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The Conscious Marketer


Sep 23, 2021

Garrett Adkins joins the podcast today to talk about how creatives can increase impact and income. He’s the founder of Impact Agency, based in his home state of West Virginia.

He shares that a primary goal is to uncover what makes brands special self-development and ecommerce. “We are dedicated to helping businesses spread their unique stories and opportunities to the billions who are plugged in online.” The agency focuses on businesses in the environmentalism, self-development and ecommerce segments.

Community has always been important to Garrett. He shares a strategy that anyone can implement today to grow a community of others who can help you reach more people. Be open to co-creating and unique partnerships to expand your reach.

What is a hook (sometimes called hook points) and how do you create them?

In today’s marketing world, it’s critical that you get the attention of your audience. Often, you only have a few seconds to engage with your target audience.

Here are a few ways to create a hook:

  • Focus on something specific (use a statistic, or bold fact)
  • Meet them where they are to make an emotional impact
  • Make it personal
  • Frame it in a positive way (make the audience feel like they can win)

Garrett shares several examples of hooks and stories that have worked well.

One of the is the True Earth Laundry Eco-Strips

“Eliminate one billion plastic jugs (you read that right!), saving 700 million from going to landfills.”

Ecommerce brands are part of the agency’s focus. Garrett shares the process they use with clients to help them tell their story. This is something you can do too. Test with social media to find what entices people to “stop the scroll” and then implement paid media when you know what’s working.

What’s working now:

  • User generated content (think selfie style videos)
  • Share the values as part of the story (inform and educate)
  • Develop text over video focused on who the brand is (the story behind the story)

Value your story. This is not just feel-good advice. It’s key to helping others connect with you, your brand and your products or services. Hear how Garrett and Richard discuss the way this can show up in campaigns.

How can we reach more people?

Garrett breaks down some of the strategies that they use. Understanding how to leverage connections is one piece. Another is using paid marketing when you have identified a message that’s working.

Don’t underestimate the 1000 true fans! They will help create the wave to help you reach more people.

Virality isn’t always the answer. Getting 5-7 people who believe what you believe can help you create a ripple of engagement.

The story, the business structure and doing good work have to be solid. Millions of followers won’t translate to revenue if the other parts of your business aren’t prepared.

How can we have fun with it?

Wrapping up Richard and Garrett talk about why doing work you love is so important. They also talk about the future of marketing. Kylie reminds us that good messaging is always going to win the day. Making deeper connections will continue to be the standard brands of all types are looking to create.

Connect with Garrett:

Impact Agency Website 

Resources Mentioned:

1000 True Fans by Kevin Kelly

 Hook Point: How to Stand Out in a 3-Second World

Winning the Story Wars: Why Those Who Tell (and Live) the Best Stories Will Rule the Future