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***What is the One-Page Marketing Plan?If you’ve ever struggled with a lack of focus in your business, you’re not alone. In this episode, we’ll uncover how you can beat Shiny Object Syndrome once and for all with a simple, practical system for marketing: The 1-Page Marketing Plan.Who is Allan Dib?Today we’re talking to Allan Dib from Successwise.com. He’s a serial entrepreneur and marketing expert who wrote the Amazon bestseller, The 1-Page Marketing Plan. Allan has come up with a breakthrough method for marketing your business in an easy, 9-step process that he reveals in the interview.Topics covered:How to Write a One-Page Marketing PlanIt’s called the 1-Page Marketing Plan because you can fit your direct response marketing plan for your small business on a single page. SourceIt covers three marketing phases: before lead generation, during lead generation, and after the prospect becomes a customer.Each phase has three steps, totaling 9 steps on the page.The beauty of the 1-Page Marketing Plan is in its simplicity.If you can’t fit your plan on a single page, it’s too complicated.While you don’t have to fit every detail of your plan on the page, you can outline each step of the plan in simple fashion so that you, your team, and your clients can understand your marketing plan clearly. Phase 1: Before lead generation1. Select your ultra-specific niche target marketThis is probably the most crucial step in your marketing plan because it sets you up for success without marketing bullshit.Marketing doesn’t mean you create a product you think will work and then “market it.” It means understanding your audience first so that you can make a remarkable product tailored to them.It begins with this step.The key is to find a target market that’s in pain. If you think about the last time you had a bad headache, the pharmacist didn’t have to hard sell you on pain relief medicine. You probably picked something up from the corner store without even looking at the price because you’d do whatever it took to relieve that pain.Likewise, you want to pick a target market that’s in pain, and if you can solve that pain, you’re in business… without sleazy marketing.It’s also important that your target market is narrow and deep. As Howard Gossage says, “People don’t read ads. They read what interests them. Sometimes it’s an ad.”If people feel like they’re reading something that was written for them, they’ll be more likely to continue reading, which is a lot easier to do if your target market is very narrow.In short, specialists eat generalists’ lunch.So, how do you come up with your target market?There are two ways to start.First, if you’ve been one of your target market, then you intuitively understand their challenges and worries, so you can start there.Otherwise, you’ll need to start with an educated guess and do some market research. Find books they read and forums where they ask questions to get a feel for their pain points. Next, evaluate the PVP, which stands for personal fulfillment, value to the marketplace, profitability. Does this target market bring you joy, money, and have a deep pain? Finally, test your idea on the target market by seeing if they actually pay money for it.2. Craft a message your target market responds toTo craft your message, start with an offer that converts.For example, Allan Dib knew that the 1-Page Marketing Plan converted from his experience as a keynote speaker at events, so he repackaged it as a book and sold it.SourceThen it’s just about getting into the conversation that’s already happening in your target market’s mind.To get into their mind you’ll need to interview them, preferably via Zoom so you can record the call and transcribe it.Get to know what’s happening in their lives/industry.Find out what keeps them awake at night. Then use their exact words from the transcript in your messaging.When the person reads your message, they should say, “Hey, that’s for me.”3. Reach your prospects with advertising mediaFirst of all, don’t think of yourself as a digital marketer, because “digital” often equates to lazy.Digital doesn’t mean magic.Digital is just a medium.Digital is exposed to all the same factors that make or break your marketing, like having a powerful headline and a strong call to action. The point is that you can reach your customers through digital media if they spend their time online; however, if they are more responsive to direct mail, for example, then it suits you to send them direct mail instead.Reach your tar...

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***How often do you look at Facebook?Facebook is the largest media company in the world, and it has generated more than $27 billion in revenue.In this episode, you will learn long-term principles to create effective Facebook ads. Today, I’m talking to Karola Karlson, a freelance performance marketing manager specializing in Facebook advertising.Topics covered:Performance Marketing: Tracking results, measuring real-time performance, tweaking ad campaigns, and changing marketing strategiesPerformance marketing is a mindset where you make decisions based on dataHow to generate new leads and customers using Facebook advertisingStep 1: Messaging - Find unique value proposition that makes your brand shine and stand outStep 2: Ad Designs - Do not use stock photos, find unique design angleUnique imagery catches people’s attention and generates higher click-through ratesUtilize ready made icons, videos, and backgrounds with simple text for imageryStep 3: Create Facebook Ad Account to set up campaign, objective, goal, budget, audienceUtilize tools in Facebook Ad Manager to gauge audience and effectiveness of your adsUnderstand your audience by asking questions and targeting customers using similar brands and productsConversions and results are necessary to determine if ads are workingAvoid creating too many ads for one campaignStart with one message and then try different messages; keep the same call to actionUse step-building approach to create trust with your audienceReasons why Facebook ad campaigns fail and mistakes that are madeFacebook is the most effective advertising platform availableRecent News: Facebook manipulated people to get and use personal and private dataData is the reason why marketing ads on Facebook are successfulGood products and good marketing mean no sleaziness neededAggregate Blog: 1 great article per 2 weeks is worth more than 2 bad articles per weekWriting posts and promoting the blog generates new offers of partnershipsCommunication and Understanding: Learn about consumer behavior and human psychology to identify what makes them tick and buyResources mentioned:Aggregate BlogFacebook Ad AccountValue Proposition: What Is It & How to Create One with Momoko PriceRand Fishkin’s Step-by-Step Guide to Inbound MarketingDaniel KahnemanSeth Godin18 Golden Advertising Rules by Legendary D. Ogilvylouis@everyonehatesmarketers.com***→ 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***Some companies seem to have the magic touch.On the other hand, many startups struggle for years to gain traction in their market. Why do some companies capture the attention of an audience while others get dismissed?That’s right — it all comes down to building a phenomenal brand. But before we get into that, let’s talk about what it actually means to build a brand in the first place. Branding is a word that gets tossed around a lot in the marketing industry. The only problem? Nobody can seem to define what a brand is. Let’s clear up the misconceptions.Branding is an emotional feeling about a company that makes them seem like the better choice against their competition. OK, I know what you’re probably thinking. “That sounds really vague. How can we turn momentary sentiment into something tangible?” That’s what I set out to learn when I interviewed senior marketing and brand expert Bernie Schroeder.He’s the author of Brands and Bullshit: Excel at the Former and Avoid the Latter and has a marketing background that includes launching strategies for major companies like Apple, Amazon, Yahoo! and Adobe.I invited Bernie to speak on the Everyone Hates Marketers podcast to discuss:Why branding matters in businessThe mistakes companies make with brandingWhat happens when you ignore brandingHow to build a brand that attracts customersWhy Is Branding In The Digital Age Important?Companies who ONLY focus on marketing tactics without a branding strategy become a commodity in the marketplace. Without a brand-building system in place, you’re unable to differentiate yourself from every other business that offers a similar product or service. This means any new company can pop up, copy your business model, and do it at a lower price than you. Do you see where we’re going with this? If you listen to my podcast, you already know that I like to challenge my guests to break their methodology down so you can walk away from each interview with a practical step-by-step.What follows is the specific approach Bernie Schroeder uses to build a brand identity — whether you want to leverage the benefits for a brand you already have or you’re starting from the very beginning. Let’s dive into his step-by-step guide.5 Steps to Build a Strong BrandStep 1: Find Out How Your Company is PerceivedThe first step in branding according to Bernie Schroeder is to figure out how your company is perceived in the marketplace.Where should you look in order to learn this? Go to your customers. Bernie recommends getting a list of the top 100 customers and reaching out to some of them. Here’s why: Whether you're working for an agency client or you're an entrepreneur running your own business, you need to take a step back from what you THINK you already know about your customers’ perspective. We’re too close to our own business to see it the way our customers do.Talking to your customers is important. While they don't always know what they want, they can tell you what they don’t want. In addition to that, customers can tell you what problems they’re suffering from and describe how it affects their own personal situation.This circles back to the #1 rule of good marketing: Treat people like humans. Business is about solving problems for your customers [problems that are a real pain point].According to a study ran by CBInsights, 42% of businesses fail because there’s no market need for what they’re selling.Talk to your customers. Research the customer journey from their perspective (without leading them into what you think it looks like).Bernie Schroeder explains that when you speak to customers, you must ask them simple questions. Your questions should be 5 words or less because if you ask questions that are too long they become leading. But the more simple the question? T...

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***For start-up marketing, how do you get something off the ground without outside funding? What’s required to launch a product?Marketers and developers will learn a lot today!In this episode, I’m talking to Rob Walling, a Web developer, podcaster, entrepreneur, and conference co-host about stairstepping your way up when it comes to bootstrapping.Topics covered:How to launch a new software business without a lot of time or moneyStairstep Approach: Build something small, a one-time sale product; find source of traffic or nicheHow to come up with useful product ideas for angles; use tools that show places that generate trafficMake money online by knowing SEO practicesOptimize for an engine to provide a valuable resource for people searching for a specific termBy using marketing to get to the top or to get in front of people, only to let them down - then you will not have longevityUtilize communities and marketplaces, online or elsewhere, that already exist and people are usingGain confidence, experience, and knowledge to improve and make moneyProcess of building a simple plug-in: Research; come up with an idea; know where to go; teach yourself or outsource work; submit; and determine level of interestAcquire something rather than building it from scratch; leverage other people’s workStart something guaranteed to get traction by using an idea done before, several timesDetermine if a certain number of people are looking for the same thingCan you charge for it? Can you add something to charge for? Can you build something people are willing to pay for? Are you interested in building something?Rob’s Goal: Provide value to people in exchange for money; take that money to quit day jobIdentify that there are volumes of searches to sustain your objectiveFocus on a landscape with a lot of products that are not good enough; competition validates the marketGo for the goal to rank #1; that’s the challengeNiche-down results in smaller opportunities but that does not matter initiallyEarning your first dollar is a life-changing moment, but it is still good to sell stuff; as the dollars get bigger, the more interesting it isRob’s passionate about being ethical and adding value to people’s lives and making money out of itIf you make money from an add-on, then launch more add-ons for diversification; if not, start overYou have an audience, grow it slowly, offer solutions to their problems, and make a livingPractice patience and maintain a long-term mindset; marketers get overwhelmed with the amount of day-to-day information availableSet long-term goals because choices you make today, stick with youMarketers should learn to think analytically like developers; measure conversions, link dollars to spending on ads to how many people are buying, etc.Developers can learn from marketers that a product is not everything; customers and marketing are directly related to the success of a product; and talk about the benefits rather than the featuresSome marketers go for growth hacks - grow at any cost and just for the sake of itMarketers have a bad reputation because of overstepping bounds of ethicsGood marketing goes unnoticed; bad marketing is in the news a lotHave an opinion, stand for something, and be realDefine your enemy because when things get tough, fighting against it is the only thingResources mentioned:Rob Walling on TwitterStartups for the Rest of Us podcastDripMicroConfGoogle AdWordsAhrefsMarket SamuraiJungle ScoutDotNetInvoiceJustin Jackson - Marketing for DevelopersShinestyRand Fishkin - Step-by-Step Guide to Inbound MarketingCopy HackersInbound.orgUltimate Sales Letterlouis@everyonehatesmarketers.com***→ 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***Surprisingly, companies still need to be convinced to focus on their customers before making money.Treating customers badly is no longer an option. In this episode, learn how to earn your customers’ love and admiration, as well as grow your business.Today, I’m talking to Jeanne Bliss, president of CustomerBliss. Jeanne describes how companies focus on sales goals, internal KPIs, and and other metrics, and tend to forget about their customers - who actually drive all of those metrics.Topics covered:Convince companies to focus on customers - earn your right to grow by keeping more customers than you loseCustomer Map: Identify your new customersFigure out and understand why customers leaveIdentify why a customer turned away - dig into data about orders and renewalsBusiness tends to be about getting something from customers; grow by delivering value to them vs. getting something from themFramework for earning customers’ love and attentionStep 1: Build customers’ assets (did you earn the right to grow - ask your customers?)Step 2: Recreate company’s work (what are a customer’s goals and journey?)Heart and Habit: What’s in your heart is your values and the habits you are being forced to use at workStep 3: Pick a couple things to focus on and build from the customer’s life and goal; redesign the customer’s experience to build on that goalCo-creation: Company and customers meet and work togetherTrain managers to not contradict customers or defend, deny, or explain away actionsStep 4: Map current experience from customer’s view; start with customers’ emotions and needsStep 5: Redesign experience and ask customers to provide feedbackConvince customers to spend time with a company; tell them the company’s leaders want to listen to themKeep up with technology, customer, and other changes; one thing that does not change - are you reliable?Customers prefer companies that do not fear honest feedback from themJeanne watched how well her dad treated customers as a shoe store owner; she was inspired by himMarketers have a bad reputation; it’s not marketers as people, but marketing as a way to get something from a customer vs. what you want to deliver and earnOne bad practice marketers do that should not be done is selling too soon; let customers absorb information about your product and brand before pushing them to buy somethingMarketers need to learn about the blending and engagement of marketing and customer experience so that they become united, not isolatedResources mentioned:Pre-Order Jeanne's New Book on Amazon!CustomerBlissJeanne Bliss on TwitterThe Chief Customer Officer Human Duct Tape ShowChief Customer Officer; Chief Customer Officer 2.0; I Love You More Than My Dog; Would You Do That to Your Mother?Customer Experience Professionals AssociationDavid Darmanin: Avoid Marketing Best Practices at All CostsIntercom CEO on Twitterlouis@everyonehatesmarketers.com***→ 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***Get more reach, visibility, credibility, trust, and SEO with digital PR - a way to build relationships with content writers and journalists to get them to mention you and your business.Today, I’m talking to Lexi Mills, a digital PR expert and Influence professional.Topics covered:Definition of digital PRDigital PR can be used to build natural link profiles and referral networks; shape nature of your brand; and make a kickstarter campaign successfulDigital PR cannot be used to get money, unless to get an audience to draw feedback for your productLexi uses her skills to get coverage for different reasons; she pushes people to be more aspirational or interrogates them to determine what they wantAsking the right questions can get you to the right goals and find out what is genuinely interesting about a businessPR or digital marketers need to have an element of genuine enthusiasmMost common way to use digital PR in a business is for internal communication; helps make people work more productively, smarter, faster, harder, and independentlyStep-by-Step Process: Step 1) Why? Why was the company founded? The products developed? 2) Why is it interesting? What is good about your product? What are your reasons for launching the product?Find the real reason - that’s the beginning of your storyBuild-Up Points: Why are you doing it? How could it be better? How is it already great? What are you planning to do as a priority? What was the incentive behind it?Acquire resources, such as media lists, within your officeIn journalism, urgency is important to coverage; if it doesn’t need to be done now, it gets put to the bottom of the fileAsk questions about why journalists want it now: Who would be interested? Who do you already know? What publications do they write for? And then you look at what are they writing now? What do they written recently?Larger companies have an in-house PR person to know what publications, what journalists to cover, and what all they should doDomain Authority: Mass metric used to indicate strength of Website and sometimes but indicator of influenceNational news outlets used to be the most influential places. Now, a variety of metrics are used to determine what will drive behavioral change, actual influence, and traffic.Media List: Put about 10 on each and tear them according to ones you think are going to be the most important to your business; start calling them and chat through email or TwitterBuild a niche Website that influences your ideal target market; big brand influence in publishing is not the same as niche influence, especially in emerging marketsIdentify your publication and the journalist who speaks about your subject; and then look at comments, which can generate ideas for future digital PR contentJournalists serve other humans; focus on people to get their attentionJournalists are always looking for an angle; something that makes your product relevant to someoneAlways try to be honest with journalists and the media for relationships to have integrityWhen trying to generate new sales leads, ask everyone in the office who has a contact to any of those companiesBe specific when contacting journalists and the media; give an incentive to get the most precious commodity they have - their timeDon’t be desperate; urgency makes them stressed and you needyLearn about wellness. What does it mean to be well? What does it mean to be unwell? If you know what it’s like to be stressed, then you might be able to communicate better with a journalist who is stressed.Know what it means to be human and what it means to be human is changing because its influenced by technology and the world around us; technology and connectivity is advancing at an unprecedented rateStep outside of your industry and learn as much as you canResources mentioned:Content Distribution Plan: An In-Depth Process for Driving More Traffic7 Steps To Launch Your First Outreach Marketing CampaignLexi Mills Website; TwitterLearn InboundThe Happiness Advantage bookChocolate Wars booklouis@everyonehatesmarketers.com***→ 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***Most companies believe they are customer centric, but many don’t know what that means and involves. So, they don’t truly practice it.Today I’m talking to Georgiana (Gia) Laudi, who has been developing strategies and launching campaigns for companies of all shapes and sizes for the past 15 years.She will help us build a basic strategy based on customers by mapping out their customer journey. Gia is a SaaS Marketing and Customer Experience Strategist, Startup Mentor, and former Vice President of Marketing for Unbounce. She left Unbounce to start A Better CX (a better customer experience).Also, she runs Forget the Funnel with previous Everyone Hates Marketers guest, Claire Suellentrop.Forget the Funnel is an online workshop series that helps early-stage SaaS marketers to become respected leaders.Topics covered:What it means to be customer centricDifference between customer-driven and data-driven; focus on customers rather than resultsPractical methods that focus on customersStep-by-step process to become customer-centricStart by recommending brand development; define what, how, and whyExamples of existing companies’ what, how, and whyConduct customer research, such as surveys, to achieve and meet them where they are - what value you can provideUtilizing a customer survey (what was going on when you started looking for a product) and a Web survey (to uncover level of awareness); and the questions to ask on eachPut together a customer journey map using results from the two surveysSurveys should consist of about five questions; the number of questions should be as short as possibleFive-Stage Process: awareness, acquisition, retention, referral, and revenueMetrics are based on a company, not customersImportance of naming the phases of your customer journeyHow to draw map of customer journeyInvolve your team so they are investedHow different jobs have different journey mapsDefine meaningful key performance indicators (KPIs)Gia’s most major mess upWhat Gia thinks marketers should learn today that will help them in the next 10, 20, or 50 years - especially build relationships between departmentsResources mentioned:Gia on TwitterForget the Funnel and Claire Suellentrop; Forget the Funnel WorkshopsA Better CXSaaS Marketer EssentialsNichole's Sunday Brunch Newsletter; Twitter (request an invite to Unicorn Think Tank Slack Community)Adaptive Path's free guideUnbounceJobs To Be DoneGoogle Ventures 3-Hour Brand SprintSimon Sinek Golden CircleWistiaSalesforceMomoko Price on Everyone Hates MarketersOli Gardnerlouis@everyonehatesmarketers.comBreak Through the Noise in Marketing by Doing Less***→ 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***Today I’m talking to Momoko Price, a commercial copywriter who works for giants (AT&T and Base CRM) and startups (Respondly, which was acquired by Buffer).Copywriting is important and one of the biggest parts of marketing.Naming your value proposition is one thing in copywriting that is critical. It sends a strong message that convinces people about the value you can provide them.Topics covered:What it means to have a value propositionCreate a clear statement/reason for why someone should choose youValue Proposition = message that convinces people to buy from youPlaying multiple roles, including creator and sellerStep-by-step approach to create a value propositionConduct onsite visitor and customer surveys to build the value proposition based on empirical researchAlways include these two, open-ended questions in your surveys: 1) top benefit customers receive, and 2) differentiation (why the customer chose your product over another one)Momoko prefers using Hotjar for surveys and customer feedbackKeep surveys short - about 5 questions; and provide options/choicesUtilize competitors’ product reviewsFocus on message mining before surveys if you don’t have customers to ask and have a low-traffic WebsiteCategorize and quantify message themes using Excel or Google spreadsheets and tagsProducts that analyze data and delegate data tasks (TaskArmy, Mechanical Turk etc.)Utilize pivot tables in Excel to summarize data into tablesTag data using colorful, memorable, vivid descriptions for headlines; find terms and phrases that are eye-catching to include in value propositionSticky Copy: Copy that evokes image or sensory perception in your mind that drives a feeling of the benefit - an emotional triggerBits and pieces of a survey come together to create a value proposition headlineValue proposition headline should include keyword of what you’re selling and top desired outcome/benefit - avoid being cleverAvoid focusing too much on differentiating yourself and being overly unique about your brand identity in value propositionValue proposition should be clear, effective, honest, and transparentExamples of how to optimize and increase Website revenue per visitTribe Bi-flow: Website narrative details and demonstrates pain points, solution, product-related benefits, reassurances, and call to actionRevise Website content if not getting resultsFuture of machine learning and marketingResources mentioned:RespondlyBufferAT&TBase CRMConversion Excel InstituteHotjarJoanna Wiebe episode on Everyone Hates MarketersCourseraJohns Hopkins University at CourseraNgram analyzerMechanical TurkTaskArmyExcel Pivot TablesPet DoorsCopy HackersLunaMetrics blogMomoko Price on Instagram; LinkedIn; Website; EmailNarrative Design: Craft a Story Using Conspiracy PrinciplesBuying 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***This week I’m talking to Gavin Duff, Head of Digital Performance for the Irish-based digital agency, Friday.The world of search engine optimization (SEO) is full of shady people and practices and it’s much more difficult than you might think to actually rank well on Google.Today Gavin will teach us three main things: how to uncover shady SEO practices; how to spot shady SEO practitioners and avoid them; and what to do if you’ve been burned by one.With nearly 15 years of digital experience working for companies such as Dannon, Heineken, Mazda, Dominos Pizza, AXA Insurance, Amazon, and many more, he is a great person to learn from.Topics covered:Defining SEO and how it’s doneThe damage bad SEO can have on a businessWhat good SEO looks like versus red flagsHow to spot bad SEO practitioners and avoid themHow to evaluate SEO hires and what it should costWhat to do if you’ve been burnedGavin’s advice and recommended resourcesResources mentioned:Friday; Friday JournalBuzzSumoSearchCapMoz; Moz’s Beginner’s Guide to SEOGoogle Webmasterslouis@everyonehatesmarketers.com***→ 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***How to create 100% accurate and detailed buyer persona.My guest this episode is Adele Revella, CEO of the Buyer Persona Institute, speaker and author of a top five business book by Fortune magazine of 2015, Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business.‍Adele is the perfect person with whom to discuss relating to customers and creating meaningful buyer personas.Listen in for our insightful conversation and Adele’s step-by-step methodology to better understand your customers and improve your sales.Topics covered:Why big data isn’t enough to understand peopleStep-by-step customer research methodsHow to effectively interview buyersThe 5 Rings of Buying InsightCreating a buyer personaResources mentionedBuyer Persona InstituteExampleHow to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele RevellaAdele on Twitter @buyerpersonaAdele on LinkedInBuyer Persona Institute on LinkedInHow to Influence Buying Decisions Without Being ShadyBuyer Personas Need to Die a Violent DeathHow to Convince People to Buy (Without Being Pushy)***→ 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🤘