Mastering Business Growth: Insights from Cody Sanchez on Marketing, Storytelling, and Building Remarkable Brands

In today's rapidly evolving business landscape, entrepreneurs and marketers are constantly seeking new ways to stand out and drive growth. Cody Sanchez, founder of Contrarian Thinking and a renowned creator, investor, and entrepreneur, recently shared her insights on building successful businesses and creating compelling content in an interview with Kip Bodnar, CMO of HubSpot, on the Marketing Against the Grain podcast.

The Hidden Traits of Great Businesses

When asked about the hidden traits of great businesses, Sanchez emphasized the importance of longevity and necessity over novelty. She stated, "A great business is one that it doesn't matter if there's a recession, it doesn't matter if the market's up or down... When your toilet breaks, you're going to call that plumber regardless of if there's a recession."

Sanchez believes that focusing on essential services and industries that have stood the test of time is a more reliable path to success than chasing the latest trends. She summarized this philosophy with the phrase "need over new," highlighting the value of businesses that fulfill ongoing, fundamental needs in society.

Making Boring Businesses Sexy

One of the challenges in traditional industries is attracting talent and customers in a world that often glamorizes more exciting, tech-driven sectors. Sanchez argues that this presents an opportunity for savvy entrepreneurs and marketers to differentiate themselves by injecting creativity and personality into otherwise mundane services.

She shared an example of how her team transformed the standard pool cleaning service card into a series of humorous postcards, turning a routine interaction into a memorable brand touchpoint. This approach not only delighted customers but also made the job more enjoyable for employees, improving both customer retention and staff morale.

The Power of Storytelling in Business

As a former journalist, Sanchez understands the importance of storytelling in marketing and business growth. She discussed the current media landscape, noting the challenges of traditional advertising-based models and the shift towards owned media and product-driven content strategies.

Sanchez emphasized the need for businesses to create "magic moments" - memorable experiences that stand out in customers' minds. She referenced Walt Disney's attention to detail, such as ensuring animatronic birds appeared to breathe, stating, "People notice perfect."

Overcoming the "Boring Business" Excuse

For entrepreneurs who believe their businesses are too boring to build an audience or tell compelling stories, Sanchez offers this advice:

1. Look for magic moments in every business
2. Focus on creating perfect, memorable experiences
3. Emphasize human connections and empathy in customer interactions
4. Take risks and be willing to be slightly "cringe-worthy" in marketing efforts

She summarized this approach with one of her company's core culture codes: "Better to be wrong than to be boring."

Common Business Pitfalls to Avoid

Sanchez highlighted several common mistakes she sees businesses making, particularly in marketing:

1. Making unrealistic promises or oversimplifying complex processes
2. Being too risk-averse in marketing efforts
3. Relying on lazy, copycat strategies
4. Overusing stock photography and generic imagery

She encourages businesses to take calculated risks, be authentic, and prioritize originality over playing it safe.

The Importance of Pushing Boundaries

Sanchez believes that to truly stand out, businesses must be willing to test the limits of what's acceptable in their marketing and branding efforts. She argues that understanding where the line of "cringe" is helps marketers find the sweet spot that resonates with their audience without crossing into off-putting territory.

Embracing Criticism and Feedback

When it comes to receiving criticism or negative feedback, Sanchez advises entrepreneurs to use it as a learning opportunity. She notes that the worst reaction an audience can have is indifference - strong reactions, whether positive or negative, indicate that your message is resonating on some level.

Key Takeaways for Business Growth and Marketing Success

1. Focus on building businesses that fulfill essential, long-term needs
2. Inject creativity and personality into traditional industries to stand out
3. Create memorable "magic moments" for customers
4. Be willing to take risks and push boundaries in marketing efforts
5. Prioritize authenticity and originality over playing it safe
6. Use criticism and feedback as opportunities for growth and improvement
7. Remember that indifference is worse than negative reactions - aim to evoke strong responses

By applying these insights from Cody Sanchez, entrepreneurs and marketers can develop more resilient, memorable, and successful businesses. The key is to focus on creating value, embracing creativity, and being willing to stand out in a crowded marketplace. Whether you're running a "boring" traditional business or a cutting-edge startup, these principles can help you build a brand that resonates with customers and drives long-term growth.

Article created from: https://www.youtube.com/watch?v=p7D6AVstS_M