Shift Shapers Podcast

22 Nov 2021

Ep #382: What Are You Thinking? – With Kate Colbert

David Saltzman 0 Comments

This week’s episode looks at how having a marketer’s mindset can make a difference to your business. Kate Colbert, author of Think Like a Marketer, explains the importance of stories in today’s competitive world. She also shares the common pitfalls of DIY marketing and why companies should avoid them.

What You’ll Learn From This Episode:

  • 02:04 What it means to think like a marketer
  • 06:22 How stories can save lives and make someone stand out in a competitive world
  • 10:14 Knowing your differentiator is different than knowing how to tell it
  • 14:12 Why it’s important for agents, brokers, and benefits advisors to know their differentiator
  • 18:34 The pitfalls of Do-It-Yourself marketing

Quotes:

02:54 “If we can teach all of ourselves how to think like marketers, one, we can communicate better with one another but two, we’d generate more sustainable, profitable growth for our organizations.”

09:02 “I’m surprised when I work with a lot of organizations that are really smart and have great products or great services, they’re absolutely brilliant, and I ask them, ‘But what makes you different from that other guy (…)?’ And a lot of times they can’t articulate it. They really don’t know what makes themselves meaningfully different. They have to understand what that difference is and then they have to have a story that will stick with their customers.”

18:18 “I would advise your listeners to be spending some time thinking about the words that they’re using because the words that they use— if they’re not intentional about them— will attract the wrong customers.”

21:13 “If you’re going to make money— if your marketing is going to have a really great return on investment— you have to stop panicking about every dollar you spend. You have to start thinking about what’s the right spend to get you the right return.”

Resources:

Think Like a Marketer: How a Shift in Mindset Can Change Everything for Your Business

Listen to the Full Interview:

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