This week, our host Ian Truscott welcomes back former Forerster Research Director Jeff Clark after his holiday. Jeff turns the tables on Ian and quizzes him on the 5 F’in’ fails for the Story, one of our 5 F’in’ Marketing Fundamentals.

They discuss:

Sales stops trusting marketing when the story is fractured.
A distinctive story helps avoid the B2B beige trap.
Buyers make decisions based on emotional connections, not just features.
Competing solely on price leads to a race to the bottom.
Content should be treated as a strategic asset, not just a tactic, and needs a proper launch plan to be effective.

In the Rose & Rockstar, our virtual bar, Ian asks Robert Rose, Chief Trouble Maker at Seventh Bear, what he would do today if he were starting from scratch with a content program or a content creator today, in the current environment with social media algorithms and search experiences that seem to discourage organic growth versus paid.

If you have any comments or thoughts on this topic, we would love to hear them. We welcome your feedback.

Enjoy!

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The Links

The people:

Ian Truscott on LinkedIn
Jeff Clark on LinkedIn
Robert Rose on LinkedIn

Mentioned this week:

The 5 F’in’ Marketing Fundamentals
Robert’s newsletter: Lens, his websites, robertrose.net and seventhbear.com
Ian’s firm - Velocity B

Rockstar CMO:

The Beat Newsletter that we send every Monday
Rockstar CMO on the web and LinkedIn
Previous episodes and all the show notes: Rockstar CMO FM.

Track List:

We’ll be right back by Stienski & Mass Media on YouTube
Piano Music is by Johnny Easton, shared under a Creative Commons license

You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify.

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The Story Fails and Finding Your Busker Box Episode