What's your story?

We don't hire people or buy products. We hire and buy stories.

I was at a beautiful event, 40 under 40, which celebrated 40 regional leaders. They were awarded for their professional, personal, and community impact.

As they walked up, the host read a short bio "proving" why they deserved the award—Listing their accomplishments and good deeds.

And I thought, what would be my bio? Or should I say the story of why I deserve that award?

Why is Jordan a good person?

Insert your name and ponder that with me.

Enjoy this week's letter:

1. Post (curated from LinkedIn)  

I love this take by Peter. (Follow him now if you're not he's a smart guy)

Doing well on LinkedIn or many social platforms requires more of a sales mindset. You need to show up consistently, and salespeople (i.e., cold calling) are notorious for that.

I love how he differentiates company posts from individual ones:

"You'll have much more success if you have a few people from your company posting to their personal profiles."

I've been preaching this for a while. It's nice to see the CEO of a top saas company preaching a similar message. So, what (could) get in the way of marketers doing well on social?

"I've worked with lots of marketers who "don't use social" and get all bent out of shape from one slightly critical comment about something they've written." (note: I've never experienced this, but other forms of aversion)

Salespeople are fearless. They don't care. They are willing to

Maybe we can take a lesson from them?

2. Marketing News

I struggled with where to put this: Canva's CRINGE hip-hop routine.

While it's not news in the typical sense, it did go viral and stirred many opinions. So, why not bring my opinion to the party?

I hated it.

Not just because it was more cringe than my rap career, but because it was terrible marketing.

Here's why I believe it was 💩 marketing:

• It distracted us from the goal/purpose (launching Canva Enterprise)

• The product was nowhere to be seen (hip hop = Canva??)

• We will remember this for all the wrong reasons (Hamilton?)

You can find troves of marketing gurus defending this on LinkedIn, many of whom I respect; I can't defend sloppy marketing.

Getting people to talk isn't good marketing.

Running outside naked can achieve that. (Don't do it)

Good marketing serves your minimum viable audience in a way that moves them forward (through entertainment or education).

But then maybe Canva was on brand...

"Canva's entire premise is that it's a creative tool for people without skill or taste, so I can't say that they really missed the mark." – Comment on X.

3. (Throwback) Play of the Week

One of my favorite copywriters is David Abbott.

I've reviewed many of his ads, but never this one.

I will say little as it does its own talking. But I love how this pulls the emotional strings for most sons.

How?

"This ad is about Chivas Regal," said Abbott, "but it's also about me and my father. (I really did have a red Rudge bicycle). It's a risky ad and, for some people, it's sentimental," he said, "but I know others who say that it vividly echoes their own experience."

One of the best lessons I've learned from modern-day copywriters is to study and learn from the greats.

David's one of them.

4. Quote of the week 

"Either you're going to tell stories that spread, or you will become irrelevent." – Seth Godin (All Marketers Are Liars)

This is true for companies and people. As I said, the story we share highly influences our outcomes (i.e., winning awards).

Marketing is all about telling stories. But not only stories in the literal sense. Seth is discussing a story (about life) that resonates with your audience. That's what they are buying.

When a person buys a Gucci belt, they don't buy a product. They buy a story. The story that I'm successful (a super simplistic example).

The best story wins. Not the best product or fact.

Take the time to craft the story of your product/service/brand.

5. Episode of the week 

Click here to listen

I love Jimmy from Superpath. His podcast is one of the best on content.

This episode touches on so many insights that I'll share only one (so as not to ruin your fun). Here it is: Find your material (huh?).

All (good) content requires material.

This can come from:

• A blog/podcast/video

• Your team and customers/partners (this is where the good stuff is!)

• Data or research you do (or source)

Here's how I apply this in real life (lol): Record conversations to create written content. That gives you a ton of material to use.

It can also sprout new ideas or create adjacent content.

Record calls with your team, customers, or experts and create content from it. Seems easy.

Will you do it?

6. Life Idea

I can get "emotional" quickly.

Whether in an angry or anxious way. I've been working on it for a while. I'm better, trust me 😅

One thing I focus on is closing the gap.

I learned this from Brian Johnson of Heroic. He talks about improving the time to go from emotional to collected and calm.

Life happens. It's not about how many times you get hit. It's about how quickly you rise and return to a neutral state.

Some things that help me:

• Breathing (I know right)

• Taking a walk

• Focusing on the truth (not the story I'm telling myself)

----

Thank you for making it to the end. You're a real one.

I hope you enjoy the new format and please share any feedback.

A friend shared how his favorite part was the "Play of the Week." Jacob Statler (on the upcoming season for my podcast) suggested I do this. I listened. That's called marketing.

Anyway, I do this for us. Not the vanity.

Appreciate you on this journey ❣️