Tag: email marketing

Suspicion

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Since nowadays it is possible to measure everything, we have lost sight of what is important to measure. This is particularly true for marketers.

We get distracted by metrics that have nothing to do with success. We drown in acronyms and fads that we ourselves come up with, as if we would not be enough sure our profession is still relevant. We lose track of what matters (the answer is always the customer) and we spend time doctoring dashboards that prove the validity of our convictions.

It is not by chance people look at marketing with suspicion. It is our fault.

The first reader

FabrizioLeave a comment

Three things to keep in mind when you are writing a marketing message.

The other person does not know. Even when they share your same background, even when they face similar challenges, even when they have already tried similar products, even when your name is known and celebrated. Who reads does not know what you mean, what you care about, why you are good for them, why you are interrupting their day, and a whole lot more. And if they are left doing the effort to figure that out, they are gone.

The other person does not care. You might have the most brilliant invention of the past two decades, a flawless and unmatched technology, a fantastic company culture, and the most talented people working in each of your teams. Who reads cares literally zero about all of this, they have their own inventions, technology, culture, people and agenda. And if they are left building the bridge on their own, they won’t even start.

The other person is a human being. When you enter a room full of people, you most likely will not talk about “future-proofing”, “streamlining”, “best-of-breed”, “capabilities”, “artificial intelligence”, and so on. The mind of who reads gets fuzzy when they are faced with inflated jargon, they stop focusing on the message and they start thinking about what they should do instead. And if those are the words you are building your message around, they will find someone who treats them as a person.

Of course, the most important thing to remember is the fact that you are the first reader of your marketing messages. If something does not sound right, if something is unclear, if what you are producing is not what you would read in your own time, reasearching a product, seeking a solution to a problem. Then others will probably not find it more compelling.

The most important moment

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There is a time, in every marketing story, when the things you are working on do not deliver the expected results. Perhaps you have overpromised, perhaps the campaign is not effective as you imagined, perhaps a pandemic unexpectedly changed the rules of the game, perhaps your team is not as good as it should be, perhaps your leadership is not as good as it should be. One way or the other, pressure mounts, your job is on the line, your team is on the line, and people around you start to question everything you say.

I believe this is the single most important moment.

Because what is easy to do in such cases is to start blurring the boundaries between urgent and important, following shiny objects that can deliver short term results, draining your team to exhaustion and demotivation, putting more weight on opinions and less on facts, limit communication to a restricted circle of trusted people.

And the difficult thing to do is stay the course, spread your message wide, understand what is happening and involving people in finding solutions, expand beyond your team to tap into new knowledge, measure, defuse the situation, learn from the whole process and repeat.

Nobody forces you one way or the other. It is a choice.

The greatest failure

FabrizioLeave a comment

Sheer logic and numbers struggle to convince people that they need to act.

When is the last time you have done something because of a wonderfully illustrated argument? When were you last impressed by the architecture and technology beyond a new piece of software? When have you last felt you belong in a percentage?

If you are anything like me and most of us, you are rarely moved by logic, rationality and utilitarianism. What instead changes our minds and makes us feel as if we want to do something right now are stories and feelings.

While the majority understands this, very few practice it. And this is the greatest failure in businesses nowadays.

Content frenzy

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In the content frenzy of these pandemic days, there are few exceptions that stand out.

What the people at Velocity Partners (B2B marketing agency) did in their last newsletter struck me. Here is why.

  1. It is possible to use a widely overplayed concept (Working From Home) and one of the most frequently felt feelings nowadays (worry) and mix them together with a funny and relieving result.
  2. The content shared (as well as the tone used) denotes a crystal clear understanding of their audience, of their current pain points, of what they want to read right now, in this present situation.
  3. It is possible to call for a donation to a charity without going out of brand (the charity chosen is focused, specific, unknown to the masses) and without sounding cheesy or promotional.