The Dark Horse Effect: How to Create a Brand That Buries Your Competitors Alive
Download MP3I've just launched a new YouTube channel!! The concept? I take real businesses struggling to stand the f*ck out, provide my positioning/branding/lead gen help, and record it all for YouTube. The first mini-series features three freelance marketers (copywriter Rob, ecommerce designer Laura, and non-fiction book coach Vicky).
I hope you'll set aside half an hour to watch it through. Maybe with your morning coffee? Or lunch break? Or evening onion soup? And then, the usual "Subscribe, Like, Share" would go a long, long way too.
In 2023 a weary customer goes missing in the thickly wooded forest of deceased, indistinguishable marketing agencies. All that can be found are decrepit and horrifying websites with ghastly logos, zombified PPC, and the rotting smell of putrid SEO.
In today's horror story, there are no safe spaces in the light; instead, we must summon the Dark Horse and ride into the darkness. Cover your eyes as we speak with John Keating and Jennifer Sloan on how polarizing your brand and slashing away the status quo can lead to spine-chilling marketing that buries your competition alive.
Topics Covered:
- (00:00) - S3005-Jennifer and John
- (02:48) - Why are most agencies so fucking boring?
- (06:41) - What the previous website looked like
- (09:47) - How market research was done
- (15:08) - Internal pushback
- (18:16) - Batman inspiration
- (21:46) - Anti-hero approach
- (24:26) - How did John get Jennifer on board?
- (29:05) - How was the new narrative created?
- (36:07) - Getting negative feedback on LinkedIn from a client
- (40:48) - Direct mail campaign pushback
- (45:00) - What was the mood like during the rebrand?
- (47:22) - What happened when the new brand went live?
- (51:03) - Did the agency go bankrupt?
- (53:02) - Top 3 recommended resources
- (56:38) - How to connect with Jennifer and John
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→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
→ Buy my book: book.stfo.io
→ Watch my YouTube channel: https://www.youtube.com/channel/UCdNXaHHVnVntg5gpveB-5_Q
→ Take my 60-second quiz: stfo.io/q
→ See my pretty face on LinkedIn: https://www.linkedin.com/in/louisgrenier/
→ Leave a review on Apple Podcasts: https://apple.co/3p4wL4r
→ Leave a review on Spotify: https://open.spotify.com/show/7iEF1qovZZiaP1iRtxGARo
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Creators and Guests
Guest
John Keating
Founder and MD at Dark Horse. A bullsh*t free digital marketing agency that cuts through the noise.
