“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.

• In the first-ever in-studio edition of Bullhorns and Bullseyes, Curtis and Tom welcome onto the set Doug Mans and Meghan Mans-Kurili, fourth- and fifth-generation members of the Mans family at the help of Mans Lumber and Home. Learn about the company’s secret to longevity, a story that spans 125 years, two world wars, two global pandemics, a housing bubble crisis, and even attempted arson! Learn how a family-owned business can both stay consistent to its values while also adapting with the times and evolving and innovating as a business. Listen or watch along to hear how Meghan modernized the company’s marketing approach, evolving it from brand awareness only to a mix of brand awareness, lead generation, and measurable outcomes tied to actual sales.

  
  

  N.B.:

  • Read and see all about the Mans legacy spanning 125 years!

  • Thanks to Auxiom for providing the studio space, recording gear, and highly capable tech team!

  
  

  Takeaways:

  • Evolve with the times to stay relevant—what worked for your business decades ago won’t carry you into the future.

  • Balance old-school tactics like radio and billboards with performance-based digital marketing to maximize your reach and ROI.

  • Prioritize marketing channels you can track and measure so you know exactly what’s working and where to invest.

  • Implement a closed-loop system where sales feeds lead quality data back to marketing to improve targeting and reduce waste.

  • Don’t underestimate your Google Business Profile—it may drive more phone calls than your website.

  • Rebrand thoughtfully if your current identity limits your appeal—make sure your name, colors, and message invite in your ideal customer.

  • Simplify the customer journey—make key actions like calling or finding a location just one tap away on mobile.

  • Create cohesion across multiple brands by building a unified strategy, even if the businesses serve slightly different markets.

  • Help your customers grow by sharing your marketing expertise—it deepens relationships and strengthens loyalty.

  • Use storytelling to turn your brand history and customer relationships into meaningful, memorable content.

Consultant, author and educator Mark Schaefer joins the podcast to discuss his new book, "Audacious: How Humans Win in an AI Marketing World.” Tune in to learn how to avoid the "economics of dull” and stand out in a world increasingly proliferated by the mundane. Mark emphasizes the need for courage in marketing, the significance of storytelling, and the role of community in building connections. The discussion also touches on measuring the impact of “audacious” marketing strategies and the necessity of embracing AI as a tool rather than a replacement. Ultimately, the conversation highlights that human connection and creativity remain vital in a technology-driven world.

N.B.:

• Find the book, follow Mark, and learn MUCH much more at businessesgrow.com.

Takeaways:

• Authenticity is key in a world saturated with AI-generated content.

• Personal branding is the final 20% that AI cannot replicate and won’t be replaced.

• Courage is essential for marketers to stand out.

• Storytelling should evoke emotions, not just convey information.

• Disrupting traditional storytelling can lead to greater engagement.

• Community building is a powerful marketing strategy.

• Measuring the impact of audacious marketing is essential. Check out Mark’s book for a methodology for measuring “audacious” marketing.

• AI should be embraced as a tool for enhancement, not replacement.

• Humans will always have an edge in marketing through creativity and connection…if they lean into originality, authenticity, and yes—audacity!

In an episode replete with acronyms, Tom and Curtis welcome Nikki Little and Lexi Trimpe of Franco discuss the evolving landscape of public relations in the context of AI and digital marketing. They explore the significance of the PESO model, the resurgence of earned media, and the importance of quality content in the age of AI. They explore how information discovery is shifting, the necessity of personalization, and the implementation of AI policies within organizations. The discussion highlights actionable steps for effective marketing and the critical role of integrated approaches in achieving success.

N.B.:

• Check out Nikki’s and Lexi’s website and podcast at franco.com.

• Connect with Nikki and Lexi on LinkedIn.

Takeaways:

• PR is increasingly important now, especially with the rise of AI.

• The PESO model integrates paid, earned, shared, and owned media for success.

• Earned media is crucial for discoverability, not just awareness.

• SEO is not dead; it continues to evolve with AI.

• High-quality content is essential for audience engagement.

• AI is changing the way we approach media relations.

• Brands must optimize for answer engines to increase visibility.

• Content syndication is as important as content creation.

• Measuring success should go beyond just conversions.

• Engaging content can significantly increase audience interaction.

• Implementing AI policies is necessary for organizational alignment.

• Creating a cohesive marketing strategy requires integration across channels.

Tom and Curtis Hays engage Joel Waldman, founder of Yak AI, to discuss the evolving landscape of local SEO and the critical role of Google Business Profiles. The conversation delves into the impact of AI on marketing strategies and the necessity for businesses to adapt to new consumer behaviors. Joel shares actionable insights for small to medium-sized business owners to enhance their online presence and drive growth.

N.B.:

• Follow Joel on LinkedIn

• Check out YakAI.co

Takeaways:

• The Google Business Profile is crucial for local SEO.

• AI is transforming the marketing landscape.

• Yakkers thrive in competitive environments.

• Customer reviews significantly impact business visibility.

• Optimizing digital storefronts is essential for growth.

• Businesses must adapt to changing consumer behaviors.

• Leveraging existing customers for reviews is key.

• AI tools can enhance customer engagement.

• Content development helps train AI models.

• Monitoring online profiles is an ongoing necessity.

Curtis and Tom welcome Jared Gibson, co-founder of Outworks, to the show to discuss the importance of founder-led content in today's digital landscape. They explore the shift from company-centric marketing to personal branding, especially in the wake of the pandemic. The conversation delves into the challenges of maintaining reach on LinkedIn, the significance of quality content over sheer numbers, and the evolving buyer journey that emphasizes research and trust-building through consistent content. Jared shares insights on creating a sustainable content strategy that resonates with audiences and positions executives as thought leaders. Word of the day: RELENTLESS!

N.B.:

• Follow Jared on LinkedIn

  Check out Outworks.io

Takeaways:

• Founder-led content humanizes executives and builds trust.

• The pandemic shifted focus from company content to personal branding.

• Video content is crucial for engagement on LinkedIn.

• Quality of impressions matters more than quantity.

• Buyers prefer to do their research before engaging.

• Content can accelerate the sales pipeline.

• Influence can still be gained despite reduced reach. Relentless content creation combines quality and quantity.

• Not everyone is ready to buy immediately; content serves future needs.

• Long-term commitment to content is essential for success.

• Content should be a lifestyle change, not a short-term campaign.