The Salesperson in A Marketers Clothes - Will Aitken, Head of Social, Lavender
Summary:
Will Aitken is the head of all things Social Marketing/Content at Lavender and is one of the most creative content creators on Linkedin today. He boasts over 40,000 followers to his Linkedin pages and his content to viewed or shared by millions of people per year.
This episode we talk about Will's journey from top sales rep to content marketer and what he's learned along the way. Will has a really unique framework to posting content on LinkedIN and stopping the scroll. He thinks about being helpful, being relatable, and being motivational. He'll also talk about what he's learned studying some of the best content creators.
We also get into how you can tap into being relatable over cold email outreach. Cold email outreach can work but you have to look and feel like a human. Will goes into a framework to do just that. This episode is for anyone that's trying to feel less buttoned up but while still being someone worth talking to. We even get into a hot debate happening around cold email outreach and why Will jumps into a freezing cold lake to make content.
Key Moments:
4:40 - Will's answer to what it means To Sell By Being Human - showing up as you.
8:30 - Will's journey from top salesperson to top marketing person
10:24 - Will's video: If all departments got treated like sales
13:00 - getting people to reach answers themselves without telling them.
17:10 - Will's framework when he thinks about creating Linkedin content
20:50 -Will's Ice Lake video
23:46 - How AI can augment what sellers do, not replace them
26:03 - Pretend personalization in cold email - hot debate!
32:10 - Will's formula for a great cold email - in a human way - Re-thinking personalization at scale
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Stories of Selling Human, Jaclyn Fidler, New York Seller, Creativity, Empathy, Leadership, Sales, Alex Smith, A, B, C, D, E, F, G, H, I, J, K, L, M, N, O , P, Q, R, S, T, U, V, W, X, Y, Z
