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Episode Info: Why does most marketing stink?According to Michael Brenner, “the reason most of the marketing that we do that stinks and doesn’t work is that some executive with a big ego asked us to do it.”On top of that, marketers are not in a happy place.According to MarketingProfs 2019 Marketer Happiness Report, “Only 10% of marketers say they were very fulfilled in their work.” The report looked at the dimensions of feeling fulfilled, valued, energized by the work, that our work is impactful, and engagement.That’s why I interviewed Michael Brenner (@BrennerMichael), the CEO of Marketing Insider Group to talk about his new book Mean People Suck.We need more empathy and inside our companies so that we can empathize more with our customers.According to Michael Brenner, “The most counter-intuitive secret to success in business and life is empathy.” I’m excited to bring his thoughts on empathy to you.In this interview you’ll learn about asking what’s in it for the customer, rethinking your org chart, and the changes you need to make to be more successful today.Why did you write Mean People Suck?Michael: Again, I must give you credit. You were out in front of this empathy topic in marketing.I think long before me. Kudos to you. It just took me a little longer, but mainly as a content marketer and as a former internal corporate marketer, I reached out to folks that I know that are still living and breathing corporate marketing struggles every day.And I found a couple of things, number one was that marketers were miserable. It’s like that scene from, I think it’s Poltergeist where the obsessed woman has help written on her. Was it Poltergeist? Anyway, there was a woman possessed, and the words help showed up on her stomach becauseI feel like a lot of internal corporate marketers feel that way. They’re miserable.Why marketers are so miserable?Michael: When you get down to it, what I’ve found is that it’s mainly because they hate their boss.They don’t love the corporate culture. They’re not happy with what they’re being asked to do. They feel they don’t have an impact.When I looked at why content marketing programs aren’t successful, the answer superficially was content ROI. What’s the ROI of content? And if you don’t mind me, I’m not being promotional, but I wrote a book called The Content Formula, All About Content Marketing ROI.And when I went back to folks, I sent the book to, what I found was that it wasn’t enough. The math isn’t enough to get people over the challenges that we’re facing and how to do marketing that doesn’t suck.Most marketing stinks for this reasonMichael: The answer is the reason I wrote the book is that most of the marketing that we do that stinks and doesn’t work, is because some executive with a big ego asked us to do it.The reason most of the marketing that we do that stinks and doesn’t work is that some executive with a big ego asked us to do it - Michael BrennerClick To Tweet...
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