I've been going down the rabbit hole of craft coffee lately.
Turns out, it is similar to learning marketing in one crucial way.
When you first start off brewing specialty coffee, you're looking for recipes.
How many grams of coffee? What is the ideal grain size for an excellent V60?
How hot should the water be? You're looking for concrete answers and think, "If
I can only make sure I do EXACTLY as told, it'll all be perfect."
As you get some practice, you learn that recipes are B.S.
It's not about recipes – it's about principles.
For example, you learn that a different type of roast needs to be ground at a
different coarseness. So the answer to the question "What is the correct
grinder setting?" quickly becomes "It depends."
As you progress, you forget about the recipes and focus on the principles. A
lighter roast needs higher water temperature. If you taste the coffee is too
bitter, it's probably over-extracted and you should adjust your brewing time.
And so on.
The same process occurs as you learn more about marketing. At first, you're
looking for a recipe. But good marketers stick to guiding principles. They test
and adjust depending on the context or the results from the previous
This is why you need to get familiar with "It depends." You need to embrace it.
Learn to enjoy it. There's no bigger kick than testing things out on your own
and learning what works for you.
And that goes for both craft coffee and marketing.
Test your way to success,
⭐️ P.S. Where are you along the 'recipes to principles'
journey of marketing knowledge? Drop me a line, and I'll try to give you some
recommendations on how to progress!
Will this content help someone?
Go ahead and forward it!
Was the email forwarded to you?
Then get your own
CAMPAIGN DEEP DIVE
Pantone Color of the Year: When Marketing is the New Black
Every year, Pantone selects a new color that represents the current cultural
climate. 'Color of the Year' is a marketing masterpiece that serves many
crucial goals and injects excitement into the boring business of color
standardization. I went down the rabbit hole and explored the campaign's
origins, the process of selecting the color, and the promotion strategies that
make 'Color of the Year' such a success.
HANDPICKED STORIES FOR YOU
Study: Google named
world’s “simplest” brand
This is an older story and the news value isn't why I'm sharing it with you.
The interesting bit here is the discussion about the importance of simplicity
and why it matters. Simplicity improves retention and preference. It's a way to
deliver value to the audience. And, frankly, too many companies are bloating
their products with additional features, making them harder to understand and
use. This is a reminder that 'simple' is better than 'omnipotent'.
How to Invest in
Episodic Content that Promotes Itself
Rand Fishkin says episodic content is "the best kind of long-term content
investment most online brands can make" – and I definitely agree. However,
there are a lot of challenges, especially with keeping a consistent schedule
and promoting your content. This article will give you a flywheel framework to
follow for success.
How To Write Meta
Descriptions That Win A Ton Of Clicks
Meta titles and descriptions are your window to Google users. Nail them, and
your CTR skyrockets – and your positions in the SERP go with it. This article
will give you some ideas for making your meta description do the heavy lifting.
There's a simple formula: This is a [what it is]. Learn how to [add the
benefit] with this [describe it].
The Anatomy of an
Amazon is famous for doing things differently. I love their approach to
important meetings where team members get some required reading. This post
covers the 6-pager format Amazon uses for planning key project priorities. I'd
definitely implement something like that if I ever join a 'real' company again
because it forces both the presenter and the audience to do the work and
actually focus on meaningful discussions.
Attribution is a Boondoggle; Trust Your Gut Instead
I might've shared this before, but it bears repeating. In the constant quest
for measurable results, we might over-correct and miss some great opportunities
because they aren't as measurable. But here's the kick: nothing is truly
measurable. So you need to develop your soft analytical skills and start making
some difficult judgments.
IN CASE YOU MISSED IT
Course cohort training start on January 17
Most of my 'Strategic Content and Messaging' course is
pre-recorded and available to watch at your convenience. But if you sign up for
the Group Training tier, you also get access to 5 live sessions where we'll
discuss content marketing and copywriting. There are also a few surprise guests
jumping in - a mix of practitioners in strategy, audience research, content
marketing, measurement, and more.
FUN STUFF TO CLICK ON
Well, these were certainly on my reading list – hope you find them
SHARE AND CARE
Share the newsletter and get something
If you enjoy the newsletter, I'd love your help to spread the word! Share it
with friends and colleagues who might benefit from it. And if you do, you'll
get some special bonuses!
Here's how: You have a custom referral link (see below). Just copy and paste it
into an email, on social media, or however else you'd like to share it. If
others sign up through it, you'll get access to templates, monthly consulting
sessions, and more to come!