True Leadership and Owning Your Agency’s Narrative with Michael Brenner
Agency Ahead by Traject
English - September 28, 2020 10:22 - 24 minutes - 33.2 MB - ★★★★★ - 5 ratingsMarketing Business Entrepreneurship marketing digital marketing agency software seo social media reputation customer experience local seo local search Homepage Download Apple Podcasts Google Podcasts Overcast Castro Pocket Casts RSS feed
Michael Brenner is the kind of person you think of when you think of a "thought leader." He's a CMO influencer for Forbes and was named a top business keynote speaker by The Huffington Post. He's the CEO of the Marketing Insider Group. He's the bestselling author of three books, including The Content Formula, Digital Marketing Growth Hacks, and Mean People Suck.
He's also a leader of organizations and a leader devoted to helping other organizations and agencies succeed. Don't miss this post if you're hoping to step up your leadership game.
The highlights:
[1:25] Michael's focus over the past 6-12 months.
[4:10] Practical steps leaders can take to own the narrative.
[6:28] Why marketing agencies aren't telling their story.
[9:14] Teaching agencies to develop a brand narrative.
[12:36] The leadership paradox.
[16:32] Are we getting better leaders?
[18:43] The benefits of focusing on happy, engaged employees.
[22:25] Michael's causes.
The insights:
Focusing on leadership during a pandemic
He also talks about thought leadership, and how you've got to earn that monicker. You can't call yourself a thought leader.
So where should people who want to be thought leaders or even just leaders put all of their focus?
The companies that said: we sent our employees home because we care about their safety. Or: don't come into our store because we don't want you to get sick.
Those are the companies that actually won because they put concern for others ahead of their profit."
That's the message he's really been focusing on helping leaders emphasize right now.
I heard a quote yesterday: success without purpose is meaningless. It's a literal statement. Success without purpose literally has no purpose."
Practical steps leaders can take to own the narrative
Michael stops to note that 1/3rd of his own client base is agencies like the ones this podcast is aimed at, and he notes:
The advice he gives to leaders is to think about that story.
He says when he was in sales he was taught to "Marinate in the pain the customers are feeling." As such, he encourages marketers to help their customers understand that they feel their pain.
He reiterates that agency owners really have a problem in this department.
You need to have some depth in the stories you tell. That's how we help agencies, but really any kind of company, do that."
Why marketing agencies aren't telling their own story
Usually, marketing agencies just get too busy. Michael understands, but says, "at some point, there's a walk the walk kind of thing."
He points out he runs his blog, Marketing Insider Group, more like a corporate blog with a few service pages thrown in.
He points out that his site is only 5 years old and yet ranks in Google for 20,000 keywords.
Teaching agencies to develop a brand narrative
Garrett asked what process Michael used to walk an agency through the process of becoming storytellers and walking that walk.
The pure storytelling approach is when he asks the founders for their story.
They then go out and scrape the web and say, "Firms like yours that are doing a great job, they create content that looks like this. Are you better or not as good as that firm?"
He says the agency's sense of competition usually drives them to action.
He notes he was working with an investment bank last week and he was able to point to a better-known but lower market share competitor in the private equity industry. The competitor showed up on the first page of Google but his client didn't.
The leadership paradox
In Mean People Suck, Michael alluded to a particular paradox in leadership...the fact that many leaders don't have any empathy.
The problem is those are usually the worst people to lead us. Typically it's the caring female that is actually a better leader, and data from various studies, from multiple disciplines, all prove that."
Nice guys don't always finish last.
We think that being a jerk is the leadership model to follow because of our natural history, because of myths we should have busted a long time ago, but the fact of the matter is that when we're authentically ourselves that's who people want to follow."
It's becoming very clear we want to follow people who are concerned about our future. Concerned about us. Michael points back to which companies were winning during the pandemic.
He had a nice example of what not to do, pointing out a Legal Zoom commercial that ran in his local area (that has now been taken down from the Internet entirely) during the first few weeks of the pandemic. "Now is a great time to update your will."
He says, again, it's very counterintuitive.
Are we getting better leaders?
Michael says that this is a big philosophical question.
He says what he will say is we have a long way to go.
This noted as a counter to the people who claim women don't have equal representation because they're not showing up and they just don't want it.
The service profit chain
Employee engagement is tricky. How do you get leaders to focus on it?
The Service Profit Chain was a bunch of Columbia, Harvard, and Stanford professors who got together with this theory that happy employees create happy customers that spend more and stay longer.
And where there's a happy group of employees, there's a higher stock price. They mathematically mapped that connection. Employees that are happy provide better service to customers who spend more and stay longer, driving up your stock price.
That's good for business."
So why do so many companies treat their employees so poorly?
Yet when you focus on profit, you lose focus on your employees, who are the main lever of profit because they're servicing your customers."
Follow the service profit chain to the conclusion that you need to produce programs, that you need to really buy into those kinds of programs.
Another way is through creating programs that help employees grow their careers and livelihoods, that really invest in them. Michael stresses that, again, this is a matter of focus.
What’s your right now cause?
His other cause?
He says if listeners can only do he'd ask them to donate to the food banks, but in the ideal world, they'd donate and vote.
Connect with Michael Brenner
Want to get more insights from Michael?
Marketing Inside Group
Mean People Suck