Mad Marketing #9: Underwear in my Fanmail, Branding, and More!

by Marcus Sheridan


As my daughter was rummaging through the mail this week, she happened to stumble upon a package that ended up having a pair of Bentley’s Underwear in it, a gift from the company’s founder, who just so happens to be a TSL fan and reader. Needless to say, her reaction was worth the price of admission. :-)

Anyway, that story plus many of your awesome questions (shown below) are the subjects of this episode of the Mad Marketing Podcast.

I hope you enjoy everyone and as always, if you have any questions or comments, don’t hesitate to leave them below or content me directly!


Hey Marcus,

The biggest struggle with inbound and content marketing on my end is simply creating the content. I’m the marketing guy for a law firm and can’t just publish blogs anytime I want. Normally I need the attorneys to do most of the writing, which is pulling teeth in and of itself, but for the times I actually can write my own content, I need to make sure the info is vetted by the attorneys before it’s published (Bar Association regulations and all that.) We’re working on a system but it’s slow. Aside from that I’m working on keyword research and trying to think outside the box for keywords to target, but again, it’s a struggle sometimes.

I loved your presentation at inbound 2012 and you really fired me up to kickstart my own marketing career. As a young guy right out of college I still don’t have a clue what I want to do with my life but you really got me excited to get more into inbound marketing, so thank you for that.




Hi Marcus, long time no chat. Excuse the ignorance, but what is an exact match domain?

-Wade in Australia

Hey Marcus,


Thanks for sharing your insights. Here’s my biggest struggle:

I’ve got a WordPress site, LinkedIn and Facebook pages. Now what? Where do I start to get inbound sales for a software services (ie, mobile app) business? I’d like to put a process in place that can bring in new customers on a regular basis. Has anybody come up with straight-forward instructions that gives me the information I need to put a full inbound marketing process/system in place? (Maybe it’s in your book?)

Lemme know. Thanks!

Jason in Colorado


Hey Marcus,

I listed to a podcast this morning in which you were being interviewed and it prompted me to download your e-book which I am looking forward to reading.

so here’s my question:

Do you believe that for content marketing to work that the company you are representing needs to have a clear brand identity? And if yes, why?

I have a POV on this and I would be interested to hear yours. I work for an agency that doesn’t really have a clear defined identity and I find creating content a struggle. I believe that it’s imperative for a brand to have a clear identity and it’s this that will fuel how you present yourself to the world. Without it, content is confused.

I look forward to hearing from you.

Anna in the UK

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{ 10 comments… read them below or add one }

Rob Skidmore October 8, 2012 at 3:45 pm

Geno Smith is not human. :-)


Rob Skidmore October 8, 2012 at 3:56 pm

Also, some of the comments from CMWorld are pretty funny. Loved your keynote. Energy was awesome.

If you and Gary V. every speak at the same conference the world might explode.


Marcus Sheridan October 10, 2012 at 12:25 pm

Thanks Rob, you rock brother :-)


Anton Koekemoer October 9, 2012 at 4:33 am

Hi Marcus,

Great post – Produced quite a LOL moment, especially considering the topic of the post. Thanks for sharing.


Marcus Sheridan October 10, 2012 at 12:23 pm

Hahaha, thanks buddy ;-)


Wade Balsdon October 11, 2012 at 10:08 am

Hey Marcus, thanks for the mention. Just a correction if I may? I live in South Africa :-)


Marcus Sheridan October 11, 2012 at 9:09 pm

Boy did I jack that one up Wade!! :-)


Wade Balsdon October 12, 2012 at 1:40 am

No biggie Marcus, now you know :-)


Don Stanley October 11, 2012 at 3:05 pm

Congrats on the new Lion Den for work! Very, very cool to have your own territory for roaring away ;-)

Thanks for sharing your “negative comment” feedback from CMW. Too often I think folks worry too much about resonating with EVERYONE rather than their core audience.

I received a tip from my friend John Morgan who said to think 20-60-20. 20% of people will love you and your stuff, 60% won’t care and 20% will dislike/hate your style. So, where should you focus for maximum results? Is it worth convincing haters? Not in my opinion. Focus on the folks who love you and will amplify your message and maybe a bit of the 60%, but only a small bit. Because after all, you have to remember the Pareto Principle … 20% of your audience will product at least 80% of your results so focus on serving them with great content and service. It’s about results in the end isn’t it?

And quick question … you able to reveal your podcast start up tips? Would love to hear how you are set up.


Marcus Sheridan October 11, 2012 at 9:07 pm

That is a good question buddy…but I have no magic ;-) I’ll make sure to at least address part of it in the next episode.

Can’t thank you enough for all the support brother :)



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