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

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***When Rand Fishkin left Moz in 2018, the marketing world was waiting to see what was going to be his next move.The reality was, he already had it figured out. A new startup in the shape of SparkToro.In this episode, I talk with him about where the idea for SparkToro came from and how he left his secure and well-paid job to successfully launch a new tool with no capital, no paying customers, and during a global pandemic!Topics covered:How Rand came up with the idea for SparkToroHow he followed his own advice when starting upReaping the benefits from 17 years worth of building a network of expertsHow he capitalized on that network for his product researchThe top three most helpful questions he asked when doing his researchFinally leaving Moz and launching SparkToroUsing old school techniques to create the initial buzzHow and why you should pick an enemy early on!Raising capital with no paying customers and doing things organicallyLaunching during a global pandemicResources mentioned:MozSparkToroLost and Founder - Rand FishkinZillowRedfinProfitwellBuying Triggers: 6 Steps to Create Explosive Demand***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***There can be few people in the marketing world who haven’t heard of Neil Patel.At the age of 35, he has already achieved many accolades, including recognition by President Obama as one of the top 100 entrepreneurs under the age of 30.He’s also known in the marketing world for shady, aggressive tactics like invasive website popups, sexist ads, etc. But, something changed recently which made him realize the value of focusing on people first...Topics covered:What Neil Patel would do with $1,000 to create a new business anonymouslyWhy marketers tend not to like Neil PatelWhy you should never aim to please everyoneWhat marketers should learn to help them in the next 10, 20, 50 yearsResources mentioned:CrazyeggKISSmetricsClick FunnelsUber SuggestMozSEMrushWayback MachineHubspotBacklinkoLarry KimNeilPatel.comBuying Triggers: 6 Steps to Create Explosive Demand***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***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***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***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 BehaviorPratfall 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 EffectThe 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 HabitsWhat 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)***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***In the world of marketing sameness, where brands copy each other and play it safe, how do you genuinely differentiate yourself?Peep Laja is the founder of CXL Institute, an in-depth marketing training program. In this episode, he explains how your brand can stand up, stand out, and be different.Topics covered:The reason why the only difference between most companies is the logoHow differentiation can be achieved by one strong thing or a combination of lots of smaller thingsThe consequences of sameness in your businessWhich differentiations are not worth the investmentHow to define a position in the marketWhy you want to attract a certain group and repel anotherUsing differentiation to give potential customers a reason to choose youThinking actively about how you are influencedResources mentioned:CXL InstituteCopytestingOptimizelyVWOConvert.comSiteGainerDifferentiate or Die - Jack Trout and Steve RivkinPositioning - Al Ries and Jack TroutObviously Awesome - April DunfordPlay Bigger  GainsightCodeacadamyLinkedin LearningUdemyReforgeHotjarAhrefsWhiteboard FridayMozSEMrushBasecampDriftSquadcastHow Brands Grow - Byron SharpMonday.comCrunchbaseTrelloAirtableAsanaClickupRoad Less Stupid - Keith J Cunningham22 Immutable laws of Marketing - Al Ries and Jack TroutThe Brand Gap - Marty NeumeierZag - Marty NeumeierBrand Flip - Marty NeumeierCategory Creation: 4 Reasons to NEVER Do ItChallenge Category Conventions in 7 Steps (+ Examples)Branding 101: 5 Steps to Build a Small Business Brand***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***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***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***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***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***What are your thoughts on customer research? Do you think it takes too long and is a dirty word? Or do you rely on it for your business?My guest is Joel Klettke, owner of Case Study Buddy, a company that helps you to create case studies.In this episode, he explains how your research and analysis will not only produce killer copy but will inform many aspects of your business - from branding to landing pages and everything in betweenTopics covered:How good customer research is not just research for research sakeThe benefits of review, and testimonial miningThe consequences of not doing effective customer researchHow changing just a few words can make your copy more vividWhat to look for in negative competitor reviewsHow to translate all the data you collect into one page of copyWhy focusing purely on current customers is a big mistakeThe principles and practicalities of writing good copyHow all writers are different and there’s no one way of writingThe questions to ask yourself as you read through your copyResources mentioned:Case Study BuddyHubspotWP EngineScott’s Cheap FlightsBenevityTraffic Think TankDeputyClockspotG2CapterraMade to Stick: Why Some Ideas Survive and Others Die - Chip HeathNever Lose a Customer Again - Joey ColemanThe Ultimate Sales Letter - Dan Kennedy***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***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)***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘

I’m so f*cking happy to announce that ​my book, Stand The F*ck Out, is officially available for PURCHASE​! To buy the book—and more!—DIRECTLY from us and support our small business, go to: book.stfo.ioFree Shipping Worldwide • Ripped Apart by 70+ Marketers • Money-Back Guarantee • Secure Online Payment***In this episode, my guest is Camille Ricketts, Head of Marketing at Notion.Camille is the former head of Content and Marketing at First Round Capital, and you may also know her from First Round Review.Her CV is very impressive as she’s previously worked for Tesla, VentureBeat, and The Wall Street Journal.There is so much value in today’s podcast, it’s difficult to know where to start. You’ll learn how to identify which customers make exceptional user stories and how to ensure that they understand what you expect from them.Camille also explains how to use the three-tier interviewing system to encourage your customers to give thorough, specific answers.Topics covered:What is wrong with typical online user studiesThe benefits of producing one in-depth story instead of 50 shallow onesEnsuring all content produced is usefulThe consequences of shallow user stories on your brandUsing the inverted triangle to organize your storyHow to convince people to be on your blog or podcastThe importance of being a good storytellerThe benefits of recording interviews to make full use of the contentHow to be the painkiller and not the vitaminPreparing your customer in advance of the interviewResources mentioned:NotionTeslaFirst Round ReviewVentureBeatThe Wall Street JournalObviously Awesome by April DunfordThis Is Marketing - Seth GodinWriting & Self-Publishing a Marketing Book: A No-Bull Guide5 Proven Methods for Positioning Your New ProductHubspot***→ Buy my book: book.stfo.io→ 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/7iEF1qovZZiaP1iRtxGARoFinally...If you're curious about putting your brand in front of my 14,000+ daily newsletter subscribers and/or podcast listeners, email me: louis@stfo.io🤘