112: Emotion, Connection, and Trust in Marketing with Aaron Hassen

In this episode, Dan dives deep into some of his favorite topics with seasoned marketing pro, thought leader, podcaster, and fellow denizen of the RISE Community, Aaron Hassen. An Air Force veteran with decades of corporate B2B sales and marketing experience, Aaron is the founder and Chief Marketer of AH Marketing, his consultancy focused on helping B2B clients multiply their annual growth. Never afraid to chase down a new idea or pursue a theory, Aaron’s bold stance on current marketing matters has led him to become “the founder’s best friend and secret weapon.” As a founder-turned-marketer, he knows what owners and founders need to market their businesses and stay connected to customers.

He and Dan explore some of that as they discuss how trust and emotion are absolutely necessary to make the kinds of connections that will shape the current and next generation of business. Listen to their conversation, and you will:

Discover the essential role of trust and connection in marketing for strengthening customer relationships.
Understand how to utilize personal branding to establish a formidable bond with your target audience.
Unearth the potential of communities in fostering trust and creating a solid connection with your customer base.
Recognize the impact of face-to-face interaction in building an authentic connection and lasting trust.
Learn the significance of aligning your brand values with consumers to reinforce your brand identity and build trust.

Notable Quotes:

“I learned from sales to listen and to really listen deeply with empathy and understanding.” (10:31), Aaron.
“Servant leaders and great entrepreneurs embody the same things.” – (13:17), Aaron.
“Sometimes we get behind these closed doors and we start to think selfishly and that’s the worst thing you can do in terms of acquiring customers in my view.” - (14:40), Aaron.
“Consumers have control of a brand’s reputation, and they have access to product information like they never have before.” – (16:55), Aaron.
“Personal brands help companies become more than a product or solution.” – (27:16), Aaron.
“People do not trust companies the way they used to.” (28:30), Aaron.
“Customers are looking for integrity that somebody is going to be consistent and reliable to their values, purpose, and vision.” – (32:03), Aaron.
“You’ve got to go through the process of understanding who you are and what your role and relevance is in the market.” – (33:17), Aaron.
“Different people will have different perspectives based on how they’re traversing different challenges at their company.” – (42:44), Aaron.
On AI. “How do I know this is a real person behind it, how do I know the information isn’t false.” – (44:45), Aaron.
“People are seeking human beings and they ‘re looking for solutions through trusted sources.” (45:38), Aaron.
“Relationships are built on trust and trusted relationships drive referrals.” – (54:31), Aaron.
“You can’t buy trust.” – (57:16), Dan.

About Dan Nestle

About Aaron Hassen

The key moments in this episode (as generated by my AI buddy, Capsho) are:

00:00:00 - Introduction,
00:02:10 - The Value of Deep Conversations,
00:06:17 - The Emotional Side of B2B Marketing,
00:09:00 - The Journey to Becoming a Marketer,
00:12:32 - Being a Servant Leader in Marketing,
00:17:19 - The Power of Community in Building Brands,
00:18:28 - The Importance of Being Human and Building Trust,
00:20:30 - Personal Branding for All, not Just Entrepreneurs,
00:21:59 - The Success of Personal Branding,
00:28:30 - Building Personal Brands to Go Beyond Products,
00:35:01 - The Importance of Brand Identity,
00:36:07 - The Danger of Losing Focus,
00:38:01 - Trust and Connection in Marketing,
00:40:03 - The Challenge of Writing Frequency,
00:41:48 - Trust and Connection as Megatrends,
00:51:54 - Importance of In-Person Communication,
00:52:47 - Pros and Cons of Different Communication Methods,
00:54:07 - Hotels as Meeting Spaces,
00:55:39 - Trust in Different Communication Channels,
01:02:05 - The Role of AI in Trust,
01:07:40 - The Value and Challenges of Having an Intern,
01:08:03 - Teaching Once and Letting Interns Progress,
01:08:29 - The Benefits of Having Highly Skilled Unpaid Workers,
01:09:02 - Using Freedom to Innovate,
01:09:41 - AI's Origin in Humanity and the Need for Improvement

Timestamped summary of this episode, also presented as generated by Capsho:

00:00:00 - Introduction,

Dan Nestle introduces the podcast and his guest, Aaron Hassen, who is a marketer and a contributing member of the Rise community. They discuss the importance of community and what makes a good community.

00:02:10 - The Value of Deep Conversations,

Dan and Aaron discuss the importance of deep conversations and the value they bring in contrast to short attention spans. They both appreciate the opportunity for meaningful discussions and learning in the podcast format.

00:06:17 - The Emotional Side of B2B Marketing,

Aaron shares his experience transitioning from the military to the corporate world and how it shaped his perspective on marketing. He emphasizes the emotional aspect of B2B marketing and the importance of trust, connection, and empathy in building relationships with customers.

00:09:00 - The Journey to Becoming a Marketer,

Aaron talks about his path from the military to starting his own business and eventually finding his passion for marketing. He highlights the lessons he learned from sales, such as the importance of listening deeply and understanding the emotional drivers behind purchasing decisions.

00:12:32 - Being a Servant Leader in Marketing,

Dan and Aaron discuss the qualities of a good marketer who approaches their role as a servant leader. They emphasize the importance of embodying the brand, leading with a clear vision, inspiring change, and prioritizing the needs of the customer over self-interest.

00:17:19 - The Power of Community in Building Brands,

Brands that facilitate communities are effective in connecting with customers and building trust. Live events and personal recommendations from trusted individuals are successful because people want to belong and connect.

00:18:28 - The Importance of Being Human and Building Trust,

In an environment where trust is lacking, it is important for brands to be more human, empathetic, and authentic. Personal branding allows marketing to connect with customers in a more personal way and build trust.

00:20:30 - Personal Branding for All, not Just Entrepreneurs,

Personal branding should not be limited to solopreneurs and entrepreneurs. Every executive and leader can benefit from developing their personal brand to survive in a changing industry and connect with customers.

00:21:59 - The Success of Personal Branding,

Personal branding works when it is based on authenticity, trust, and connecting with the customer's core issues. Building a personal brand that resonates with people can lead to business success.

00:28:30 - Building Personal Brands to Go Beyond Products,

Personal brands help companies become more than just a product or a logo. By connecting with people, sharing experiences, and developing emotions, brands can build trust and create a loyal customer base.

00:35:01 - The Importance of Brand Identity,

The conversation begins with a discussion about the significance of brand identity and how wrong positioning or a loss of values can lead to the downfall of a brand. The analogy is made that brands are like people and can also experience a loss of direction or values.

00:36:07 - The Danger of Losing Focus,

The conversation continues by highlighting the tendency for success to cause complacency and a loss of hunger, leading to a decline in quality. This phenomenon is compared to rock bands that lose their audience after deviating from their original sound and style.

00:38:01 - Trust and Connection in Marketing,

The conversation shifts to the importance of trust and connection in marketing. The guest emphasizes the need to build trust and establish genuine connections with customers rather than resorting to aggressive advertising or deception. The concept of personal branding and regular content creation is also discussed.

00:40:03 - The Challenge of Writing Frequency,

The host shares his struggle with writing frequency and the guest explains the benefits of regular content creation for developing thoughts and personal brand. The guest emphasizes the importance of learning from marketing experts and staying relevant in the industry.

00:41:48 - Trust and Connection as Megatrends,

The guest identifies trust and connection as megatrends in the B2B market. Nonlinear buyer journeys, dark social, and event-led marketing are all driven by the need for trust and connection. The guest highlights the impact of recent global events on the desire for interpersonal

00:51:54 - Importance of In-Person Communication,

In-person communication allows for both verbal and nonverbal cues, which are crucial for effective connection and understanding. Sangrim and GTM Partners are hosting road shows to facilitate face-to-face interactions and build relationships.

00:52:47 - Pros and Cons of Different Communication Methods,

Different communication methods have their own advantages and disadvantages. While in-person interaction is unparalleled, verbal conversations over the phone can be more focused. Each type of communication serves a purpose and has its place.

00:54:07 - Hotels as Meeting Spaces,

With the shift to remote work, companies have closed their offices, leading to a need for temporary meeting spaces. Hotels are investing in meeting spaces to accommodate these needs and capitalize on the demand for in-person collaboration and events.

00:55:39 - Trust in Different Communication Channels,

Content marketing has emerged as a highly trusted channel, surprising many. Live events can also be considered a form of content marketing, especially when combined with lead generation mechanisms. Trust is crucial in building relationships and driving referrals.

01:02:05 - The Role of AI in Trust,

AI has the potential to automate tasks and improve efficiency. However, human connection and personal branding remain essential. People want to connect with creators on a personal level, share experiences, and feel a sense of empathy, which AI cannot replicate. Differentiating through humanity is key.

01:07:40 - The Value and Challenges of Having an Intern,

Interns are a double-edged sword. While they help with grunt work, they also require teaching and supervision. This extra work is worth it because it allows you to educate and start someone off on their career.

01:08:03 - Teaching Once and Letting Interns Progress,

The goal is to teach an intern once and then let them move forward and improve on their own. This allows you to focus on what the intern can do next and frees you up to do other work.

01:08:29 - The Benefits of Having Highly Skilled Unpaid Workers,

Having an intern who continually improves and becomes highly skilled can be valuable, even if they are unpaid. This allows you to delegate tasks and frees up your time for more important work.

01:09:02 - Using Freedom to Innovate,

The freedom that comes from having an intern can allow you to innovate and find new ways to improve your work. It's important to take advantage of this freedom and constantly look for new opportunities.

01:09:41 - AI's Origin in Humanity and the Need for Improvement,

The intelligence of AI originates from humans, so it's important to address issues of bias, racism, and how we treat each other. We have the opportunity to improve and use AI to our advantage, but it starts with improving ourselves and our values.

*Notes were created by humans, with help from Capsho, my preferred AI show notes assistant.

112: Emotion, Connection, and Trust in Marketing with Aaron Hassen

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