Duct Tape Marketing

Laura Ries is a globally recognized branding strategist, bestselling author, and president of Ries & Ries—the firm she leads alongside her father, legendary positioning pioneer Al Ries. In this episode, she unveils the powerful concept behind her latest book, The Strategic Enemy, and explains why great brands don't just stand for something—they stand against something. Discover how identifying a strategic enemy can give your brand clarity, focus, and unstoppable energy. Today we discussed: 00:00 Start 00:52 Introducing Laura Ries 03:04 Defining a Strategic Enemy vs Competitor 03:37 Examples of Strategic Enemies in Branding 05:02 Understanding the Enemy as a Problem or Alternative 06:11 The Importance of Finding and Focusing on Your Enemy 06:52 Southwest Airlines: A Case Study in Focus and Enemy Positioning 08:08 Narrowing Focus as the First Step in Positioning 09:01 Category Importance and Brand Examples 12:46 Framework for Building a Brand and Finding Your Enemy 15:52 Entrepreneurial Success Stories: Air

Sara Nay is the CEO of Duct Tape Marketing and a pioneer in strategy-first marketing for small businesses. With over 15 years of experience in roles from intern to fractional CMO, she now leads the charge in redefining what it means to run a successful, modern agency. In this episode, Sara unpacks her new book Unchained, which introduces the groundbreaking “anti-agency” model—a practical, AI-enabled approach that empowers business owners to stop renting their marketing and start owning it. Listeners will walk away with actionable insights on building lean, AI-enhanced marketing teams and why leadership—not just execution—is the future of scalable growth. Today we discussed: 00:00 Start 00:43 Introducing Sara Nay 01:37 Identifying Problems with the Traditional Agency Model 03:30 The Anti-Agency Model and AI's Impact on Marketing 05:22 Timeless Marketing Principles in the Age of AI 07:23 Challenges and Dangers of AI Adoption in Small Business Marketing 09:47 The Fractional CMO Plus Model for Small Businesses 14

Stacey Hylen is an internationally recognized business coach, growth strategist, and former Vice President of Chet Holmes International. With over two decades of experience helping entrepreneurs and Fortune 500s uncover untapped revenue, she is the author of the upcoming book Hidden Profits: More Clients and Cash. In this episode, Stacey reveals powerful, actionable strategies to boost profits—without spending more on marketing—including reactivating past clients, raising prices with confidence, and fixing hidden “profit leaks.” Tune in to discover how to shift from scarcity to abundance and transform your business into a revenue-generating machine. Today we discussed: 00:00 Start 00:52 Introduction to Stacey Hylen 01:28 Hidden Profits Concept and Initial Story 02:38 Raising Prices and Overcoming Fear 03:44 Narrowing Focus and Attracting Ideal Clients 05:32 Profit Leaks and Focus on Revenue-Generating Activities 06:39 Shifting Sales Mindset from Selling to Serving 07:54 Business Owners' Relationship with Prof

Chris Ducker is a serial entrepreneur, bestselling author, and founder of Youpreneur, a leading personal brand business education company. He is the author of The Long-Haul Leader: How to Lead and Win in the Long Game of Business, a powerful guide to sustainable leadership and intentional growth. In this episode, Chris shares hard-earned insights on overcoming burnout, building meaningful work-life balance, and creating long-term impact as a leader. Listeners will walk away with a clear framework for leading with focus, resilience, and purpose in both business and life. Today we discussed: 00:00 Start 01:03 Introduction to Chris Ducker 02:22 Discussing the Concept of Long-Term Business Leadership 04:59 Developing a Long-Term Mindset in Entrepreneurship 05:52 Advice for Younger Entrepreneurs on Focus and Leadership 07:58 Introducing the Book's Framework and Origins 11:22 Positioning the Book and Its Multifaceted Nature 12:44 Measuring Progress and the Importance of Hobbies 14:54 Why Creative Hobbies Boost Prod

Talia Wolf is an internationally recognized conversion optimization expert, keynote speaker, and founder of GetUplift—one of the world’s leading CRO agencies. She pioneered the concept of emotional targeting, a transformative marketing approach that taps into what customers truly feel and need. In this episode, Talia breaks down her four-step emotional targeting framework and shares how brands can dramatically boost conversions by crafting messages that connect on a human level. If you're tired of copycat marketing and want to create powerful customer experiences that truly resonate, this episode is a must-listen. 00:00 Introduction 01:04 Introduction to Talia Wolf 01:43 Defining Emotional Targeting 02:24 Common Website Mistakes and Emotional Targeting Approach 04:29 Limitations of Traditional Marketing Personas 05:46 Research Methods for Emotional Targeting 06:32 Ethics of Emotional Targeting 07:47 The Emotional Hook in Decision Making 08:25 Case Study: Teamwork and Customer-Centric Messaging 10:44 Honesty a

Bill Shander is a data communication expert, renowned information designer, and founder of Beehive Media. With over 25 years of experience working with top-tier organizations like the United Nations, World Bank, and Deloitte, Bill helps professionals transform complex data into clear, compelling narratives. In this episode, he unpacks his latest book, *Stakeholder Whispering: Uncover What People Need Before Doing What They Ask*, sharing powerful insights on how to lead with questions, not just actions. If you want to elevate your communication skills, build trust faster, and stop being just an “order taker,” this conversation is a must-listen. 00:00 Introduction 01:38 What is a Data Communications Expert? 02:36 What Inspired Stakeholder Whispering 05:02 Doing What's Asked Versus What's Needed 08:20 Listen with your Ears, Not Your Brain 09:25 Silence is Golden 11:35 Common Mistakes in Stakeholder Whispering 15:08 Receptive vs Unreceptive Stakeholders 16:16 Is This a Leadership Book? 17:42 Remote and Hybrid Wor

Manick Bhan is the founder and CTO of Search Atlas, a cutting-edge SEO and content marketing platform powering over 20,000 websites and 5,000 agencies. A serial entrepreneur and respected thought leader in the SEO industry, Manick previously founded RankPay and has spent over a decade pushing the boundaries of search technology. In this episode, he joins John Jantsch to break down the future of SEO, the disruptive impact of AI and LLMs like ChatGPT, and how marketers can evolve beyond outdated strategies. Listeners will gain actionable insights into building high-converting content, mastering SEO automation, and future-proofing their digital marketing efforts. 00:00 Opening 01:03 Introducing Manick Bhan 01:32 Why Was Search Atlas Created? 03:53 Is SEO Dead? 06:12 Why is Conversion Higher From AI Search Than Google?:07:32 RIsk vs Opportunity with AI Search 09:12 Optimizing Content for Competitive Search 42 How Should Marketers Think about AI Today? 14:28 Quality vs Quanity 17:42 Rented vs Owned Spaces 20:09 Le

Alex Goldfayn is a three-time Wall Street Journal bestselling author and one of the world’s most sought-after sales speakers. He’s the CEO of The Revenue Growth Consultancy, helping B2B companies generate millions in organic sales growth every year. In this episode, Alex reveals how to Outgrow your competition by transforming reactive teams into proactive market leaders. Tune in to discover simple, powerful actions to win more business, build lasting customer trust, and outsell even in tough times. Today we discussed: 00:00 Introducing Alex Goldfayn 00:50 Transforming From Reactive to Proactive 02:56 Being Proactive Is a Necessity 04:46 Avoiding Rejection 06:28 Showing Up When Nothing is Wrong 07:45 The COPE Methodoligy 09:03 People Just Want to Be Helped 11:16 Swinging the Bat 15:54 Reminding the Customer 16:35 How Can Non-Sales Employees Be Proactive 18:20 How To Integrate a Proactive Mindset Rate, Review, & Follow If you liked this episode, please rate and review the show. Let us know what you loved

We are diving into the future of marketing in 2025 with Sara Nay, CEO of Duct Tape Marketing. Together, we discuss how AI is reshaping the marketing landscape and why blending cutting-edge technology with timeless human elements, like emotional intelligence and storytelling, is key to staying ahead. John shares actionable insights on hyper-personalization, defining your brand voice, and building trust in a world of automation. Learn how to adapt, thrive, and create authentic connections in an AI-driven world! Today we discussed: [00:00] Opening [01:15] AI vs Previous Tech Excitement [03:25] Approaching AI Strategically [05:02] Adopting the Right Mindset Around AI [10:47] The Human Element Stands Out [13:04] Importance of Storytelling for Your Brand [13:49] AI's Impact on Marketing [16:08] The Future of Personalization [18:55] Marketing Focus for 2025 Rate, Review, & Follow If you liked this episode, please rate and review the show. Let us know what you loved most about the episode. Struggling with str

Dan Sanchez is an AI marketing strategist, consultant, and creator of the AI-Driven Marketer podcast. He’s a leading voice in the intersection of artificial intelligence and marketing strategy, helping businesses harness AI for content creation, automation, and growth. In this episode, Dan shares how marketers can think strategically about AI tools like ChatGPT—using them not just to automate tasks, but to enhance problem-solving, productivity, and creative strategy. Tune in to learn how to cut through the noise, avoid overwhelm, and make AI your most valuable co-pilot in the ever-evolving world of marketing. Today we discussed: 00:00 Opening 00:09 Introducing Dan Sanchez 01:57 Approaching AI Strategically 04:04 Creating New Things with AI 06:36 Evolution of AI Prompting 08:50 Humans Changing Role in Marketing 11:38 Developing Skills vs Delegating Tasks 13:51 AI Agents Affect on Marketing 17:50 Advice on Using Deep Research More About Dan Sanchez: Check out Dan Sanchez's Website: https://danchez.com Con

Andy Crestodina is the co-founder and Chief Marketing Officer of Orbit Media Studios and a leading authority on digital marketing, content strategy, and SEO. With two decades of hands-on experience and author of Content Chemistry, Andy joins John Jantsch to explore how AI is transforming content creation, analytics, and marketing strategy. They dive deep into using AI for genuine performance gains, not just efficiency, and share practical insights to help marketers stay ahead. Tune in to discover how to leverage AI without sacrificing quality — and why building real human connections still matters most. Today we discussed: 00:00 Opening 00:09 Introducing Andy Crestonida 01:03 What is AI's Impact on Marketers in 2025 03:26 Making More Time for Relationships 04:59 The State of AI in UX 08:29 AI's Impact on Content Creation 10:09 Is Keyword Ranking Important in 2025? 11:14 There's More to Content Than Search 14:00 Important Metrics for Insightful Data 15:54 How AI Can Help with Analyzing Metrics 17:36 Tuning ou

Blair Enns is a globally recognized thought leader in creative agency sales and the founder of Win Without Pitching, a revolutionary approach that empowers agencies to lead client engagements without giving away free work. He is the author of bestselling books including Pricing Creativity and his latest, The Four Conversations. In this episode, Blair breaks down his powerful new framework for selling expertise—moving from pitching and price haggling to confidently leading sales conversations. Listeners will learn how to increase closing ratios, price based on value, and shift from being seen as a vendor to a trusted advisor. Today we discussed: 00:00 Opening 00:53 The Cost of Letting the Client Run the Show 04:36 What are the Four Conversations? 06:58 Show Your Expertise without Giving it Away 08:34 Avoid Evaluating the Client 10:08 Power Dynamics of the Sale 12:56 The Value Conversation 16:18 Working Around Client Budget 18:20 Price the Client, Not the Service 19:53 Moving From Vendor to Trusted Advisor R

Jon Mest is the founder of JustReachOut.io, a cutting-edge PR software platform, and ChatRank.ai, a breakthrough tool for AI-driven SEO. With over a decade of experience helping entrepreneurs and businesses land powerful media coverage, Jon shares his insights on how AI is transforming PR and search strategies. In this episode, he reveals how to build authentic media pitches, win attention in AI-powered search overviews, and why hyper-specific storytelling is the new secret to visibility. Tune in to learn how to future-proof your SEO and PR efforts in the evolving world of digital marketing. Today we discussed: 00:00 Opening 00:45 How Has AI Changed the Way You Should Approach PR 02:31 Why PR is Rebounding 04:56 Relationship Between PR and the New SEO 06:55 How to Impact AIO 11:11 What Mistakes Do People Make when Pitching Media 14:32 How Important are Compelling Hooks 16:04 The Importance of Social Proof 17:40 Amplifying Your Current Press Rate, Review, & Follow If you liked this episode, please rate

As a small business owner, you're constantly wearing different hats, from CEO to salesperson to project manager – but what's the secret to juggling it all without burning out? In this insightful episode, John explores the seven critical roles every entrepreneur needs to master, offering actionable advice for delegating, automating, and optimizing your business operations. His practical strategies will help marketing consultants, agency owners, and small business leaders shift from being trapped in day-to-day tasks to focusing on meaningful growth, ultimately creating a business that serves you rather than consuming you. Today we discussed: [00:00] Opening [00:26] Juggling Multiple Roles [04:38] The CEO Role [05:37] The Sales Person Role [07:09] The Strategist Role [08:46] The Project Manager Role [09:49] The Marketing Role [12:59] The Client Manager Role [13:56] The 4-Prong Approach Rate, Review, & Follow If you liked this episode, please rate and review the show. Let us know what you loved most about

In this solo episode, John unpacks why traditional SEO is no longer enough and how businesses must shift toward search visibility in the age of AI. He explores the impact of zero click searches, E-E-A-T, and AI overviews, and shares actionable strategies to stay visible across Google and beyond.

David Hunter is the CEO of Local Falcon, an AI-powered local SEO platform, and founder of Epic Web Studios, a leading digital marketing agency with over 15 years of industry experience. In this episode, he joins John Jantsch to explore how AI overviews and conversational search are revolutionizing local SEO and reshaping Google’s search behavior. From proximity ranking shifts to the power of structured content and authoritative sources, David shares cutting-edge insights that every local business and marketer needs to hear. Tune in to learn how to future-proof your local search strategy in the age of AI. Today we discussed: 00:09 Introducing David Hunter 00:42 How has AIO Affected Local SEO? 04:10 How is Proximity Affecting Local SEO? 08:02 Ranking Factors in Geographical Search 12:05 Structuring Content for AIO Search 15:10 Giving Your Website the Best Chance of Success 16:58 Unique Challenges for Multiple Location Businesses Rate, Review, & Follow If you liked this episode, please rate and review the

With over two decades of experience helping small businesses thrive, John dives solo into this episode to explore how AI is revolutionizing the buyer's journey. He breaks down the stages of his signature “Marketing Hourglass” framework and shares how businesses must adapt their strategies in an AI-driven world. Tune in to learn how to future-proof your marketing by aligning with evolving customer behavior, embracing self-service tools, and doubling down on authenticity and trust. Today we discussed: 00:00 Introducing Christine Perkett 00:09 The evolved buyer journey 02:29 Reintroducing the Marketing Hourglass as a flexible customer journey mode 03:43 How AI interrupts and reshapes journey stages like know, like, and trust 04:55 Recommendation engines and the rise of self-service experiences 06:12 The need to rethink SEO: focus on questions, not keywords 06:50 Combining digital efficiency with emotional, human-centered marketing 08:33 The journey is already changing—are you adapting? Rate, Review, & Follo

Christine Perkett is a seasoned entrepreneur, communications strategist, and co-founder of The Nova Method—a pioneering PR and marketing firm focused on audience-first strategy and brand trust in the age of AI. She is also the founder of Perkett PR and a faculty member at Northeastern University, where she teaches graduate-level social media and branding. In this episode, Christine shares how brands can stay authentic and human while leveraging technology, and introduces the Nova Method’s signature framework: Assimilate, Align, Activate. Listeners will gain insight into building trust, avoiding PR missteps, and navigating the fast-changing landscape of digital communication with confidence. Today we discussed: 00:00 Introducing Christine Perkett 00:49 How the Nova Method was Created 02:12 How is AI Changing PR? 03:24 How AI and PR Helps you Build Trust 06:51 The Three-A's Framework 10:38 Protecting your Brand From Bad Exposure 14:57 How Does PR Intersect with Modern Search 16:52 Understanding a Clients Bran

Derek Coburn is a seasoned financial advisor, entrepreneur, and bestselling author of Networking Is Not Working. He is the co-founder of Cadre, an exclusive community for CEOs and entrepreneurs, and a respected voice on redefining success and fulfillment. In this episode, Derek dives into the ideas behind his new book Let’s Retire Retirement, challenging the outdated notion of traditional retirement and offering a fresh, liberating approach to living well now and later. Listeners will gain valuable insights on how to align financial planning with purpose, connection, and long-term joy—without waiting for “someday.” Today we discussed: 00:00 Introducing Derek Coburn 00:45 The true history of retirement: Bismarck, FDR, and outdated milestones 03:24 Why 25–30% of retirees are going back to work 04:50 The concept of redefining retirement for personal fulfillment 07:37 Entrepreneurs and the myth of I’ll do it after I exit 08:49 Real-world case study: Jay Baer's pivot from agency to tequila influencer 10:13 Financ

Geoff Woods is the #1 international bestselling author of The AI-Driven Leader: Harnessing AI to Make Faster Decisions and the founder of AI Leadership and the AI Driven Leadership Collective. As a former Chief Growth Officer of a global company, Geoff brings real-world expertise in using AI to transform how leaders think and make decisions. In this episode, he reveals how AI can serve as a powerful thought partner—enhancing strategic focus, overcoming operational overwhelm, and unlocking breakthrough solutions using his CRIT framework. Tune in to learn how the most effective leaders are leveraging AI to stay ahead in a rapidly evolving business landscape. Today we discussed: 00:00 Opening 00:48 Introducing Geoff Woods 01:19 How AI Enhances Leaders Strategic Thinking 03:17 AI as a Thought Partner 04:46 How AI Can Help with Operation Tasks 06:16 Focusing on the 20% 07:52 The C.R.I.T. Framework 13:11 Addressing the AI Culture Shift 16:22 How is AI Changing Decision Making 17:45 What's AI's Role in Leadership 19