We’re excited to introduce you to the always interesting and insightful Scott Robertson, Apr. We hope you’ll enjoy our conversation with Scott below.

Scott, looking forward to hearing all of your stories today. How did you come up with the idea for your business?

In 2012, I had the idea for my company where I could take the very best of brand messaging, PR and content marketing and create non-invasive, relationship-building marketing programs where my clients could win and stay ahead of any privacy regulations by simply doing marketing the right way. I think all good business ideas come from a place where you look around and say, “wow, this should be SO much better!” I believe in a rare and different philosophy of marketing where customers aren’t called “conversions” or “targets” which is the same language the military uses before it blows the hell out of something. I think everything counts in brand management and you are only as good as the last thing you sent out or distributed in some way. That’s what makes it challenging. You can do it right for 60 years and blow the whole thing in a weekend. I never forget that and I bring that level of protection along with creativity to my clients’ programs. I start with empathy for the customer and we use the proven StoryBrand framework to clarify their message and make THEM the hero of the story. Brand storytelling is only compelling when we make it 100 percent about the customer’s hero journey. Many people just miss that today. I believe marketing/PR can and should be MUCH better than clients are settling for and I plan to show as many of them as I can how GREAT marketing can really be.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’ve always gone by the motto, “If you can, then you should.” I feel that I’ve done that with my business/brand. Entrepreneurs and small business owners are told marketing is something tactical that you do to boost sales when the truth is very different. Marketing requires a strategy and human thought to figure out how we’re going to put what we’re selling directly in the pathway of some customers who really need it. I start by clarifying the client’s message using the proven StoryBrand framework. Doing this gives me a 7 part BrandScript that I can use to create just about anything from a better website to PR materials and pitches. Without this step, there is little chance for success because the client is just talking about themselves and virtually no one will pay attention. Once the message is clear, it’s about creating a simple, clear plan to reach out to customers and follow the natural process of marketing from curiosity to enlightenment to commitment. Reaching that last stage is tricky because trust is at an all-time low right now. PR helps build credibility and of course, nothing helps build trust like successfully helping customers complete their hero journeys. I really don’t like to use advertising or invasive forms of marketing like telemarketing, SMS text messages because I don’t like it when these things are used on me and sometimes, they can kill a potential relationship. Why would we do that? When you’re ready for a better style of marketing that feels GREAT, that’s when you want to call me because I really understand what we’re trying to do. Not sure the rest really do.

What do you think helped you build your reputation within your market?

Integrity and honesty even when it’s hard. I’ve always tried to do what I say I’m going to do and deliver much more than any client expects. But when things go wrong, I own it and I make sure my clients know that our relationship can’t be too fragile to be honest with each other. I expect directness and honesty and I give it. If an idea is dumb, I say so (nicely) to make sure the brand doesn’t execute it and have dangerous problems. Sometimes, it’s really hard to tell the truth, but it’s always the right call no matter what happens.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Yes, my mentor Donald Miller has written books that changed my life and my business. I love Building a StoryBrand and that led me to really focus my business on creating powerful, clear brand messaging. And I love Business Made Simple because it shows all of the pieces of the business like parts of an airplane. I used to just worry about my engine (right engine of marketing) and left the rest. But I now understand that I’m responsible for all of it so I need to make the right referrals to fix other parts of the plane and keep the whole thing up in the air. That’s what doing the job right truly means.

Contact Info:

• Website: https://www.robertsoncomm.com
• Instagram: scottrobertsonapr
• Facebook: https://www.facebook.com/RobertsonComm
• Linkedin: https://linkedin.com/in/wscottrobertson
• Twitter: https://x.com/robertsoncomm
• Youtube: https://youtube.com/@robertsoncomm?si=MAbuNG-mt3hGTG6y

Image Credits

RobertsonComm