Scott EmpringhamAI Marketing Strategist | Helping CEOs Scale with AI

🍳 I'M NOT MUCH OF A COOK... #MarketingStrategy #FounderMarketing #ContentStrategy

8 Sept 2026 · 1 min

Watch on YouTube

0:32

In this short presentation, Scott Empringham likens marketing to following a cooking recipe. He argues that founders often start with content creation, but the proper approach is to begin with a clear "recipe": first understand the customer, then define the core message, build an attractive offer, and select a compelling character (brand voice) to deliver it. Once these foundational elements are set, the execution assets—landing pages, emails, ads, and content—fall into place effortlessly. He emphasizes that the secret to effective marketing is not artificial intelligence, but having the right strategic recipe.

I'm not much of a cook, but I know how to follow a recipe. Open the cookbook, pick what you want to make, gather the ingredients, follow the steps. Marketing works the same way. Most founders start with content, but that's actually backwards. You actually start with a recipe. You want to know your customer, know your message, build an offer, choose an attractive character to deliver that message. Then your landing pages, your emails, your ads, and your content, all that becomes so easy. The secret isn't AI. The secret is having the right recipe.