EP323 - The Double-Edged Sword of Building Your Brand ft Dii Pooler
Host Anu interviews digital marketing executive Dii Pooler (11+ years experience) about the dark side of personal branding in PPC. Dii shares a vulnerable story about a corporate client consultation where she was put on the spot with complex YouTube and CTV questions outside her speciality area of paid search and lead generation.
Despite her expertise, not having an immediate, polished answer shifted the room's energy, leading to passive-aggressive comments and microaggressions. The episode examines how building a strong personal brand can lead to unrealistic expectations and pressure to be perfect in every situation.
- Building authority creates higher expectations that aren't always realistic
- "The criticism will shake the leaves, but it won't shake the roots" - Anchor your brand in purpose, values, and truth, not just money
- Be extremely intentional about client types and industries you specialise in
- Remember, consultations are two-way interviews - you're evaluating them too
For Freelancers/Agency Owners: Choose your environment wisely - with growth-minded people, owning mistakes leads to evolution; with accountability-avoidant people, honesty makes you the villain
For Managers: Ask "What happens when this person makes a mistake?" Respond with compassion and growth opportunities, not blame
- Don't resort all ad copy to AI - keep human language and connection
- Don't replace PPC specialists with AI audits - human insight remains crucial for changing market conditions
The PPC community talks about mistakes but often lacks compassion - we need more understanding and guidance, less snark and memes
Key TakeawaysPersonal Branding Reality CheckManaging MistakesAI in PPC WarningsIndustry Insight
0:00 Welcome to PPC Live: The Podcast
00:47 Introducing Today's Guest: Dii Pooler
01:43 Dii Pooler's Background and Expertise
03:02 Understanding the Waterfall Framework
06:04 Dii's Personal Story: When Personal Branding Goes Wrong
15:48 Lessons Learned and Advice for Others
22:27 The Role of AI in PPC and Common Missteps
25:06 Final Thoughts and Farewell
Find Dii on LinkedIn
Book a coaching call with Anu
PPC Live The Podcast (formerly PPCChat Roundup) features weekly conversations with paid search experts sharing their experiences, challenges, and triumphs in the ever-changing digital marketing landscape.
The next PPC Live London event is on July 31st
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