Leading Matters #34 Andrew Davis Keynote Speaker & Author

| April 25, 2016 | Leading Matters | No Comments

There is No Boring There is Only Aspiration

Episode 34 of Leading Matters features best-selling author, marketing thought leader and amazing keynote speaker Andrew Davis.  Drew’s perspective on leveraging the right emotional nuance to engage and connect with your marketplace will help you to unlock the secret to creating your best marketing ever. 

It was hard for me to pick out the 10-second clip that you’ll hear in the beginning of my interview with Drew  because he was dropping nuggets of valuable wisdom throughout the entire interview.  Drew champions the connectivity of the science of marketing to the art of marketing.  He makes it very clear that marketers and business leaders must be investing efforts into increasing the genuine empathy that they have for their would-be customers.  Let that word sink in just a moment.  Here read it again and let the word swirl around your thoughts before you continue on.

EMPATHY

The more we understand the motivators, the passions, the aspirations of those we seek to serve, the better we’ll be able to serve them.  And guess what?  The more they’ll buy. 

HIGHLIGHTS

POOR LEAD QUALITY FUELS CONTENT MARKETING BACKLASH

Sales teams are increasingly more suspect of content marketing because while it increases the volume of sales qualified leads the quality of those leads is poor.

EFFORT SHOULD BE PLACED INTO CONTENT QUALITY OVER QUANTITY

The collective marketing industry has developed a bad habit of volume  andrew davis on leading matters POSTPumping out listicles and such in an effort to drive traffic and impressions.  With the same effort focused instead on depth and detailed content we can increase the quality of how our content connects with our prospects.

EVERYONE IN THE COMPANY IS A PART OF THE MARKETING AND SALES TEAMS.

There is a process in every transaction no matter how long or short, simple or complicated.  When we are serving someone every aspect of that process must deliver a differentiating experience.  This is the job of every single employee.

B2B MARKETING STILL DOESN’T GET IT

B2B marketers are still to this day so focused on the ‘why us’ sort of marketing approach.  Mired in a pattern of feature and function benefits B2B marketers forget to tell the story of why the product or service matters.

NOTHING IS BORING

There is always a story to tell.  Always.  Yet too many say their story really isn’t all that interesting.  Drew calls BS on that and offers up F Secure’s  2011 10 minute documentary about tracking down the authors of the first PC virus ever written.  Your story is anything but boring, you just might not have found it yet.

MAKE VIDEO A SHOW-ME STATE

Drew loves video but believes that it should be used for the strength of the medium.  Video should actually show the viewer something and not simply be telling the viewer something.

SHOW NOTES

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