Sharecroppers, Stepchildren, Ugly Ducks, and Jeff Sexton

Wes Schaeffer
June 06, 2020

How to reach people that don’t want to be sold

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Are you a farmer or a hunter?
Video views drop-off in the first 7 to 30 seconds
People think the technology will do the work for them
Technology + no sales system = frustration then failure
Ryan Deiss
- Discovery content (Streaming is usually not great for this)
- Community content (Streaming can be great here)
Email marketing is the red-headed stepchild of marketing

You’re a sharecropper on social media.”

Radio in the B2B space may not be the ideal medium for you
Targeted media can help with branding to get you on the shortlist in B2B
Radio is great for ugly-duck businesses
Gary Vaynerchuk had success on social media discussing wine
You need to be entertaining to deliver a message
“The plan is nothing but the plan is everything.” Eisenhower
If you wait until they need what you sell you have a credibility problem because they know you are trying to sell them.
The short list…intuitive and reputation
Prescription without diagnosis is malpractice
Starting to put systems in place and scale
May take 6-12 months to build name recognition
“Advertising is a tax for businesses that are unremarkable.” Seth Godin
“Strong brands make for weak salespeople.”
“Marketing is just selling in print.” Claude Hopkins