Craig opens this one with a confession: he's a mark. Blue mountains on a beer can got his money. A Peyton Manning ad got it again. So this episode, two people who make marketing for a living break down the marketing that actually works on them, and what any small business can steal from it without a celebrity budget.
What we cover:
- Why the trust behind a celebrity endorsement now belongs to anyone with a phone, and what changed after 2008
- Caitlin's Ninja Creami rabbit hole: how a pile of YouTube videos closed the sale before the box even arrived
- The event play: how a coffee shop can turn its slowest day into a dozen reviews and a stack of real content, for less than it costs to pay one influencer
- Warm cold email, explained: the research steps Craig takes before hitting send, and why a 40 person list beats a list of thousands
- The cold pitch that got Caitlin to watch a stranger's video three times, and the mindset behind it
The One Thing: You will win at business if your give is greater than your ask. Before any outreach, find one thing you can hand over for free that proves you did your homework, then send it without expecting anything back. The responses you do get will be worth more than a thousand ignored emails.
Craig Brooks is CEO of Clarity Creative Group. Caitlin Smith is a brand designer and strategist. New episodes dropping soon. Follow Vibe Marketing wherever you listen to podcasts.