Avsnitt
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Lack of communication is costing you hard-earned clients. Example - financial services: Advisors average $3,100 CAC per client.
54% of clients: "I changed financial advisors" in 2023. Why: weak comms.47% of clients w/over $500,000 AUM want to hear from advisor at least monthly.But most advisors reach out much less. Via YCharts, 2023Timestamps:
(0:07) Communication Builds Trust
(0:43) Body Language - Science of Trust: Show Hands
(1:20) Shocking YCharts Survey: High Rate of Advisor Switching
(2:03) Cost of Losing Clients
(5:20) Great marketing comms example: Rubin Miller with Peltoma Capital (blog, LinkedIn, emails)
(6:05) 90% of people don't trust ads
(6:55) ThinkersOne
Links:
Avg fin advisor CAC $3100
YCharts survey HT Samantha Russell
Order videos or Zoom drop-in - ThinkersOne (Love Bombed/Ghosted)
Related video: Why Content Marketing Will Save You Money
Vanessa Van Edwards - hands (trust)
My podcast tools:
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82% of consumers say they want to buy from brands with values that align with their own (RetailBrew, 2022). I discuss what makes purpose-driven marketing work or fall flat.
(00:00) Introduction to Purpose-Driven Marketing
(1:22) Success of Nike's 30th anniversary "Just Do It" campaign, ft Colin Kaepernick, boldly aligned with Black Lives Matter movement
-“Believe in something. Even if it means sacrificing everything,” re: national anthem protest against police brutality arguably cost him his NFL career." -Forbes
-Impact on sales and cultural spotlight for Nike ($15 billion US market)
-Related Masters in Business podcast: Scott Galloway called Kaepernick ad the best brand move of 2018.
(3:30) Failure of Kendall Jenner Pepsi Ad
(05:12) Brands and Gender Activism
-Pinkwashing
-Importance of pay equity
(06:15) Environmental and social alignment (Meatless Mondays)
My podcast tools:
Record: emilybinder.com/riversideEdit with AI: emilybinder.com/descriptMics: beetlemoment.com/gearHire me (marketing & speaking):
ThinkersOne Videos: emilybinder.com/thinkersone
Consulting: emilybinder.com/call
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Saknas det avsnitt?
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Forget consistency and try VARIETY. I explore the strategy used by two famous podcasters, focusing on variety in episode content, length, and style to keep the audience engaged and cater to different interests. Results: they top the charts for Business and for Society & Culture.
Trick question: How long should a podcast episode be?
Mini case study on strategy of Scott Galloway of The Prof G Podcast and Bethenny Frankel of Just B.
VIDEO - Watch this episode: youtube.com/emilybinder
Topics:
-Episode types, lengths, guest / host, and cadence (e.g. weekly)
-Significance of visuals
-Misconception of podcasting as marketing expense
-Unique KPIs
Timestamps:
(0:34) Prof G's Podcast Strategy and Episode Formats
(3:56) Variety in Bethenny Frankel's Podcast
(4:09) Long Game of Podcasting: Insights and Statistics
(5:27) Podcasting: A Marketing Perspective (ROI)
(6:11) Bethenny Frankel's Episode Types
(9:28) Why Use Episode Variety
(9:54) Key Takeaways
Links:
Just B with Bethenny Frankel
The Prof G Pod with Scott Galloway
The Algebra of Happiness (book)
Watch more mini-pod episodes here
Join my YouTube channel to access same-day responses, topic requests, & more perks
My tools:
Record audio or video: emilybinder.com/riversideEdit podcasts like a Word doc. emilybinder.com/descriptGear list: beetlemoment.com/gearWork with me:
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Consulting session: emilybinder.com/call
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Are you listening with jackal or giraffe ears? Conversation tips from Nonviolent Communication. Plus: What's wrong with saying "I feel like you ___"?
Watch on YouTube
Show notes
Join my YouTube channel- access perks
Video episodes
Timestamps:
(1:00) Difficult conversations: giraffe vs jackal language (watch Short)
(1:37) Pop psychology
(1:50) Nonviolent request
(2:06) Saying 'I feel' to express thoughts (Lisa Rinna)
(3:11) Chris Voss: "it seems like..."
(4:15) Bethenny Frankel, Skinnygirl $100 million Beam. #rhony
(4:26) Real Housewives loud luxury
Links mentioned:
Watch Short: The Bethenny Clause
Episode: "Why You Need Nonviolent Communication"
Blog: Microsoft’s Culture
Books "Nonviolent Communication" and "Never Split the Difference"
My podcast tools:
Riverside: emilybinder.com/riversideDescript: emilybinder.com/descriptMy gearWork w/me:
ThinkersOne videos and keynotes
Book a session: emilybinder.com/call
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Podcasting is the highest leverage marketing activity you can do, but it's a long game and very misunderstood. People think they need a million downloads to have a 'successful' podcast; not true. At the same time, it's competitive but not as much as you think - hear why.
(0:10) Podcasting $4bn industry in 2024 (IAB)
(1:36) Big misconception new podcasters have: ad revenue
(3:10) 90% podfade
(4:10) Value of a subscriber
(6:00) Power of voice: sound is processed ten times faster than the blink of an eye
(6:25) Podcast subscribers are the most valuable type of follower. Related: You Need All Three: Ethos, Pathos, and Logos in Marketing
(7:30) YouTube Shorts: biggest marketing opportunity
(8:44) Wrong podcast goals
(9:00) How many podcast downloads is good?
(9:30) What is a good completion rate?
(10:00) How many listeners you want (considered purchase)
(11:00) Educated, solvent, interested
(12:05) Client testimonial from Laura (emilybinder.com/call)
Stats:
$4 billion industry 2024 (IAB)
51% of listeners pay attention to podcast ads more than other media (Edison Research)
56% consider purchasing after listening to a podcast ad (Edison Research)
76% convert after hearing sponsored content (National Public Media)
-Spiralytics 1/12/2024
My favorite podcast tools:
Record a podcast: emilybinder.com/riversideEdit audio or video like a Word doc: emilybinder.com/descriptPodcast gear list: wealthvoice.ai/gearThinkersOne: Send a 2-minute cameo, get a Zoom drop-in or virtual keynote: emilybinder.com/thinkersone
Podcast: emilybinder.com/podcast
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Are you leading with the dream outcome, the likelihood of success, the price, or something else? Your customers want something high quality, guaranteed, fast, and easy. Hear the key ideas of Alex Hormozi's value equation from "$100M Offers", a helpful concept any business person or marketer can use regardless of your industry.
(0:29) Hormozi's value equation:
Dream outcome x likelihood of success
divided by
time delay x perceived effort
= value.
(1:30) Most brands get the top half of the value equation right.
The hard part is the bottom. (Hence "easy top, hard bottom".)
(4:24) When you should publish pricing
January Top 5: Every Tuesday this month, we're re-airing the top 5 most downloaded episodes of this podcast. Today concludes the mini-series, with this #1 most downloaded episode of the year. This episode originally aired 8/6/2023.
My favorite podcast tools:
Riverside: record audio or video podcast: emilybinder.com/riversideDescript: edit audio or video like a Word doc. emilybinder.com/descriptPodcast gear list (mic / camera / lighting): wealthvoice.ai/gearThinkersOne Videos: Send a 2-minute video kudos, inspo, or invite (like a Cameo). Order a Zoom drop-in or virtual keynote: emilybinder.com/thinkersone
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Think of your favorite TV commercial of all time. What made it memorable? It was probably that it told a story that resonated with you. Unlike straight feature benefit ads that you'll often see from CPGs, like detergent or toothpaste, or from insurance companies, really memorable advertising tells a story and triggers feelings. The same goes for public speaking and generally all marketing. Stats or data help, too. It's about blending them. If you’re deficient in any one of the three pillars of persuasion, it’s difficult to get anyone to believe you or care what you have to say.
Hear more: You Need All Three: Pathos, Ethos, and Logos Marketing
January Top 5: Every Tuesday this month, we're re-airing the top 5 most downloaded episodes of this podcast. This was the #2 most popular. This episode originally aired 2/1/2021. Next week, tune in to hear the top episode of the year.
My favorite podcast tools:
Riverside: record audio or video podcast: emilybinder.com/riversideDescript: edit audio or video like a Word doc. emilybinder.com/descriptPodcast gear list (mic / camera / lighting): wealthvoice.ai/gearOrder my NEW virtual keynote on ThinkersOne: "Love Bombed then Ghosted: Online Dating Mistakes Your Brand Makes"
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We used to actually watch a string of 30-second commercials for Downy and Doritos waiting for Seinfeld to come back on. Today is not the age of television, or patience, but the age of ultimate optionality. This is the age of TikTok and you need to keep these tips in mind when creating short form content. Create for people, not algorithms. The algos are getting smart enough that you can stop doing everything to appease them. What appeases the user naturally becomes what appeases the algorithm for any company that is or will be successful in the attention economy.
Out for 2024:
Slow talking and self-serving intros or teasers about what you're about to share (just SHARE IT!)
Making people wait
Making people click somewhere else (zero click content is in)
Making people fill out forms
Gated content
January Top 5: Every Tuesday this month, we're re-airing the top 5 most downloaded episodes of this podcast. This is #3 as we count down to the #1 most popular on January 30, 2024. This episode originally aired 2/3/2021.
Links mentioned:
"How to File an LLC - DIY" my accidental viral YouTube video now at 75,000 views (I said "16,000" in this recording)
My favorite podcast tools:
Riverside: record audio or video podcast: emilybinder.com/riversideDescript: edit audio or video like a Word doc. emilybinder.com/descriptPodcast gear list (mic / camera / lighting): wealthvoice.ai/gearThinkersOne Videos: Send a 2-minute video kudos, inspo, or invite (like a Cameo). Order a Zoom drop-in or virtual keynote: emilybinder.com/thinkersone
Podcast home: emilybinder.com/podcast
Book a coaching session: emilybinder.com/call
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January Top 5: Every Tuesday this month, we're re-airing the top 5 most downloaded episodes of the past year. This is #4 as we count down to the #1 most popular on January 30, 2024. This episode originally aired 5/20/2020. Timestamps:
(0:05) The Top 5 Rebroadcast explainer / intro for this month
(1:05) Evergreen strategy, you can still get value from 2018 episodes
(1:45) Ephemeral content mistake
(2:05) Top podcast marketing mistake
(3:50) #4 Most Downloaded Episode of 2023 (rebroadcast): "One day, Amazon will fail" + why Sears is not a loser brand.
Jeff Bezos once told Amazon employees, "I predict that one day, Amazon will fail." And that's a fair expectation for a successful company; most do.
Our first iteration of Amazon was the Sears Catalogue. In the 1800s, there were no timezones across the United States. Sears began selling watches to help keep time. We have Amazon because we had Sears -- and the story goes back two hundred years. Sears Catalogue, the railroads, and democratizing American commerce - history rhymes.
My favorite podcast tools:
Riverside: record audio or video podcast: emilybinder.com/riversideDescript: edit audio or video like a Word doc. emilybinder.com/descriptPodcast gear list (mic / camera / lighting): wealthvoice.ai/gearThinkersOne Videos: Send a 2-minute video kudos, inspo, or invite (like a Cameo). Order a Zoom drop-in or virtual keynote: emilybinder.com/thinkersone
Podcast home: emilybinder.com/podcast
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"The company that needs a new machine tool but hasn't bought it yet is already paying for it."-Charlie Munger. Price is what you pay, value is what you get.
January Top 5: Every Tuesday this month, we're re-airing the top 5 most downloaded episodes of this podcast. This is #5 as we count down to the #1 most popular on January 30, 2024. This episode was originally recorded 6/30/2022.
Further recommended listening: Founders Podcast #329 Charlie Munger (the NEW Poor Charlie's Almanack)
My favorite podcast tools:
Riverside: record audio or video podcast: emilybinder.com/riversideDescript: edit audio or video like a Word doc. emilybinder.com/descriptPodcast gear list (audio / video): wealthvoice.ai/gearThinkersOne Videos: Send a 2-minute video kudos, inspo, or invite (like a Cameo). Order a Zoom drop-in or virtual keynote: emilybinder.com/thinkersone
Podcast home: emilybinder.com/podcast
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Why are we such bad listeners, retaining only one-eighth of what we hear? Two reasons:
(0:19) Reason #1: Schools teach reading, not listening: Listening is a different activity from reading and requires different skills. Reading and listening do not improve at the same rate when only reading is taught. Reading ability is continually upgraded while listening ability degenerates.
**The typical student graduates into a society where they will have to listen about three times as much as they read. But they're only taught to read.**
(1:25) Neurology: Our brains were not meant to read but to listen (campfire). Far off vistas calm the brain, close-up text creates cortisol.
(2:00) Reason #2: Our brains. We think much faster than words are spoken: Words race through our brains at speeds much higher than 125 words per minute. We receive words at a very slow pace compared with brain capabilities.
Related episodes:
Listening: You Remember 1/8 of What's Said (Part 1 of 2)
What is vocal fry? - YouTube
"The 7-38-55 Rule for Better First Impressions": 40% of attitude conveyed through tone & inflection. 4/14/2022 episode
My favorite podcast tools:
Riverside: record a podcast: emilybinder.com/riversideDescript: edit audio or video: emilybinder.com/descriptThinkersOne Videos: Order a short greeting (like a Cameo), a Zoom drop-in, or a keynote: emilybinder.com/thinkersone
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We only retain one-eighth of what we hear, long term. In 1957, researchers found that listeners only remembered about half of what they'd heard immediately after someone finished talking. According to HBR, there are three types of listening:
Internal listeningFocused listening360 listeningRelated episodes:
School Made You a Fair Reader and a Bad Listener (Part 2 of 2)
"3 Speaking Tips: Difference Between Tone, Pitch, and Inflection with David Binder". 4/19/2022 episode
"The 7-38-55 Rule for Better First Impressions" - Nearly 40% of a person's attitude is conveyed vocally thru tone and inflection. 4/14/2022 episode
My favorite podcast tools:
Riverside: record an audio or video podcast: https://emilybinder.com/riversideDescript: easily edit audio or video like a Word doc. https://emilybinder.com/descriptThinkersOne Videos: Order or gift a short greeting (like a Cameo), a Zoom drop-in, or a keynote: emilybinder.com/thinkersone
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The 40-60 minute conversation on your podcast could probably be just as substantive in 20-30. Generally, listeners favor shorter episodes over longer ones. But only 15% of podcasts are under the 10-minute mark (via Demand Sage, Sept. 2023). I share tips for getting your podcast to the perfect length listeners enjoy.
3:30 Podcast molds are breaking. Podcast format isn't set in stone. The one thing it needs in order to be a podcast is an RSS feed. Length, cadence, guests, audio or video, format, and everything else are flexible.
4:30 9-5 job is like a long podcast.
6:00 You aren't paid by the word like Dickens
Links:
"Most books should just be articles. Most articles should just be blog posts. And most blog posts should just be tweets." -Joe Weisenthal tweetShorter podcasts usually have more listeners."Audiences Prefer Shorter Podcast Episodes, Familiar Hosts" - Morning Consult ProIn 2018, Dan Mineser published the first study from Pacific Content: average podcast time is 41 minutes, 31 seconds.Riverside research found that 55% of podcasts are over 30min and13.6% of podcasts are less than 15minMy favorite tools:
Riverside: record a podcast: https://emilybinder.com/riversideDescript: easily edit audio or video like a Word doc: https://emilybinder.com/descriptThinkersOne Videos! Order a personalized greeting, Zoom drop-in, or keynote: emilybinder.com/thinkersone
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What is vocal fry? Celebs who speak this way: Matthew McConaughey, Britney Spears, Kardashians, Woody Harrelson. Also: airline pilots, millennials, and Allison. (No shade to anyone - all in good fun here.)
Is vocal fry bad for your vocal cords and hurting others' perception of you? Or is it maybe cute? My work wife Allison Pons (@allisonpons) joined me to discuss. Think: "This is your captain speaking..."
Watch: https://youtu.be/A3ktFWE0ScY or emilybinder.com/podcast
New! Get priority replies & higher perks when you join my channel and support the show! YouTube Memberships from $2.99/mo. Cancel anytime: youtube.com/@EmilyBinder/videos
Timestamps:
0:30 Vocal fry on podcasts
0:35 The quiet trend: why is everyone on TikTok speaking so softly?
1:00 We demonstrate vocal fry
1:30 Indie rock DJ voice (Pray for ATL!)
2:05 Do men do vocal fry? Matthew McConaughey, Woody Harrelson, burners, Hacky Sack guys
4:00 Business ladies. Fav posture / office stretch since we met in 2010
Related videos:
Write a Perfect Cover Letter in Minutes from 1 ChatGPT Prompt
Get 10 Unique Podcast Guest Questions from ChatGPT Prompt Genius
Laura Larios: Speaking with Confidence: Using Nervous System Voice Techniques
Stop wearing huge headphones.
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2) Edit audio or video like a Word doc: emilybinder.com/descript
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Full audio / video gear list
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Peggy: “You never say thank you.”
Don Draper: “That’s what the money is for.”
Harmonious business relationships, let's go. Tips for consultants, advisors, and clients with a scope of work.
Watch on YouTube
Timestamps:
1:10 Karmic contract
1:55 Tips to handle extra requests
2:28 Hourly rate mistakes
3:37 Do you earn money or make money?
4:40 Tips to avoid scope creep
5:55 Paula Scher CITI logo
6:11 Phrases to request extra deliverables
6:30 When I give freebies
7:01 Money is taboo (True Pain in Personal Finance)
My favorite podcast tools:
Riverside- record a podcast: emilybinder.com/riversideDescript- edit audio or video: emilybinder.com/descriptThinkersOne Videos! Order a personalized video, Zoom drop-in, or a mini keynote. emilybinder.com/thinkersone
Rate / review / subscribe: emilybinder.com/podcast | YouTube Podcast
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Rich media banners are 267% more effective than static banners when it comes to engagement on LinkedIn posts (and other networks like X or Facebook). This is episode is about something small and tactical that has a big impact on your social media efficacy and giving your audience a nicer UX, resulting in more clicks to your target media.
Blog post with visual examples and tips: This Image Mistake = 267% Less Social Media Engagement. (Marketing Tip Mini-Pod)
When it comes to sharing a blog post or YouTube video or article on social, you want the featured / thumbnail image to be rich media, not an attached plain image which forces the user to find the shortlink in the text of the post. Read more on the blog:
Note: this doesn't apply to zero click content.
Read more on the blog.
Guest episode mentioned with Ron Tite, Saul Colt, and Bob Knorpp: 0723-The BeanCast: Haul More Dead Cows
My favorite podcast tools:
Riverside is the best way to record an audio or video podcast: https://emilybinder.com/riversideDescript is the BEST tool to easily edit audio or video like a Word doc. You will never go back. https://emilybinder.com/descriptThinkersOne Videos: Order a 2-min personalized event invite, Zoom drop-in, or virtual keynote: emilybinder.com/thinkersone
Book a marketing or personal brand coaching session: emilybinder.com/call
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New video with a deep review of the famous Shure SM7B mic (XLR) vs the convenient, less expensive Shure MV7 (USB or XLR): watch on YouTube.
Plus: SAG strike, thoughts on AI, timing of marketing content, and the power of timestamps for long form content digestibility and SEO.
Links mentioned:
New mic review video - see blog: beetlemoment.com/gear
YouTube Summary with ChatGPT & Claude (Chrome Extension)
Breaking the Rules: How Inconsistency Can Benefit Your Creative Process
Timestamps:
0:10 New podcast mic review video (YouTube)
2:14 Delegation is not my strength in this area
2:45 Tool / hack: YouTube Summary with ChatGPT (Chrome Extension)
3:25 Nitrogen Fearless Investor Summit
3:54 My Truman Show (and yours)
My favorite podcast tools:
Riverside is the best way to record an audio or video podcast: https://emilybinder.com/riversideDescript is the BEST tool to easily edit audio or video like a Word doc. You will never go back. https://emilybinder.com/descriptThinkersOne Videos! Order a 2-min personalized event invite, Zoom drop-in, or virtual keynote. Menu: emilybinder.com/thinkersone
Rate / review / subscribe to this show: emilybinder.com/podcast
Book a coaching session: emilybinder.com/call
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So many companies think they're saving money by not hiring an internal marketing leader and relying solely on outside resources, but it ends up costing them more. Yes, you can outsource some marketing work. Strategists, freelancers, and marketing tools / SaaS / vendors can be great additions. But who is managing them from a strategic perspective, and does that person really understand the playbook and have the skillset to know if all the resources are delivering value? If not, you're running the field without a workable plan.
Watch this on YouTube: youtube.com/emilybinder
Exclusive offers for Future Proof Festival including brand messaging strategy and podcast production: beetlemoment.com/futureproof
Book a coaching session: emilybinder.com/call
Links mentioned:
"All marketing is one of three things" episode:
"Don't Do Marketing, Be Marketable. (Threads dead, baby?)"
Video here
Play on Spotify
My favorite podcast tools:
Riverside is the best way to record an audio or video podcast: https://emilybinder.com/riversideDescript is the BEST tool to easily edit audio or video like a Word doc. You will never go back. https://emilybinder.com/descriptPodcast gear I love: Amazon Idea ListThinkersOne Videos! Order a 2-min personalized event invite, Zoom drop-in, or virtual keynote. Menu: emilybinder.com/thinkersone
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Watch this episode on YouTube. Topics:
Threads burned bright for two weeks then DAU were down over 80%.
Twitter's rebrand to X wiped out ~$4 billion in brand equity. RIP the bird.
Point: All marketing is one of three things:
BrandingPRDirect responseEverything else is just tactics. This concept from Bob Knorpp is so key.
I go over the #1 marketing mistake I see brands make (this is the "marketable" concept via Samantha Russell).
Success has less to do with tactics like social media or advertising; it's about whether you know why your business exists. Call it a north star, a reason for being. The rest will follow.
Book a marketing coaching session: emilybinder.com/call
Links mentioned:
Follow Samantha Russell on LinkedIn
Bob Knorpp's podcast: The Beancast
Mini-pod YouTube playlist: youtube.com/emilybinder
My favorite podcast tools:
Riverside is the best way to record an audio or video podcast: https://emilybinder.com/riversideDescript is the BEST tool to easily edit audio or video like a Word doc. You will never go back. https://emilybinder.com/descriptThinkersOne Videos! Order a 2-min personalized event invite, Zoom drop-in, or virtual keynote. Menu: emilybinder.com/thinkersone
Rate / review / subscribe to this show: emilybinder.com/podcast
Follow & connect:
My website | Beetle Moment Marketing | LinkedIn | Twitter | Instagram | YouTube | Get email updates
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Online dating is broken the same way most sales and marketing are broken. Look at: Free trials. Previews. Phone screening for online dating so that the first date is a date, and not a meeting to get the double opt-in that would have happened in nature. A blind sales pitch without know-like-and-trust or a product preview has the same pitfalls in marketing a product as it does with a potential relationship. Screens / trials / previews create better outcomes.
In a sales offer, you want to have a low time delay and a low perceived effort (that's the bottom half of Hormozi's value equation). The top half is the dream outcome and the likelihood of success. E.g.: "This person looks great. This product looks great. It looks like I'm going to have a high chance of success with meeting them or buying it. But what about the time delay and the perceived effort?"
In this episode, more parallels between business and dating! One of my favorite topics. P.S. Dating is also just like hiring / job search for employee and employer.
Links:
Book: "$100 Million Offers" by Alex Hormozi (the Kindle version is $1.99, paperback is $21)
Blog post: How to Keep Your LinkedIn Experience Spam-Free
Related episode: Positioning Your Product or Service Unlike Online Dating Profiles
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- Visa fler