Everyone Hates Marketers Everyone Hates Marketers

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.
We Covered:

Why people are crippled by the fear of being honest
The biggest mistake companies make with their content
Producing one piece of good content that has impact
Developing a strong team that learn by their mistakes
How to start offending people so that you’re loved by some and hated by others
The process for creating great content that makes people actually buy stuff
What you need from a client to be able to market a product with leverage
How you know when you’ve struck marketing gold
The more you speak to people and understand their culture the more you will get out of it

Ressources:

Offended Marketing
HubSpot 
A Short History of Nearly Everything - Bill Bryson

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.
We covered:

Why most marketing content strategies don’t work
How to recognise an article that’s been written by someone who doesn’t care
Using a Twitter thread to promote an article
Building connections on LinkedIn and marketing yourself on Reddit
Researching your channels well and and understanding the nuances of each
Why consistency is the key to building trust
The reason that direction is more important than speed
Writing your emails as though they were for your mum and dad

 
Ressources:

Marketing Examples
Kanye Story 
Top Dawg Entertainment
Slack
Privy
Dave Gerhardt on EHM
Barametrics Growth Manifesto
Matthew Kobach’s Twitter
Sales for Founders
Exploding Topics
Dude with Sign
Quora
Ogilvy on Advertising - David Ogilvy
Indie Hackers (C.S. Allen’s comments)
22 Immutable Laws of Marketing - Al Ries
Growth Design

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 between. 
We Covered:

How good customer research is not just research for research sake
The benefits of review and testimonial mining
The consequences of not doing effective customer research
How changing just a few words can make your copy more vivid
What to look for in negative competitor reviews
How to translate all the data you collect into one page of copy
Why focusing purely on current customers is a big mistake 
The principles and practicalities of writing good copy
How all writers are different and there’s no one way of writing
The questions to ask yourself as you read through your copy

Resources:

Case Study Buddy
Hubspot
WP Engine
Scott’s Cheap Flights
Benevity
Traffic Think Tank
Deputy
Clockspot 
G2
Capterra
Made to Stick: Why Some Ideas Survive and Others Die - Chip Heath 
Never Lose a Customer Again - Joey Coleman
The Ultimate Sales Letter - Dan Kennedy

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.
We discussed:

Why you shouldn’t sell to customers you don't understand
The brilliant payoff of going out into the real world to talk to people
How to ask intriguing questions that get your customers to open up
Why your personal network is far more valuable than you realize
The surprising reason your breakthrough idea isn’t about profitability
Exactly what type of customers you should go after to build quickly
How to identify your core skills and monetize your top strengths
Why beginning conversations with your pitch is a major mistake

Resources:

The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It
The Mom Test Book
RobFitz.com
How to Do User Research (Even if You’re on a Budget)
4 Steps to Build Trust With Customers (Marketing Lessons From Seth Godin)

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.
We Covered:

What is wrong with typical online user studies
The benefits of producing one in-depth story instead of 50 shallow ones
Ensuring all content produced is useful
The consequences of shallow user stories on your brand
Using the inverted triangle to organize your story
How to convince people to be on your blog or podcast
The importance of being a good storyteller
The benefits of recording interviews to make full use of the content
How to be the painkiller and not the vitamin
Preparing your customer in advance of the interview

Resources:

Notion
Tesla
First Round Review
VentureBeat
The Wall Street Journal
Obviously Awesome by April Dunford
This Is Marketing - Seth Godin
Writing & Self-Publishing a Marketing Book: A No-Bull Guide
5 Proven Methods for Positioning Your New Product
Hubspot

My guest today is Matt Kerbel. 
Matt previously worked for General Mills, Activision, Lyft, and MeUndies and is now head of marketing and brand strategy at Canoo, so he has a lot of diverse experience under his belt. And if you’ve not yet heard of Canoo, they create electric vehicles for subscription and are due to launch in 2021. 
In this episode, he talks about developing a marketing organization where brand, performance, and creative marketers all work together in balance. Plus the importance of the entire team getting involved with the end goal.
We Covered:

Can a marketer be both brand and performance-orientated?
Being relevant not just today but in the future
Taking raw research data and turning it into something actionable
Why creating a brand personality that reflects a person is so powerful
Creating three or four core pillars that you stand for
The importance of building your brand foundation with the entire team
Ensuring that everything you create is measurable
Picking a metric that matters
Ensuring diversity within your marketing
What marketers should learn today to help them in 10, 20 and 50 years time

Resources:

Canoo
How to Stop Marketing With Your Ego and Become an Effective Marketer (4 steps)
General Mills
Activision
Lyft
MeUndies
Mayur Gupta
Freshly
Remesh
Tesla
LinkedIn
What You Do is Who You Are. How to Create Your Business Culture  - Ben Horowitz