Lead Conversations to Replace Lead Funnels

danny-iny

Marketing Podcast with Danny Iny

The term “lead funnel” seems to be getting a lot of love from the Internet marketing set. Today it seems as though there are dozens of marketers promoting products and courses teaching this age old tactic cloaked in a new set of tools.

While the idea of a lead funnel makes a great deal of sense – you get people who are interested in an idea and get them more and more excited about your solution as the answer to their idea.

The problem I have is  more in the execution.

You don’t have to look much farther than the language of the lead funnel crowd – terms like lead magnets and trip wires give you the sense that this whole marketing thing is just a big game of cat and mouse and that prospects simply need to be tricked into buying.

For over a decade now I’ve presented the idea of The Marketing Hourglass as a replacement for the marketing funnel and as a way to more accurately represent the journey our prospects and clients want to experience.

Vital to this way of thinking is the realization that building know, like and trust sufficient to turn a prospect into a customer requires a level of engagement more like a conversation with a friend than guerilla warfare tactic.

My guest on this week’s episode of the Duct Tape Marketing Podcast is Danny Iny, founder of Mirasee Marketing, host of the Business Reimagined podcast and the bestselling author if multiple books including Engagement From Scratch. We discuss the power of a name, the value of storytelling in marketing, and better ways to reach your target audience.

Iny is quietly sparking a change in the marketing conversion world by teaching the art of the narrative conversation as the best way to communicate and build long-term marketing relationships.

In our conversation we cover a lot of ground, but mostly we agree that if you actually pay attention to and care about what your prospects care about, marketing is a lot more fun.

Questions I ask Danny:

  • How did you reach the name Mirasee Marketing for your business?
  • Is there a storytelling formula you can follow for your marketing?
  • Is a conversational tone in your marketing materials critical?

What You’ll Learn if You Give A Listen:

  • The value of storytelling in marketing
  • How to create the interest and desire for your product before you sell it
  • Why crafting a cool story isn’t going to sell someone something they don’t want

Classic Podcast: How to Differentiate Your Business

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Marketing Podcast with Bernadette Jiwa

For this week’s episode of the Duct Tape Marketing Podcast, we’re turning the clock back to 2013 and one of the most popular, and one of my favorite interviews of all time. We’re revisiting my chat with Bernadette Jiwa, and we talk about her then new book Make Your Idea Matter. Since speaking to her, she has published three more books including The Fortune Cookie Principle, Difference and her latest, Marketing: A Love Story. You can visit her very popular marketing blog, The Story of Telling here: http://thestoryoftelling.com/

Jiwa is someone you should be following if you’re not. She created her brand by doing one thing very well – creating content people love.

She’s the leading voice these days on differentiating your business and someone that has proven you can build a large and loyal following through content.

Questions I ask Bernadette:

  • How writing a book based on a blog is different than writing a “Big Idea” book
  • How do you define branding in a small business setting?
  • How can a single moment play into the definition of your brand?

What you’ll learn if you give a listen:

  • How to differentiate your business and not be boring
  • How to decide on what to write
  • How your customers are involved in the creation of your brand 

This week’s episode of the Duct Tape Marketing podcast is MarketingProfs. Do you have the write stuff? Unleash your inner writer by downloading the latest MarketingProfs marketing writing kit for free! Visit: http://mprofs.com/ducttape

How to Make Your Brand Matter

Today's Guest Post is by Duct Tape Marketing Consultant Georgie Gallagher, Enjoy! Every business has a brand – even if it thinks it doesn’t. Your local coffee shop has a brand. Your local accountant has a brand. Your local vet…

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