#marketing This One Thing Can Change Your Career In Marketing
Dave Gerhardt: All right. In this episode of Marketing Monday, that's right, it has a name now, Marketing Monday. Every Monday, I'm going to drop some new marketing stuff, knowledge, rants, books, ideas, things we're doing here and just going to drop it every Monday right here. On this episode of Marketing Monday, I'm going to talk about the single biggest thing that changed my career in marketing, and it happened in two years. All right, what's up everybody? Today I want to talk about, I was thinking about what's really near and dear to me. And I didn't want to get into the tactics, because I'm going to get more tactical as we continue to go on this podcast. This is only the second episode. Although the first episode is pretty damn tactical, which is behind all of our LinkedIn secrets, so go check that out, how we generated 300, 000 views on LinkedIn in 24 hours without spending a dollar on promotion. Pretty good. Okay. But what I want to talk about today is I want to talk about the single biggest thing that has changed my career in marketing, and so, I haven't been doing this forever. This is my... When did I graduate school? This is my ninth year out of college, so I haven't been doing this forever, right? A lot of people with a lot more experience. But I'd say for the first probably six, seven years of it, I was just obsessed with studying, and reading all about... So I always worked in SAS and so I was obsessed with reading about SAS marketing, and VC stuff, and SAS metrics, and all the stuff that comes with like SAS marketing today. And so everything I'd read would be about how to do this with Google Analytics, how to set up your phone up to do that, how to do this with a Google Sheet and Zapier and X, Y, and Z. And I think that stuff was good, but I was too caught up in it. And you know, everything I was trying to read would be like, here's best practice for sending an email at this time, or here's how to hack this other thing. And it would all be about there the really nitty gritty of marketing. But then when I got to Drift, David, our CEO, he pushed me since the beginning. He said, hey, throw out all that stuff about SAS marketing. He said, we got to write our own playbook because we're going into this industry where there's already 7, 000 plus companies in here, the MarTech 5,000, 7,000, whatever. There's literally 7, 000 competitors in this space. So, we have to do things our way. And so, number one, he wanted me to throw out all that stuff, because if you just read that stuff all day, then that's where you fall towards. And so I always say this, but the best practice in marketing is if somebody said, Hey, the best time is sending... If there was some big research report that said the best time to send an email is at 2: 08 PM on a Tuesday, everybody would read that report and then go send their email at 2: 08 PM on a Tuesday. But David's point was like, everyone's going to do that. We got to go the other way. We've got to go the opposite direction. So, number one, he wanted me to go the other way and start thinking about, fill in the gaps, right? Be in all the places where nobody else is. But number two, he said, don't study, forget about the SAS marketing lessons and all that stuff. He says, go and study... He started giving me all these books and I'll never forget it. The first book that he had me read was Ogilvy on Advertising. It's an awesome book, I love it because it just looks nice. It's really visual. I wish I could have two copies. I should just get two copies because I want one on my desk and I want to have one at home. So maybe I'll go do that. It's worth the 15 bucks. And so he was like, go back and study all those old school, direct marketers, direct response copywriters. And I was like, okay, but why, this is old stuff? He says a couple of reasons, because first, those guys would send something in the mail to your house and then they'd have to get you to rip off the page, sign it, put a check in the mail and send it back. So think about how easy selling stuff online is compared to what those guys had to do. Right? Convince you to open the mail, read the mail, write a check, send it back in, get the postage, do that whole process. Right? But number two, he said look, you got to study the things that don't change. And so we live in this world of SAS marketing, where the technology, the landscape is always going to change. But the one thing that has not changed in a hundred years, 200 years, 300 years, since the beginning of time is people, right? And the ultimate job in marketing and sales is you're going to work with people, right? A sale doesn't get made until a conversation happens. And so you have to have conversations with people and you have to really understand your potential customers, your buyers, right? As people, not as some lead in our database, like as an actual person, this is Dave, this is what he likes. And so the one thing that all those direct response, marketers and copywriters and ad gurus did, was they really understood people. And so all those lessons that they write about, it's all about emotions, desires, human behavior. Go over and read Cialdini's... we talked about it on Seeking Wisdom a couple of weeks ago, his six principles of influence. Those are all about psychology, human behavior, right? Things like urgency, how can you get somebody to do what you're asking to do now? Scarcity, how can you show them that there's only a limited number of people, right? Social proof, how can you show them who else like me is also interested in this and lower the barrier for them? So he pushed me to go back and study all those books and read all those books. And what I learned was after reading two, three, four, five, six of them, they all had this one common thread. And it's all these timeless lessons of people. And so while they all might've written different things, they all might've talked differently. The one common thing that they had was it was all at a core understanding of people. And so that's my lesson on this Marketing Monday for you today, is to forget what the best practices are saying, forget what the bloggers are saying, go back and go and study the direct marketers. Some of my favorite books, I'll give them to you right now. Ogilvy on Advertising, David Ogilvy. Scientific Advertising, Claude Hopkins. Cashvertising, which is Drew Eric Whitman, is his name. It's a newer book, but he has like a hundred tips in there, it's very tactical love that book. The Ultimate Sales Letter, Dan Kennedy, just go read anything from Dan Kennedy. The Copywriter's Handbook by Bob Bly is another great book. Man, there's so many, I'll put them in the show notes. I'll put a couple more. Actually I might have to save some because I'm going to give away a lot of these in a course that I'm going to do later this year. But look here's the summary of this: go back and study those copywriters. Because they understand the timeless lessons of things that haven't changed, and it's all about people. And if you can understand what makes people move, right? You're going to become a better marketer. And what's crazy is that all the copywriting, the way that I write today, all of that was actually from the early 1900s, 1920s, 1930s. That's how these guys started writing. It was short, choppy copy. It was very personal. The grammar was terrible. And I love this. I forget which book it came from. But one of them said, look, I don't care about having perfect grammar. And I know all the English majors and grammar, nerds in marketing out there right now are like(gasp) but it's true. He said, they care more about being understood than having perfect grammar. And I love that because that's the goal of marketing. Do you understand me? Okay, great. Maybe you might be upset that I missed a comma, or I misspelled a word here, but if you can get somebody to understand you, you've done half the battle. So go out, study all the old school, direct marketers, copywriters. You're going to learn so much more, that's going to transform your business than you will by studying a SAS blog. And now out of this, just to give you a sense of what's come out of this, we have a checklist that we use for every landing page that we publish. We say here, here's the eight principles that every landing page needs to have. We have a certain style, a certain way that we write, a certain way that we send emails. All that stuff has come from lessons from those direct marketers, the copywriters. So go out and study them. Hope everybody has an awesome week. If you liked this podcast, tweet at me @ DaveGerhardt, tweet @ dcancel and say, I'm digging Marketing Mondays. You got to let him know, he told me to do Marketing Mondays, so we're doing Marketing Mondays. That's the deal. Make sure you leave a six star only review on Seeking Wisdom. And I got more marketing stuff for you to come every Monday here on out, and also let us know, when you write a review, let us know what your favorite marketing book is, and I'll hook you up with some of mine, all right. See ya.