Watch a video version of this interview on YouTube.
In this episode you will learn:
- Brief overview of Michael’s background.
- How Michael went from working in the marketing departments of large companies to becoming a marketing consultant.
- The industries that Michael serves.
- Why storytelling is such an important element of marketing and how people can learn this in a variety of jobs.
- Why do marketers have such diverse backgrounds?
- How marketing is a blend of art and science.
- The biggest challenges that brands face when they try to communicate their stories well.
- Why your brand needs to be very customer centric.
- How to better understand what brands need from a marketing consultant.
- Why it is important to interview your customers in order to develop a better understanding of what your brand stands for.
- Why you should think about your business from your customer’s perspective.
- How a third party, such as a marketing consultant, can help you get more transparent feedback from your customers.
- How Michael approaches dealing with the frequent changes in the marketing discipline.
- How Michale’s clients adapt to new marketing trends.
- Why the new trends in SEO are pushing brands towards being more authentic.
- The difference between older and younger generations’ attitudes towards authenticity.
- Why customers today rely heavily on social proof when making purchasing decisions.
- Why brands should open up more on social media and share their stories.
- How social media content that focuses on stories, rather than facts, performs better.
- The subconscious impressions that people get when they see your social media posts.
- Why people are starting to post more personal content on LinkedIn.
- How vulnerable should you be with your audience on social media?
- Why executives should try to connect on a more personal level with writing speeches.
- How to share personal stories without revealing all the uncomfortable details.
- The idea of focusing on your vision, not the money.
- The benefits of a bold vision.
- How brands who are passionate about their vision stand out online.
- How stories flow organically for brands that have a well defined mission.
- How to bounce back from messaging failures.
- Why there are no home-runs in marketing.
- Why it is important to understand that not every brand is destined for success.
- Michael’s advice for your next marketing win.
- Why it is important to think about the ways that your business impacts your customers and the world.
- Options for presenting your brand to the marketplace.
- How to express your messaging in a way that connects with customers.
- Why it is important to pay attention to learning opportunities and be patient.
Where to find Michael online: