Time to read: 2:26 minutes
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1. One (marketing) idea

It all began with a link in the post rather than in the comments.

As we know, social platforms hurt your reach when you include a link in a post. The reason is simple: They want you to stay for more ad dollars.

So, we, marketers, put the link in the comments. Beating the social platform.

But are we? Because we never click links in comments...

I had a convo with a man who asked why I put the link in my post if it hurts reach. My answer:

For the user experience.

If I read a quality post, I will click a link to go further.

You hurt reach but increase engagement rate.

I'll take that any day.

This touches on a larger phenomenon in marketing:

We do things we NEVER would "bite on."

We fall into a delusional state that we think theoretically without applying it practically as the user.

It could err on the side of ego (we know best!), but I find it almost everywhere. We do marketing that would never work on us.

The solution: Realize that you fall into this delusion.

And fight to do marketing that would ACTUALLY work on you. Or your ideal customer.

Do the work to think differently.

2. One Quote

"Before creating content, define: (1) Who you want to reach, and (2) What those people care about." – Gary Vaynerchuk (Daytrading Attention)

Most do #1 (yet not deep enough - too ambiguous). Almost all skip #2.

Yet it's the most important.

The psychographics of your ideal audience are far more critical than the demographics. That's a hill I'm willing to die on.

When companies want to do social or create content, they spend little time defining the WHO. They will spend $5K a month on paid media but spend 0 minutes on defining/figuring out (interviews) what they care about.

That's a sad truth.

Let me leave you with practical advice from guru Gary:

"Then you narrow in on:

1. Your creative unit/medium

2. Your creative format

3. Platform features you want to use"

Final advice: Spend time on the platform you want to win.

Or engaging content similar to what you want to create.

Learn and then apply that to your content.

3. Episode on SEO (event commentary)

What if I attended an event

Only asked a few questions

And then record my commentary over it?

This is that. With my dear friends Thomas and Eric from SocialSurge.

A Behind the Scenes event on SEO with my contrarian takes.

Enjoy 👉 https://podcastonmarketing.transistor.fm/50

4. One (life) Idea

I don't like celebrating birthdays.

I wasn't aware of this until I was asked about my favorite birthday.

I couldn't think of any. I explained it away as being pragmatic and trying to make every day special, not just one.

But that's not true.

I tried to remember my 20th and 15th but couldn't recall them.

Then it hit me:

My wife was diagnosed with Multiple Sclerosis on October 17th, a day after my birthday.

That's why my mind has subconsciously removed "all" memories of birthdays. It would rather omit them all than hold the painful with the good.

Click here to read the full story here

It made me think of something:

It's against the grain to not like celebrating birthdays. And with that comes pushback that I should celebrate them.

Many people do atypical things.

Have more grace with them.

They could have a deeper story.

And if they don't, you can be curious about why they see that way vs. judging them for not seeing it like you.

5. One Photo

Be weirder.

– JO (every second counts)