Aaron Orendorff Is Saving Customers From Hell

Aaron Orendorff is the best B2B marketer I know, and it's not just because he's an elite writer (with a byline in the New York Times to show for it). It's also because he has a clear framework for what he's trying to accomplish in his messaging. That framework? Keeping customers from hell and taking them to heaven. He's thought about it in his posts as a marketing lead at Shopify Plus, Common Thread Collective, and now as the Head of Marketing at ReCart. In this wide-ranging conversation, Aaron and Andrew catch up about what they're seeing across the current world of ecommerce, how to approach marketing messaging, the specifics of a good SMS strategy, and a bunch more. EPISODE HIGHLIGHTS [06:12] Working for Recart. [09:33] Meeting Andrew. [11:53] Upside to good writing. [13:55] Writing for CTC, Havard Business Review, and other publications. [20:27] Lesson from content commerce. [24:33] Reason Born Primitive is successful. [28:04] Aaron's framework as a marketer. [33:01] Advertisers adopting Aaron's hell-to-heaven framework. [38:44] Factors that determine success with SMS marketing. [39:42] Conversational value of SMS. [42:19] The primary purpose of SMS. [43:32] Getting success in SMS. [45:08] Do most brands push hard enough on SMS? [48:04] SMS providers growth curve. [49:46] The E-commerce Playbook's spot-on prediction. [52:33] Problem in SMS. [54:24] Aaron's Recart article. Places to follow up with Aaron: Aaron’s Recart Landing Page: recart.com/shopify-sms-app Twitter: twitter.com/AaronOrendorff Places to follow up with Andrew: Twitter: @andrewjfaris Email: [email protected] Work with me: www.ajfgrowth.com Music Intro: "Tell Me Mama" by The Devious Means Music Outro: "Rusty Little Scissors" by The Devious Means