- [00:06] In today’s episode I’m very delighted to bring back Scott Miller of Franklin Covey.
- [01:17] Today is about going from a marketing mess to brand success.
- [04:15] Scott shares more about who he is and what he does. He is a 25 year associate of the Franklin Covey Company.
- [05:00] Today, we focus on Marketing Mess to Brand Success – the second of a ten-book series.
- [05:56] If you have something to say, write a book. Your book has not been written until you have written your book.
- [07:44] Scott’s books are very practical and they all follow the same format with 30 challenges. The chapters are very intentionally breezy and short.
- [09:14] There is enormous power in teaching through your messes.
- [10:38] Scott shares his favorite marketing messes from the book.
- [12:51] A lesson he learned is that you can’t control all the outcomes of a marketing campaign. He shares some of the lessons he has learned in his book.
- [14:49] Melina shares her own funny story from a marketing campaign she was part of.
- [17:25] It’s The Customer, Stupid is the first challenge in his book. As a marketer, you have to be the voice of the customer.
- [18:55] The best salesperson isn’t the person who has committed their third-quarter goal to memory, they’ve committed their client’s third-quarter goal to memory.
“The best salesperson isn’t the one who has committed their third-quarter goal to memory, they’ve committed their CLIENT’S third-quarter goal to memory.” – @scottmillerj1 #marketingmess #brandstrategy Click To Tweet
- [20:07] We tend to market the way we like to be marketed to. Don’t always do what you like and know best. It may not always be the right vehicle.
- [22:34] Marketers need to be close to the cash.
- [23:27] A marketer’s number one job is to generate revenue-paying clients.
- [26:38] There is a massive difference between facts and your feelings, emotions, and opinions.
- [27:48] As marketers have you done your research? Do you know what circumstance your client is in or are you guessing?
- [29:38] What you say are the facts might just be your own biases creeping in because you are so passionate about your idea.
- [30:22] 93% of organizations achieve success with an emergent strategy, not their deliberate strategy. They often have to pivot and search for new opportunities.
- [32:02] It is important to speak your customers’ language.
- [33:15] The biggest messaging mistake people make is that they tell their story. They don’t tell a story that their client can find themselves in.
- [36:01] Never forget you have two buyers. You have an internal and external buyer.
- [37:58] Marketing is very reactive. Branding is this touchstone and is proactive.
- [39:35] You have to build a brand and earn a brand with some of the outcomes of your marketing efforts. You need to have a strong marketing strategy that helps you build revenue and a brand.
- [40:07] Your brand is a result of this: did you make and keep a promise? Brands are hard to build.
- [41:19] Scott shares his story about a brand being a memory with Ralph Lauren.
- [44:51] Melina shares her closing thoughts.
- [45:47] Melina’s first book, What Your Customer Wants and Can’t Tell You is officially available on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia.
I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.
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More from The Brainy Business:
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Get the Books Mentioned on (or related to) this Episode:
Marketing Mess to Brand Success: 30 Challenges to Transform Your Organization's Brand (and Your Own) by Scott Miller
Management Mess to Leadership Success: 30 Challenges to Become the Leader You Would Follow by Scott Miller
Speed of Trust: The One Thing That Changes Everything by Stephen M. R. Covey
The 7 Habits of Highly Effective People by Stephen R. Covey
You're Invited: The Art and Science of Cultivating Influence by Jon Levy
The Life-Saving Skill of Story: The Life-Saving Skill of Story by Michelle Auerbach
Building a StoryBrand: Clarify Your Message So Customers Will Listen by Donald Miller
Marketing Made Simple: A Step-by-Step StoryBrand Guide for Any Business by Donald Miller
Neurobranding: Strategies for shaping consumer behavior by Dr. Peter Steidl
Past Episodes & Other Important Links:
- Episode 148: The Speed and Economics of Trust, an Interview with Stephen M.R. Covey
- Episode 69: Management Mess To Leadership Success, an Interview with Scott Miller, EVP of Thought Leadership at FranklinCovey
- Episode 150: Using Behavioral Science to Build Connections, an interview with Jon Levy, author of You’re Invited
- Episode 145: The Power of Story, an Interview with Dr. Michelle Auerbach
- Episode 147: What Your Customer Wants and Can’t Tell You: All About Melina’s First Book
- Episode 18: Priming: Why You Should Never Have A Difficult Conversation With Someone Holding An Iced Coffee: A Behavioral Economics Foundations Episode
- Episode 102: Confirmation Bias: How Your Subconscious Beliefs Shape Your Experiences
- Episode 126: The Most Important Step in Applying Behavioral Economics: Understanding the Problem
- Episode 44: Rebrand, Refresh or Reinforce?
- Episode 43: A Guide for You to Create a Brainy Brand