How Top Marketers Hack Influence with One Simple Equation

In this episode, we sit down with Chandler Lyles—entrepreneur, marketer, and co-founder of High Beam Marketing—to break down the real truths behind digital advertising, scaling businesses, and why most entrepreneurs waste their marketing budget. 💡 Learn how to actually create influence, why emotional resonance trumps flashy graphics, and how Chandler turned a failed restaurant into a powerhouse agency serving e-commerce brands. This is the marketing advice every small business owner wishes they had before burning their budget. We cover: Paid media vs. organic marketing When not to follow trends Creating emotion-driven ads that convert Why being “1 trend behind” is actually a smart move Building a brand that scales without wasting ad spend 👉 Whether you're a marketer, business owner, or aspiring founder, this episode is packed with practical insight and battle-tested strategies. 🎧 Subscribe for more interviews and tips for scaling your brand with clarity, creativity, and ROI. 00:00 – Why Emotion x Awareness = Influence 01:12 – Chandler’s background & the BBQ-to-marketing journey 07:03 – The Billboard Mistake: A $2,500 lesson in ROI 11:01 – Why Paid Media Outperforms for Small Businesses 16:08 – The Apple Ad Breakdown: Emotion > Logic 20:11 – How to Wake Up Customers from Autopilot 25:30 – Stop Overestimating New Trends (Clubhouse warning) 31:12 – Why You Should Be One Trend Behind 36:00 – The Marketing Flywheel for Long-Term Success 41:00 – Growth via Acquisition: The Smart (Measured) Way 46:10 – How to Win in a Down Market (Hint: Don't Pause Marketing) 50:30 – Getting Clear on What Problem You Solve 54:00 – Influencer Marketing, Old-School Radio, & Entertainment Value 58:59 – Chandler’s Final Advice for Business Owners Guest: Chandler Lyles, Co-Founder of High Beam Marketing Host: Brian Erickson Topics Discussed: Chandler’s crash course in marketing via restaurant failure How High Beam Marketing helps brands grow through paid media Real talk on failed billboard campaigns and emotional branding Why most people misunderstand the true purpose of marketing How to use other people’s markets and audiences to grow faster Navigating platforms like TikTok, Vine, and Clubhouse The surprising advantage of being one trend behind Chandler’s marketing pet peeves & the impact of cutting corners Tips for entrepreneurs on surviving & thriving through uncertainty 🔗 Connect with Chandler Lyles: LinkedIn: www.linkedin.com/in/chandlerlyles Website: highbeammarketing.com 💁🏼 Connect with Brian: LinkedIn: linkedin.com/u/bwerickson Instagram: instagram.com/cincybizpod/ TikTok: tiktok.com/@cincybizpod Facebook: facebook.com/people/Cincinnati-Business-Podcast/ Spotify: open.spotify.com/show/50kMVlyZokuoLwzE2fwAmt?si=pk87NyzsQJGY6iE7OKpzmQ #MarketingStrategy #DigitalMarketing #EntrepreneurLife #SmallBusinessTips #PaidMedia #AdBuying