“Common sense” marketing

Marketing is a hard niche to try and be an expert in.

Especially if you’re vocal about your beliefs and strategies because marketers are a ruthless bunch.

If you’re reading this then you probably know some stuff about marketing, so let me ask you a quick question:

When was the time you read someone’s opinion / advice online and just thought, “what an idiot”?

It happens way more often than most of us are willing to admit. Everyone has their own opinion on how things should be, and we’re quick to put down people who we disagree with.

Now that I got that out of the way …

Let me talk about what pissed me off today when I read a very popular post online talking about email marketing.

The author was whining about being micromanaged by their boss, and during their rant, they talked about their marketing strategy.

Here’s what they wrote:

I am the sole communications/social media person for a small company. I went to school in this field and have done it professionally in a few different spheres.

I always schedule our email campaigns spread out enough so that people aren’t getting bombarded (generally one per week at most). This is one of the most basic rules of comms and should be common sense even if you don’t have a degree in this.

Something about the way they matter-of-factly state that crap just rubs me the wrong way.

“Everyone” knows you should only be sending 1 campaign per week. I went to a comms school, so I should know.

Well … let me tell you something.

That’s not one of the most basic rules of comms.

It’s not even common sense.

It is, however, common bullshit.

One of the easiest ways to raise your email revenue is by simply sending campaigns more often.

Your goal should be to send out a daily newsletter with interesting stuff your readers want to read.

Hell, if you’ve got something important to tell your list, you should send more than one email per day – like during launches or big sale events.

People receive hundreds of emails each day, and if you’re not one of them – you don’t exist.

So don’t get bogged down by “common sense” marketing.

No one understands the market or knows what’s objectively always right.

Do your own thing and keep checking the results.

But in general – try to sell harder, push harder and close harder.

Most people are way too timid.


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