#1 Why did you believe there was a need for this book at this time? [2:13]
#2 The first concept I want to explore is about Haters on Social media. I know there are business owners in our audience who are confused by how to handle controversial discourse. Tell us what you recommend in chapter 10? [4:55]
#3 I’m so happy to see that telling your brand story is still a critical component of your marketing recommendations. Chapter 6 is entitled “How To Tell Your Story” Give us some insight into your tips for this? [10:50]
#4 In chapter 12 you cover how to engage influencers and I want to ask you about brand ambassadors. Section 3 covers why they’re better than spokespeople. Can you elaborate on that? [13:27]
#5 I was just reading your new 2019 Non-Obvious book where you talk about “fake influence and Crowdcasting” as an emerging trend. How do you think artificial influence is going to change the marketing landscape in the coming years? [15:02]
#6 In chapter 2 you talk about how to create a marketing strategy and you just lay it right out there that you think budgeting is the most common marketing mistake. Why is that? [20:18]
#7 We talk a lot on this show about the customer avatar and understanding whom you’re marketing to. Your book expands on that with a customer journey map and you even provide a downloadable template. For folks that don’t know, can you walk us through a customer journey map? [24:10]
#8 In your chapter about how to master Search Marketing you give some great tips for keywords. One of those is to target the second or third spot when you’re bidding for paid search. Can you tell our listeners a little bit about why that is an effective strategy for folks who are buying digital ads? [28:20]
#9 In the chapters about using emails, you tell the story of Warby Parker and how they have mastered the right message at the right moment and that’s made all the difference in their email strategy. Can you tell us that story? [32:42]
#10 What’s the biggest mistake you think people make when it comes to email marketing? [36:30]
#11 In chapter 18 you say a lot of marketing metrics are BS. Why are most metrics useless in your opinion?[41:40]
#12 You instead say we should be looking at Hero Metrics. What are those?[44:01]
#13 Your book is really interactive. You have templates, downloads, tutorials, videos and so on to supplement the materials. It really is a comprehensive guide. How do people learn more about the book? [45:48]
#14 Lastly I always ask my guests a quirky off topic question. I know you’ve been to 5 Olympic Games! What do you think is the number one competition that has to go for both Summer and Winter Games and what should they be replaced by? [47:18]
WELCOME TO EPISODE #52 OF BUSINESS OF CRAFT