Instead of Call-to-Action Do this Inside-Out vs. Outside-In Marketing

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.

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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

sixsecondsorless.com

Learn more about his marketing services at https://inn8ly.com/

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Key lessons from this conversation with James:

1. Empathy is the Core of Great Marketing

• Learning Point: Effective marketers must understand their audience’s emotions, struggles, and perspective

2. Marketing Should Be Outside-In, Not Inside-Out

• Learning Point: Focus on the customer’s needs, not your own accolades.

3. Websites Are for Confirmation, Not Just Conversion

• Learning Point: A visitor comes to confirm if you understand their problem—not to be sold instantly.

4. Replace 'Call to Action' with 'People Like You Pathways'

• Learning Point: Invite users into their own journey instead of shouting instructions

5. Design Websites Around Micro-Transactions

• Learning Point: Every click, visual, and copy element should build trust incrementally.

6. Your Hero Section Must Do Five Things in Six Seconds

• 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.

7. Testimonials and Credibility Should Be Visible Upfront

• Learning Point: Place a compelling testimonial or credibility bar near the top of the page.

8. SEO is Not Dead — It’s Misunderstood

• Learning Point: SEO helps you understand search intent more than rank your site.

9. Use AI to Build Customer Avatars and Journey Maps

• Learning Point: AI can help generate data-driven insights at a fraction of traditional research costs.

10. Measure What You Do — Or You’re Just Guessing

• Learning Point: Without strategy, planning, and measurement, marketing efforts collapse.

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Your Intended Message is the podcast about how you can boost your career and business success by honing your communication skills. We’ll examine the aspects of how we communicate one-to-one, one to few and one to many – plus that important conversation, one to self.

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.

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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.

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