#Marketing: The One Secret To Building A Brand You Need To Know For 2018
DG: What's up, everybody. Thanks for listening to another episode of Seeking Wisdom, the Marketing Edition. It's DG. This episode is sponsored by Hypergrowth. We don't have sponsors here because we're a company, we don't have sponsors, but we do have Hypergrowth. Hypergrowth is the world's fastest growing marketing and sales conference. I know that because I have had to look into all the other conferences out there and set these crazy goals that DC wants me to set for this year, and I can tell you that we are the fastest growing marketing and sales conference. But it's not like your traditional marketing and sales conference because we don't actually talk about the tactics. We do not want to spend your time talking about six ways to get more out of your Facebook ads. We want to take the time to, hopefully, change your business and change your life on this one day. So that's why we bring in CEOs, athletes, entrepreneurs, Olympians, authors, inspirational and motivational speakers. That's the type of people that you're going to hear from one day, one stage at Hypergrowth. And the best part is, if you use the Seeking Wisdom promo code, you get your ticket for$ 199. That is going to save you$500. The normal tickets are$ 699, and let's be honest, I'm going to be real honest with you, because that's what we do here at Drift and at Seeking Wisdom. You're not paying for the ticket anyway. Your company is probably going to expense it, right? You can expense it.$ 199 bucks is nothing. So go get your ticket, make yourself better, and come hang with us at Hypergrowth. It's amazing. Last year we sold out 1, 500 people in the first year. We almost got the fire marshal called on us. People were literally spilling out into the streets. The air conditioner broke. It was madness. This year, we're going to have about 4,500 to 6, 000 people. It's going to be crazy in Boston and in San Francisco. So go get your tickets. The URL is hypergrowth. drift. com. So that's the ad, all right? Go to Hypergrowth, make my life easier. But in all seriousness, it's going to be amazing. The lineup of speakers that we have, I'm just looking at the website right now, Jocko Willink, Grant Cardone, Molly Graham, Shaka Pilgrim, who by the way, was Jay Z and Beyonce's agent for 20 years, George Foreman III, Ryan Deiss. What up Ryan? Amy Morin, Mike Volpi, Paul English. DC's on our website, Patty McCord- Ritual, Amelia Boone, Steli FD. It's going to be crazy. So I hope I will see you there. All right. So it's been a minute since I've done a marketing episode and man, I have so many ideas of things I want to talk about on this show, but I want to talk about one thing that is part of a presentation that I gave earlier this week at the Zoom Info Growth Acceleration Summit, which we got in trouble because at the Growth Acceleration Summit, which is at the Intercontinental Hotel in downtown Boston, we sent 50 college kids in drift t- shirts handing out Hypergrowth tickets and we hired a DJ. He's called the Human DJ and they were outside of the event at 8: 00 AM the other morning while people were coming into the event, just handing out tickets and we just hijacked the whole thing. And we got in a little bit of trouble with the Boston police and our friends over at ZoomInfo. So first of all, I apologize for that. We did not mean to be disrespectful at all. We just knew it'd be a great event full of marketers and we wanted to show up and let them know about Hypergrowth. But my homie Janna. So on the marketing team, we've been tweeting" Free Jana" all week because I got a text message from somebody that we know who is outside of the Intercontinental Hotel, as Jana was being talked to by the police after they had already been told to move down a block. So amazing. Anyway, so I'm speaking at this conference. This was all before this craziness happened. And the talk that I was giving is called, I'll read you the title:" Why Building a Brand is the Single Best Investment You Can Make if You're Serious About Growing Your Business in 2018 and How to Do It Without Hiring a Six Figure Agency or a Team of Creatives". So my whole talk is about why you need to build a brand this year because, and the whole spoiler is that like everything that we're all doing is a commodity now, and so the only way to really win over customers is to build a brand. But to build a brand, you don't have to hire this crazy agency because the best brands today are real and authentic and human. And the thing I want to talk about on this episode today, and I want to leave you with this, is that this advice like about being real, being authentic, being human, as your marketing strategy, this is not just me saying that. This has been true for hundreds of years. If you've been listening to podcasts, you know that I'm a nerd with copywriting and old school ads and direct marketing and been studying all those guys. And they all had this one thing in common, which is they knew this advice for decades. And so my favorite example of being real and being authentic is this classic ad from Avis, the car rental company. So at the time, I don't know, this ad was probably 50 years ago. Avis at the time was the number two company in rental cars. So they were getting their lunch eaten by Hertz. Hertz was just dominating the market. And so Avis had to figure out, well, we're all kind of doing the same thing. What can our ad campaign be? How do we get people to change their minds and, and come with us? And so they came up with this ad campaign, which is absolutely genius. And I'm going to read it to you. The headline of the ad is When You're Only Number Two, You Try Harder or Else. Little fish have to keep moving all the time. The big ones never stopped picking on them. Avis knows all about the problems of little fish. We're only number two in rented cars. We'd be swallowed up if we didn't try harder, there's no rest for us. We're always empty ashtrays. We're always emptying ashtrays, making sure gas tanks are full before we rent our cars, seeing that the batteries are full life, checking our windshield wipers, and the cars we rent out can't be anything less than lively, new super torque Fords. And since we're not the big fish, you won't feel like a sardine when you come to our counter. We're not jammed with customers. This ad gives me chills because it's amazing because what Avis said is" Hey, look, we're not number one. Therefore you have to come with us because we're number two. And because we're number two, we have to try harder. So you're going to like our product, our service better." And I love this because that is such counterintuitive advice. How many other marketers out there would actually admit that they're not winning, right? Or admit that something was wrong. And so one of my favorite copywriters is this guy named Dan Kennedy. YOu should go check out his book The Ultimate Sales Letter. Dan Kennedy calls this" creating a damaging admission". And I love the framing of that because you're addressing your flaws openly. You're creating a damaging admission to yourself. And so I think about this all the time. I'll give you one story. About a month ago, I went out to dinner for my wife's birthday. And as we're sitting at the restaurant, we're at Barcelona in the South End here in Boston and they have tapas. And so we ordered five or six of them. And when we place the order, the waiter came back to our table and he said," Okay, you know, this is good. But you know, based on these kind of five things that you got, you're not going to like this sixth one. Like I wouldn't recommend getting that. It's not very good." And my wife Leah and I were like," Oh, okay, are you sure? So what should we get?" And he's like," Well, I love this one. This one goes really good with this one. I liked this one." And that to me was everything, right? Like how often does a waiter tell you," Oh yeah, everything's good here." That's not true. We know that's not true. So the fact that this waiter was honest and, you know, told me something that the restaurant was not good at, made me trust him even more. And the experience was amazing. And so the advice I want to leave you with today on this episode of marketing is that what it's called, marketing? I got to come with a better name. It's Seeking Wisdom Marketing, okay? So the advice I want to leave you with today is think about how you can apply that to your marketing, right? If you take one thing out of this episode today, think about how you can be real and authentic and human in your marketing. People want to see our flaws. We have to be real people. And so if you catch a typo from me in an email, I don't care. I care cause I want to fix it, but I make typos because I'm a real human, right? Of course I proofread and I want to check everything, but I'm real, I'm authentic. And it's why I love this channel podcasting so much because you can really get to know me and the way I talk about things, the way I think. And I think that if you came into the office and met me at Drift, I would hope that I'm the same person on the podcast that I am in real life. And I love that as a marketing channel because it's so hard. One of my favorite examples from this is from Patagonia. There's a book called Let My People Go Surfing by Patagonia's founder, Yvon Chouinard, and he talks about their branding, and he says, look, our branding efforts are simple. We just tell people who we are. We don't create a fictional character like the Marlboro Man or a fake responsible caring campaign like Chevron's We Agree advertising. Because writing fiction is so much more difficult than non- fiction. And that is the one piece that I've taken with me for the last couple of years. Now, writing fiction is so much more difficult than non- fiction, right? It's easier to be you. When you have to roll out of bed every day and think about what is, what is our brand at Drift? Like no, our brand is just us, right? And I think that is very important. And I don't care if you sell to the enterprise. You have really long sales cycles. You're in the healthcare world. Well, you're still talking to people at the end of the day and because there's so much noise in the market today and in any industry, there's thousands of competitors today, your best bet at standing out is to be real, is to be you and connect with people on a personal level. Like as buyers, we are also skeptical today, right? Every sales rep that tries to sell me something, guess what they say? They say, it's easier. It's better. It's faster. It's a better design, right? Like every company says that. And so in that world today, you have to find another way to build a moat. And to us, our mode is our brand. And I think this can be applied to any company because your brand needs to be you. It needs to be real. It needs to be authentic. So think about that line from Patagonia. Think about the Avis ad campaign and think about how you can create a damaging admission and address your flaws openly in your marketing copy, on your website, through your channels. It's also why I love video so much, right? Audio and video are the two channels we're really bullish on at Drift. And it's really for that reason. Because it's real. Because it's authentic. That's why I love video, because if I could pay anybody to write an article for our blog and put my name on it, and it looks like a post I wrote, but I can't fake getting on video and actually being me and creating content that way. So think about how you can be real in your marketing. What's one change you would make? I'll give you one last example before I go. One of my favorite examples of something we've done at Drift is we got a lot of questions and comments about our pricing, our drift. com/ pricing. That page was confusing to people. So we made a couple design changes, a couple of copy tweaks. We updated some stuff, but people still were a little bit confused. And so we went to Will, who is our VP of Ops, and he invents pricing at Drift, like he owns pricing along with DC. And we said, you know what? Let's do a video with Will. Let's get Will on video. And we made a video and it wasn't even highly produced. And it's literally Will saying," Hi, I'm Will. I'm the guy that makes pricing at Drift. And I'm going to explain to you the three different plans we have." And that was one of our best pieces of content we've created, because if he can't explain the pricing, then how is somebody else going to be able to do it? So that's another example. And I love that. And we try to bring that into everything that we're doing. So I hope this was helpful. I really hope that I see you at Hypergrowth. More importantly, I will even... Don't tell DC this, I don't want him to know so shhh. I will even sacrifice a six star review on iTunes, if you buy a ticket to Hypergrowth. So go buy a ticket to Hypergrowth at hypergrowth. drift. com. When you check out, use the promo code, Seeking Wisdom, you'll save$ 500, which you can then reinvest back in your business and just expense it. It's$ 199. I could expense it right now. DC would never know that. Actually he probably would. He sees everything. Anyway, have an awesome rest of the week. Tweet at me @ DaveGerhardt, if you like this episode. More importantly, tweet @ dcancel and say," Hey, I'm really digging DG's marketing podcasts. You should give that guy a raise." All right, I'll talk to you later.