Aaron Orendorff is the best B2B marketer I know, and it's not just because he's an elite writer (with a byline in the New York Times to show for it). It's also because he has a clear framework for what he's trying to accomplish in his messaging. That framework? Keeping customers from hell and taking them to heaven. He's thought about it in his posts as a marketing lead at Shopify Plus, Common Thread Collective, and now as the Head of Marketing at ReCart.
In this wide-ranging conversation, Aaron and Andrew catch up about what they're seeing across the current world of ecommerce, how to approach marketing messaging, the specifics of a good SMS strategy, and a bunch more.
EPISODE HIGHLIGHTS

[06:12] Working for Recart.
[09:33] Meeting Andrew.
[11:53] Upside to good writing.
[13:55] Writing for CTC, Havard Business Review, and other publications.
[20:27] Lesson from content commerce.
[24:33] Reason Born Primitive is successful.
[28:04] Aaron's framework as a marketer.
[33:01] Advertisers adopting Aaron's hell-to-heaven framework.
[38:44] Factors that determine success with SMS marketing.
[39:42] Conversational value of SMS.
[42:19] The primary purpose of SMS.
[43:32] Getting success in SMS.
[45:08] Do most brands push hard enough on SMS?
[48:04] SMS providers growth curve.
[49:46] The E-commerce Playbook's spot-on prediction.
[52:33] Problem in SMS.
[54:24] Aaron's Recart article.

Places to follow up with Aaron:
Aaron’s Recart Landing Page: recart.com/shopify-sms-app
Twitter: twitter.com/AaronOrendorff
Places to follow up with Andrew:
Twitter: @andrewjfaris
Email: podcast@ajfgrowth.com
Work with me: www.ajfgrowth.com
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means