Danny Asling

Low price is the LAST refuge for marketers who don’t have the patience (or guts) to demonstrate VALUE for those that NEED it. #marketing

The best managers care more about your well-being than your performance. #culture

Every marketer logging into GA4:

"Desire isn't created, only channelled." - Eugene Schwartz #copywriting

We need to shut down LinkedIn DMs until we figure out what the hell is going on.

@Codie_Sanchez This is a big problem in sales & marketing. Top sales reps get top rewards. But marketers that enable that performance, don't. Because the company doesn't understand HOW to measure marketing performance (or impact). Still using same outdated systems from 2001. It's broken.

Your best employees should be paid 10x the worst. Companies that equalize salaries for the same job but not same performance are graveyards for top performers.

The marketing team is NOT… ❌ A service bureau. ❌ The ‘odd jobs’ team. ❌ The colouring-in department. No. #Marketing is a LEADERSHIP FUNCTION. The team serves (ideal) buyers just like every other function in the business. And we do this together.

Marketing does not "OWN the brand"! The whole company owns the brand, so if any one person "owns" it, it must be the CEO. As @Asling, in one his always brilliant posts, observes: "Leadership doesn’t get to *hand over* the brand. It can’t be outsourced…lnkd.in/g2VwrpH3

@randfish Attribution bias is a big driver of that #1 *focus*. Marketers spend most of their time trying to persuade leadership instead of buyers. A combo of false ownership & no authority usually means they don’t last long enough to execute well on #2. But (true) growth comes from 1+2.

Execs: you've got 2 choices when it comes to marketing strategy... 1) Serve existing demand 2) Create new demand Too many of y'all are focused on #1 👇

This week on TMC... ⚡ Most underutilised source of content ⚡ How to create more SQOs in Q3 ⚡ 3 ways to write better CTAs ⚡ Practical B2B storytelling (teardown) ⚡ 5 C’s story framework (neuroscience) Plus, Q&A w/ @Asling dannyasling.com/tmc

The best copywriters are paid for how they think.

@MariyaDelano @randfish Haha 🤣 This stinks of consensus.👩‍🍳👨‍🍳 "Let's make sure we get this in, oh and this, oh and don't forget this. Let's also run this past X, Y, & Z too."

IMO we marketers have gone too far with this "don't sell the product, sell the outcome" idea. I'm not sure every SparkToro buyer wants to be sold "better marketing results." I think many want "an audience research tool w/ trustworthy demographic & behavioral data."

@ronniehiggins Love this @ronniehiggins 👏👏 It all goes wrong when brands obsess over finding shortcuts to attention. The spam, pitch slaps, & harassment. In doing so, they burn the most important piece of the puzzle… TRUST. Action (e.g., buying) only happens when there’s trust involved.

You might have heard this. But what does it mean? - A newsletter like The Hustle? - Documentaries and podcasts like Mailchimp? - Creative social like Gong? - Quality editorial like Intercom?

@randfish The story (I’ve heard) for @sparktoro is along the lines of: “I want to find the SOURCE of influence(s) for my ICP, so I can leverage/build trust. Insight > trust > more pipeline." That’s one story. For others: “No idea what it does but I trust the person that recommended it.”

@randfish When there's a choice, it's always the story. The one the buyer tells themselves. The person that buys $0.99 shampoo tells themselves a different story to the person that buys the $20 one. The cost is largely irrelevant, people care about what (they perceive) it does for them.

Billboards rule the world. #marketing

Last 5 episodes of my podcast... - How to conduct buyer research - 7 powerful lessons of a CMO - How to master internal marketing - Why your CEO is your best marketing asset - The best way to generate SQOs Listen through the @MktgCrowd 🎙️🎙️🎙️

Good stuff from @markritson with some added @RogerLMartin marketingweek.com/ritson-tiktok-…

Good morning to everyone except those buying lists to pitch slap in 2022.

Most people know how to use a keyboard. But not everyone knows how to find the words that matter. #copywriting #marketing