This happened to me a lot in college (while working):

It'd be the night before a paper was due, and I would pray I had started it. Every time was different. The worst was when it was a blank page.

Tonight was the same for this newsletter.

Thankfully, I had a few sections started, so I can wrap up by 8:30.

That's a lesson for you and me: Start things so they are easier to finish.

Even if you throw some ideas down or create titles for the paper. Anything helps.

What do you need to start?

Enjoy this week's letter:

1. Post (curated from LinkedIn)  

Don't use AI to create content unless you're doing this 👇

Andy recently gave a keynote address on the future of search. I received a masterclass in using AI to create unique content.

I've entirely altered how I use AI to create content from that speech. The main change? I always prompt it with audience segments.

To learn his method, click here to read the full post.

2. Marketing News

There's a shift coming.

I believe we will continue to move in the direction of privacy-first. We will continue to restrict how much data we freely give platforms (to target us).

And those who've built their go-to-market strategy around highly targeted ads with no content marketing or community building are out of luck.

Here are four implications from this news:

1. Shift to contextual ads and content marketing

2. Greater focus on brand marketing

3. Personalization through "owned" data (website, app)

4. Brands should openly communicate how they handle data

While there are likely more takeaways, I hope you can begin working toward the future of respecting people's privacy.

3. TBT Play of the Week

The first thing to note in this ad is how the title addresses an objection while positioning it as an immense advantage.

"…if we don't sell our mince in a day, we don't sell it."

Back then, people may have been worried about the freshness of their meat. This instantly puts them at ease and positions them well without the need to state it: At Sainsbury, we believe in only giving you the freshest meat.

Strong headline/title ✅

Next, you should notice how the first sentence weeds out non-ICP (ideal customers).

"The best mince is fresh mince."

Suppose you don't believe this ("a few days old mince ain't too bad"), then you probably aren't whom Sainsbury is targeting. It also reduces the friction to get to the second sentence; It's easy to read.

Strong headline/title ✅
Strong hook/first sentence ✅

Click here to continue reading.

4. Quote of the week 

"Speaking respectfully to a person's worldview is the price of entry to get their attention." – Seth Godin (All Marketers are Liars)

Attention is the currency marketers deal with.

And it's never given.
It's earned.

There's a reason for the phrase "pay attention."

There is a cost to give attention to one thing rather than a (million) others.

Here's a secret: Ads aren't a way to bypass this rule. With three channels or limited options, ads got attention.

"As a marketer, you can no longer force people to pay attention."

You need to learn their worldview and frame your story in light of that:

"Treating each subset of a market with respect to its worldview is essential if you want to be successful in framing and telling a story."

5. Episode of the week 

I can't believe Season 3 is here.

I'd laugh if you told me when I recorded my first episode on February 16, 2022 (w/ Nick Gedda) that I'd still be going.

But here we are. Episode 1 begins with a local Green Bay marketer, Matt Froehlich.

I think there are two ingredients to good marketing guidance:

1. No BS (call a spade a s"ade)

2. From a practitioner (someone who's "done it")

Matt checks both boxes.

Here's one takeaway I hope you get: Document your ideas and find channels (podcasts) to share them.

For individuals and companies.

Listen here 👉 https://podcastonmarketing.transistor.fm/42

6. Life Idea

I don't want to achieve my "dreams."

One day this week, I was sad driving home when I saw someone in an incredible, slick black car.

I wanted it. I desired it.

"If only I had it, I'd be happier!"

I know the truth. You're just depressed in a $100,000 car.

While striving and longing for a better "now" is a quick path to sadville, the inverse is not much better. You can always lean on the excuse until you reach the "top."

Once you have money, power, and fame, you have fewer "outs," which can result in inescapable pain. You're supposed to be happy!

While I want nice things and the ability to help others, I fear it won't fulfill me as much as I hope.

I should enjoy and love the journey vs fantasizing about the destination.

----

I'm tired. How are you?

It's been a long few months. But we must continue.

Onward (together)❣️