“Vulnerability is your superpower in marketing”

In this conversation, Const and Emily discuss the importance of marketing in the machining industry, addressing the challenges faced by machine shops in establishing a strong brand presence. They explore the need for a mindset shift among shop owners, emphasizing the value of human connection and vulnerability in marketing. Emily shares insights on effective marketing strategies, the significance of owner-led marketing, and the ideal stage for shops to invest in marketing efforts. The discussion highlights the anti-agency approach to marketing, focusing on building genuine relationships and trust with customers.

Takeaways
Marketing is a long-term investment in your company.
Machine shops often struggle with marketing due to a lack of understanding.
Differentiation comes from human connection and storytelling.
Owner-led marketing can be more impactful than faceless marketing.
Mindset shifts are crucial for effective marketing.
New shops should focus on outreach before investing in marketing.
The best time to invest in marketing is when you don't need it.
Vulnerability in marketing can create stronger connections.
The anti-agency approach focuses on understanding the unique needs of machine shops.
Building a brand requires ongoing effort and authenticity.
titles

Chapters
00:00 Introduction to Marketing in Machining
05:40 Navigating Competition in the Machining Industry
11:38 Owner-Led vs. Faceless Marketing
17:38 Three Marketing Must-Dos for New Shops
23:19 When to Invest in Marketing
28:36 Competing with Marketplaces
37:42 The Importance of Vulnerability in Marketing
43:05 The Need for Mindset Change in Marketing