The Dark Horse Effect: How to Create a Brand That Buries Your Competitors Alive

<p></p><p><strong>This episode is brought to you by these brands</strong>, allowing me to ditch my starving artist act and finally make a living doing what I love (<em>without</em> selling my soul):</p><p>→ <a href="https://www.godtierads.com/framework/"><strong>God Tier Ads</strong></a><strong>:</strong> the only Google Ads training that's up-to-date and actionable af (created by my friend Ed Leake). Get <em>$50 off</em> with the code "<em>BONJOUR-BONJOUR</em>" → <a href="https://www.godtierads.com/framework/">godtierads.com/framework/</a><br>→ <a href="https://bit.ly/Riverside_BONJOUR"><strong>Riverside.FM</strong></a>: I rely on Riverside.FM for all interviews (no more Skype and asking guests to send me their audio... ). Save 20% on any plan with code "<em>BONJOUR</em>". → <a href="https://bit.ly/Riverside_BONJOUR">https://bit.ly/Riverside_BONJOUR</a></p><p>***</p><br>In 2023 a weary customer goes missing in the thickly wooded forest of deceased, indistinguishable marketing agencies. All that can be found are decrepit and horrifying websites with ghastly logos, zombified PPC, and the rotting smell of putrid SEO.<p>In today's horror story, there are no safe spaces in the light; instead, we must summon the Dark Horse and ride into the darkness. Cover your eyes as we speak with John Keating and Jennifer Sloan on how polarizing your brand and slashing away the status quo can lead to spine-chilling marketing that buries your competition alive.</p><p><br><strong>Topics Covered:</strong><br></p><ul> <li>(00:00) - S3005-Jennifer and John</li> <li>(03:36) - Why are most agencies so fucking boring?</li> <li>(07:29) - What the previous website looked like</li> <li>(10:35) - How market research was done</li> <li>(15:56) - Internal pushback</li> <li>(19:04) - Batman inspiration</li> <li>(22:34) - Anti-hero approach</li> <li>(25:14) - How did John get Jennifer on board?</li> <li>(29:53) - How was the new narrative created?</li> <li>(36:55) - Getting negative feedback on LinkedIn from a client</li> <li>(41:36) - Dir