The Busy Creator Podcast, episode 29 with Brand Strategy Consultant, Copywriter & Author Susan Gunelius

Susan Gunelius (@susangunelius) is a 20-year marketing veteran who has worked in corporate environments for some of the largest companies in the world. Today, she’s on the agency side as President & CEO of Keysplash Creative, which offers brand strategy consulting along with writing and all marketing communication services.
In addition, Susan has written 10 books not only on marketing, branding social media, and technology, but also on subjects like the marketing of Harry Potter. She now contributes her marketing expertise to sites like Forbes and is the Founder and Editor-in-Chief of Women On Business, an award-winning blog. Our conversation moves from working with clients to managing an agency of one and the habits required to author a book.
 
 
Show Notes & Links

Susan’s website describes her many offerings
Susan focuses on Marketing Strategy and Marketing Communications, was a Marketing major in college
Ad Agencies are crazy places
“There’s a gap in perception of what the designers are doing.” ← Click to tweet
“Tell me about your business” is the hardest question for clients to answer (and it’s not even a question!)
“Clients are so close their business they can’t get out of their own way” ← Click to tweet
Kick-ass Copywriting in Ten Easy Steps by Susan Gunelius
Talking animals in advertising. Why.
The Budweiser Frogs
Local business advertising. Oh boy.
“People are choosing something else if they’re not choosing your product. There is always competition.” ← Click to tweet



United We Brand by Mike Moser
Designing Brand Identity by Alina Wheeler


Interrogation tactics such as Good Cop/Bad Cop
David Ogilvy on selling fire extinguishers — ”When you advertise fire-extinguishers, open with the fire.”
“Don’t chase Google; build a business for the long-term.” ← Click to tweet
Price, Place, Promotion, Product — The Four P’s of Marketing
Some ads create the want, not the sale
Florida has better weather than New Jersey (but headlines like this are an everyday hazard.)
b5 Media — blog network
Susan writes for Forbes and Entrepreneur
WomenOnBusiness.com
Harry Potter: The Story of a Global Business Phenomenon by Susan Gunelius
Manager’s Schedule vs. Maker’s Schedule
Gantt Chart
Recurring Theme: Get rid of email
Freemium

Tools

Mac and a PC (sometimes a third Mac laptop)
All-in-one plus a B+W Laser Printer
Notebook
Trello
SproutSocial
HootSuite
Buffer

Techniques

To get clients to be honest about their brand/company 1.) play Devil’s Advocate; or 2.) circumvent the main question and ask unrelated questions.
Use questionnaires and forms for clients with tough communication skills
Use psychology to get at the heart of a brand
Use case studies and real world examples to hammer home your strategy
Write content to build credibility (via blogs or books)
Narrow your focus to one or two topics
“Chunking”, the process of planning your topics, especially chapters in books

Habits

Write a section a day, don’t worry about a whole book
Build uninterrupted chunks of time
Work all day on Saturday
Write stuff down to remember them