Scam-vertising
People often attribute too much importance to the method than the message. Send 1500 tweets, 12,000 DMs, 10,000 cold emails, spend 5-figures on ads; throwing pure volume at it until something sticks, and while this approach does have it merits it does not create a tribe…
Another mistake I notice people make is focusing too much on competitors and what they’re doing. Think about it: the people that truly create a ‘market of one’ lean into their uniqueness.
If you have a product or skill that is already selling, you gotta “uncover” what draws people to you more than position against your competitors (microeconomics professors are fuming at this statement)…
And, sometimes maybe not even look at the metrics and KPIs.
If you want to focus on volume, focus on the VOLUME of showing up everyday. You wanna get buff? Don’t count your calories, track your weight, or your sets at the gym…
Show up & Lift heavy. The rest will take care of itself.
That’s how it is for the ‘content’ game as well. I realized that sitting on a computer and ‘forcing tweets & emails’ was the wrong way to go about things. And, sometimes I still do it just to maintain the habit of showing up.
Know what really got me the result? Posting when the inspiration strikes and not worrying about the rest. As long as I do this for 10 years straight I’ll eventually get to something great.
Those pure moments of brilliance happen in the absence of thought.
I once posted a tweet that went viral and got me 100 followers in 2 days and …
Pure moment of creative genius. ONE post did more for my page than 100 days of tweeting, commenting and replying.
So, let everyone else do the volume. Be consistent but follow your muse when it strikes.
I’m sick and tired of the “junk mail” approach to digital marketing where people think “volume” is enough. I mean, the hot thing to sell in D2C ecom right now is selling creatives and “including” ads management as an option.
Again, focused on the method and not enough on the message.
By all means, entertain. Test.
But you’ll still be getting average results. You’ll still keep trying to keep up with the race to the bottom as ad costs rise and you’re positioning against your competitors.
To find your tribe you have to be original. And to be original you have to be you. And to be you, sometimes you gotta ignore the KPIs. (I bet the marketers are FUMING right now with their Hyros tracking & Triple Whale softwares optimizing each and every penny)…
I didn’t get into this job to push buttons. I KNOW there’s a way to simply turn on ads and let it roll while also getting results that don’t break tomorrow.
If your ad account is on the edge of making a profit or barely breaking even then you got bigger problems then ‘what new creative to run’…