Crap advertising doesn’t sell things and crap products don’t sell for very long. Consumers have more knowledge and more choice (and less loyalty and less trust).
That landscape may sound trying if you’re just looking for the fastest path to profit.
But for me, it makes today a damn exciting time to be in marketing.
Now more than ever, marketers have to provide real value—they have to become makers and creatives, and researchers, as much as sellers. To succeed you need creative branding, clear writing, thoughtful design, and helpful content—carried through with a compassionate, ethical approach that’ll win your audience’s trust.
This is the kind of marketing I’ve spent my career sinking my teeth into.
For the last 7 years, I’ve helped brands go from ignored to beloved, by designing marketing campaigns with clarity and empathy at their core. I’d love to do the same for yours.
Retention is everything, now.
If you want to take someone’s money and run—you’re going to run out of money. Our aim as marketers isn’t a conversion—it’s a yearly subscription, or a follow-up purchase, or a glowing word-of-mouth recommendation.
Jerks don’t sell things anymore
The best way to win is to meet your audience where they are, and help them get where they need to go. Marketing can make your brand promises more compelling, but even the best initiatives will fail if you fail to keep that promise.
The “immeasurables” matter more
Your brand perception may be harder to calculate than your paid ad conversions—but you’ll suffer for sacrificing the former for the later. Squeezing the extra .5% conversions out of pages no one wants to visit is an uphill battle approach that’ll exhaust itself in the long run.
Your perception ≠ your prospect’s experience
Your marketing funnel is invisible to users. What they actually see is your sales page once, a content piece a year later, a social post from a friend “a while back,” and your checkout UX when it’s time to finally hit “buy.”