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You’re Doing Email Marketing Wrong

The time and money invested in email is going to the wrong places. Investing for the long-term with relationship and content marketing is the best use of your funds. But short-term-focused marketing emails still represent the vast majority of spending. As long as that’s true, where should that spending

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Be everywhere. But be your best here.

The biggest trend in branding this year appears to be one of the oldest trends — signature models. From shoes to guitars, old-school brands are flooding the market with products stamped with a creator’s personal brand. A “brand” is just a “reputation.” The bigger you get as a company, the

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Ghosting to Improve Relationships

This post is my first on my new host, Ghost. They were kind enough to port my 15+ years worth of blog posts and newsletters over to kick the tires. My former host, Squarespace, was built up by word-of-mouth during the second golden age of blogging, and evangelized by bloggers

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Clarity is Expensive

After many years of writing for big companies, a few universal truths have emerged from hundreds of projects, no matter the budget: * Having a clear audience is critical for creation, promotion, and sales. * Having a clear goal is existential for the project and ultimately the company. * It’s rare that

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The Importance of Giving a Shit

This is usually a lesser rule of being a creator, marketer, or human being. It’s almost implied. I’m bumping its status up a bit now. I’ve spent the past month driving through the eastern and southern US. Like many travelers, I was throwing money at businesses for

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Marketing Maps Vs. Marketing Plans

Both are needed. Both must change on the fly to fully be realized. But it’s the marketing map that stirs the most inspiration. It’s a look inside the brain of a creator — messy but clear on principle. This is Walt Disney’s from 1957 (via George Mack [https:

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Mies van der Rohe Marketing

Have you heard about the latest “trend” in online marketing? It’s not really a trend — good publishers have been doing it all along. But with the recent privacy changes [https://www.macstories.net/news/an-overview-of-the-new-privacy-controls-coming-to-apples-oses/] at Apple (and soon many others), online publishers have had to resort to some

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Generosity Comes from People

Fom Josh Spector [https://twitter.com/jspector/status/1386759740772999176?ref_src=twsrc%5Etfw]: > “No one wants a newsletter from a company, but lots of people would like a newsletter from a smart person who works for that company.” This is where everything is going, especially as data from email gets

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How does it make you feel?

Carlo from The DO Lecture series [https://thedolectures.com]: > “It’s not how it looks, it’s how it makes you feel.” Even though he’s talking about work spaces here, I think this is a sentence we could use to describe anything we create and market — or just anything

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Trust Without Metrics

From Maneetpaul Singh [https://world.hey.com/maneetpaul/why-metrics-are-hurting-creators-6a209d83]: > “Our inboxes are a sacred place. As someone who’s purchased several digital products before, I buy from people I trust. Being thrown into an automated sales sequence is the last thing that builds trust.“ The problem is that it works.