As kids, we're used to asking for the things we like – writing a letter to Santa is a given.

But as time goes by, we lose this ability.

I don't think we should.

Over the past few weeks, two things have been constant in my daily routine: thinking about Christmas presents and talking to new subscribers of my marketing course. These two topics somehow merged as time went by.

I spoke with a lot of marketers working for bigger companies. They were excited to dive into the course. And most of them paid for it out of their own pocket. While I was flattered by this vote of confidence, I was also curious. Did they try to get the company to pay for the course? It turns out almost no one did.

This got me thinking about the last time I was in a position to request something from my employer. I was diving into growth marketing and eyeing a growth hacking course in Amsterdam. Looked amazing. Was quite expensive.

I went to my direct manager, having tallied all the costs - course fee, accommodation, flights, and the time I would be missing off work. I proposed a plan. She looked at it and said she'd run it by the rest of the leadership team, as we didn't have a set learning and development policy at the time.

What would have happened if they'd said No?

Nothing, really.

I would have looked for alternative education materials. I may have looked into online learning options. But I wouldn't have lost my job. And my manager wouldn't have thought I was pushy or entitled – I was actually keen on improving my skills to serve the company better.

But they said Yes.

And while this is a story about professional education, it applies to everything. Asking for a raise. Asking for additional time off. Asking for more responsibility in your work.

Whatever it is, the first step is to ask.

But don't just ask. Make your case. Present the details. While doing the work, you'll think, "What if they say No?"

But what if they say Yes?

🎁 P.S. What do you wish for at the end of 2022? Drop me a line, I'd love to hear it!

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Vassy's studio setup. Check out more about the course in the links below!

How to ask for reimbursement on a course?

Even if your employer doesn't have a dedicated L&D (learning and development) policy, they may be OK with paying for a professional course for you. You'll never know if you don't ask. The end of the year is a perfect moment because some companies have an L&D budget left over, or they might be planning the first quarter's expenses and squeeze your request in. In this piece, I've suggested ways to make your case and get a yes.


whole and cut pieces of fruit, symbolizing content repurposing

How To Increase Website Traffic by 250,000+ Monthly Visits
A great piece from Siege Media that dives into the specifics of building a content SEO plan. I like the fact that it covers every single step with outstanding detail. I'm especially eager to try the Keyword Opposition to Benefit Analysis they mention in the post and incorporate it into my topic planning process.

How to Write a Twitter Thread Using Hooks That Earn Attention Effortlessly
I love simple formulas that can shortcut your writing. And this post provides just that. It includes several attention-grabbing hooks you can use and shows some examples of their application "in the wild". While virality is a lot for one post to promise, you will definitely find value in these examples. And their use can go beyond Twitter threads, too!

Beyond Page Views: Evaluating Content Success
Measuring the success of your content is always a challenging task. It can get better, though, thanks to some well-thought-out metrics. This post will give you some ideas on measuring content success, with details on the technical implementation, too.

Digital PR Examples: 15 Compelling Campaigns
In theory, digital PR is simple: you create content worth sharing, and then you reach out to publishers interested in featuring that content. In practice, though, drawing attention to your content can take a lot of work. This post includes five specific content frameworks and 15 examples of content conducive to digital PR distribution.

The best abandoned cart emails in 2022 (examples & tips)
On average, cart abandonment in e-commerce is... well, super high. Some research says as high as 70%. And while there may be a lot of reasons for cart abandonment, you can still do something about it. This post will show you some great examples of elements you need to add to your abandoned cart emails – guarantees, financing options, and rewards programs, to name a few.


Tony's Chocolonely chocolate bar on a bright pink and blue background

Personalized messaging at its finest

British Airways came out with a great campaign that includes 500 unique print, digital and outdoor executions, plus over 32 different short films. It explores the multitude of reasons people travel and delivers it with every creative through the simple answer to the question, "What is the purpose of your visit?" “Burnout”, “mischief” and “completed my dating app” are some of the alternative answers that appear alongside the standard “business” and “leisure” options.


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