups, because people don’t know what they want.

They just know what they dream. So is your recommendation. Then you know, let’s say I am the GM right and and I’m looking just to create this product. Would you recommend, then, seeking out someone who has expertise in that area and bringing them on the team is like a consultant or full-time hire, or should we all just eat, drink and breathe that subculture? You know for the next year and figure it out.

Like you know, when I was building Yoyodyne, we were hiring a lot of people, so we took out a full-page ad in The New York Times, which was super fun to do and 500 people showed up and we interviewed them in groups. It was really cool and we sat around the table. The groups of eight and the question I asked the group of eight is working together. There was no Google that no smart phones working together figure out how many gas stations there are in the United States and what would happen around that table every time two people would say I’ll, take notes.

Two people would say whatever anyone else suggested. No, that’s wrong. We don’t know the answer, two people would say not much of anything and then two people would lead this conversation. It’S really fascinating and you can guess who I hired, but every once in a while someone would say I don’t know, I don’t have a car and that was really frustrating to me. It wasn’t a question of how many guest agents have you seen in your life.

It was figure out how to be wrong on the way to being right how to make this series of assertions about where to go. So, when you think about the people who built, I don’t know, dropbox dropbox was built to solve a personal need, that’s great. As far as it goes, but if you want to be a professional marketer, you got to do it again for somebody else’s need and the way you do, that is by gaining the empathy to imagine what it is to be in their shoes.

Don’T have to be a woman to make pantyhose, you just have to be empathic, let’s shift gears and talk a little bit about mission driven companies. I mean it’s been a slow burn, so TOMS shoes and Warby Parker, and you know these are some of the standout kind of cliche case studies. We talk about all the time, but mission driven or Purpose Driven or maybe what you’re saying work that matters, maybe they’re.

One in the same, how do we, how do we get there and if we’re not thinking about this, should we and if we should, then how should we reframe or re configure what we’ve already got going? Well, I think the words matter, so I mean I’ve known you for about almost ten years now you are running a mission-driven organization. I know what your mission is and you have kept your mission through thick and thin.

That doesn’t mean you are giving shoes to kids in Rwanda. It means you seek to make change. You are changing group of people who do work with leverage you can visualize who those people are and the people who aren’t those people you’re not trying to change them. You have a mission, the medium could change. You could stop using article and switch to podcasting, but your mission would be consistent, and so I begin there, which is too often we get hung up by reverse engineering, our mission, we say I’m making money doing X.

So I will come up with a phrase that will, let me keep doing X. That’S not what you or I are talking about when I think about someone like Blake at TOMS, shoes Blake wanted to have a business that made money but also cared very much about the footprint that he was leaving behind. No pun intended with Tom’s. And so then. Yes, they can make coffee and they can make sunglasses and they can make the other things that they’ve tried to make, because it’s not about shoes.

It’S. How do I get an early adopter of fashionista? Who wants a story? She can tell her friends to be able to buy a product, that’s going to have a better positive impact on the world than the one she’s currently buying. That’S the mission back to psychographic exactly and you know so, Warby Parker. They don’t make a big deal of the fact that every time you pair by a pair of glasses, they give one away.

That’S not why they want you to buy a pair of glasses. What they’ve said is for the kind of person who has better taste than they have a bank account right, more desire to impress. Then they have cash. How do we use the Delta between what luxottica would charge for these glasses and what we would charge for these glasses to create convenience and a vibe of fitting in alright? Because it’s interesting, if you couple things I could say about war, be before war? Be open? Retail stores they didn’t know a what a retail store would look like.

That, would work for them and be where to put it. So what they did was they bought a school bus and they outfitted the school bus like a store and then they would go on social media and say the store will be here and they would park the bus in different places and any place. The bus did well, that’s where they knew a store would do well like a food truck right, but it was brewing because it wasn’t a food truck just to be a food truck.

It was intended to be a test of the store, direct marketing thinking there. A direct marketing company, but the other thing that’s interesting – is the cost to Warby to have 10 times as many glasses as they have would be zero to have every you know. They don’t sell these, I’m glad, because I’m the only one who has them, but they could sell these. Why don’t they? Because we’ll be saying, people like us, wear glasses like these, you don’t have that many choices, and so you can’t screw up.

There’S only 20 or 30 looks to look to choose from that’s exactly how many the slightly insecure fashion-forward glasses shopper wants to look at, and wore B’s bet is that they can sell that person a new pair of glasses every three to six months, whereas if it Was looks odd, okay, you can’t afford right. So again the psychographic is what’s baked in Warby. Isn’T busy running ads of people who live in foreign lands? Who don’t have glasses? That’S not their story.

That’S not the story that resonates with the people they seek to serve. Yeah and if I can add to that, I think that they use a user experience company exactly so it’s one of the smoothest user experiences. I’Ve ever had on the West, super-convenient down, respect yeah and it’s quick and and they have a Zappos Amazon. Like you know, customer service return policy, there’s lots of things going for them.

That’S awesome! How about the the white space I like to talk about the white space. You know things that we’re missing in marketing what our marketers missing. I mean if you’re a career, marketer you’ve done it all, and you know I’ve been on the client side. I you know, I worked for a big company, we had a big P & L and I did everything, radio and TV and billboards, and I took over the internet and spent gobs of money, but like what? What don’t? I know about right now that I’m missing well, I think the two biggest things are connected number one.

Your factor isn’t worth much anymore. It used to be worth everything, so you had to defend the factory you got to say this is what we know how to make. So this is what we sell, but now everything’s a click away, so you can sell anything you want. So don’t come at this as the customers wrong. I have this briefcase full of stuff. This is what I have to sell it’s. How can I solve this person’s problem? How can I market with them instead of at them, and the second thing is attention used to be cheap? I think about it.

The phrase CPM damn doesn’t stand for a million. It stands for a thousand, I’m not sure why cause per thousand we’re buying people’s lives. A thousand at a time for pocket change and since it’s so cheap, what the hell put a talking bear up. Do this interrupt this crazy Eddy, whatever it’s cheap, we’ll just try something else tomorrow, and now it’s not like all of a sudden. Now it’s not now. It’S really expensive, a thousand two fans, ten thousand true fans, it’s enough to build a whole company, a hundred thousand true fans, you’re, all it’s a homerun, 100 thousand, that’s it so the mindset of oh, I don’t have to just show up arrogantly saying I insist I Can show up and listen and assert and everyone is not.

The goal cannot be the goal someone. So how is then that helped you with your marketing blogs? You know you’ve got these products or services, whether it’s the LT MBA or the the marketing seminars that what we’re calling it? Yes, marque semenovka or your podcasts akimbo, or your ongoing blog or new books. So I got super lucky because I decided I didn’t want more. I’M looking over your shoulder and Tom Peters book is on you right over your shoulder and I talked to Tom.

He was my hero. I actually met him in 1983 when I was 23 years old and I was on stage he was coming on after we were doing our tech check. I was holding my three-year-old because he had come down with me for the weekend and at the time tom was doing between 90 and 105 speeches a year. I have a picture of him sleeping on a park bench in Siberia to the Siberian Airport. I said Tom, what? How did you like what and he said I used to be able to do a great Tom Peters invitation.

I can’t do it anymore. He said I had no choice. I have no choice. This is what I do so it’s like a shark. It’S like what he does and I looked at that and I said I don’t want more. I don’t want what Tom’s got. I don’t want the biggest blog. I don’t wan na have the number one best-selling book I am NOT interested in whatever I would have to do to get more. I am happy with enough to do it for the people who want me to do it with them, because I made that decision.

I was able to stumble on this idea of the smallest viable audience, so the all 10 be a which is one of the most successful program of its kind has had three thousand graduates. That’S all three thousand. So yes, it’s many times bigger than Stanford Business School. But no it’s not three hundred thousand fine! The marking seminar, my blog is read by. I guess: like a million people, six thousand I’ve taken the marketing seminar.

Could I have goosed it to sixty thousand? Of course I could, but that I wouldn’t be me, and so my posture has been don’t level up on staff. Don’T level up on spend put all of it into better, not more because if you can make better and afford to make better, because you have true fans, maybe they’ll tell their friends, and maybe you can do this work and doing this work is my privilege and So I’m totally fine.

If it’s not for you great, please don’t come. I have there’s no squeeze play, there’s no lowering the price for 12 hours metabolic. Why? I don’t need to do that, don’t want well and that’s how you’ve built your brand. So I guess the follow-up question to that is: how can we use what should be our guiding principles? You know: is it our personal value system as a quality of life? What can be the compass to know how to build our brand because you’ve, you said you got lucky, I mean I don’t know about that.

I mean it seems like it was pretty calculated and very strategic, but you went and I’ve gone down this path and I’m sure there’s been some twists and turns whatnot, but how can then the rest of us create the compass? What is our compass? Well, I think you got to tell yourself the truth and it’s so like author, so many authors have been to see me. I love authors. So what’s your goal, I want to make change happen.

So do you care about being in the New York Times bestseller list? Well, yeah I need to because then they’ll help me make change ever really really, because I could tell you how to be on the New York Times bestseller list, but you have to trade this this and this for it, and many of them do because they’re not Actually, keeping track of what got them started: they’re using other people’s metrics to do their work and that’s as bad as having a boss, it’s worse because now you’re in this cycle.

So we know how to double your the number of Twitter users. We know how to make sure that there’s more of this or more that and you justify, but you know I have to make my editor happy and I have to do this and it no you don’t what you need to do is get clear about who’s it. For and what’s it for and if you are clear, like Howard Schultz was clear, he said: I need America to drink, better coffee. Well, that’s your mission! Then! Yes, you need 19,000 Starbucks.

Yes, you need to serve things throughout the day in the night. Yes, you have to be ok with, you know, still quest off, because you can’t figure out how you get the supply chain right. That’S all comes with. I want all of America to drink, better coffee, but, on the other hand, there’s a guy who’s got. You know. Four coffee shops in New York City. He says I want to make better coffee period for people who want it.

He works with people. He cares about. His cashflow is positive. He does the craft he wants to do, and it’s not someone else’s agenda because he’s not a public company and doesn’t want to be so both are available but be consistent and the mistake that happens is someone has four little coffee shops. They say that that’s what they want to do, but then they keep compromising so they can have 18 coffee shops that are now pretty sucky.

I don’t know why you did that well, zooming out, then I mean it sounds like, and I love this idea of business. Being so personal, it sounds like to be the quintessential brand marketer. It really has to start right here has to start with us. We have to be clear about what we really want. So Phil Knight is saying you know we want to be the company, the brand that stands up for people that is on the right set of history.

That does the right thing, so I’m sure he knows profits and I’m sure he did some math. I’M sure it’s not all altruistic, but those are the types of like value based decisions, we’re making right the quality of life. How much time we want to spend at home versus traveling a hundred days out of the year yeah. Well, whatever job you do, whether you’re a brand marketer or an accountant. I hope at some point you said what’s in here.

I don’t think we need to be altruistic, but I think we need to be some true, istic meaning. We are true to some people for some people. They can’t believe how great this thing we made is for some people they would cross the street to get it, and if I go down the list of modern brands, that is true all of them. So Procter & Gamble Unilever brands, not so much because they own shelf space and they own acres of TV, the TV’s getting too expensive.

They could probably hold on in the shelf space for a while to come. But that’s not most of us. Most of us are not seeing they’re saying crystal like crystal like Crystal Light, because the fact is there aren’t that many people who are bound up in the story of Crystal Light. But if you wanted to build an important new brand, if you want to grow the brand you’ve got, you can’t use the old technique because we know it doesn’t work anymore.

And so what can you do to make a bigger impact? Which is you can be some twisted? You can be obsessed with some people and make them so happy to hear from you that they open your email, that they call you on the phone that they wait. In line to see you at the booth that they tell their friends and tell their friends and tell their friends that begins with someone caring enough to have the grit to say we’re going to make good stuff, not lousy stuff.

So how is it being back and sort of traditional publishing? You know back to sort of blocking and tackling making books like you’ve done in the past yeah. So of course I’m a hypocrite. I have repeatedly said it’s. My last book. I’Ve repeatedly said the publishing industry is so crippled by the shift that I have to respect the people in it but politely decline. But here I am back with my friends at penguin portfolio.

The first reason is because, as the seminar developed, I realized, I needed a book and I know how to publish my own books. But when I thought about the mechanics of that, I realized I needed a team of people who would do it. Justice – and these were the best people, but I couldn’t help myself so the other thing that we did, which we haven’t announced at all, which is we’re going to talk about after the book comes out, is I actually made 19 extra covers for the book.

Okay and here’s, a couple of them can’t show them to you in too much detail because it’s sort of a secret, but what we’re going to do like my creative director and I did them all ourselves. All 18 of these covers so there’s like an alternate cover like in a magazine like you write Sports Illustrated, does exactly several different athletes right same magazine, different cover, so what’s going to happen is if you buy an 8 pack of the book from 800, CEO Reed, Who I’m working with they’re going to put in the 8 pack? Eight of these covers? You don’t know which 8 you’re going to get collect and trade them kind of thing, plus like 800 or $ 1000 worth of free slots or discounted slot discounted slots.

In the articles from the seminar, so you get all this juicy stuff for the cost of the 8 books, and I got to tell you after the book was done: yeah because you could there’s lead times and publishing. So now you, like you, have all this energy, but the books done so it was months of work to make the envelope and the custom covers, and the flip side of the posters and I loved that I was just such joy because I’m only making 2,000 of Them – and I knew that only 2,000 people are going to touch this, but that made it even better because it was like okay, we get to roll up our sleeves and be craftsmen to celebrate this other thing.

We’Re doing so. We didn’t announce it in advance because we don’t want people to just wait for it, but it’s going to come out right after the book launches. That’S so cool you are the master of creating scarcity. You! You love this idea right yeah. I love it because it creates value yeah, it does. You know limited time or there’s I’m only making 10 of these or yeah it does right. So part of it is tension, which is what we know is before anyone says.

Yes, they get like this in any field you have to as a marketer willingly dance with that tension, because you’re creating it right and then on top of it scarcity creates value, but what it does for me is the Creator. Is it lets me off the hook from infinity and infinity has never been my friend, because if you are making YouTube articles and you get a million visits, you say well, why didn’t I get two million? Why didn’t I get four million and what I get satisfaction out of the same sorry so that cuz now I know I couldn’t have gotten any more cuz.

I don’t have anymore. It makes me emotionally more connected to the work than having to say this is for everyone and I need six billion. Somehow. That makes a lot of sense. Can I get a little bit personal too and just ask you, you know. I know you always say when I ask you so what’s next, you know next is what I’m working on right now. This is what I’m most interested in. You know. I’Ve been there and I’ve done that.

That’S fine but like at some point share a little bit of the Seth dream with us. Like are you I mean we’re out here, sort of you know, upstate, you know up up the traffic halfway to sing-sing. Prison yeah is the goal to like retire in Italy. At some point or like you’re going to have this, you know Seth part two and you’re going to be some gourmet chef or create a chocolate factory like what are some of the.

What are some of the dreams and aspirations that you’ve got. You know I won the dream and aspiration Lottery a long time ago. So, if I wanted to live in Italy, I could live in Italy and the internet makes it even easier. I almost started top elite company. I was four days away from it. When I tasted rogue chocolate, I met Sean asked a nosy. I said I can’t make chocolate better than rogue and I can’t be a better person than Sean.

So all it would be as a marketing project and I’m already doing marketing project. Let these guys sell chocolate every once in a while. I play with the idea of starting a significant entity, a software company, or something like that, because I see the niches in the market, but more and more I’ll just call somebody up some CEO of the public companies. They used to go through this, so I don’t have to have that conversation today.

I hope that works, but the essence of it is this: for someone who’s lucky enough to be able to do almost anything he wants. This is what I want to do. I want to be a teacher. I want to be somebody who helps turn on lights and helps people, not everybody. Some people see things that they can’t unsee and it’s always in the service. How do I make this place? I’D rather live with my kids than it was yesterday, because if we could all figure out how to do that, that positive cycle, I think that’s what makes culture matter so yeah tomorrow morning.

I will wake up and I’ve done what I’m supposed to do. For my publisher, I’m off the hook and I haven’t written anything new and I’m not building a new course right now. I’Ve got the courses we run because they work and I want to run them again and I’ve got the team of people in 40 countries who worked with me on various projects and I trust them, and I love them, and I want to do it again, but It would be very hard for me to stop doing this right now.

I gave up the airplanes has been hard, but I’ve mostly done it now, I’m down to one a month, but other than that everything else about what I do is a privilege. Our true privilege, you

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