“Authentic” and “Storytelling” aren’t in “scare quotes” in the episode title. They are actually quoting two of the central themes of Season 2. (Also quoting Curtis a lot, we might add.) In this episode, he and Tom welcome Megan Sweigart from Kinetic Marketing Communications to thoroughly explore the significance of authentic storytelling in marketing. They discuss the innovative collective agency model (something we hold near and dear, of course!) and the shift in focus from SEO to human-centric messaging. The conversation emphasizes the importance of understanding the customer as the hero of the story, the challenges brands face in aligning their messaging, and the role of executives in personalizing brand narratives.

N.B.:

• Connect with Meagan on LinkedIn.

• Learn more about Kinetic Marketing Communications at kineticcomms.com.

Takeaways:

• Authenticity and storytelling are crucial in marketing, but let’s understand what each of those words actually mean in the modern marketing environment.

• Kinetic operates as a collective agency model—just like Collideascope!

• In a post-SEO world and new GEO reality, the focus should be on writing for people, not algorithms.

• The customer should always be the hero of the story. Where have we heard THAT before?!

• Brands must connect with their audience's needs and emotions authentically, so they understand which stories to tell.

• Executive involvement in storytelling enhances brand trust.

• Data can help align brand messaging with audience expectations.

• Storytelling should be approached like journalism in many ways.

• The impact of a story is more important than the litany of product features.

Find and Follow:

• See all episodes at bullhornsbullseyes.com.

• Follow the show on LinkedIn!

• Learn more about Collideascope and Creative Mill at their respective websites.

• Connect with Curtis and Tom on LinkedIn.

• Check out our newsletter, Amplify and Aim!

Tom finally gets his pudding and Curtis acquiesces. In this fun episode, we dive deep 🛎️ into the origins and evolution of a podcast launched to focus all on Yacht Rock. But this much more than exploring 🛎️ how he and his co-host—this week’s guest, Tom’s brother John—discovered the genre, the creation of modern Yacht Rock music, and their love of the music. No, this i all about the strategies they employed to join a community, nurture an audience, and become a center of influence in a niche they would eventually sell into.. They discuss the importance of storytelling, community engagement, and the marketing tactics that helped them grow their podcast and connect with listeners. John and Tom share insights gained from starting out as a complete unknown to eventually interviewing legendary artists, like Kenny Loggins. It’s more than just Tom’s favorite topic…it’s a case study in audience activation and building a story, not around you and your product, but around a specific audience’s natural passions and interests.

N.B.:

• Check out the podcast, Out of the Main.

• Don’t forget to check your favorite music listening platforms for Page 99 and August Red!

  
  

Takeaways:

• Identifying and serving an audience is crucial for content success.

• Storytelling is a key element in engaging listeners.

• Building a community around a niche can lead to greater success than trying to build a customer base for your product or service.

• Strategizing before launching a podcast can prevent future pitfalls.

• Engaging with existing communities can accelerate audience growth for yourself.

• Building momentum through networking can lead to greater visibility.

• Creating content that serves the audience fosters genuine connections—more so than constantly pitching your wares.

• Podcasting allows for the creation of diverse content from a single episode.

Tom and Curtis welcome Will Leach, best-selling author of Marketing to Mind States, to the show to explore the importance of understanding consumer behavior through the lens of behavioral psychology and neuroscience. Will discusses his Mind State Model, which emphasizes the significance of non-conscious factors in decision-making and how marketers can leverage this understanding to create more effective messaging. The conversation delves into the role of goals, motivations, and emotional connections in marketing, as well as the challenges of capturing and maintaining consumer attention in a saturated advertising landscape. The discussion also highlights the difference between brand attachment and brand loyalty, arguing that attachment creates a stronger connection with consumers.

N.B.:

• Learn more and get the book

• Connect with Will on LinkedIn

Takeaways:

• Understanding the non-conscious mind is crucial for effective marketing.

• The Mind State Model helps in crafting messages that resonate with consumers.

• Goals and motivations drive consumer behavior more than features.

• Behavioral economics provides insights into decision-making shortcuts.

• The reticular activating system filters out most marketing messages.

• Addressing pain points can bypass consumer filters and capture attention.

• Marketing should start with understanding the customer, not the product.

• Understanding psychological mind states is crucial for effective marketing.

• Resist “the AAA of temptation,” which is attribution, algorithms, and arithmetic.

• Marketers often optimize for metrics instead of human behavior.

• Brand attachment is stronger than brand loyalty.

• Temporal landmarks influence consumer behavior and decision-making.