The best social sharing snippet from this interview… “Well it [marketing] certainly changed a lot. I first thought it was hype and deception and used car salesmen, infomercials, things like that, shouting on social media. But after I really dug into it, I realized that it was really just helping people get what they already want. And when I started looking at it that way, it really changed my perspective on it. And it made it something that I actually, I never thought I would, but I actually enjoyed doing.”
In this episode, I chat with Billy Broas, author of Simple Marketing for Smart People. We discuss the common mistakes business owners make in marketing and how to focus on high-leverage activities, like developing a strong core message. You will want to tune in to hear Billy’s perspective on how an argument-based approach to content marketing can transform your strategy.
Resources
Billy’s website
The book… Simple Marketing for Smart People
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“Now you want to get to the next level and you’re asking the question we’ve all asked, how do I reach more customers Dread hits your stomach. As you arrive at the answer, I have to do marketing. You’ve come to the right place.” – Billy Broas, Simple Marketing for Smart People
In today’s conversation, I had the pleasure of speaking with Billy Broas, author of Simple Marketing for Smart People. If you’ve ever felt overwhelmed by marketing or stuck in the endless cycle of trying the next shiny tactic, this episode is for you.
Marketing: It’s Not What You Think
When most people think of marketing, they imagine flashy ads, social media influencers, or even those infamous used car salesmen. Like many, Billy initially thought marketing was all about hype and deception. But after diving deeper, he realized that true marketing is simply about helping people get what they already want.
This shift in perspective can be a game-changer for any business owner. Marketing doesn’t have to feel sleazy or manipulative; when done right, it’s about educating your audience and guiding them to the best solution—whether that’s with you or someone else.
The Biggest Mistake in Marketing
One of the most common mistakes people make when they start thinking about marketing is getting lost in the “low-leverage” activities. We’re talking about things like tweaking your social media profile or obsessing over website design. While these tasks may feel productive, they often don’t move the needle when it comes to results.
Instead, Billy recommends focusing on the fundamentals. “The things that really do move the needle,” he says, “are much older in their nature.” It’s about getting the core principles right, rather than chasing the latest marketing trends or shiny tactics.
The Ladder of Importance: Shifting Your Focus
One concept Billy introduced is the Ladder of Importance. It’s an exercise designed to help you focus on what truly matters in your marketing. Oftentimes, we fixate on details that feel important but don’t lead to significant results. Take Billy’s example from his beer brewing days: new brewers would often ask highly specific questions about yeast, diving into minute details that, while interesting, wouldn’t actually help them brew better beer. What they really needed to focus on were the basics, like cleaning and sanitizing their equipment.
This same principle applies to marketing. You may be focusing on the wrong “rungs” of the ladder, and Billy’s method helps you prioritize what’s actually going to get you results.
Why You Need an Argument-Based Approach
Billy also emphasizes the importance of moving away from a “topic-based” approach to content marketing. Many experts fall into the trap of focusing on how-to guides, diving deep into technical details that their audience might not be ready for.
Instead, Billy suggests taking an argument-based approach. This means making a clear argument and guiding your audience to understand why your solution is best for them. Only once they’ve bought into your argument should you move into the detailed how-to information. This way, your content resonates more deeply, and your audience feels more connected to your message.
The Importance of Core Messaging
One of the key takeaways from our conversation was the emphasis on core messaging. Too many businesses jump straight into the tactics—running ads, posting on social media, starting a blog—without first developing a clear, consistent message.
But without a strong core message, your marketing efforts won’t stick. Your audience needs to understand who you are, what you stand for, and why you’re the solution to their problem before they can take the next step with you. “If you don’t get that in place,” Billy says, “it really doesn’t matter how good you are at Pinterest or YouTube or any of these platforms; that message just isn’t going to resonate like it could.”
How This Applies to Your Business
As small business owners, it’s easy to get distracted by the latest marketing trends or feel like you need to be everywhere at once. But the truth is, none of those things matter if your core message isn’t clear and compelling.
So, before you jump into your next marketing campaign or tweak your website, take a step back. Ask yourself: What is my core message? And is it being communicated in a way that educates, inspires, and connects with my audience?
Because once you get that right, everything else—whether it’s social media, email marketing, or even running ads—will fall into place.
Final Thoughts
Billy’s book, Simple Marketing for Smart People, is a must-read for anyone who wants to build a marketing strategy that works. It’s packed with actionable insights and exercises that will help you rethink your approach to marketing and start focusing on what really matters.
You can learn more about Billy and grab a copy of the book at simplemarketingbook.com. Trust me, it’s worth the read!
