In this second part of our interview with Doug Lawson, we delve deeper into his unique approach to content marketing and explore how his experience as a deaf person has shaped his exceptional marketing abilities. Doug explains his philosophy on creating targeted B2B content versus viral B2C content, emphasizing that successful marketing doesn’t require massive reach but rather connecting with the right decision-makers who need your services. He shares how his content strategy focuses on reaching approximately 50 specific potential clients annually rather than chasing algorithm-friendly viral moments.
Keywords
- Targeted B2B Content
- Content Strategy
- Algorithm-Resistant Content
- Decision Maker Marketing
- Human Behavior Patterns
- Conversation Control
- AI Accessibility
- Deaf Experience
- Lip Reading Skills
- Marketing Psychology
- ICP Targeting
- Google Meet Captions
- AI Transcription
- Communication Patterns
- Human Predictability
- Context Understanding
- Sales Call Strategy
- Virtual Communication
- Content Personalization
- Marketing Accessibility
Key Takeaways
Unique Marketing Perspective
- Developed ability to control conversations as a survival mechanism growing up deaf
- Learned to understand human behavior patterns and predict responses
- Applied pattern recognition skills to marketing strategy
- Creates content for specific decision-makers rather than mass audiences
- Focuses on solving specific problems rather than creating emotional viral content
- Maintains that B2B content doesn’t need to be boring, just targeted
- Values reaching 50 right people over impressing millions of wrong ones
- Understands that quality impressions matter more than quantity
AI as Accessibility Tool
- Credits AI-powered captioning as a career-transforming technology
- Previously limited to email-based selling before video call captioning
- Used Google Meet captioning to enable live sales calls during COVID
- Increased prices significantly after gaining ability to conduct sales calls
- Uses AI transcription to analyze and improve sales techniques
- Values tools that provide “invisible” accessibility rather than making deafness obvious
- Leverages note-taking AI to capture and process conversation information
- Combines captioning technologies with other AI tools for comprehensive workflo
Content Creation Strategy
- Recommends interviewing yourself to capture authentic voice for AI writing
- Uses personal transcripts to train AI on individual speaking patterns
- Believes most algorithm-friendly content is B2C emotional storytelling
- Argues B2B clients often don’t have or want to share viral-worthy personal stories
- Focuses on specific business problems and solutions for targeted audience
- Aims content at busy decision-makers who rarely engage with posts
- Calculates that from 100 impressions, only 20 might be actual decision-makers
- Maintains that impression metrics are misleading when targeting specific audiences
Personal Experience Insights
- Survived K-12 and college education without interpreters or note-takers
- Developed exceptional lip reading skills through context understanding
- Learned to guide conversations to maintain predictability and control
- Studies human behavior to anticipate responses and control interactions
- Values AI’s role in creating more inclusive business environments
- Appreciates how technology has evolved to provide seamless accessibility
- Previously limited to lower-ticket services due to communication barriers
- Transformed business model after gaining access to video call captioning
Links
https://www.linkedin.com/in/doug-lawson-marketing/
https://www.douglawsonmarketing.com/
