Business owners across the globe are constantly searching for innovative ways to differentiate themselves from the crowd and make their mark. The secret to standing out lies in mastering the art of marketing that captures attention, engages audiences, and drives success.
In this episode of Influence by Design, Tim and Samantha share unique marketing campaigns that have grabbed their attention, so you can start to think outside the box.
We encounter thousands of marketing messages daily, so the challenge is crafting one that truly connects with the audience. Doing the unexpected, making your audience feel extraordinary, and recognizing the power of people to effectively market you are key to your marketing success.
If you’re a business owner tired of your marketing blending into the noise, this episode is for you. Join Samantha and Tim as they reveal stand-out marketing that transforms strangers into delighted advocates of your brand.
IN THIS EPISODE YOU’LL DISCOVER:
- Why it’s crucial to do the unexpected in marketing (01:26)
- The value of creating amazing experiences (05:50)
- How consistency and variety in follow-up help you stand out (08:37)
- The significance of understanding customer desires (12:00)
- Why “The 22 Hat” is an outstanding marketing campaign (15:40)
- “The business is not the end goal. We need to build our business to support our lifestyle.” -Tim Hyde
- “We need to continue to be valuable, useful and build the relationship with the people we connect with. Because they may not be a fit right now, doesn’t mean they won’t be a fit down the track.” -Tim Hyde
- “Good marketing is about creating amazing experiences.” -Samantha Riley
- “The aim of marketing is making the people in your world feel special so they talk about you and create virality without you having to do anything.” -Samantha Riley
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WHERE TO FIND TIM HYDE
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CONNECT WITH SAMANTHA RILEY
TRANSCRIPTION (AI Generated)
Samantha Riley Snippet 00:00
So it wasn’t just consistency of follow up. It’s across multiple mediums. It’s the phone, its Facebook retargeting its email and really keeping that person up to date and understanding that, whilst it might not be a major pain point now, we don’t know whether two years down the track, whether it might be a major pain point, then.
Tim Hyde Snippet 00:21
We think marketing is about intimacy in many ways, right? It’s about making people aware of who you are, and building a level of intimacy so that people can get to this point where they go, I trust you like you and know who you are enough to want to give you money so that you can solve a problem that I have. And if we don’t build intimacy into our marketing, we never get to that point.
Samantha Riley Intro (00:34):
Welcome to the Influence By Design Podcast. I’m Samantha Riley, authority positioning strategist for coaches and experts. If you’re ready to build a business that gives you more than just a caffeine addiction, and you dream of making more money, having more time, and having the freedom to be living your best life, then you’re in the right place, it’s time to level up.
Welcome to today’s episode of Influence By Design. I’m your Thursday co host Samantha Riley and joined by my Thursday co host, Tim Hyde. Welcome to the show. Tim.
Tim Hyde 01:14
Welcome to the show, Sam.
Samantha Riley 01:17
Thanks for coming to my show.
Tim Hyde 01:20
I love the theme we’ve come up for this week about this talk about very often, obviously, we sort of know we usually give you guys advice on you know, instructors and stuff that hopefully you’re kind of putting into play on a regular basis. But this week, we thought we’d talk about something different than we thought we’d pull out of all the marketing we see. Right, and there’s a lot of it right, you know, we’re currently we’re bombarded by three or three or 4000 sort of marketing messages a day, but we thought we’d pull out a couple that we think really stand out that maybe you should take a look at and go, you know, what, what are they doing? And why are they so successful at what they do? So we thought we’d do a little bit of what’s out there in the market and do a bit of analysis on it.
Samantha Riley 02:03
Absolutely. Why don’t you start Tim? Because, well, you know what, these are all awesome. But you know, I love this. You’ve spoken about this on the podcast before. So you may have heard it, but I think that this is fantastic case study.
Tim Hyde 02:19
Yeah. Well, okay, let me let me share this one. And so I think this is one where, you know, we talked about doing the unexpected, okay, but the whole idea of marketing is to kind of stand out from everybody else get attention to start with, you know, and I was on a to give you some context, I was on a networking call in the US. And one of the guys I connected with was a guy named Matt wood. And one of the guys that connected there were there was a fella named Matt wood who done a lot of networking was a sort of networking coach, as opposed to a network marketing coach. Right. So he’s teaching teaching people sort of how to connect through relationships and referral marketing sort of strategies, and Matt and I jump on a one to one call. And I happen to notice on his bookshelf, and if you’ve ever done a call with Sam or watched one of our videos you can see it sounds got all people’s color coded off and that was the same right little bit we won’t make too much comment about whether there’s an OCD thing happening here Sam or not,
Samantha Riley 03:12
Hey, I’ll own it
Tim Hyde 03:15
But he had he had nice I was Canada and he had a hold it up. If you’re watching the YouTube video, you can see it Never Eat Alone. This is a book by Keith Ferrazzi. And tell Ray is right. But it’s the secrets to, you know, other secrets to success, one relationship at a time. It’s about how do we build depth of relationship, not just number of relationships, which, you know, so many marketers Isabel’s, but depth of relationship. And we were chatting about this and Matt had 16 copies, right? I literally had to get a pencil out and sort of count them on the screen. Which 10 copies of this book. And so what I got to ask Matt, what is this book you’ve got on your shelf? And he said, Okay, look at this book, and we got talking about, you know, this idea of relationships and stuff and he’s gone, I’ll send you a copy. And I thought, Oh, that’s a really kind gesture. Lovely. And here I am thinking okay, you know, in a week’s time or two weeks time I’m gonna have a you know, small parcel turn up and there’ll be a book inside of it. But no, I got possibly the biggest parcel I’ve ever received in the post. Oh, exciting. I love going on here. Clearly this is either a lot of bubble wrap or something else and I opened it up and Matt had sent me 15 books all the same, not all the same. So different books. Okay, so some of them were you know, I think he sent me four copies of his book which were you know one sign for me and others signed you know, almost from me like from him from me to give to other people you know, or hand signed and stuff but a bunch of other books as well of you know, he sent me a copy a couple of copies this never alone because well and again, one for me and other copies that I could give away to, to colleagues to clients to whatever, as a thank you and the postage from the us for this was $75 us client at all. We never spoke about whether I was going to be a client, but you know, just this kind of thing to go, you know, this wow moment for nothing other than that certainly I saw a book and his bookshelf and he sent me, you know, a whole bunch of books, a great significant expense to him $35 To throw on postage, it’s not plus the cost of the books, mind you. Alright, it’s not an insignificant gift to someone to kind of do something a little bit unexpected that I’ve had before and a pitch to you, Sam, and you get nothing from them.
Samantha Riley 05:40
Yeah, how often do you speak of that event? How often does he come into your mind? You look at the books, you think of him? You think of him when you send things to other people? I think that’s that’s good marketing. It’s not just you’re watching it. Once you it’s coming up over and over and over again,
Tim Hyde 05:56
I would have told other that 1000s of people experience now.
Samantha Riley 05:59
Yeah, how cool how cool. I want to share an experience that similar that it was something that was very special, because that’s, you know, I think that’s one of the themes here. And this isn’t a piece of marketing, just like that story. This isn’t a piece of marketing that we see on that I saw on a website, or that is sort of out there. But again, this is something I’ve talked to a lot of people about. And this was an experience I had at the inspirational book writers retreat back in 2015. And Dave Thompson hosts those retreats, and you know, you go, I don’t think he does them in person anymore. I’m pretty sure he does them all online. But you know, back then we used to go and we would all go on retreat, and we’d be in the house. And we would all write together. Now over the course of the week, there’s for anyone that’s written a book, they’ll understand this, if you haven’t written a book, it’s a very emotional experience, it brings up all sorts of feelings of insignificance. And you know, who am I to be doing this. And you know, there’s a lot that you have to personally go through to be able to write a book. And at the end of the retreat, we had a dinner and you know, a celebration of wow, we’ve written our books, we’re done. We’re handed our manuscript in, we had a whole event. And one of the things he did was hand me an envelope. And in this envelope was letters written by people that were very, very special to me. So there was letters in there for my children, and some of my really close friends. So he’d reached out, he’d obviously stalked me a little bit on Facebook, which is kind of a bit of a weird feeling, except for the fact that I got something amazing out of it, and read these letters about, you know, why these people were so inspired, and so proud of me for doing this thing and what it meant to them, by me writing a book, and to tell you I was in absolute tears is an understatement. But again, like your story, there was an experience that now I’ve mentioned and told many, many people about, we’re talking about it here again, so good marketing that made me have this or that gave me this really amazing experience. And that’s what good marketing is.
Tim Hyde 08:04
Yeah, absolutely. If you don’t stand out, right. I mean, we think marketing is about, you know, intimacy in many ways, right? It’s about making people aware of who you are, and building a level of intimacy so that people can get to this point where they go, I trust you, like you and know who you are enough to want to give you money so that you can solve a problem that I have. And if we don’t build intimacy into our marketing, we never get to that point. Absolutely. Absolutely not, you know, and I want to sort of talk about another one that’s stand out for me from Taylor Welsh, now he’s a consultant, you can find him on Facebook, and definitely on Facebook. But I first connected with Taylor, I saw some of his stuff is quite adept, and a student copywriter, I think that’s, that’s his space, works with the coaches and consultants to kind of build their multibillion dollar business. It’s a little sort of American bravado in there in terms of, you know, there’s a lot of promise, right, but that’s up as well. Now, one of the things I like about Taylor’s marketing, is that he has clearly got a very mature follow up process. Okay, now, this is critical, again, like getting your kids to clean their bedroom. Whilst it might be your priority, it is not this. And for many of us, my priority is to sign you as a client, your priority is to pay the carrier today. You know, sort out what
Samantha Riley 09:23
Millions of things that have to happen
Tim Hyde 09:26
Every you know, everything else that might be a higher priority for you right now. And what I what I like to sort of get into Taylor’s funnel at some point, you’ll see it sort of in action, but he has a really long and mature follow up process. And certainly one of the things I teach my clients is you want a follow up process at least one and a half times longer than your average sales cycle, if not two times as long as your average sales cycle.
Yeah, that is closer to the truth. Right and
Tim Hyde 09:55
So what dialer does I quite like because he’ll mix up his cell cycle as well. So on No, I mean he’s retargeting funnel, right? So I constantly see stuff. I’m not only on the email funnel, right? I’m on the Facebook retargeting funnel, because I still sleep, you know, keep seeing resources pop up, then you can sort of find out how they get into newsfeed. But if you take a look, but also in his process, he does, he has one of his team reached out every four months on the phone, and just check in and say, how are you going? Have you seen this thing? Every so often they’ll go, Hey, we’ve just developed this resource Do you want it? So again, it’s continuing to be valuable and useful and build a relationship, but over a long period of time, and we often forget that, you know, we need to be able to do that with the people we connect with. Not just because they’re not a fit right now, doesn’t mean they won’t be a fit, you know, at some point down the track,
Samantha Riley 10:47
So it wasn’t just consistency of follow up. It’s across multiple mediums. It’s the phone it’s what you know, Facebook retargeting its email, and really keeping that person up to date and understanding that whilst it might not be a major pain point, now, we don’t know whether two years down the track whether it might be a major pain point, then I like that. That’s cool.
Tim Hyde 11:11
Yeah. And it’s important, okay, so make people feel special that make people special feel special over a period of time, not just once off.
Samantha Riley 11:18
Interestingly, I have not heard of Taylor Welsh. And now we’re talking about I’m sure it will show up on one of my social media feeds. finish recording. And it’ll just magically appear in my Facebook news feed.
Tim Hyde 11:34
Yeah, absolutely. Another one I really, really like is Tim Ferriss. Now, if you haven’t heard of Tim Ferriss, you are living under a rock,
Samantha Riley 11:44
I would have thought so actually, Tim Ferriss,
Tim Hyde 11:48
I guess, seminal work that he’s known for is the four hour workweek. Now, you know, I think, you know, what sort of really defines what Tim does is that it’s really much about accelerated. Tech, anything, any hack anything, right? So here’s the original hacker, you know, how do you learn 80% of a skill set and 20% of the time to be able to do your four hour workweek is about that on a whole whole premise of the four hour workweek is, you know, how do I turn my 40 hour week into four hours, I can spend the rest of my time learning other skills, you know, creating other influence and things. And, you know, I think that’s sort of the underpinning thing there. And I remember reading the four hour Four Hour Workweek, while I was still a highly paid contractor in government, and private enterprise and going, Well, this sounds pretty good. Yeah, I don’t want to work 50.
Samantha Riley 12:38
Because I read this book on a cruise, we were doing a month cruise around Asia. And I remember buying this book in Singapore, I hadn’t even heard of it. I remember being in this bookshop in Singapore and flicking through it and actually sitting on the floor in the bookshop, because I couldn’t put it down. I thought, after a few pages, I’d better buy this book.
Tim Hyde 13:00
Looking at you in the aisle sitting reading, not a library
Samantha Riley 13:03
sitting cross legged in the aisle. Exactly. And I and so I was in a different situation to yours, like, oh, I can stay on this cruise. It’s a good book. And I think that it’s probably a book that 99% of entrepreneurs have read and attribute, you know, to creating some sort of online presence because of this book. Yeah,
Tim Hyde 13:24
I think the cool thing about this is this is, you know, from a marketing context, this is really understanding your ideal customer desire. Absolutely. We talked about that, in our last episode, where we talked about, you know, wants and desires and fears and frustrations. I’m frustrated, that I’m having to do far more work in my business or my job than I really want to be doing. And what I want is to live the lifestyle. And for me, this was, you know, and I talked about all sorts of things he talks about sort of, you know, working more productively from home than in the office, so that, you know, the boss sees you doing more work than working at home so says yes, you can have more time at home. And then of course, you’ve outsourced part of your work to the Philippines or Costa Rica, or where to get to then increase your productivity and free you up to one of those do stuff. So there’s a good business lesson in that in itself, that you know, work out where your time is best spent and give other things, you know, stuff to other people right to create more outcome. But one of the key messages I really took away from four hour workweek when I first read it, and I’ve read it several times since including some of Tim’s other publications was that we lose sight. As we’ve spoken about sound so often, we lose sight that the business is not the end goal. Yeah. 100% the lifestyle is the end goal, and we need to build our business to support our lifestyle. And that was one of my biggest takeaways and light bulb moments. When I first sort of got back into business yet as an adult to say, hey, I need to I need to change my thinking on this totally,
Samantha Riley 14:57
Totally. No, you mentioned Taylor Welsh before. I want to Talk about another Taylor. Because I think that this Taylor is the absolute lesson in marketing. She is the queen of marketing and it’s Taylor Swift. I think that what Taylor does in her marketing is just almost unbeatable. She’s so good at what she does. I could go down many different routes here. But I just want to talk about the 22 hat. So in her current tour, the Eras Tour which is just a sellout in seconds, the whole way around the world to get one of these tickets is just like, I wish I’m a bit of a Swifty. Bit of a closet. Swifty.
Tim Hyde 15:40
Got an acronym for a groupies?
Samantha Riley 15:42
No, yes. DISA 13. I love Taylor. Like she’s great. I love lots about her. But the 22 hats so she has a hat that she wears when she’s singing 22. And at the end of the song, she gives it to someone in the audience those one of her biggest fans to acknowledge them, you know, thanks for being one of my fans. Now, I’ve never been to a Taylor Swift concert. And I know about this hat. Because there’s so much marketing created around this, that she has done so cleverly. And so it’s such in a beautiful way that it’s not, it is manufactured, but you can’t tell. So there is so much virialy on social media about who’s getting the 22 hat at every single concert. So much so that I had to Google everything about what is the 22 had, like, you know, what was it and on TikTok, once you get into Swift top, Taylor target, I know what you call it, you’ll see there’s just video after video after video after video of people talking about who’s getting the 22 hat. And you know, I’m going to the Taylor Swift concert, and you know, who’s getting the 22 hat. And, you know, this is me before I got the 22 hat. And I think that what’s beautiful about this whole marketing campaign is there’s so much strategy around how it’s been done. So other people are doing the marketing for her by her coming from this really pure place of acknowledging her fans. And I think this is something that Taylor Swift does so well, is acknowledging her fans and acknowledging the people around her. I mean, she gave a huge bonus to all of our team, you know, $100,000, you don’t see that very often. But she’s really good at acknowledging the people in her world, and letting those people do the marketing for her. And I think that is just an absolute master move.
Tim Hyde 17:35
Yeah, I think one of the things and clearly I don’t follow Taylor Swift as closely as you do, mostly because I, you know, I don’t really follow music in general, but I do appreciate her, you know, skill as a marketer and business person. As an artist itself right now, no question. She’s an incredibly talented artist, otherwise, she wouldn’t have achieved the success. She’s, she’s got a great product. Yeah. But one of the things I’ve really loved in order to get to this point where she can have other people doing marketing, their fans do that sort of thing is that she, you know, as she’s built her career, she’s done some incredibly good collaborations, alright. And always made sure again, as you say, recognizing other people, because they know they didn’t feel good about recognizing you in return, you know, they talk about you. And so if you can create this environment where other people talk about you, this is what this whole lifecycle of marketing is like, it’s not just create a bunch of social media posts, and I’m done. You know, if we look at create a bunch of social media posts, get people interested, deliver an amazing experience that people want to talk about? Well, effectively, what Taylor has done is like what every football team in the world does, they get their fans to pay to market that
Samantha Riley 18:41
Tim Hyde 18:43
So Taylor has hats and T shirts, and mugs and posters and everything. And guess what? Every time someone a Swifty buys one of those, they’re paying for the privilege of marketing Taylor Swift. Yes. And we can do a lot to learn from that. And as how do we create an experience so memorable, and so special to our clients, as you mentioned with Dave Ryan, that they want to talk about, they’re effectively paying you to promote you
Samantha Riley 19:11
100% 100% The theme of all of these is how can you stand out? How can you do something that is a little out of the ordinary? And how can you do something to give people an experience that makes them feel something, feel something special, make them feel something that it’s really extraordinary, and then if you can achieve that, that is the marketing that we’ll have to cut through and that’s why we’ve been able to talk about this today in that this is marketing we love this has given us experiences that feel good that we talk about over and over and over
Tim Hyde 19:46
And makes me think I need to come back and relook at buy spirits as
Samantha Riley 19:52
Well hopefully, as you’re listening to this show. It has also given you the same feeling what can you do in your marketing to stand out a little bit What can you do in your marketing to make the people in your world feel special, so that they are talking about you and creating morality without you having to do anything because that’s what the aim of the game is. So hopefully you have got some value from this episode. If you have, we would love you to share it on social sharing on Instagram stories and tag myself at the Sam Riley and Tim at winmore clients. We would love to share your account and share your stories with our people so that we can share the love. Thanks so much for listening and we’ll catch you on the next episode of Influence By Design.
Samantha Riley Outro
Thanks for joining me for this episode of the Influence By Design podcast. If you want more head over to influencebydesignpodcast.com for the show notes and links to today’s gifts and sponsors. And if you’re looking to connect with other experts who are growing and scaling their business to join us in the coaches, thought leaders, and changemakers community on Facebook, the links are waiting for you over at influencebydesignpodcast.com