Want to Serve Your Audience? Get Some Skin in the Game | Andra Zaharia

Marketing Unf*cked

Excellent marketers don’t just do the work — they believe in their work, support others, and create opportunities for people to thrive. If you want to show your audience you really care, you have to have some serious skin in the game. But what exactly does that mean, and how does it help you succeed?

Join me on Marketing Unf*cked as I speak with Andra Zaharia, a Content Marketing specialist with cybersecurity expertise, who outlines why it’s so crucial to develop a personal stake in our work as marketers.

Andra shares thoughts on educating your audience, Customer Development Interviews, investing in yourself, the value of human connection, and why in this industry you absolutely have to eat your own dog food in order to thrive.

In this Episode:

• As marketers, we have to put skin in the game. That means having a personal stake in our work.
• Excellent leaders support others, and create opportunities for people to thrive.
• Our work is always about serving someone. Those who do it best care about the issues they’re trying to solve.
• Blanket models are not enough, because every audience is different.
• People are looking for specific information, not generic concepts.
• To better understand your audience, eat your own dog food.
• Do our customers always want to be educated? It depends.
• Ask yourself what kind of customers you want — and build a relationship with them.
• Investing in yourself helps you understand how other people think, create more empathy, and connect more directly.
• How the Jobs-to-be-Done framework helps you serve your customers.
• The benefits and insights of Customer Development Interviews.
• Immediate goals versus deeper emotional goals.
• Pain and happiness are the essential drivers for our decisions.
• You can’t make much headway without talking to people.
• Personal experience is more powerful than information alone, and keeps us connected to our customers.

Find Andra:
on LinkedIN
on Twitter
on her Website
and make sure to check out her podcast Cyber Empathy