Fundamental Marketing Lessons From The Top 1% Brands

as marketers we've been brainwashed we've been brainwashed to look for quick hacks short-term gains iterative experiments that help to get small returns and we forgotten about the Timeless marketing principles that helped to create iconic legendary Brands this is the episode for you if you want to know what those Timeless marketing principles are and actually give you some real examples from renowned marketers who have helped Implement them over time over the last century and helped shaped marketing I'm Kieran Flanigan the CMO over at zapier let's get into the day show [Music] okay everyone I'm back for another solo show calendars are still mismatched keep an eye they're going to be matched again next week so we will be back as a Duo but I'm excited for this show cuz I get to talk about one of my favorite topics and that is timeless marketing principles now you all and me inclusive have been brainwashed within marke and within growth to look for quick hacks to look for short-term Gams to look for all of these iterative ways that we can kind of eek our way to some sort of growth and you really need to free your mind from all of those things and really double down I think on the Timeless marketing principles the things that truly create legendary Brands and that's what we're going to cover in this episode I'm going to go through some of my favorite marketers from the past Century and some of the people that I have studied in some of our present-day marketers and talked to you about some of the real Timeless marketing principles that they actually implemented to create legendary Brands right I got into marketing and when I got into marketing I didn't want to be good good I wanted to be world class and because I wanted to be world class I spend a lot of time studying other marketeers observ in other marketeers now not in a weird creepy stockish way right you don't need to worry about that I'm not going to like jump out behind someone uh who I've you know been observing studying but I take it all in I have a swipe pad people probably in conversation with me have shared things that they don't know by the time they finished I've already taken a screen grab and put it into my swipe file so I'm constantly trying to study what people do really well that's what I'm going to give you today is a little extract from my swipe file from my notebook tied under the in the folder of Timeless marketing principles let's get into the very first one this is the Timeless principle that transformational messaging sticks better it resonates better with customers it sticks better with customers and what do I mean by that right there's two types of brand story and positioning you can have if you are a company you can have a transformational story where you really show someone a a journey that they can go on to become a better version of themselves or you have like a highly functional story which is really just like why my product is has better features and is a better product than all of these competitors there's a couple of examples all given here under this kind of really if you have a transformational message it will stick better resonate with customers the very first one is one of my favorite copywriters it's a name it's a it's a person called John Caples now he is a legendary copywriter and he's the author of a book called test and advertising methods I think it was published sometimes in the 1930s he's actually widely credited with being one of the Pioneers for AB testing so this is way back in 1930 I think it was after Claud C Hopkins wrote his book that we're going to get into scientific advertising in 1923 so you can see the principles of ab tested and no these kind of testing that we think we're really smart and we do today go back over a hundred years right what is he someone that I really uh think is incredible why is he someone that has always resonated with me well because his journey is somewhat similar in that he started his career as an engine now back there an engineer I started my career as a computer engineer he actually graduated from the US Naval Academy and really what his engineering background brought to the role of marketing for him and very similar to me as well is it brought a kind of testing and Analysis approach to how we did marketing and he was one of the first persons to really figure out how to create multiple versions of print ads each with like slight variations and headlines and copy and layout and one of my favorite ads of all time and speaks to the power of a transformational message is this which is they laughed when I sat down at the piano but when I started to play so you can see this person feeling very sheepish going to play the piano in this kind of bar restaurant set in and I really love this for a couple of reasons right this was an ad from the 1920s John Cable's was tasked with Crea in an ad for the US School of Music to sell home study piano courses right this is what this ad was and he really wanted something that would instantly capture the atttention evoke emotion and you you you actually look at this The Narrative is really transformational in terms of how he actually did this and this was iconic because it drastically increased the number of the product that was actually sold the ad story line showcases a personal Journey from being the subject of ridicule to becoming a center of admiration right something that we can all kind of resonates with all people right it starts with vulnerability right they laughed right that is something that most people would fear that has an emotional uh connection with us hey we don't want people to laugh with us and it transitions to something of Triumph right but when I started to play and it's really a feeling that everyone can relate to right you start off as one thing you transform into something else right you start off in this situation where you're facing doubt or markery and you really desire respect and admiration and that really encapsulates that transformational message in one simplistic ad now that's not the only example of this that I have stored in my swipe file another really good example comes from a little bit more of a a a modern marketer and someone that I was fortunate to work with uh a woman called Megan Anderson she's been on show she's the CMO over at Jasper I worked with Megan when she was for a long time in HubSpot and she's really incredible marketer overall but really incredible at product marketing she wrote A Course over on reforge done a ton of brand work I don't even know if she would remember this meeting right we we were in a meeting back when I was kind of helping to launch hubspot's multi-product uh strategy right when we launched our second product that was the thing I was doing then the third and the fourth but there was a core team still working on the core product which at that time was the marketing Hub and I think we were in IMM in trying to figure out well what is the brand the product position in now we've gone from a single Product Company to a multi-product company and I remember when you think about HubSpot right HubSpot actually had a transformational story to begin with it had this transformational story that you had marketers who wanted to be better than they were they were doing like outbound interruptive marketing they felt kind of shitty about it but they wanted to create more value and that's where inbound really spoke to them it said the thing the it said the unset in their head I want to feel more than I am in terms of the work that I do and in allowed you to create value for customers versus interrupting them and that was transformational messaging really resonated with hotspots customers and really helped to accelerate their growth and we were trying to figure out well what is the transformational story now that we don't just have marketeers who've launched a CRM now we are in the sales space we're launching a customer success tool now we're in the customer success space is it can we still have a transformational uh story and the thing I really loved there was this graph that I think Megan just joted down and shared and I swiped it of course CU I swiped all things and put it in my swipe file and it was really it really showed the kind of evolution of a transformational story in that if you win your transformational battle like if your transformational message really resonates with an audience then eventually that transformational story becomes a functional one because what happens is people say you are right actually uh we agree with your percept view of the world we agree that this is the way marketing should be done or whatever the equivalent is for your company we we believe in the transformational story we are now going to do this thing that you have told us to do like that you believe is the right way to do things and that means that transformational story graduates to a best practice story and that best practice story is a functional one okay we agree with what you're saying now can you deliver in all of the features and things that we need for us to be able to actually implement it right now you are probably still a category leader within that category that you have helped shape helped Define because you were the first one to really create it but you are likely at some point then to be faced with a lot of competition and get dragged into like a functional battle battle over a longer time Horizon right and that was one of the things that really resonated with me when I was thinking through like transformational how does a brand tell a transformational story it definitely resonates more with customers it has a more emotional connection to customers they believe in it more they'll think about it more it will really help them choose your brand over any other brand without even thinking about any other brand but eventually that will actually go over time and you will get dragged into more of a functional story a best practice story a feature back so that's my first one which is transformational messaging sticks better but there is an an arc to that that it's really hard to maintain that over the long term if you if your transformational story it becomes really successful okay the second one really is personality Le brand right I have some Timeless pieces of advice to give within this category it's easier to build a legendary brand if you have a personality L brand like we see this today in the Creator space right I think it's why I believe creators have such an advantage in most marketing Chann Channel today because most marketing channels reward personality the first one is David geart so David was kind enough to actually be a co-host with me whilst I've being on paternity leave did an incredible job he's a season marketer who who's helped many Brands to become you know really incredible Brands and one of those was drift he's currently running a B2B Community called exit 5 go check it out join if you want to learn how to do great marketing like like Dave uh what I really want to talk a little bit about is his personality LED Brown workk he did it drift to help him create a new category around conversational marketing and really own that category right there's a lot of great brand work he did there right he really nailed the first thing we talked about which is the transformational story right he talked about he made forms the enemy he said not just chat he turned their story into this kind of runin TV show and he broadcast it through content on LinkedIn and he was really one of the first bdb marketers to monetize that platform today I use LinkedIn a lot a lot of other people are using LinkedIn because X and these other platforms have changed little and so he kind of benefited from two things right he really injected personality Into the Heart of drift's brand right he gave updates on product releases he gave updates on the new things that were coming he gave updates on offers he had all of these kind of cool behind the- scenes video and kind of really documented we're going to get into something Gary Gary ve said next right kind of speaks to this with document not create he really documented drift story and that became their content and actually helped their whole kind of community feel much more involved in the story of drift much more kind of connected to the story of drift and so that combination of behind the scenes that transformational message in that was like our number one first Timeless piece of advice but that transformational message in of like make the experience more human chat versus forms and really being a first mover on the platform really helped to catapult drift to become a leader within that category that they got shape and they be they had a really successful exit and great great job with that company another person who exemplifies this advice right Sophia the founder and CEO of a her own brand called nasty girl it was a fashion brand that started at as selling vintage clothes in eBay and then became an Ecom store and then got bought by the bahoo group but she had a great quote um your voice is the most important thing you have don't try to be anyone else but you I really think in marketing a lot of what marketers do is the opposite of this right they actually want B2B companies especially in B2B they want b2bs to be anyone else but themselves they want B2B to be the same as everyone else to sound the same as everyone else to not alienate anyone by being Vila to everyone else and I think this is a really good reminder around this personality L Brown that your voice is the most important thing you have that is the thing that really differentiates you and it really speaks to how you inject the personality your personality your company's personality into your brand in the kind of way that Dave did for drift like David alavy said something really important around this where he said the best ideas come as jokes right you want to make your thinking as funny as possible the best ideas come as jokes make your thinking as funny as possible we get too serious with all of this we get too caught up in all of this we get we lose all of the humor in all of this and I think that's again a great reminder that injecting personality you know injecting your point of view injecting your perspective injecting your humor really matters and I'm not surprised that that we all don't do it it's actually the hardest thing to do it's really hard to nail perspective it's really hard to nail personality it's really hard to nail humor and that's what you see when a company does it they really do set themselves apart from everyone else because it's so hard to do right Gary vaynerchuk who again we're really fortunate is coming on the show as well he also speaks to this like one of the quotes I love from Gary is document don't create I used it just a little while ago when I was speaking to Dave gerer did for for drift right you instead of trying to create something to be relevant instead of trying to create something to fill a quota documenting means your content has more authenticity it more personality more relatable like document the things that you truly believe in document the things that you are truly going through document the things that will really resonate to your customers versus trying to be cookie cut of content and just to fit in with everyone else so that's the second principle and some of the examples in there that kind of Timeless marketing principle personality Le brand really important the third one that I have in my folder is conversational copy I'm obessed conversational copy because anyone who can do this great will make money forever you will never ever go out of work right even with AI I think you will always have a place where you can make money one of my favorite pieces of advice within this principle comes from Claude C Hopkins right Claude wrote the book scientific advertising really is one of the kind of de facto things you need to read if you are going to become a marketer right he was one of the first people to develop scientific practices around advertising that book was launched in 1923 I think and he really wanted to figure out how to make marketing more scientific right one of the things he brought in was U measuring the impact of marketing or his ads through coupon codes one of my favorite stories by Claude Hopkins is that he actually was such an incredible Advertiser and marketer that he actually changed the way people brush their teeth in the US right that is an incredible thing to actually do he worked on this advertising campaign for a topace brand called pepsodent and prior to that Campaign which again was in the 1920s people didn't brush their teeth every day right people were living their best life they're like why would I want to brush my teeth and it was not a daily ritual and so it was kind of hard to actually sell a product if that product was not part of your daily habits right so he didn't just have to sell you something that you already believed you should do he had to make you believe you should do this and then position the product to be the to be the right product for you right and he identified so what he did is he really did a great job of identifying a problem people didn't know they had and what he called that was film in your teeth like rub your tongue on your teeth and you can feel a film right and he spoke to the benefits of using the product he didn't speak to like the things that were in the product he spoke to the fact the product could remove the film and give you a white smile and then he created a daily habit because he told people every day run your tongue across your teeth feel the film and then you will be reminded that it is time to brush your teeth and you can use pepsodent to do it right that actually was credited with it with actually making brushing your teeth a daily habit over the next decade just pretty incredible one of the lines I love from Claude Hopkins is talk to them in the language they use every day the language in which they think talk to them in the language they use every day the language in which they think simple but mostly missed across all B2B Brands I think consumer is better than this but I think definitely in B2B we love to talk in jargon we love to talk in Industry catchphrases we love to talk in gobbly go we love to make our things sound complex and smart and really hard to understand right we all we forget these Timeless principles back in 1920s they understood that you need to talk to your customer in the language that they use and they were trying to figure this out from split test and T ads and print ads and then using coupon codes to see what coupon codes got used today we are spoiled with what we can do right AI is going to spoil Us in terms of how we can speak to our customers we can truly capture and summarize data like we have never been able to do before right with AI and we've started to look into this I have started to look into this you can ingest your customers data across all of your sales calls all of your customer support tickets all of your social media channels all of the external forums and communities that your customers hang at and you can actually gather enough data to be able to fine-tune a small llm model on your customers's own languages and use that for your writers to be able to ensure they check against it to see if this actually will resonate or is how your customers actually speak so there is no excuse for us not to adhere to that Timeless piece of marketing advice from Claude Hopkins and I think it's a really important one for most marketeers to adopt and really obsess over the fourth Timeless marketing principle and we've talked about this repeatedly on the show so I won't spend as much time on it because it's in my folder forever I have some examples of it but we've talked about most of them from the show is think distribution first think distribution first now worked with a a really great marketer Matthew Barbie he is now a VP of growth over a kraken knows more about crypto than most people and he also been on the show worked with him at HubSpot and whenever Matt was pitched a new customer acquisition idea one of the things he would always ask is sure that's cool but how will you distribute it what is the mechanism that will make this thing grow and I want to tell you a quick story that I've told before in the Pod that really brought this to life for me and so when I started my marketing career this is how I thought because I had an experience when I was working as a software engineer that opened my eyes to this thing before I ever ever got into marketing right I was working in Australia at a radio brand doing some born software engineering things and we were launching an Ecom store for the radio station and it cost $7 million to launch a store and that was like 10 that was like 15 years ago right so $7 million in today's with inflation is probably worth $700 million so you know a bun bunch of money back to launch a Ecom store and I was like that's cool like the ccom store is cool it's got some cool product you know people are going to love it how do they find it and they were like we haven't thought about that right we just want to make sure we create a great store we want to make sure that we get it online and then people like this online thing is really taken off people would figure it out and six months later I had actually left because I was Contracting and I checked in with some people that I became friendly with and I was like hey how did that Ecom store go they were like oh we have to shut that down no one bought anything because you couldn't find it right and that was my very first lesson and wow like don't build anything until you actually understand how you're going to distribute it uh Brian balfor who's been on the show CEO and founder over reforge calls that product Channel fit right you want to make sure that you build products whether that product could be an app could be a piece of content could be a free tool could be an event right you can actually think of an event as a product right how do I there's no point me having the event unless I can figure out first of all how am I going to distribute this event and so product Channel fit means that these marketing channels whether it's social or search or whatever it may be they will never Bend to fit your product right the rules of those channels are set in stone how you grow your customer Demand on those channels is set in stone the rules of those channels are not Bend for you your product has to bend to fit within those rules which means you should think about distribution when you are starting to think about the product that you want to Launch again whether that's an ebook a template an app a whole product a premium piece of software an event wherever it may be what me and Kip have done our entire careers is we start with the end result first right we had a time where we were thinking through wow how do we quadruple Demand right what does it look like if HubSpot is able to quadruple the amount of demand I think it was when we were back at 2 million visits on the blog maybe at about you know 20 30 40 50,000 leads a month whatever it was I can't recall and we were going through all of these different scenarios and so we said okay well let let's work back and and say well if we were hidden that number and we just mapped out the forecast where does that where can that growth potentially come from right and so we we jotted at a 12month forecast working back from quadruple the number and then said wow like you actually have to when you actually look at all of these channels and what you think is possible in terms of growth in those channels there's only a couple of places that you can make a meaningful swing to get 4X the amount of demand and again we didn't invest in anything until we actually worked backwards to figure out like what are the distribution channels that could actually hit that goal like we didn't launch anything we ended up creating a bunch of Premium tools and all of these different things but we walked back from the goal and started to think through what channels do we have to build within right we knew that we had to grow exponentially on search we knew that we had to figure out virality we knew that we had to get more upside from paid right and when we figured out those things then we could work back to say well what do we have to build to make these true we actually ended up quadruple in more than quadruple in demand over two years so that is think distribution first the next Timeless marketing principle is you just need to show up and build reps right Neil Patel has a really great quote on how to scale a Content engine that kind of speaks to this which is create content that teaches you can't give up you need to be consistently awesome the thing I want to highlight here is not the first part right create content teach is sure you you can't give up sure perseverance you need to be consistently awesome right we've talked about this in pod on the Pod forever you need to show up you need to build your reps show up build your reps show up build your reps and get better and better and better each and every time right there is no shortcut to becoming great a delivering customer value you have to do it time and time again and learn what works and what doesn't work and when I think about this quote there's one story that really resonates movie although it's not a marketing story it does really highlight perseverance and that kind of one for consistency awesome right that's James Dyson we've talked about it in the show he's definitely keeps I think read the book also listen to the founder podcast all about James Dyson he's someone that Kip and I truly have a ton of respect for but his timeline to success is pretty amazing right he first had the idea for a bagless vacuum cleaner in 1974 very first idea right wow got this incredible idea how many times have you had an incredible idea when I ever I have an incredible idea I used to buy domain names I think it's the real thing that people who came up from search do and had hundreds of debay names never did anything with them but he's had this idea in 1974 you know what would be kind of cool a bagless vacuum cleaner okay well that's great so between 1978 and I don't know what he was doing between 1974 and 1978 but 1978 to 1983 he develops now wait for it he develops 5,127 prototypes 5,127 prototypes right imagine that you creating blog posts or podcast episodes or social media post are you willing to go through those reps to find Excellence right he faced a ton of failures right but learned from each one getting a little bit better iterative consistently awesome and in 1983 the GeForce was launched the Dyson's first successful vacuum cleaner was launched in Japan one Awards all of those kind of things now that was 1983 in 1993 he was still unable to find a manufacturer willing to take on his design in the UK and then he decided to open up his own manufacturing facility launched a new vacuum cleaner and by 1995 they were really becoming that's when he started to take off so 21 years later but the thing I really wanted to speak to is that fiveyear period where he was really perfecting his honing his skills turning up building the Reps 5,1 5,127 prototypes right are you willing to fail that many times that doesn't matter that that's not just for entrepreneurs that's the marketer who's trying to put out a campaign that's the marketer who's trying to like figure out how to win on Tik Tok that's the marketer who's trying to wrate write great copy to try to figure out how to incude their sales right the marketers that show up every day and work to deliver value they're learning they're getting better like they're the ones that are going to be in the category of best marketers if you are not doing that you're not in that category like be really honest with yourself you're not in that category and they are the people who win right the people who are building the Reps so that number five is the show up and build your reps right that that is a Timeless marketing principle number six is write copy that cells and actually more so because of the way that the internet is evolving create video that cells but I want to start with write copy that cells let me tell you about one of the best strap lines of all time because I'm a nerd I love these I love strap lines I love kind of nerding out about strap lines and learning about where they came from so I'll just show you the picture right what a great strap line I know if you're not a dork you don't get uh really excited by these things but this is the original &em ads M&M side right it's called and it says the milk chocolate melts in your mouth not in your hand what a very very awesome strap line so why is it so good right why did I choose this one it's from 19 let me check what 1950 yeah it's from a campaign from 1954 and it made uh this M&M's a household name right this ad is credited with making this a household name it was created by an advertising Guru called rooster Reeves who's famous for his the thing he was famous for was for advocating for a product to have a USP unique selling proposition really that helped emphasize a unique quality of the product that sets it apart from his competitors right he's also a huge proponent of something that I cannot agree more with this is what you know one of the things he really brought into marketing was repetition of marketing right this strap line has been used since 1950 what did I say 1954 right that's 70 years oh yeah exactly 70 years ago and it's been repeated across multiple channels in multiple ad campaigns and he is a Believer on a repetition right if you have an incredible strap planine that doesn't that that's not enough you really need to message your position repeatedly until you are sick of it you are sick of it that's fine like most Cosmos come in and change a website because they're like I'm sick of that website I'll just change it their customers not sick of it they're just sick of looking at it they're like a that Dam this website I have to look at this bloody website again I want to see this website I don't want to look at all the position we've done last year I want to change it all right your customer it's not even registered with your customer right your customer seen it a couple of times they flick through it they're trying to get to something else you have to repeat something for it to really be to for it really resonate with your consumer once it's starting to become sickening for you is probably when it's started to really register for your customers so the thing that Roser really demonstrated here and please feel free to say in the YouTube comments that I'm pronouncing all these dreams being able to articulate the benefits of your product so it sticks in the customer's mind is such a Timeless skill to have right Simon cic who's one of my wrote one of my favorite books start with why he says people don't buy what you do they buy why you do it people don't buy what you do they buy why you do it people really buy the better version of themselves that your product will help create right they buy your transformational story wow like I believe you they're the winners and losers the people who are going to win and succeed in this thing that I care about are the people who are going to use your product they're going to become a better version of themselves right I believe those same skills will need to be replicated in video we're seeing a huge increase in investment in video because more and more platforms are starting to reward video of a text this was really highlighted in hopspot state of marketing report it was highlighted the fact that marketers are planning to invest more invest more in video specifically short fir video and closely voled by YouTube than SEO and the reason is social really is like your your buyers are steadily move into like Gen X gen Z Millennials your if you're in B2B and social is the number one way that Millennials and gen Z discover products like YouTube and YouTube itself is just a juggernaut right YouTube has over 2.7 billion monthly active users and it's still growing and it's less saturated than other B2B channels right it's less saturated with other companies but why why do I love trying to really figure out how to sell like take that skill set you've learned in text like how do I sell in text and actually replicate it in video is because video is so hard it is so hard to stand out in ter in short fromont video it is still hard to make YouTube work for you and anything that is incredibly hard to do is an incredible mode it's worth learning because no one else will put the Reps in again Timeless marking principle above you know show up put the Reps in James Dyson 5,127 prototypes people are just not willing to do the Reps they are not willing to fail at things they are not willing like they they they do something for two three times and they're like I I can't do this it's too hard great you're never going to catch me because I'm willing to fall in my face time and time again right for me doing the hard thing is the best thing to master it's your remote it makes it harder for competitors to follow the opportunity is getting smaller right I just called it out hubspot's report state of marketing report shows that in 2024 more marketers said they're going to invest in video than short video than they're going to invest in Search and SEO and so the amount of competition in the space is actually growing now the last principle Timeless PE marketing principle is a marketer's job is to create value for the customer marketing's entire job the reason for them to exist is to create value for the customer Jay bear has a great quote on this he says make your marketting so useful people would pay for it Kip and I have said this before in this podcast we have always had a first principle that you should aim to create something so valuable for customers that they would actually pay for it we've called it the 10x rule where you provide 10x the value for customers than anything else that exists in the market for the thing that you're creating and I think that's still a Timeless piece of advice right if you can create real value for your customers something that marketing can create things that they would actually pay for that is going to attract people towards your brand right you actually want them to pay for your product but marketing create all the value around the product now things have really changed over the last decade in digital marketing right people know all the tactics right when I when I I remember when I was first building my career in digital there were so many like things that I could figure out and that were unknown and that gave you huge amount of Leverage and that lasted for a certain period of time before everyone else started doing them today I think people know most of the tactics because everyone has posted about them everyone tells you about them everyone is like on here doing podcasts about them right people are just better at their jobs like there's just a better uh array of talent in this space we've all got incredible access to data the tooling has got better and it's just easier to produce things it's easier to create things for customers so providing 10 x value 10 years ago is very different from providing 10x value today right the bar the kind of free bar keeps moving up expectations grow humans are like this right we get something we think that's cool for a couple of days we're like it's not that great I want something better and that is true in terms of marketing having to create more and more value for their customers so when following this rule I would really say resist the urge to just do something right I should just get something out just do just post something right I I rarely post on X at the moment because I've focused quite a bit on this podcast on LinkedIn that I just haven't time to like go back into x x has changed a lot I have to really figure out how to like reformat the way that I used to create content on X because it just doesn't resonate anymore and like start to like really obsess about how I can deliver a great value on X and I haven't been had the time to do that so I haven't really posted that much because I don't want to just say well I just I still need to five post that just put five post out get them out there right you're better off doing nothing than putting that distinctly average work right that's I truly believe that and if you don't think you can put at good to great work then actually put in the Reps to learn what good to great work is and then start doing that and so I think that is a Timeless piece of advice but also know that I empathize with people because I do think delivering that value has got a lot harder over time that is it you will never go out of work as a marketer regardless of what AI does if you can really adopt these kind of Timeless marketing principles like transformational messaging sticks better if you can really figure out how to tell a transformational story for your brand then you are always going to be needed within the world right if you can really figure out how to turn that into a personality Le brand inject personality follow the teachings of people like Dave Gart Sophie Sophia amoruso Gary vaynerchuk David alvy like they've all spoken to this the third is conversational copy right we copywriting is still to be the number one skill to learn always like i' I've said before writing is the thing to learn and within and within that really copyrighting is like the superpower conversational copy as cloy Hopkins told us you need to speak to your customers in the language of which they speak there is no excuses not to do this now that we have access to these incredible AI tools think distribution first number four don't just build something and then figure out how to promote it after as Brian balfor says product Channel fit doesn't matter if it's an ebook whatever it is that you were building doesn't have to be a product what is the way that you're going to distribute that show up build the Reps Neil Patel told us you need to be consistently awesome right James Dyson proved this to us you need to build those reps show up each and every time to get a little bit better number six you you want to write copy that cells and then you want to create video that sells because we're more and more Shifting the video right you want to be able to figure out something that demonstrates your USP in the way that Raza Reeves did with m&m melts in your mouth not in your hands you know Simon Scenic said that people don't buy what you do they buy while you do it and then you want to the last one is marketer's job is to create value for the customer customer marketing's job is to create value for the customer J Bar says create marketing so valuable people would pay to use it me and Kip called that the 10x rule there are your Timeless marketing principles I really hope that you've enjoyed this episode I really hope it inspires you to go learn some of those marketing principles I will see you on the next episode this data is wrong every freaking time have you heard of HubSpot HubSpot is a CRM platform where everything is fully integrated W I can see the client's whole history calls support tickets email mails and here's a task from 3 days ago I totally missed H spot grow better

Channel: Marketing Against the Grain

Views: 1,789

Keywords: ai marketing tips, a.i. marketing, marketing in 2024, marketing against the grain, matg podcast, kipp and kieran, hubspot, hubspot podcast

Id: XKSGk_pE-O4

Length: 36min 6sec (2166 seconds)

Published: Tue Mar 26 2024