How To Obliterate Your Competition With Zero Budget

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad and Brandon Willington as they chat about Brandon’s transition from viral DJ to top ad agency founder, and the secrets to marketing and growth.

Brandon Willington is a lead generation expert who helps small service-based businesses escape the trap of word-of-mouth marketing and inconsistent sales. From nightclub DJ to founder of a five-location DJ school, Brandon built his marketing chops in the real world—eventually launching an award-winning agency known for helping underdog businesses stand out with sharp, results-driven advertising.

Named one of Australia’s Top 50 Young Entrepreneurs (2022) and founder of a Top 5 Independent Agency (2023), Brandon blends sharp insights with wild stories—from viral mixtapes to Facebook ads that got a club sued (in a good way). As a guest, he shares candid, actionable lessons on marketing, audience psychology, and turning scrappy small businesses into reliable revenue machines.

In this Episode:

• Brandon shares how his career began as a DJ, how his viral mixtape led to opportunities in the US, and how he discovered digital marketing during his travels.
• Brandon tells us how skills and experiences from nightlife promotion translated into founding a top advertising agency.
• Brandon talks about the importance of deeply understanding your target audience (“customer avatar”).
• Brandon discusses his focus on working with “underdog” businesses—small to medium-sized service-based companies.
• Brandon introduces the concept of “curious vs. committed” leads, explaining how ad messaging can filter for higher-quality prospects.

Quotes from this Episode:
“My favorite tactic to pull, I didn't even know I was doing it at the time, was simply just tribalism. So the enemy of my enemy is my friend. I pulled that card on everything.” – Brandon Willington
“I had to be resourceful. I had to know the customer better. I had to make every single dollar count from the advertising I had to simply stand out.” – Brandon Willington
“There isn't a single person on the planet that knows your customer better than you do.” – Brandon Willington
“If you can understand the customer avatar, that blitzes any interface chains on Meta, that blitzes any lookalike audience combination, that blitzes any high budget creative you could ever make simply 'cause you just speak to the person better.” – Brandon Willington
“We called it Discouraging Shit Clicks, which was actually the case study that we sent through.” – Brandon Willington

Resources:

Brandon Willington:
LinkedIn: Brandon Willington
Facebook: Where U?
Instagram: Where U?
Instagram: Brandon Willington
Website: Where U?

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Books
“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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