Episode 260 (James is based in California)
In this conversation with James Hipkin we explore:
The difference between inside-out and outside-in marketing—and why it matters.
Why empathy is a marketer’s most powerful asset.
How to design a website that confirms, not converts.
The fatal flaw in “call to action” and what to say instead.
How to create “people like you” pathways for segmented audiences.
The power of micro-transactions to build trust and drive decisions.
The six elements your homepage must deliver in under six seconds.
How to leverage testimonials and trust signals effectively.
The real value of SEO: understanding search intent.
How AI can build customer avatars and journey maps affordably.
Why many marketing efforts fail due to lack of clear strategy and measurement.
-----
About out guest, James Hipkin:
James has worked in marketing and advertising for over 40 years. His clients included Sprint, Apple, Nestle, Toyota and Wells Fargo online bank.
Since 2010 James has helped his client build business with digital marketing. He's the author of "Journey to Success: Digital Marketing for Small Business Owners"
You can take arrange for your website audit at
Learn more about his marketing services at https://inn8ly.com/
-----
Key lessons from this conversation with James:
Learning Point: Effective marketers must understand their audience’s emotions, struggles, and perspective
Learning Point: Focus on the customer’s needs, not your own accolades.
Learning Point: A visitor comes to confirm if you understand their problem—not to be sold instantly.
Learning Point: Invite users into their own journey instead of shouting instructions
Learning Point: Every click, visual, and copy element should build trust incrementally.
Learning Point: In 6 seconds or less, your website must confirm identity, state benefit, show credibility, offer clear navigation, and deliver easy-to-consume content.
Learning Point: Place a compelling testimonial or credibility bar near the top of the page.
Learning Point: SEO helps you understand search intent more than rank your site.
Learning Point: AI can help generate data-driven insights at a fraction of traditional research costs.
Learning Point: Without strategy, planning, and measurement, marketing efforts collapse.
-----
----more----
In these interviews we will explore presentation skills, public speaking, conversation, persuasion, negotiation, sales conversations, marketing, team meetings, social media, branding, self talk and more.
Your host is George Torok
George is a specialist in communication skills. Especially presentation. He’s fascinated by the links between communication and influencing behaviors. He delivers training and coaching programs to help leaders and promising professionals deliver the intended message for greater success.
Connect with George
www.SpeechCoachforExecutives.com
https://www.linkedin.com/in/georgetorokpresentations/
https://www.youtube.com/user/presentationskills
https://www.instagram.com/georgetorok/
Charisma, Connection & Credibility: Roz Usheroff
Fear, AI & Leadership: How to Stay Human in a Digital World
The Truth About Exec
A Better Way to Drive Change: Jeff Wetherhold
Why Top-Down Change Fails and how leaders can fix it
How to lead change without
Five Roles Every High-Perfroming Team Need: Mark Murphy
Don't force teamwork, harness your team's superpowers
Great teams don't need to
Catch People Doing Things Right: Lessons from Ken Blanchard’s Editor Martha Lawrence
Praise in Public, Criticize in Private
Leadership Lessons with Martha Lawrence
E
Your Intended Message: Transform your communication skills and business results
