Here we grow again!
It’s nonstop action here at Firepole. Launches launched, blog posts posted, babies being born… And we have even more new team member perspectives. Here’s another inside look at what it’s like to join Firepole Marketing from our newest team members.
When I first attended a Firepole marketing webinar, I got the feeling that this company was different. Danny and his team just gave off a vibe of integrity and authenticity. I liked them from the start.
That initial gut feeling has been validated many times over in my first few weeks at Firepole.
I had seen a few “We’re hiring” emails from Firepole before. But the one for Student Advisor caught my attention. I thought, “I have experience with students. Maybe I would be a good fit for this job.” The interview process was quite a ride, and I was thrilled when Danny asked me to join the team.
I heard someone say that starting at Firepole is a little bit like drinking from the fire hose. Yes, there is a lot to take on board, and I still have so much to learn. But at the same time, I have felt completely supported and welcome the whole way.
The feeling I get from the Student Support Team is: we all succeed together. I have gotten so much support from Megan and all of the other Student Advisors.
For those of you interested in software startups, there can be a lot of hurdles, from funding to competition, and the rapidly changing landscape of technology. Today’s guest, founder of Mailbird Andrea Loubier, talks about her journey and navigating those hurdles, as her company has grown from fledgling to full flight.
So let’s get started! All you have to do is click the play button below.
Podcast runtime: 23 min 03 seconds | Transcript
Did you hear that?
That’s the sound of your prospect clicking off your sales page.
No sale. He’s gone.
Your product/service was bursting with value. It was guaranteed to radically transform and enrich his life in ways he could only dream. He would lose nothing, and gain everything.
You failed to make the sale because your copy didn’t do its job which is to:
Snag your reader’s attention, drag him back in kicking and screaming, and stomp on his greed glands until he’s boiling with desire and rushes to hand over his hard earned money.
Writing copy that converts doesn’t have to be a brain-busting task. With the right steps, you’d be surprised at how quickly and easily you can create killer copy.
So here are 6 dead simple steps to create copy that sneaks up on your audience, slams a fist into their solar plexus, arrests their attention, and converts them into cash-generating customers.
SPOILER ALERT! SPOILER ALERT!
If you are not caught up on Mad Men, read ahead at your own risk as there are spoilers ahead.
As the final season of the seminal series, Mad Men, came to a close on Sunday, we can’t help but reflect back on the fascinating characters, intriguing plot lines, and of course, our love-hate relationship with the show’s iconic anti-hero.
But Don Draper is not just a brilliantly complex character or a charming ladies’ man. He’s a master of marketing.
Though his 1960s, Madison Street ad world might seem starkly different from our reality today, the fact is that what made Draper a killer in the pitch room and the board room can (and should) be applied by marketers today.
I’ll leave the 3-martini lunch and office shenanigans up to you, but you’d be wise to borrow these smart moves from the Don Draper playbook.
One of my favorite parts of the show has always been Don’s pitches. Even when his personal life is in shambles, he’s able to spin a yarn that leaves the clients wide-eyed and smitten with his ideas.
Just think of the incredible pitch he did for Kodak .
“There’s the rare occasion when the public can be engaged on a level beyond flash, if they have a sentimental bond with the product,” Don says before turning off the lights, clicking through a slideshow of his own life, and waxing philosophic about the power of nostalgia.
Hell, it’s so effective that Harry Crane rushes out before the lights come up so that no one sees his misty eyes.
Now, brands in all industries are becoming more and more like people, using social media, ads and blogs to create an intimacy with their audience through good ol’ fashioned story telling.
Don is the master of putting a pretty spin on an ugly situation.
No matter what was thrown at him, he could always do a quick pivot that put him and his firm in a positive light.
Recall the monumental statement Don made when he took out a scathing full-page ad in the New York Times to explain why his firm wouldn’t touch tobacco with a 10-foot pole.
This had nothing to do with his principles or ideas about health and everything to do with the fact that the firm had just been rejected by 2 different cigarette brands.
As his future wife Megan said, “I know it was about ‘He didn’t dump me, I dumped him.'”
Sure, you could see this as the impetuous whining of a kid who didn’t get picked for the team, but we see that his bold move has an immediate pay-off when the American Cancer Society comes knocking at the firm’s door.
When you work in marketing, you will inevitably face media crises, bad reviews, etc. And your fate will be decided not by how bad it was, but by how you respond and how well you spin a negative into an opportunity.
Draper is a consummate salesman; that much is true. He always wants the sale and won’t walk out of the room without a “yes.”
But he won’t bend his beliefs or his creative certitude to do something he thinks is wrong or sub-par, even if that means a short-term win.
To some extent, the client is always right, but you’re the expert in the room and it’s your job to find a way to delicately tell them that their idea is terrible and that yours is good.
That’s not to say that you shouldn’t be flexible or find ways to compromise multiple visions, but you shouldn’t be strong-armed by a client into producing something you’re not proud of or don’t believe in.
Watching Don carry out brainstorm after brainstorm over these 7 seasons, we’ve repeatedly seen him use one strategy at the start: Putting himself in the minds of the customer and finding the best way to solve their problem.
Take, for example, the Burger Chef client of last season – Peggy and Don continually return to the target customer, a busy mom, and go back to the drawing board again and again to try to hone in on what she wants and what will reassure her that it’s OK to feed her family a fast food dinner.
Even when they think they’re done, something feels off, so they go back to the mind of that mom to inspire new ideas.
It’s critical that we, as marketers, don’t ever get carried away with our own cleverness or creativity and lose sight of the end goal. The best ideas are ones that showcase a brilliant idea that was directly inspired by stepping into the shoes of your audience.
Let’s not play games here… one reason Don Draper always gets what he wants is because of that magnetic swagger of his. While image is certainly not everything, it is something and it counts for a fair amount in industries like marketing.
Don wouldn’t have captured the hearts and minds of nearly so many brands or beautiful women if he hadn’t had a certain je ne sais quoi that was more than the sum of its parts: an impeccable suit, a confident posture and a preternatural skill for painting a picture with words.
Of course the work you do is what matters most, but you’ll never get an opportunity to do that work if you don’t put a polished and professional face forward in the form of your website, your social media presence and even the impression you make over the phone and in person.
Image matters, and you’d do well to invest in making yours enticing as all get out.
For all of us die-hard Mad Men fans, it’s hard to think of saying goodbye to Draper; especially now that we’re not even sure if he’s still flexing his advertising muscle on Madison Street or has joined some hippie commune in Northern California.
Though we haven’t always approved of his actions or even respected him as a person, he’s taught us a lot about how to be better at what we do. And for that, we thank him and hope to do work that would earn his silent and begrudging approval.
Did you ever see any lessons you could use in your business watching Mad Men? Or any other shows, for that matter? Let us know in the comments!
Quiet brands can have it rough.
Many embrace their quiet side but aren’t sure how to strike the balance between being themselves—introspective and reflective—and promoting themselves, which can often feel like standing on a crate and shouting through a bullhorn in the middle of Times Square.
If you’re a quiet brand, I’m sure you can relate to the following…
The good news? There’s a huge audience drawn to what you’re naturally inclined to provide: real, honest writing online.
The bad news? While the notion of genuine copywriting sounds simple enough, it’s easy to mess it up.