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***You should be very familiar with my guest today.  As a serial entrepreneur, he’s founded and co-founded multiple companies over the past 20 years including, KISSmetrics and Crazy Egg. He’s now CEO of FYI, a solution for having all of your documents in one place.In this episode, Hiten talks about value proposition and why keeping it simple is the key to making it successful.Topics covered:The definition of a value propositionThinking about people first and understanding what they wantExamples of value propositionsThe three mistakes businesses make with their value propositionUnderstanding how people see your business in order to understand your value propositionWhy the value proposition is in the eye of the beholderThe first step to defining your value propositionEnsuring you able to deliver on your value propositionThe importance of keeping what you do simple to understandWhy you should consider the most unique thing that your business doesResources mentioned:Use FYICrazy EggKissmetricsCategory Creation: 4 Reasons to NEVER Do It***→ 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***Who is Joanna Wiebe?Joanna Wiebe is the original conversion copywriter. She’s the co-founder of Copyhackers and Airstory.co, and she’s written for companies like Wistia, Buffer, Crazy Egg, Shopify, and more.If you’ve ever struggled to write copy for your landing page, you’ll want to learn from Joanna. Tune into our interview for her step-by-step guide to better customer research, more authentic writing, and increased conversions for your business.What is Copy Hackers?Copy Hackers is where startups and marketers go to learn how to write persuasive website and email copy. Joanna teaches all things copywriting, growth marketing, and how to run a profitable freelancing business.Topics covered:3 Steps to Writing Copy That ConvertsConversion copywriting is about moving somebody to take action. Your role is to convince someone to say yes to your offer—whether it’s buying your product, signing up for your email list, or clicking a link to read your latest blog post.According to Joanna Wiebe, it’s all about getting inside people’s heads.The difference between writing persuasive copy and “meh” copy is how much you focus on your audience. You should be thinking about your audience the entire time you’re writing copy. It’s not about the words you would use to describe your product.What words does your audience use?How do they talk about what you’re selling? Writing copy that converts means you find out how your prospects talk about their objections, their problems, and what they’re going through in life. You find those words and phrases in your research—and put them into a framework that’s designed to make people say yes.In this interview, Joanne walks you through all three steps in detail.‍Step 1:The best copywriting starts with research and discovery.In fact, this is the most significant part of the entire process. It’s simple. Start with customer interviews and zero in on the parts you hear that are interesting. What are the things that make you pause and take notice?When you’re really looking for messages and the order you want to put them in.If you can’t do one-on-one customer interviews, you can send out surveys or dig into a process Joanna calls review mining. The point is, you’re never starting from scratch when it comes to copy. You’re just organizing raw, voice-of-customer data.Step 2:How do you organize your messages on the page?In this step, Joanna shares the frameworks she uses to pull the copy together. Her favorite is PAS, or Problem, Solve, Agitate. This method opens with the problem that’s being solved—and agitates it so your reader really feels these pain points.If there’s no major pain point, you can turn the classic framework AIDA. It stands for Attention, Interest, Desire, and Action. You start organizing messages based on what will grab your reader’s attention.Step 3:The final step is editing. This is where you sweep through your messaging and edit it to prepare for AB testing. All you’re doing is taking the clunky voice-of-customer data and making sure it sounds smooth (but still sticky).In this interview, Joanna reveals her process called The Seven Sweeps. You’ll learn the 7-step framework for executing a fast-moving copy review, so you can edit quickly and confidently.Resources mentioned:Airstory.coCopyHackers.comRev.com transcriptionBacklinkoScientific Advertising by Claude HopkinsTested Advertising Methods by John CaplesJoanna Wiebe on Twitter @copyhackerslouis@everyonehatesmarketers.com***→ 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***What motivates human behavior?My guest today is Susan Weinschenk, behavioral scientist, author, speaker, consultant, and mentor.She is an expert in understanding, predicting and directing human behavior. Her books include How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, and Neuro Web Design.In this episode, we’re going to talk about what motivates people in this complex modern world, and how we can use behavioral science to become better marketers.Susan will explain five drivers of human behavior backed by scientific studies and what you should know about them in order to get people to do what you want.Topics covered:Unconscious mental processing and self-storiesValue versus habit based decisionsThe 5 top drivers of human motivationThe power of storytellingThe need to belong and social tiesBehavioral habits and instinctsEthics in behavioral scienceSusan’s recommended readingResources mentioned:How to Get People to Do Stuff, 100 Things Every Designer Needs to Know About People, 100 Things Every Presenter Needs to Know About People, 100 MORE Things Every Designer Needs to Know About People and Neuro Web Design by Susan WeinschenkRedirect by Timothy WilsonSapiens by Yuval HarariThinking, Fast and Slow by Daniel KahnemanThe Power of Habit by Charles Duhigg***→ 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 mentioned:Buyer Persona InstituteExampleHow to Gain Insight into Your Customer’s Expectations, Align your Marketing Strategies, and Win More Business by Adele RevellaAdele on Twitter @buyerpersonaAdele on LinkedInBuyer Persona Institute on LinkedInHow to Influence Buying Decisions Without Being ShadyBuyer Personas Need to Die a Violent DeathHow to Convince People to Buy (Without Being Pushy)***→ 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***It’s time to get customer-obsessed. Katelyn Bourgoin, the three-times founder, turned growth geek joins the podcast to explain the importance of using customer research to figure out what triggers customers to buy.We discuss the processes Katelyn uses to help companies understand what their customers are trying to achieve, and what barriers are stopping them from achieving it, so they can design better products market them more effectively.Topics covered:Why it’s important to understand what triggers your customersThe reasons why some marketers may be feeling overwhelmedSocial Media’s draining effect on KatelynThe first question Katelyn asks her new clients when starting customer researchHow the startup world taught Katelyn the importance of customer discoveryThe steps it takes to develop your customer’s personaWhy understanding your customer is more than gathering demographic and firmographic informationHow to disrupt the Super Mario power upmarketDon’t forget about the importance of the functional side of your productIdentify your customer’s challenges with their current solutionKatelyn’s thoughts on one-on-one customer interviewsOne of Katelyn’s favorite sayings when conducting interviewsHow to make sense of the customer information you’ve gatheredResources mentioned:Katelyn’s WebsiteKatelyn on TwitterWhat is a martech stack?StrategyzerCernerBasecampWrikeHotjarKatelyn’s Forget the Funnel WebinarDovetail AppAirtableKatelyn’s Research TemplateAtomic Habits - James ClearCXL BlogBuyer Personas Need to Die a Violent DeathBuying Triggers: 6 Steps to Create Explosive Demand***→ 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 use Jobs to be done.On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co.Claire is also a published author and the former Director of Marketing for Calendly. In this episode she will introduce us to the “Jobs to be done” methodology that is replacing the old method of creating customer personas.Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business.Topics covered:Claire’s role at Calendly and transition into consultingHow to use jobs to be done to ready your customers' mindsThe “Jobs to be done” approach to marketingIdentifying your power customers and making a profileTips for interviewing customers and getting valuable insightIntroducing new methods to your company successfullyCase studies and recommended resources on the “Jobs to be done” methodologyResources mentioned:Why the Jobs-to-be-Done Framework Creates Better Products: Alan KlementWebsites that Convert: The fundamentals of writing compelling website copy by Claire SuellentropLoveyourcustomers.coClaire’s talk from the Unbounce’s Call to Action ConferenceRev.com and Speechpad.com - Transcription servicesMatt Hodges on Marketing the Job to be Done via IntercomWhen Coffee & Kale Compete by Alan Klementhttps://jtbd.info/ Blog by Alan KlementBikeshedding in Marketing: 3 Keys to Being an Effective Marketer***→ 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***It's not enough to have a good product, the right market, and a splashy brand color. Learn how to be distinctive so you can be noticed, remembered, and talked about.***→ 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🤘