When you boil it down, all marketing is:
That's a simple concept but a complicated reality
Most marketers feel that they live in a world of lack: lack of attention, lack of leads, lack of progress
It doesn't have to be this way
But you need to change the story for yourself
Lots of people think attention spans are getting shorter
I do not believe that's fair
There's just more pull for attention
To consistently get into their ICP’s heads, marketers have to become unignorable
A core question for marketers is this:
"How does this respond to what my customer feels?"
The answer isn't just about pains, challenges etc
It's also about delivery, taste, tone
Anyone can make something that passes a bar of 'is this ok?'
But creating marketing that's so good people actively *want* to consume it?
That's a high bar
Go from 'good enough' to 'so good they want it'
Sometimes, it feels like the speed of time passing is increasing
But great ideas – the ones that really resonate with your best customers – are timeless
Make it your job to seek out those ideas
Great ideas and beautiful packaging are fine
But marketing's job is to connect the customer's desire for change with the solution provided by their product
Always offer a meaningful way for them to take action
Perfect attribution is an oasis – it looks good and when you find it you'll make perfect ROI based investments
But it doesn't exist
You have to build an attribution narrative that makes sense for your business