I’d be lying if I didn’t say how difficult it was to put together this week’s newsletter. The disruption to our daily lives is intense. Especially since it came suddenly and appears to have no visible end in sight. As with all things, this will eventually pass. However, it has been a real struggle this week.
I’m attempting to keep this newsletter and all my content COVID-19 free. There are lots of platforms that can cover it much better than I can. We also all need an occasional respite from the deluge of news. This may mean the newsletter will be shorter than normal, since the world of digital marketing is taking a backseat to real problems that need real solutions.
Its hard to talk about marketing while so much disruption is happening in our daily lives. I know its that way for me at least. The reason is two-fold. One, people’s lives are dominated by the news cycle right now, and for good reason! Responses to the current pandemic are changing rapidly, which has serious implications for everyone. So, I’m left with this feeling that I shouldn’t clutter feeds with information that pales in importance.
Two, will people even see my work? Is anything else able to cut through the noise? Most businesses are still open and everyone is hoping that someday soon things will be back to normal (whatever than means). But, in the short term, is it even worth it?
I think what’s important is that your work matters. All our work matters. Keep working. Keep publishing. Keep growing. If not for others, then do it for you. People need to escape, especially in times of great stress.
Give value. Be a resource. I don’t know who said it, but its critical right now. “Every project is an opportunity for you to do your best work.”
Now go be great.
Whether its a pitch deck or a piece of marketing, this guide is great, especially for strapped for time small business owners. If you’re always keeping your messaging about the audience consuming the message, not the person telling it, you will have a much easier time finding and closing customers.
To put it bluntly, if your content, pitches or sales calls are littered with “I” statements, switch them to “you” statements. The 2nd layer listed isn’t a broad statement either. You need to see each audience as a unique group. Its all about this quote from the linked deck, “By addressing what your audience wants – by speaking to their fears and desires – you’re establishing a relationship on their terms.”
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If you’re in B2B, this is a must read. In order for you to understand your customer, you need to understand their customer.
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Just Trying to Relax | Get Better Friday
It has been a stressful week, which is probably the biggest understatement of my life. I know we’re all trying to put on a strong facade, but its okay to admit you’re stressed. We all are. I saw this today in a newsletter and its something I’m going to do tomorrow night while having a few drinks and watching The Evil Dead 2 with my wife.
In times of great stress, I always steer towards the one and only Bruce Campbell. Right now I could use a couple hours of a one-handed man kicking the fuck out of some deadites (sorry for the language, just feeling the week).
We all have to be strong for other people, but that doesn’t mean we can’t take at least a few minutes for ourselves. Take care of yourself this weekend. You may not see it, but there is light on the horizon. You just have to go a little further to see it.