Tales of Marketing Transformation

Recently, I had the privilege of appearing on a panel discussion entitled, “How to Create a Phenomenal Guest Experience”, which was part of  Podthon '21 - a two-day virtual event where podcasts can learn from and connect with thought leaders, in the podcasting community.  In this episode, I'm going to share part of that panel discussion focused on what podcast hosts look for. My fellow panel members are Bethany Hawkins of the Chatting over Chowder podcast and Lucas Eggan of the LAN parties podcast. Whether you're a podcast host or would like to be a guest on podcasts, there is something in this conversation for you.  Listen to the podcast to find out more. https://talesofmarketingtransformation.com/034 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

If you like listening to podcasts or audiobooks at an accelerated speed, then you'll probably know that most podcast apps and audiobook apps allow you to listen to speeds of up to 3x that which was recorded, sometimes even higher. Video apps don't make this as easy. While Youtube has a speed controller, it's hidden and cumbersome to turn on. In this episode, I'll share three tools that allow you to speed up most videos, so that you can watch them in a fraction of the time that they'd take at recorded speed. These tools are all Chrome extensions - ideo Speed Controller, Enhancer for YouTube and Vimeo repeat & speed Listen to the podcast to learn more. https://talesofmarketingtransformation.com/033 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

We reached the point where our dream customer has purchased something from us. What's next? The Transformational Marketing Blueprint is a 12 step framework for your marketing, that acts as a guide through the entire marketing journey focused on your dream customers. The Blueprint is organised as a circular framework, since no marketing journey is linear, and is in 3 phases - the Know-Like-Trust phases. Each phase is colour coded for easy visual recognition and is made up of 4 steps. In this episode, we'll cover the TRUST phase, closing the circle of our marketing journey. The four steps of this phase are: How we deliver an exceptional experience How we deliver more value How we orchestrate and stimulate referrals Mastery - celebrate and repeat Listen to the podcast to learn more.  https://talesofmarketingtransformation.com/032 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

Recently I joined Blake Fleischacker on his Facebook Live Channel, https://www.facebook.com/58013616/videos/986245718811910/ (Blake Fly).  Blake is on a mission to do a thousand Facebook lives daily. He is an expert in hosting people on his live shows. We enjoyed a wonderful conversation about how podcasting can build sustainable visibility and deep connection and give you permission to speak with everyone; how to find your dream audience and going on virtual speaking tours via podcasting. Listen to the podcast for some excerpts of our conversation.

One of the most valuable tools to keep online communications more human is video. The ability to quickly record a video, rather than type an email, allows me to share what I'm doing on screen in a visual way, making it easier to explain things and also lets me appear on camera to make the message personal. In this episode, 'll share two tools that allow you to do just that quickly and easily - Loom and VMaker. Listen to the podcast to learn more. https://talesofmarketingtransformation.com/030 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

We have initiated a conversation with our target audience, how do we now nurture that fledgling relationship? The Transformational Marketing Blueprint is a 12 step framework for your marketing, that acts as a guide through the entire marketing journey focused on your dream customers. The Blueprint is organised as a circular framework, since no marketing journey is linear, and is in 3 phases - the Know-Like-Trust phases. Each phase is colour coded for easy visual recognition and is made up of 4 steps. In this episode, we'll cover the LIKE phase, where we continue conversations with our dream client and nurture the relationships. The four steps of this phase are: Earning Attention as the visitor wants to learn Starting a deeper relationship Nurturing that relationship The Sale Listen to the podcast to learn more.  https://talesofmarketingtransformation.com/029 (Show Notes and Blog) https://talesofmarketingtransformation.com (Tales of Marketing Transformation)

Recently I had the privilege of being a guest on Miha Matlievki's LinkedIn Live show - Coffee Conversations with Miha, to talk about making podcasting human again. I thought that was such a valuable conversation that I'd take some tidbits from it and share them in this episode. In this conversation with Miha, we talk about the mindset you need to succeed in podcasting. We talked about connecting with your host if you are the guest, with the guest if you are a podcast host, and with the audience. We talked about knowing your ideal audience, who you can help with your message, and we talked about growing your podcast audience. Let's listen to parts of that conversation. https://talesofmarketingtransformation.com/029 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

In this episode, we feature some more tools to add to your reading and also learn by listening - Summize It, Blinkist, and Listenable. Listen to the podcast to learn more.

You've probably heard that we work with people that we know, like, and trust. How do we build relationships along that journey? Our Transformational Marketing Blueprint is a framework for that journey. Over the next 3 marketing episodes, I'll walk you through an overview of that blueprint. The Transformational Marketing Blueprint is a 12 step framework for your marketing, that acts as a guide through the entire marketing journey focused on your dream customers. The Blueprint is organised as a circular framework, since no marketing journey is linear, and is in 3 phases - the Know-Like-Trust phases. Each phase is colour coded for easy visual recognition and is made up of 4 steps. In this episode, we'll cover the Know phase, the start of a new marketing journey. The four steps of this phase are: My Lighthouse (it's a metaphor) My Target Market and Dream Customer Their Problem or Need and Transformation My Message to My Target Market Listen to the podcast to learn more.  https://talesofmarketingtransformation.com/026 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

When you have landed a guest spot on a podcast, how do you ensure you are an awesome, guest, that adds value and will be welcomed back? In this episode, I'll give you some tips to enable you to show up as your best and be the guest everyone wants to have on their show. Listen to the podcast to learn more. https://talesofmarketingtransformation.com/025 (Show Notes and Blog) https://talesofmarketingtransformation.com/podcast/ (Tales of Marketing Transformation)

Are you an avid reader and learner, like me? In this episode, we'll feature some tools for reading and learning that you are going to love! Listen to the podcast to learn more.

This episode is a Marketing episode, where we'll explore the topic of making marketing human again. Marketing is the Art and Science of creating and sustaining memorable, remarkable experiences and relationships. In this episode, we'll explore a little of what's behind that statement. Listen to the podcast to learn more.

This episode is a Podcasting episode, where I share tips and ideas around the topic of podcasting. As a podcast host, I get so many pitches on a daily basis that I would love to say yes to them all. Of course, that is not possible and we have to set some ground rules.  I'm also a guest on many podcasts, and I know how challenging it is to get your foot in the door of podcast hosts. In this episode, I'll share my three best tips for getting yourself on any podcast! Listen to the podcast to learn more. 

Thank you for joining me on the quest to make marketing human again. I'm very excited because from here on, we're going to do something different for the Tales of Marketing Transformation. Aside from the video, we'll talk about three different segments: Tools - where I'll be sharing some of the tools we use to run our business and what we like about them, Podcasting - where we'll talk a lot about the mindset and soft skills of podcasting, and Marketing - after all, this is Tales of Marketing Transformation. Are you ready? Let's begin with this episode, where I'll be sharing three tools that we use: ShareX - a screen capture productivity tool, FastStone Image Viewer, and Clipboard History Pro. Listen to the podcast to learn more. https://talesofmarketingtransformation.com/tools-e021 (Show Notes and Blog) https://talesofmarketingtransformation.com/ (Tales of Marketing Transformation)

Do you really know what your dream customer needs? Now that we have absolute clarity about who our dream customer is -  who we serve, what drives them, what are their dreams, their desires, their goals and what frustrates them, what challenges they face, the next step is to develop a deeper understanding of their wants and needs. Remember, that people don't buy products or services. They buy transformations. What is the transformation your dream customer is really wanting to achieve? Listen to the podcast to learn more.

Are you really clear on who your dream client is? In the last episode, we learned about our Lighthouse and the four pillars of our business - our Who, our Why, our What and our How.  Now that we have clarity on the foundation - the Lighthouse of our business, it's time to consider who we are shining the light for.  Who is it that we are serving?   That's our dream customer, our ideal customer. To build professional visibility with those potential dream clients, establish your professional credibility and build a deep connection with your dream clients, you must have absolute clarity about who your dream clients are and how you help them. Listen to the podcast to learn more.

Are you shining your light brightly to be exceptional and to serve your audience?  Can they see your light and do they know what that represents? In the last episode, I introduced our Transformational Marketing Blueprint, and, spoke about Marketing as the Art and Science of creating and sustaining exceptional, remarkable customer experiences and relationships. So now, we'll begin exploring the first step in the Blueprint and the foundation of creating exceptional experiences and relationships.  That's your Lighthouse.  Of course, the lighthouse is a metaphor to understand it's meaning in the context of transformational marketing. Listen to the podcast to learn more.

What if you had a blueprint for your marketing to guide you on the best path of your marketing journey and allow you to focus on enjoying the journey? In this episode, we're going to start a series of 13 episodes to talk about the Science of Creating and Sustaining Exceptional Experiences. This series is based on our Transformational Marketing Blueprint, a 12-step framework for exceptional human-centered marketing.   This episode is an overview of the blueprint, that we sometimes also refer to as the Transformational Marketing Map, and the next twelve episodes will explore each step of the journey in more detail. Listen to the podcast to learn more.

Is your customer's experience consistent with your brand promise? In this episode, I want to explore the idea of the customer experience. Every customer journey can be seen as a set of touch points where each one represents an experience our customers have with us. Have you ever considered how your customers receive those experiences?  How do they see, hear, feel and think about each touch point that they have with your business? Listen to the podcast to learn more.

What business are you really in? What's the bridge or the vehicle you provide to take your customer from their before state to their desired after state? Do you know exactly what the before state and after state of your dream customer is? Listen to the podcast to learn more.

Do you truly understand your dream customer's problem, pain or need?  I hope you enjoyed and gained value from my last episode, where I enlisted Russell Brunson's help to further explore the topic of really understanding your dream customer, being obsessively committed to their success, entering the conversations they are already having in their own mind and truly understanding the core pains that they are trying to move away from and the core passions that they are trying to move towards.   In this episode, I want to explore the topic of your dream clients needs further. Do you truly understand your dream customer's problem, pain or need?  Can you articulate that in a way that perhaps even your dream customer can't, but when they hear it, they'll jump up and shout "Yes, that's exactly what I need? It's like you were reading my mind!" Listen to the podcast to learn more. 

Who is your dream customer?  What do you know about them?  Where are they congregating? In this episode, I want to highlight another aspect of communicating with your ideal client or your dream customer, and I'm going to get help from someone else to do that.  Russell Brunson popularized the concept of sales funnels, and co-founded a software company called ClickFunnels that helps tens of thousands of entrepreneurs quickly get their message out to the marketplace. Russell has just launched his new book called Traffic Secrets and I'm going to use some of the audio of him reading parts of chapter one, to highlight today's message. Big thank you to Russell and his team for sharing a preview copy of the audiobook! In all of his work, Russell Brunson talks about Funnels and Traffic - traffic is people (and funnels are customer journeys).  Marketing is about building relationships with people; people who could be your ideal client, your dream customer. Listen to the podcast to learn more.

Is your communication to your ideal target market, getting the response you desire? A key part of all customer journeys is communication. Have you ever spoken to a group of people and ended up with no response? Maybe it was in a live presentation, maybe in an online presentation, or maybe it was one of your written marketing messages. What did you do? In this episode, I talked about communicating in a way that speaks to the needs of your ideal client in order to get the response that you desire.  Listen to the podcast to learn more.

How are you charging your business battery? In the last episode, I spoke about the customer journey with you and what might be broken in that; in particular, how to find out what to fix. In this episode, I want to step back, and talk about what you need to fix in your own business, to enable you to provide that outstanding customer journey. In episode 218 of the InovaBuzz podcast. I spoke with Mike Michalowicz, the author of Profit First, about how to grow profitably and eradicate Entrepreneurial Poverty. Mike has just released his newest book, Fix This Next. In this, he points out that the biggest problem entrepreneurs have is that they don't know, what their biggest problem is. Do you know what your biggest problem is? Do you know what you need to fix first? Listen to the podcast to learn more.

Have you tested your OWN customer journeys? Yes, all of them.  You see, until you experience what your customers experience, all the understanding you've developed with your Empathy Mapping work from the last episode will not bear fruit. In this episode, I want to talk about your customer journeys - what, I hear you asking, there are many? Yes, sure are! I also want to explore where they could be broken! Listen to the podcast to learn more. 

Are you really clear on who your ideal client is? To build professional credibility, engage your target audience and connect with your ideal clients requires absolute clarity about who your ideal clients are and how you help them.  In this episode, I'll share with you our process and a really neat tool to allow you to gain absolute clarity on your ideal client and how you can communicate with them to build and strengthen an engaging, enduring relationship. Listen to the podcast to learn more.

It's been a while since the last episode and a lot has changed since then, many things that we couldn't have imagined, such as everyone around the world in various forms of "stay at home" situations due to the global COVID-19 pandemic. All our lives have been impacted and in the online world, some have "gone dark (or invisible)" whereas others have begun bombarding me with well-meaning emails full of advice about how best to deal with the pandemic. Someone said to me, early on during the lockdown, that "You are either hiding, or leading". What is your choice? Are you shining your light brightly, to serve your community? Speaking of the light, in today's episode, I'll share with you a story about the lighthouse. There are many metaphors contained in this story, and I encourage you to listen a few times, to find them all. In fact, comment in the show notes to tell me all the ones you recognize and what they mean to you. As you reflect on this story, I'm curious to know - how are you showing up and shining your light? What is the foundation of your Lighthouse? --- Help share Tales of Marketing Transformation with others, by reviewing the podcast at www.talesofmarketingtransformation.com and join the conversion in the Facebook Group. If you'd like our help to go even deeper into Making Marketing more Human or help with Podcast production, then send me an email to jurgen@innovabiz.co and we'll setup a quick call to see if we are a good fit for one another. I look forward to chatting with you.

Most businesses marketing sucks because they're just putting their message out into the world at large, in a very generic way and that message gets lost in all the noise. It's not focused on the right audience. It's not focused on their ideal client.It's just more noiseSo, how can you make your marketing stand out from the noise?Today, I explore the first steps to standing out from that noise - getting clear about and laser focused on your ideal client.Go to https://talesofmarketingtransformation/007 (talesofmarketingtransformation.com/007) to get additional information on the Five Success Principles as applied to Human Marketing.Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like our help to go even deeper into Making Marketing more Human or help with Podcast production, then send me an email to jurgen@innovabiz.co and we'll setup a quick call to see if we are a good fit for one another. I look forward to chatting with you.

What are the components of a successful marketing program, framework or campaign? No doubt you've seen and read about a lot of different tactics that people have recommended to use in marketing - from Google Ads, to Social Media campaigns, to content creation to email marketing and various marketing automation tactics.Tactics are fine - when applied in the right situation. Since we are about making marketing more human on this podcast, you're probably wondering what are the principles, though, that make up HUMAN MARKETING?Today, I explore the the Five Success Principles of Human Marketing.Go to https://talesofmarketingtransformation.com/006 (talesofmarketingtransformation.com/006) to get additional information on the Five Success Principles as applied to Human Marketing.Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like to chat to me directly to give feedback on this podcast, ask questions about marketing, or anything else really, click the calendar link in the episode show notes to schedule a short call. I look forward to chatting with you.

Are you confused by the complex nature of marketing funnels? You've probably heard of them and read a lot of information describing details of the steps of a marketing funnel and all the nuts and bolts of setting them up within automated systems. At a structural level, a marketing funnel is a way of breaking down the customer journey from discovering you, all the way through a series of steps to when they decide to buy your product or service. And if we understand that structure, we can apply this to our relationships and focus on making marketing human, rather than on the nuts and bolts of the tools people use to automate marketing funnels. Did you know, that marketing is NOT JUST a department or function within your business, but it is a journey? A journey that you guide your ideal client through, as they progress from the stage of "who are you?" through to "know" through "like" to "trust". That in a nutshell is the marketing journey, some refer to this as a marketing funnel. Today, I explore the structure of marketing funnels in the context of human marketing. Go to talesofmarketingtransformation.com/005 to get your very own copy of the Transformational Marketing Journey and Map, to help you guide your customers on their hero's journey. Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like to chat to me directly to give feedback on this podcast, ask questions about marketing, or anything else really, click the calendar link in the episode show notes to schedule a short call. I look forward to chatting with you.

How well do you understand your ideal client and what attracts them?We all receive thousands of pieces of information every single day - I don't know about you, but I really struggle to keep up with email, let alone all the social media. Of course, my brain is quite amazing - it filters out 99% of the things I'm bombarded with, so that I'm not overwhelmed and can focus my attention on what it thinks is important to me. Cool, right! Now let's look at that with our marketing hat on. How do we stand out so that we're in the 1% that people pay attention to? What will make your message remarkable and interesting to your target audience? On today's episode, I'm going to talk about building a deeper understanding of your ideal client and your target market. Often, the thing that makes the difference, is exceptionally useful information that's engaging and memorable enough to motivate your audience to take action - come back for more of your information, build a relationship or deepen that relationship. Let's explore this idea and find out how to better understand your ideal client. Go to talesofmarketingtransformation.com/004 to get your very own Ideal Client Worksheet that will begin to transform your marketing. Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like to chat to me directly to give feedback on this podcast, ask questions about marketing, or anything else really, click the calendar link in the episode show notes to schedule a short call. I look forward to chatting with you.

Imagine, if you stood out like a beacon, like a lighthouse with it's guiding light - specifically to those people who really need your help and whose lives you can change. Would that get a great relationship started? Contrast that with being invisible to those same people - that would be a barrier, would it not? Behaviour we've inherited from back when predators threatened our very existence may no longer serve us where those predators no longer threaten us.  Just like the giraffe that is in a protected environment from its predators, it's time for us to stand out - in our case stand out with marketing. Go to talesofmarketingtransformation.com/003 to get our Marketing and the Six Human Needs Checklist to help you make your marketing stand out and be more human. Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like to chat to me directly to give feedback on this podcast, ask questions about marketing, or anything else really, click the calendar link in the episode show notes to schedule a short call. I look forward to chatting with you.

Imagine if you had a recipe for marketing, GOOD marketing, and you could follow that recipe all the time, then rinse and repeat? How would that be? People have evolved marketing over generations and conducted thousands of experiments to see what worked, what didn't, and put together various systems that are around today. GOOD marketing - marketing that is based on human connection, is a lot like breadmaking. There is a framework: We have a starter - a need that is unfulfilled We have a pre-mix - an idea to address that need We have a potential customer - the consumer of the bread The idea goes through a combination of refinement and time until it's ready for consumption Once there is a solid, robust framework in place, you can experiment with your marketing, to make it uniquely your own. So that your marketing is about building and sustaining relationships with the people we serve; with the people we care about. Thank you for being on this journey of Marketing Transformation with me. Go to http://talesofmarketingtransformation.com/002 (talesofmarketingtransformation.com/002) to see our Transformational Marketing Framework - it's just like a starter recipe for your marketing. Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like to chat to me directly to give feedback on this podcast, ask questions about marketing, or anything else really, click the calendar link in the episode show notes to schedule a short call. I look forward to chatting with you.

Are you curious about the "magic of marketing"? About "The Force" that drives GOOD marketing. Then you've come to the right place. I know, in fact - we all know, that marketing is NOT magic, yet to many of us it still remains a mystery! A mystery that sits at the very heart of our business. Today, we begin unpacking that mystery. Do come along for the ride! On today's episode, we'll talk about what IS marketing and what is GOOD marketing. Of course, it wouldn't be "Tales of" if there was not a story involved, so listen to the podcast to hear the story. Go to talesofmarketingtransformation.com/001 to get our Ten Tips to Make Marketing Human again. Help share Tales of Marketing Transformation with others, by reviewing the podcast at http://www.talesofmarketingtransformation.com/review (www.talesofmarketingtransformation.com) and join the conversion in the Facebook Group. If you'd like to chat to me directly to give feedback on this podcast, ask questions about marketing, or anything else really, click the calendar link in the episode show notes to schedule a short call. I look forward to chatting with you.

Marketing is fundamentally quite simple  -   deliver the right message  to the right audience  at the right time in the right place engage with them start to build a relationship and provide exceptionally valuable information to them until they are ready to make a purchase from you. BUT ...here's the thing.... People don't want what you make! They want what it will do for them. They want the way that it will make them feel. As marketers, and we ARE ALL marketers, we need to engage our empathy. We have to know what our audience values and needs, what frustrates them and what they aspire to, what makes them feel happy, sad, angry, delighted and a range of other emotions. We need to know how they want to feel and how we can help them transform to that feeling. Telling stories can help us to do that. This is just a teaser video to get the word out about TALES of MARKETING TRANSFORMATION..... a podcast coming to a mobile device near you early in 2019! Be Awesome and Keep Innovating!

Tales of Marketing Transformation - the podcast - it's coming to a device near you in early 2019..... So what's it about? It's about Marketing, no surprises there! It's not me pretending to be a Marketing Guru and giving you sage advice. I'll let you in on a little secret......To be honest, I don't really know what I'm doing in Marketing! But I have been in marketing roles for over 20 years, the past 12 in my own company Innovabiz. I've gotten some good results, and so have my clients. I've also made many mistakes, and, because I learn slowly, I've made some mistakes many times over, just to check if they were indeed mistakes. Here's the thing about mistakes and failure - it's all feedback: success is about learning and we only learn when we "fail". So my objective with Tales of Marketing Transformation, is to help you learn from my mistakes and what I've learnt and continue to learn. To share what works and what didn't. To give you a safe place to share your mistakes, so others can learn and a safe place to ask questions. To share our marketing journey together. Visit https://innovabiz.co/tma to join our community and participate the conversation. Remember: Failure is just Feeback! Be Awesome and Keep Innovating!