More Than A Few Words

Sometimes the best way to explain marketing is with a good story. In this episode, I chatted with Ryan Ross, head of marketing at BrokersBloc and author of the novel Benefits with Friends. The book follows a very unlikely hero, Al Dente, a pasta manufacturer who suddenly inherits his father’s benefits brokerage. As Al tries to figure out how to grow the business, he learns some very real marketing lessons along the way. Ryan wrapped those lessons in humor, food puns, and a cast of memorable characters, but the marketing advice is solid and surprisingly practical. Here are a few ideas that really stuck with me. • Pick a niche before you pick a tactic Al starts with nearly a hundred clients but no clear direction. His mentor pushes him to choose a specific audience instead of trying to serve everyone. Because of his background, he understands manufacturing. Once he focuses there, everything else becomes easier. The message is clearer, the prospects make sense, and the marketing finally has direction. • Borrow c