Time to read: 5 minutes
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I went to a SZA concert on Saturday (with my wife).

I don't mind her music, but I love her marketing. She has RAVING fans.

Many (online) artists don't.

She found her lane, and that's drawn many to her. Kim K was there.

But the real lesson is this: Success takes time.

Whether in your marriage, as a person, or in your career.

I remember jamming to SZA's first album, Z, in 2014 (I just graduated HS).

Which means she started even before that.
And some still may claim she's an overnight success.

Ten years later, I saw her live and witnessed the come-up. I'm inspired.

One day, I want to have that level of influence and impact.

Enjoy this week's letter:

1. One marketing idea

Who do you need to be known by?

That question should drive much of your marketing. Or this question:

How do I/we get known by them?

As I heard on a podcast, you don't need your mom to know your brand.

Define those you wish to serve (and be known by).
Create content and messaging for those people.
Make all decisions with them in mind.

Ignore the rest.

BUT WAIT...there's more:

Here are some takeaways from my convo with Diandra last week:

• Marketing should drive growth by understanding the customer

• If she taught a class on SEO titled "The One Thing," it would be on prioritizing results that matter

• The best marketers act like scientists (by trying to falsify)

• One thing she learned from her mom: Enjoying doing hard things

2. What's new in (the) marketing (zoo)?

Someone was gonna do it.

Toys R Us makes the first "first brand film" (what is that?) using Sora (AI).

It's a minute-long video retelling the origin story. And it isn't half bad.

Why this matters: It will raise the standard of video content.

If you can't get good quality b-roll or recreate old "scenes," use AI. It's better than most video content I see on my local channels.

To win, you need human content or a strong POV. AI will take the rest.

Contrarian thought: The video was still bad marketing.

Who the hell are they making this for?

Does a kid who shops at Toys R Us know what Sora/AI is? Hell, even I don't! (and I use it daily)

I watched an old 1980s ad (https://youtu.be/br377Gi7rDA), and it was for children. This marketing move is not for children.

Contrarian thought (x2): Maybe that's a smart shift of who they serve.

They realized that kids don't make money decisions—their parents do. So, let's create marketing that they value and aligns with their worldview.

I'm sticking with this being a poor move. But it's cool news and will likely be the first of many.

What are your thoughts on this?

Learn more here: https://www.marketingdive.com/news/toys-r-us-openai-sora-gen-ai-first-text-video/719797/)

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

What's the story?

That's a question you can ask for (almost) every campaign, ad, or piece of content.

Simply digging deeper is good enough, but discovering the story is vital.

Because we learn through story.

After reading the copy and graphic: Aside from becoming a game writer, I don't know what the story is.

Do people wake up thinking, "I want to become a game writer today?"

I don't think so.

They do wake up thinking about getting a job in the industry. Or writing their own games (indie). So here's a few better titles:

• Get hired by top game studios in 6 weeks: Game writing fundamental online course

• Write your own game in 6 weeks: Game writing online course

The copy is another story, but here are a few thoughts:

• A one-sentence hook would have gripped me more and focused on the outcomes (i.e., Want to get a job writing video games?"

  • The hook is weak – so what, there's 3 billion gamers?

• I wish they used a quote from Adam to validate him or double down on the promise of getting a job in the industry ("Working for Netflix games taught me the secret to getting into the industry. They should kill me for having this info.")

  • Creates scarcity as if he may stop sharing this info

  • You can also use a generic one ("I've helped over 150 people go from never writing to a job for top gaming studios")

• The CTA is also weak – "join our course to explore the world..."

  • NO ONE wakes up hoping to explore anything (except McDonnie's breakfast sammie)

  • Tell me why I should do it ("Register below and get started on your career in game writing.")

*Steps off soapbox

What do you think? Good or bad marketing?

You know my thoughts...

P.S. I liked it first. Until I read the copy. Then I re-engineered it, and nothing worked. So, I at least began in a good place.

4. Quote of the week 

"Help customers reach their goals, and you'll reach yours too." – Georgiana Laudia & Claire Suellentrop (Forget the Funnel)

Simple truth. Hard to follow.

We might not fully understand their goals.
We may not know how to help them reach them.
Or we simply choose to focus on profit over people.

Let's pick progress over profit.

Help your customer make meaningful progress in a specific area, and you will make a good profit. Innovation is built on this.

Delivering new and different ways to make (better) progress.

As marketers, we should understand our market—the people we wish to serve. And deliver them progress through content and products, helping them feel seen.

Simple as that.

5. Episode on How to Master Social: Focus on One Channel

It's 2008.

You're the social media manager for a medium-sized business (if that was even a thing). The top three platforms were:

1. Blogger

2. MySpace

3. Facebook

These platforms (maybe excluding MySpace) required a similar skillset: Writing. Most content was written form or photos. Video came later.

I don't need to convince you; today is different. Waaaay different.

Now, one skill set doesn't do it.

You need to be good at:

• Video

• Audio

• Photo(graphy)

• Digital writing

This makes my advice applicable to 80% of marketing teams that don't have all those skill sets:

Focus on ONE channel.

In episode 3 of season 3, I share:

1. The evolution of social media

2. A simple strategy to focus on one channel

3. Ways to dominate one channel

4. Three signals it's time to branch out (switch) platforms

5. (Bonus) NEW idea on defining who you want to be known by

6. And answer the questions you asked on my LinkedIn post (TY!)

Listen here 👉 https://podcastonmarketing.transistor.fm/44

6. Life Idea

Who am I optimizing my life for?

Is it for strangers on the internet?
Or those who I care about and love?

For much of my life, it was the first group (sadly).

I worked out to look good for random people who don't care.
I dressed in certain ways so I could impress random people.

Thankfully, I haven't hit the jackpot (yet).

Otherwise, I could have bought a nice car, home, or toys to show off to strangers. And deeply regret it later.

Now I am optimizing for those I love:

I work out/eat well to live longer and be there for my family.
I meditate to be the best version of myself for those around me.
I host my podcast with goals of self-growth and revenue generation.

I could CARE LESS what others think. (most times)

I'm not here to impress you.
I'm here to make those I love proud.

What about you?

P.S. This idea came from this incredible podcast:

Thank you for making it here.

It’s been OVER one year of sending this weekly email. Whether new or old, I appreciate you being on this journey.

It’s morphed and changed. But I like its current form.

I’m proud of it.

But how could I make it better for you? Let me know!

Your interaction is key.

Stay well and enjoy your 4th of July! 🇺🇸🎆