Franchising and Marketing: In a world of chicken dinners, be a lobster dinner (Episode #14)
Play • 1 hr 3 min

When our latest guest told me the story of how she learned, “exclamation points are for lazy people,” it reminded me of “foster conclusions with specific, quantifiable facts” ...a lesson from Above-the-Fold Energy: How to engage the prospect’s mind with a carefully crafted opening (https://meclabs.com/course/lessons/above-the-fold-energy/).

 Take a look at your headlines, sub-headlines, opening paragraphs and other writing you use to communicate about your business. Are you trying to force potential customers to believe it with (literal or figurative) exclamation points? Or are you helping foster conclusions by presenting information?

That is an opportunity for marketing optimization Nicole Salla sparked in me during our discussion. Listen now to discover what ideas the Chief Marketing Officer of Kiddie Academy (https://kiddieacademy.com/) will spark in you.

But first, a little background… Kiddie Academy has 300 locations in 33 states and DC, with 30 new locations opening this year,  and Salla manages a marketing team of 20, plus agency partners.

Stories (with lessons) about what she made in marketing

Some lessons from Salla that emerged in our discussion:

  • Nothing is created alone. Make others part of the discussion.
  • To be successful in marketing, it is critical to be a skilled salesperson.
  • LISTEN (with your ears, your eyes, and your gut).
  • Exclamation points are for lazy people.
  •  In a world of chicken dinners, be a lobster dinner.
  • When there is a philosopher in the room, you need to diffuse “idea grenades.” 

Related content mentioned in this episode

Marketing Career: How to become an indispensable asset to your company (even in a bad economy) (https://marketingexperiments.com/value-proposition/marketing-career)

99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)

Headline Formulas: A step-by-step process for radically transforming your copywriting (https://meclabs.com/course/lessons/headline-formulas/)

Search the MarketingSherpa Library (https://www.marketingsherpa.com/library) – 8,788 articles, videos, and podcasts (including 1,726 case studies)

Get more episodes

To receive future episodes of how I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://marketingsherpa.com/newsletters

About this podcast

This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/)

Get more episodes
To receive future episodes of How I Made It In Marketing, sign up to the MarketingSherpa email newsletter at https://www.marketingsherpa.com/newsletters

More episodes
Search
Clear search
Close search
Google apps
Main menu