Who do I want to be known by?

That’s a question I’ve been pondering as I frequently give it to businesses.

I’m also writing this at 6:30am (CST) and it was top of mind.

Enjoy this week’s letter:

1. One marketing idea

Can we agree most companies SUCK at social?

I have a simple theory for why, yet the implications are tricky:

Focusing (spending resources) on more than one channel is the culprit.

This results in:

• Creating uncompelling content

• Your content is unlikely to be platform-specific

• You cannot build momentum for your social efforts

What to do? Focus on one channel.

Rather than trying to be "present" on Facebook, X, Instagram, and LinkedIn. It won't be easy. But it's how you thrive in 2025 and beyond.

Go deeper:

• Figure out which platform is best for your business by:

  • Using insights about where your audience spends time

  • The organic ability of the platform (Facebook is the worst)

  • Let the content medium you're best at lead your decision

• Dedicate to that ONE platform for ONE year

  • Do not get distracted by any new platforms

  • Only abandon if the results after 6 months are horrible

I am recording an episode next week on this topic. Could you help?

• Send any questions or thoughts you have on this topic

• If you're skilled in this area, maybe come on as a guest?

Reply to this email and let me know how you can help 😁

2. Good or bad marketing? (You pick!)

Ben & Jerry's are built differently.

While brands have pulled back on purpose-driven marketing amid the fear of conservative backlash, they dig deeper with their first campaign in a decade.

It revolves around a 90-second video, "Progress Comes In Many Flavors," which calls on consumers to be activists for various causes.

"If you love books, but your state is banning them, why not make a banned book library."

"You don't need to be an elite politician or policy nerd. You have the tools for doing good in the world. And the greatest tool is your unique flavor."

Rather than focus on their product's features, they focus on progress.

They highlight their ethos. They highlight how they want to stand for something bigger than just ice cream.

In a world of options, I like this move.

It unquestionably positions Ben & Jerry in your mind. So when you're strolling the frozen aisle and you believe in the causes they touched on, you hopefully will grab their pint over another.

So, was it good or bad marketing?

My decision = good marketing.

Yours?

Continue reading: https://www.marketingdive.com/news/ben-jerrys-activism-purpose-driven-marketing-campaign/718754/

3. Quote of the week 

"Good web design means understanding your visitors–and your business­–deeply, then designing to meet both of their needs." – Dr. Karl Blanks and Ben Jesson (Making Websites Win).

So much of marketing comes down to this: Knowing your customer.

You could take every new trend, use every copywriting trick, and pick the right colors, and your website could still suck...if it's not designed for the right people.

I rarely use a template when building a website. Every business serves a different subset of the audience and functions differently. Resulting in a vastly different website.

Here are three universal website principles:

1. The top companies design for function, not aesthetics

2. The top companies carry out experiments on their websites

3. For reasons that are subtle, the top companies make frequent, incremental changes, and rarely (if ever) have hugesite redesigns

How well do your current website practices line up with these?

4. Episode on Content + Total Addressable Attention

What do ALL marketers have in common?

We are fighting for attention. Albeit different people's attention, we are in the attention economy. Without it, none of our "tactics" work.

Diandra has mastered getting and holding attention.

She also shares her secrets on creating content that gets attention and drives growth.

Because that's what marketing is for: to drive organizational growth.

Listen here 👉 https://podcastonmarketing.transistor.fm/43

5. Life Idea

How much do you compromise? And on what?

My dad and I were chatting about buying clothes and he mentioned he doesn't compromise. He will send the clothes back until they fit just right.

I took the opposing stance. I argued that it's better to be flexible and if the sleeves are slightly long to deal with it.

Out of this debate came the awareness of what we won't compromise for.

While I may compromise on my clothing and dinner for peace and progress, rarely will I compromise on showing my love to my wife.

Or being there for a friend when they need me.

Thank you, Dad, for helping me realize the importance of defining the contexts when I won't compromise.

And ensure it's a "hill worth dying on."

----

Thank you for reading another installment.

I hope these bring you value (and an occasional laugh).

Take care until next time ❣️