Marketing is all about the story you tell your audience
If you're going to "borrow" an idea, at least do it better.
A slight change to the format this week. Isn’t that Marketing 101? Keep changing and keep iterating?
Still going to lead with an interesting stat, then something I want you to be sure you saw, and then, just something fun to consider.
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Stat: 43%
I recently saw myself working on a non-traditional email campaign to drive event signups. Non-traditional because it wasn’t going to be sent by an email tool (like Mailchimp or Substack ;) ); but rather sent by people individually.
The request was for an image-based invite as the email. I pushed back both for personal reasons and because the data told me it was a bad idea to send an email of that nature.
43% of people have images turned off on their e-mail. And beyond that, you can’t guarantee how an image will look with text on it, so why take the risk?
Did You Hear?
Twitter recently announced that “Fleets” is going away on August 3. That’s right. Gone. Adios. And not a minute too soon if you’re asking me. (Side note: Can LinkedIn do the same thing with their Stories?)
What Twitter learned was that Fleets was not their story. They copied it from Instagram and Facebook. They didn’t do anything different than those two.
But they also copied the audio concept of Clubhouse and are doing it better.
And that’s the point. If you take someone else’s idea, do it better.
Oreo was not the first cookie with filling. They just did it better.
Something to Consider
Twitter is what you make of it. Gary Vaynerchuk was able to leverage video better than anyone in the early days on YouTube and leveraged customer service and community better than anyone in the early days on Twitter.
And it is those lessons that have allowed Tweets like this to find an audience:
The platforms are what you make of them; and what your customers make of them. Embrace it and build.