Everyone Hates Marketers

Tony Award-winner Ken Davenport has produced a long list of Off-Broadway and Broadway shows. He's also known for his innovative marketing stunts, and we delve deeper into these during the episode. His marketing methods may not be conventional, but they are inspirational and can be adapted to raise awareness no matter what your product or market. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter:EveryoneHatesMarketers.com/links [https://www.everyonehatesmarketers.com/links]

Kyle Lacy is the CMO of Lessonly, where, unsurprisingly, he leads a team of marketers. Here’s a more surprising bit: he also looks after a group of outbound sales reps. In our conversation today, we talk about that and expand on Kyle’s firmly held belief that marketing should run sales. We discuss what that means for you and your company and how to make it happen. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter:EveryoneHatesMarketers.com/links [https://www.everyonehatesmarketers.com/links]

Are you feeling burnt out at the end of your workday? Do you feel like your flailing around with no direction when working with your current clients? Kaleigh Moore was in your position not too long ago. Now after taking a leap as a niche freelance writer, Kaleigh runs a successful business writing blog content for e-commerce platforms and SaaS tools. Kaleigh joins the show today to help us understand how to find work your passionate about and make money doing it. We discuss how to find your niche and properly position your brand so people remember what you do and you can work with clients on your own terms. We covered: * Why being a specialist will get you more business * Two reasons to be selective when bringing on new clients * Keeping variability in your projects when selecting your expertise niche * How Kaleigh conquered her fears and burnout when she repositioned her business * The trigger that pushed Kaleigh to reposition her business * The online freelance course Kaleigh took to figure out the work she truly enjoyed * Why you need to have some hands-on experience before positioning your business * Three questions that can help you find work you actually enjoy doing * Kaleigh’s advice for setting up your project fee structure * The best way to discover work you are passionate about * Potential red flags from clients and how to tactfully move away from those clients * A formula for creating your really simple positioning statement * Why you should ask your mom if she understands your positioning statement before you publish it * Simple ideas to keep your network updated on your brand Resources: * Paul Jarvis Creative Class [https://creativeclass.co/] * Paul Jarvis: More Isn’t Always Better - Challenging the Growth at all Cost Mindset [https://everyonehatesmarketers.com/challenging-growth-mindset/] * Casey Neistat [https://www.youtube.com/user/caseyneistat] * The Unique Ability [http://uniqueability.com/] * Tim Ferriss - How to Build a World-Class Network in Record Time [https://tim.blog/2015/08/26/how-to-build-a-world-class-network-in-record-time/] * On Writing Well [https://www.amazon.com/Writing-Well-Classic-Guide-Nonfiction/dp/0060891548] * Tim Ferriss Podcast [https://tim.blog/podcast/] * Joe Rogan Podcast [http://podcasts.joerogan.net/] * Kaleighmoore.com [https://www.kaleighmoore.com/] * Kaleigh Twitter [https://twitter.com/kaleighf?lang=en] * Kaleigh's Newsletter Cup of Coffee [https://www.kaleighmoore.com/newsletter]

To take your pitches, presentations, and positioning to the next level, you have to tap into the power of narrative storytelling. My guest today is Andy Raskin, strategic consultant and storytelling expert. In this episode, you’ll learn how to use storytelling frameworks to establish trust, create emotional connections, and gain traction. We covered: * What Andy think “positioning” exactly is * An example of a company that does narrative positioning well * Can you measure the success of product positioning? * How to create urgency in your positioning * Why the CEO should lead the product positioning exercise * How Andy implements his framework in 5 steps * The one question that sparks debate in positioning discussion * How you should approach positioning when you have multiple target audience * What Andy thinks marketers should learn for the next 5,10, and 50 years Resources: * Andreesen Horowitz [https://a16z.com/] * First Round Capital [https://firstround.com/] * Salesforce [http://salesforce.com/] * Intel [http://intel.com/] * Square [https://squareup.com/us/en] * Uber [http://uber.com/] * 5 Proven Methods for Positioning Your New Product [https://everyonehatesmarketers.com/product-positioning/] * Crossing the Chasm [https://www.amazon.com/Crossing-Chasm-Marketing-High-Tech-Mainstream/dp/0060517123] * Drift [http://drift.com/] * Marc Benioff [https://twitter.com/Benioff] * Zuora [https://www.zuora.com/] * The Greatest Sales Deck I’ve Ever Seen [https://medium.com/the-mission/the-greatest-sales-deck-ive-ever-seen-4f4ef3391ba0] * Tailoring Your Pitch for Multiple Audiences [https://medium.com/firm-narrative/tailoring-your-pitch-for-multiple-audiences-383f96865535] * Never Split The Difference [https://www.amazon.com/Never-Split-Difference-Negotiating-Depended-ebook/dp/B014DUR7L2] * Story: Style, Structure, Substance, and the Principles of Screenwriting [https://www.amazon.com/Story-Structure-Substance-Principles-Screenwriting-ebook/dp/B0042FZVOY] * Ira Glass [https://en.wikipedia.org/wiki/Ira_Glass] * This American Life [https://www.thisamericanlife.org/] * Andy’s LinkedIn [https://www.linkedin.com/in/andyraskin/] * Andy’s website [http://andyraskin.com/]

Lindsey Christensen believes that the role of marketing goes far beyond that of making money. In this episode, she talks to me about how once companies define their values and missions, they should stay connected to them and promote them in their marketing. We also discuss the need for diversity and change within the tech industry. With over 14 years of experience within the business, she is currently CMO of the design and development consultancy, thoughtbot. We covered: * What’s wrong with tech and the tech industry today * Why diversity is the biggest issue in the tech industry * Definition of company values and why they are important in marketing * Doing research on a company's values before you start to work with them * Selling yourself to a company and treating it as a marketing exercise * Talking to customers to understand what they love about your company * What to do if the company you work for isn’t sticking to their values * What you stand for implies what you also stand against * Not taking on projects or customers if it goes against your values * Defining objectives, strategies, goals, and measures * How to prioritize and pick the ideas and strategies that you want to use * What Lindsey thinks marketers should do today to help them in the next five, 10, 50 years ‍Resources: * thoughtbot [https://thoughtbot.com/] * Giant Robots Smashing Into Other Giant Robots [https://www.giantrobots.fm/] * Good Strategy, Bad Strategy [https://geni.us/goodbadstrategy] - Richard Rumelt * Katie Martell [https://www.katie-martell.com/] * Wistia [https://wistia.com/] ‍