Welcome to another episode of 3-Minute Marketing, where we interview the world's top growth marketing leaders and distill their knowledge into three-minute blocks of genius for your listening pleasure. Today's guest is Eric Carlson, Co-Founder and CEO of SweatPants Agency, a growth marketing firm that does paid media, CRO, email, and copywriting for subscription and e-commerce businesses. Eric is a good friend of mine and an expert marketer. Whether it's Facebook Ads, TikTok, YouTube, or any other platform, Eric always seems to have the answers. So my question for him is, "What are the 5 traits of a highly skilled and unstoppable marketer?". Show notes: Think of marketing and sales in terms of conventional and unconventional thinking. Conventional thinking lowers your risk and involves looking at what other players in the industry are doing (how their websites are set up, how their ads look, etc.). Unconventional thinking is what actually gives you an alpha. In marketing, there are a lot of things that are unconventional but actually work, such as adding steps and micro-commitments. There are a lot of people who conventionally think sales is about manipulating people or getting the deal done, but the truth is that it's about finding the right fit and being authentic. If you're authentic in sales, you're going to close more. You have to make a decision regarding conventional or unconventional thinking based on where you are in terms of risk tolerance. Your best sales emails could be the ones that get the highest unsubscribe rate. The 2008 Obama campaign had a goal of a certain unsubscribe rate. The goal of double opt-ins is to increase email engagement and manage your reputation, but there are other ways to increase engagement upfront and get rid of the people who aren't engaging. Double opt-ins could mean throwing away leads because users have to go to their inbox and verify that they want the email.

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