The Individualization Obsession of Mike Giles
The Individualization Obsession of Mike Giles
Nate speaks to Mike Giles of The Prospecting Wizard, who shares our obsession with injecting humanity into business. Pull up a chair and have a listen to find out where Mike has successfully added crazy levels of individualization to his marketing efforts and what he’s working on next.
Highlights:
- Started as an area manager for a German supermarket chain – after a profiling tool told him he would make a good manager …a Royal Mail (UK version of our Post Office).
- Turns out, that wasn’t his forte. At all.
- Joined a small company which became the fastest growing franchise in the UK
- Learned “American style” marketing – through playing around with more creative strategies, measuring what worked and what didn’t.
- After leaving that business, transitioned to applying his hard earned marketing chops full time with The Prospecting Wizard, intentionally keeping a tight focus on their human style strategies.
- Worst advice: Go and become a manager at the post office, courtesy of extensive psychometric testing.
- Better advice: Sometimes even seemingly good authoritative advice isn’t going to work for you. Nobody knows more than you do what you’re interested in.
- Spending the first 5 years after school “learning what I wasn’t very good at.”
- Best advice: Focus on one thing and do it really well.
- Boring-in-a-really-good-way advice: A mechanical approach to business – create systems, put it on paper, and delegate.
- In his business, the creative part happens at the top when a new client comes on board. Once that’s done, you apply the appropriate systems.
- The big trick: How do you create a system for, replicate, and scale extremely individualized outreach?
- Putting yourself in the shoes of the recipient: does this message feel like a real 1:1 email? Does it feel like you’ll be engaging with the sender on a human level?
- Mike’s current big project: Genuine / personalized video messages. Scaling personalized video marketing.
