I have a friend who is constantly coming up with what I think are usually good – occasionally great – ideas for things like new businesses, apps, websites, songs and movies.
Like many people, the first thing I do upon waking up every morning is check my email. This habit defies logic, as I couldn't tell you the last time I received a personal email or even a marketing email I was particularly interested in overnight, yet I do it anyway. With eyes barely open enough to adjust to the bright light emitting from my iPhone, I delete marketing emails from the same brands over and over again, sometimes deleting without even opening the email in the first place.
Last week, two of us – Simple Machines President Jill Wilson and myself – made it to HubSpot’s annual conference, Inbound.
Making things is hard. Writing blogs, creating newsletters, developing direct mail pieces and more all take a considerable amount of creative energy. Effort which, if not repaid by a high enough level of engagement, can be incredibly demoralizing.
A key lesson we all learn in life is how to set expectations. Unfortunately, it’s a lesson most of us only receive when our expectations are so out of whack that we suffer a crushing disappointment. For example…
Think back to the last time you were really excited to buy something. What was it that had you giddy with anticipation? A promise that your purchase will help you become a better, cooler version of yourself? A resolution to an ongoing problem? Something to make your life so much easier?
Overhauling your marketing strategy is kind of like going to Ikea. It’s painful but sometimes necessary, the build phase is deceptively simple and there’s a decent chance something falls apart when you’re done if you’re not careful.
I’m the type of person who really hates buzzwords. Because more often than not, a buzzword just becomes a fill-in for really having nothing to say.
I’m not sure who decided salads were exclusively for laughing women or that steak was the manliest food that could ever meet your mouth, but I do know this: the perpetuation of gendered stereotypes in marketing is the result of lazy, out of touch work at best, and sexism at worst.