Content and Communications: Tenacity, keep it simple, authenticity works (episode #33)

10/03/22 • 49 min

“Nouns form the substance of appeal,” Flint McGlaughlin taught in Headline Examples: 3 ways to load your predicate with value (https://meclabs.com/course/sessions/headline-examples/).

I love this lesson because as marketers, if we’re not careful, we’ll focus too much on the adjectives and the adverbs. The flowery language. The hype.

Instead of clear communication.

And it goes along with a lesson our latest guest discovered when approving TV commercial concepts from her agencies – keep it simple.

This is just one of the stories you’ll hear from our latest guest – Jeannie Assimos, Head of Content and Communications, Way.com (https://www.way.com/). Assimos manages a team of 20 people in the United States and India. Way.com is a financial platform for cars with $200 million in forecasted annualized revenue for 2022 and has served 6.5 million customers to date.

Stories (with lessons) about what she made in marketing

Some lessons from Assimos that emerged in our discussion:

Trust your instincts.
Keep it simple.
Authenticity works.
Adaptability is important.
Tenacity.
Make a U-Turn when necessary.

Related content mentioned in this episode

Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (podcast episode #11) (https://www.marketingsherpa.com/article/interview/revenue-growth-podcast)

“Authenticity” vs. “Professionalism”: Should you be your authentic self in your brand’s content and marketing? Or must you adhere to certain strictures considered “professional” in your industry? (https://www.marketingsherpa.com/article/case-study/authenticity)

Marketing Storytelling Examples: How 3 brands told their stories (with results) (https://www.marketingsherpa.com/article/case-study/marketing-storytelling)

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages (https://meclabs.com/course/) free digital marketing course.
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10/03/22 • 49 min

How I Made it in Marketing - Content and Communications: Tenacity, keep it simple, authenticity works (episode #33)

Transcript

Daniel Burstein: We use the word conversion in marketing a lot, but have you ever stopped for a moment and thought what it really means? It's changing from one state to another, from ice to water or from agnostic to Jewish, or for marketers, from unknown to us to an email subscriber and biggest of all, from not a customer to a customer.

To make that conversion effort, customers need to understand the value on the other side, why it's worth going through all that time and money t

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