Discover great authors from HEY World

Everyone can create content. Most can't do this...

Creating content is easy. Coming up with good ideas is where the challenge is at. One reason why some people don’t create content is that they do not know what to say. They may be verbose in conversation, but when they see the blank page, they fail to come up with any ideas for content. The issue is that there is no infrastructure to c...

The email I never wanted to send.

I always thought that starting was the hardest. Whether it's chasing your dreams or losing weight, many people never even begin. But as I started optimizing my life, I realized that sustaining (continual action) is where the work begins. Many people start working out, but how many continue for a year straight? I'm guessing less than 50...

Are you putting too much pressure on marketing?

"Hip hop can heal this world. It can end racism." That was from a documentary on 90's hip hop. While I loved the episode and thought the information was intriguing, that quote stuck with me. Can music really end racism? Will it also help us get to Mars? I'm sorry I can be cynical so easily. But come on, who thinks music can fix the sys...

You have two choices.

Recently a dear friend of mine, on the steps of our church, confessed to me that he wasn't doing well. His business, his marriage, and other areas were in unrest. I stood there listening in disbelief. The man I always saw as joyful showed a sign of weakness and opened his armor; what I saw were deep wounds. His demeanor also told it al...

Update on working with Alex + sorry for being late :(

Hey there 👋 I'm writing to you in the passenger seat of my parent's Honda CRV. Katie and I are headed to Minneapolis. She has her 6-month routine checkup for MS at Mayo. (My parents let us borrow their car when we go – this is only our second visit) We're excited to spend the weekend with family but a little anxious about the appointme...

Marketing in a recession – a few thoughts

I've never worked through a recession. So my advice on how to market through one is probably useless. Lucky for you, though, I've been actively reading from better thinkers and want to share one key thought about marketing in a recession. That critical thought or insight is that marketing efficiency will make or break many companies. D...

This just got interesting…

Imagine you're sailing the open sea with two amazing sailors. Your goal is simple: explore every last inch of the world. You visit terrific places, put your feet in every color of sand, and drink the wildest concoctions the world offers. But then–after almost five years–everything changes. As you're sailing one morning, the sun barely ...

What's new with you? (It's a serious Q, answer it plz!)

Hey there 👋 How are things going? Having a splendid summer? I'm doing fantastic—blessed beyond belief. • Katie and I closed on our duplex last week • Her health has been phenomenal, with her 6-month check-up at Mayo next week • We added a new team member to MyTalentPlanner (a customer success specialist) It's been a hectic few weeks, b...

One thing kids do that we should too.

"Airplane! Airplane!" As I pulled my AirPods out, I realized what was happening. The YMCA day camp–less than 500 feet from my apartment–began chanting "Airplane." But why? What game were they playing? Confused as to why they would be chanting for a flying piece of aluminum, I went to my window and peered out. I notice a normal-looking ...

A bulletproof way to find your audience.

Before sharing how to figure out your audience, let me begin with the bulletproof way to NEVER find your tribe: Avoid imminent failure by targeting the largest market of buyers. Our rational brains trick us into believing this is the safest bet. We think marketing is like fishing, throwing the biggest net in the water. But unfortunatel...

How are you getting better at this?

I' haven't been the best leader in my short career. I'll be the first to admit it. I've been selfish, acted out of negativity, and failed to lift others up. Simply put, I've been a shell of the leader I could be. But, I've never had a "leader" title before. So why do I even care how I "lead?" I thought you'd never ask. We all are leade...

3 things you can do to remain hopeful.

I suck at hiding my feelings. I always have. This has resulted in me becoming more transparent to overcome the anxiety of wearing my emotions on my sleeve. The truth is: I'm not transparent because I'm benevolent, but because I'm desperate to survive. And I also find strength in learning about the struggles of others. It helps me feel ...

Multi-tasking is a lie.

Doing two or more things at once is not a skill; it's a weakness. And usually creates shitty work in the end. Creating marketing for multiple purposes is also a lie. Imagine you write a blog post with three different intents. The post will likely miss the mark for all three goals. The best marketing has one core focus (intent). Yes, it...

What is brand? (Psst...it's not your logo)

Brand is a tricky thing. We've all heard the importance of having a brand. But how do you go about creating one? First, I find it essential to define brand: "A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a person's gut feeling about a product, service, or organization." — Marty Neumeier. The th...

Not all advice is equal.

Katie and I are buying a duplex. Our goal is to live on one side while renting the other out. We eventually plan to move out and keep it as passive income. I've had many people respect our decision. They comment how they wish they would have done something similar when younger. Or they mention how it's a smart move because we have no k...

Your logo is not your brand.

Sorry, someone had to say it. (referring to the subject line👆🏼) It's an easy illusion to fall for. But it's not true. Your brand or identity is much more expansive than your logo and colors. The way you talk, your worldview, and the stories you tell also make up your "brand." “"Organizations seeking an identity often think what they wa...

To be the best, you must do this...

Learning and mastering a skill is only half the battle in becoming proficient. The other half is learning to teach that skill. Many so-called "experts" never reach the other half. This is because they become so good at what they do yet never learn how to teach others. While this appears only to hurt those who desire to become proficien...

The secret power of use cases.

Have you ever shopped for software before? When I do, I have one looming question: How will it help me in my position? Some software solutions can help many people. HubSpot would be an example. You could be a content marketer, CRM manager, salesperson, or even a data-driven marketer. The way you would use HubSpot would be different for...

Don't fool yourself.

Why are you doing it? I don't mean your initial answer. I mean the answer behind your answer. We, humans, are notorious for fooling each other and ourselves. We think we are doing something for one reason, while subconsciously, we do it for a reason we are unaware of. This is the reason behind the cliché that we buy with our hearts and...

Its been a minute…

hey 👋 It's been weird not writing you the past three days. I doubt you noticed, but if you did, I appreciate that. How's life been treating you? It's been a wild last few days for me: • Katie and I have a fantastic anniversary weekend in Chicago • Katie and I are in the early stages of buying a duplex (our offer was accepted/selected) ...

I'm confused why this pisses people off...

Wanna know something I do that sometimes pisses people off? I ask (a lot of) questions. Some think my questions mean I doubt or don’t trust them. Or others would rather not have to defend their statements with my curious and innocent questions. The truth is, I’m addicted to questions. I’m convinced that asking better (and more) questio...

Sleep is not thy enemy.

About five years ago, I would try to sleep the least amount I could. 6 hours was my goal every night. I fell hook, line, and sinker for hustle porn. The illusion that success is tied to the amount of time I worked sucked me in. This resulted in much misery for me and those who had to deal with sleep-deprived Jordan. I had not yet reali...

Get value from content before sharing it. Here’s how:

Most content is valuable only after it's published. And that's assuming people will engage with it. If no one listens, watches, or reads it, it's useless. The degree to which we gain value from content is beyond our control. Or is it? I believe the best content creators derive value before shipping (during the creation). Creating this ...

Most launches fail. Here’s why and how to avoid it.

Launches always disappoint. Maybe it's me and the launches I've been a part of. But I feel launches routinely leave me dissatisfied. No matter what I do, it rarely reaches my expectations. About a month and a half ago, we launched our software (MyTalentPlanner). Sure, we celebrated and acknowledged our work over the past two years, but...

🪞 The Lookback 6/11 – 6/17

Whatta week. A tornado in Green Bay, crazy warm temps, and the stock market falling out of grace. I'm probably not the only one looking forward to the weekend. But before we get to the weekend, let's lookback. 5 things I did this week: 1. Visited my Grandma in the Upper Penisula over the previous weekend, which was soul refreshing 2. R...

I don't believe in superheroes (but I believe in YOU).

I wish superheroes were real. But no one I know is climbing walls and shooting webs out of their wrists. But I do believe in one type of "superhero." Individuals who do multiple jobs. These people often wear many hats in startups or smaller companies. The finance person must also help with interviewing. The salesperson is responsible f...

Marketers should think like ____.

Almost every decision we make in business is testing hypotheses. That's true whether you're aware of it or not. Don't believe me? Let me walk through a notional example: I run a company called Nuts and Bolts. We sell exactly that. And recently, we decided to buy a booth at a local event. While on the surface, this doesn't look like tes...

I quit coffee (kind of).

I’m a coffee wh*re. I’ll do anything to avoid missing my morning cup(s). Walking in freezing weather to get a coffee while traveling? Been there. But that’s changing. I’m ending my relationship with coffee. And beginning one with decaf coffee. Sure, I’m still getting caffeine. But at a much lower dosage than before. How can I tell? I’m...

Focus less on methods and more on this:

Which do you focus on: Methods or principles? For most of my life, I sought methods. I wanted to know what to do and how I could get results quickly. That was until I tried many different methods and achieved minimal results. At this point, I should have realized that methods are useless. Instead, I doubled down and searched for the ul...

🪞 6/04 – 6/10 <> Happiness, psychological safety, and side hustles

What controls your happiness? This week reminded me of an eternal truth-as it continued to kick me in the nuts: Only you control your happiness. If we allow objective experience (i.e., thoughts, feelings, other people) to control our happiness, we lose control of being happy when we want. We can only be happy as long as our objective e...

3 reasons definitions matter + 1 important Q for U

Definitions matter. Currently, the words we use are identified more through how we use them and the surrounding words than the word itself, like love. I LOVE the Green Bay Packers. I also love my wife. Same word, very different meanings. That’s why definitions matter; the more we understand the words we use, the clearer we are (in spee...

I have bad news...

You’re not the exception. Sure, you could be. But betting on being the 1 in 1,000,000 is silly. Creating expectations based on being an anomaly is a recipe for defeat. Instead, do your research and understand where most values land (one standard deviation from the mean). This can give you more clarity on where you’re likely to land. Le...

Do you belong here?

Imagine you have two friends: Ted and Dale. While they both are lovely humans, Ted and Dale have some differences. For one, Ted hates cats. This makes visiting Ted for Fantasy Football challenging, as he struggles to refrain from making derogatory comments toward your cat while the game is on. But you love football, so in the end, it's...

🪞 The Lookback 5/28 – 6/03

Hiya 👋 Feeling like summer yet? This week I've spent more time working outside in the sun than I ever have. It felt great. The heat of the sun and the sweat sliding down my armpit brought me back to my lifeguarding days. Much simpler times... Does it feel like summer for you? 5 things I did this week: 1. Failed to release a new episode...

Want to ruin a relationship? Do this.

What’s one of the quickest ways to ruin a relationship? Paranoia. Think about it. How healthy would your relationship be if your partner had constant suspicions that you were cheating on them? Pretty unhealthy. They would lose trust in you regularly and subconsciously force you to prove yourself repeatedly. That would get exhausting qu...

Two writing tips. Only one stone.

“Know butter. Do butter.” After reading the above on my body lotion container, my marketer/writer mind proceeded to geek out. Why? It contains two timeless writing tips. The first: good things come in twos. The second: humor is vital for your message to stick (or land). Look at some of the best taglines or headlines, and you will see t...

When will you get it? I’m tired of talking about it.

"Thank you! Over 500k views on YouTube. 🏆" That was the subject line from a local software development company. And I instantly knew I needed to make a lesson out of this mistake I see occurring too much in marketing. What is the mistake? Over focusing on yourself. This isn't just a company issue. We all struggle with selfishness. We a...

🪞 The Lookback 5/21 – 5/27

Hey there 👋 My week was surprisingly busy and thankfully productive. I got a lot done, stayed on top of my physical and emotional health, and am hitting the weekend full sprint. How about you? 5 things I did this week: 1. Began to figure out how to consistently release podcasts without spending 5 hours editing a week (outsource) 2. Ran...

It hit me like a slap to the face.

It was my first time back. Each month, my wife Katie gets an infusion for Multiple Sclerosis. Aside from the first one, I’ve been absent (with Katie’s permission). That’s why coming back shook me up. Emotions that I haven’t seen in awhile came out to play. The same emotions I had almost a year ago when she was diagnosed: • Anger (at Go...

Theoretical books > practical books + why that's true.

I recently read a book called The Power Of Ignorance by Dave Trott. It's a lot like the book Alchemy by Rory Sutherland in that it conveys wisdom through stories. It's like the Bible (i.e., teaching through stories and parables). This made me realize there are two types of books: • Practical (Improve your action) • Theoretical (Improve...

2 ways to be more brief (with writing and talking).

If you know me, you know I’m long-winded. I could talk for days. That directly correlates to my writing. Put simply; I struggle with brevity. I’m a verbose guy. If I can say something with five words, I’ll use fifteen. I’ve always been that way. But over time, I’ve realized that it’s a significant weakness. It’s a weakness in a couple ...

The best marketers do this…

I've never had surgery before (aside from getting my wisdom teeth out). But I bet you have. And, even if you haven't, this analogy should still make sense. Imagine you go in for a complicated surgery. You're nervous and a little weary. However, that changes as a professional-looking woman greets you. She is genuine and seems to "care."...

🪞 The Lookback 5/14 – 5/20

Hiya 👋 Something I can't stop thinking about this week is how lucky we are. Sure, life could be better. We could have no war, inflation, or sickness. But still, life is incredible. When I want, I can start playing a symphony on my phone. I can learn almost any fact I want. And I have water every single morning. Maybe you are great at s...

A simple exercise to remain grateful.

Have you ever thought back to a time in your past and thought: Those were the good ole times. I have—far too many times. I frequently believe that I can only experience the good days once they’ve passed—I can only enjoy the moments in retrospect. But that’s changed. I now believe we all can experience that feeling during the current mo...

This is the best you could do?

"Your tax refund might be enough to cover the cost of new windows." This was the premise of a video ad from a local window company. It then went on to talk about why buying windows would be a good purchase. Seriously? Do you think I want to spend my refund on some new windows? How about a new Apple Watch? Or those shoes I've been eyein...

The secret to writing well...

Let's talk about editing. It's something I read little about. Yet it's easily one of the more critical elements of writing. I understand that getting content on the page is challenging. But once you master the blank page, your next level is to master editing. Editing is where you take semi-good writing and turn it into excellent writin...

Your marketing plan's most overlooked component...

The first component of an effective marketing plan is usually the most overlooked. Most plans or strategies include the tactical aspects (i.e., the content we will post or the platforms we will use). In addition, most have some level of goals or metrics. But few include what your plan should be based on: A diagnosis. The first thing yo...

🪞 The Lookback 5/07 – 5/13

This weather has me feeling amazing ☀ It's crazy how I let externalities affect my internal state (happiness). It's essentially handing over control to things out of my control. That doesn't sound the smartest. That has me focusing on cultivating happiness regardless of the outside world. No matter if there is a war, a stock crash, or ...

Don’t try to solve the problem. Do this instead...

Take two steps back. Every time you face a problem or opportunity, take two steps back and breathe. Don’t jump right into solving it. Please. This is especially for you if: - You’re someone who prides themselves on getting shit done, or - You’re someone who needs to be busy to feel productive The first thing I will do every time I get ...

1 ≠ 1 in marketing. Let me show you why...

Numbers are just numbers. You know that. But then why do we get so hung up on reaching X subscribers or X views? We forget a core truth about data or numbers: 1 ≠ 1. A view from Sally, who is your grandmother, is not as important as a view from Sharon, who is in your target audience. Sorry, grandma. Having 55 subscribers with 25 being ...

Writing won't improve your IQ, but it will do this...

Growing up with two older brothers was wonderful. I wore their shoes, learned from their mistakes, and had an easier time with my parents as they were worn out. But it wasn't all roses and sunshine. I've struggled with insecurity as the youngest child (I know, we all do to some extent). But specifically around intelligence. As the youn...

The question no one is (directly) answering.

Last week I met the 43rd-best player in the world. Player of what? Why does that matter? Would it be any different if he was the 43rd-best basketball player rather than the 43rd-best dart thrower? Other than making far more and being 1000x more recognizable. There is a big difference between the two. But, they are still ranked the same...

🪞 The Lookback 4/30 – 5/06

Moments of low clarity suck. It's challenging when you don't know what to do or how to move forward. You feel stuck. All week I experienced this. I am struggling to figure out how to move forward with my content (podcast + newsletter). I want to continue writing daily to improve my writing, but I'm unsure if this is the best way. That'...

To hashtag or not to hashtag?

What are your thoughts on hashtags? I remember they were the craze in high school. Everyone was using them. Now, I don't find them to be of much tangible value. This resulted in me challenging a man on why he believes they are important. I asked a simple question: “Have you seen any tangible value from using hashtags?” His answer: “I s...

The one thing your competition can’t copy...

““The company story is the company strategy.” – Ben Horowitz, Partner and Co-founder, Andreessen Horowitz.” Imagine you built the best designed and coded software. It kicks butt. You release it, and your target audience eats it up. You continue to add users steadily as you update and improve the product. Until one day… Microsoft become...

This email is short. I promise.

Most people write too many words (myself included). We fail to get to the point and incessantly drone on. This is something I’ve struggled a lot with. Brevity is not natural for me. But, I use a simple trick when writing to be less verbose. The trick is to write whatever I’m writing without thinking–vomit it onto the page. Then imagine...

Do you believe in the funnel illusion?

You've heard of the marketing funnel, right? 1. Awareness 2. Interest 3. Consideration 4. Intent 5. Evaluation 6. Decision While I think it's an okay framework, it falls short. It does not map to reality. It's a mirage. Like seeing water in a dessert, you pray it's real, but the last five times you had a similar experience, it was in y...

🪞The Lookback 4/23 - 4/29

That was a crazy week. Sunday feels like yesterday with the software launching, my mom's birthday, and my shin exploding. How about you? How was your week? What did I do this week? • I failed to release episode 5 of my podcast (🤦🏼♂) • We launched MyTalentPlanner software and V2 of the website (See V2 of the website: https://www.mytalen...

My new mantra for life.

"Strong beliefs held lightly." That's a new motto I've adapted. Why? Life is too short to do the opposite, "Weak beliefs held strongly." We should have strong beliefs backed by research and experience. But we should hold them lightly, willing to update and refine them with better data and experiences. To live a better life for ourselve...

This is a hill I'm willing to die on...

I believe most humans should write daily. I mean, we all do, whether through emails, a report, or a social media update. But I'm speaking about a dedicated chunk of time to write. 15-30 minutes where all you do is write. What does that look like? • Structured writing about your feelings in a journal • Brain dumping whatever is on your ...

Sometimes brief ≠ good <> CR17

I'm all for short and snappy content. But sometimes, if you are too short, you will fail to cover your pitch fully. This leaves the reader unsure of who you are and what you're selling. This leaves them confused, which typically doesn't drive results. Today's ad feels a little empty and lifeless. I hope to pump some life into it. Who: ...

Today is launch day...

I never thought I would say this: I’m part of a (Saas) startup. (Do I buy a tesla now or later?) Seriously though, I’m excited for this opportunity and for the fact it’s with the same group of people I’ve dedicated the last four years of my life with. Stop The Vanilla went on a mission two years ago to figure out an answer to surviving...

🪞The Lookback 4/18 - 4/22

Another week down. How did you do? I did okay. There were a few things I wish I got done, but overall, it was a productively peaceful week. What did I do this week? • Released episode 4 of my NEW podcast (listen here: https://share.transistor.fm/s/e70af690) • Prepared to release V2 of MyTalentPlanner's website next week (See V1 before ...

Something (new) is in the water...

I have some big news... I'm starting a weekly newsletter. It's called a Newsletter On Marketing. It will showcase podcast episodes, interviews, and hopefully longer-form articles I plan to write. But that's not the point of this email. I was recently at dinner with a friend. We were eating some fantastic pizza, and I told him I was sta...

Why the generation effect matters to you and I.

Have you ever heard of the generation effect? Even though I have been doing it for over a year now, I didn't. So, let's define what it is: “The generation effect is a robust memory phenomenon in which actively producing material during encoding acts to improve later memory performance.” That's the highly scientific definition of it. I ...

Copywriting > Selling.

"Copywriting is sales at scale." Rather than selling to one person at a time, copy allows you to sell to many at once. The challenge is writing copy that is as compelling as you would sell. Unfortunately, most writing on websites, cold emails, or sales pages is robotic and not persuasive. It's much easier to charm someone through speec...

Burn every marketing book you have.

Most marketing books are useless. They preach fading strategies. They contain survivor bias. And are usually a slog to read through. There are fewer than 20 books on marketing you need to read. Some examples of must-reads are: • Ogilvy on Advertising by David Ogilvy • Everybody Writes by Ann Handley • Scientific Advertising by Claude C...

You are what you (critique)....

A superpower of mine is being critical. I can poke a hole in just about anything. I can find something to improve everywhere. But, as you can imagine, this quickly turns into my greatest weakness. I can be overly critical and focus only on what’s missing (just ask my wife). One night, this became apparent when Katie and I went on a dou...

Your secret weapon in marketing 🧪

The more you do, the less you can accurately test and measure. Think back to science class and experiments. When experimenting, you start with a hypothesis. You believe that by altering X, Y will happen. The experiments’ goal is to prove or disprove that hypothesis. The five main components of an experiment are: 1. Control variable: An...

The hidden costs of creating content.

Content is not free. Just because you can post it for free or email it to 100 people doesn’t mean it doesn’t cost you anything. There’s the production cost. Whether it’s your time writing an article or paying someone to edit your podcast, creating content costs money and time. There’s also the opportunity cost. Rather than shooting tha...

Why stagnant subscriber growth is... GOOD.

Not everyone flew a Lockheed P-38 Lightning during WWII. Not everyone will give birth to a wet-looking alien; I mean human. So, to gain specific life lessons, you need to seek out those with specific experiences we will never have. Now, some of the lessons from the legendary fighter pilot man could be the same as the woman who was the ...

Do this to avoid “bad” marketing.

Go to the roots. That’s a mantra I tell myself religiously in marketing. It helps ground me in what is true by asking better questions. Let’s say we are trying to run an ad in our local paper. Of course, you could start by asking what it should be about, what the design should be, or the headline. But that’s not starting at the roots. ...

We got a new ___!!!

Everything is personal. Not in that way. What I mean is that everything is personalized. What love feels like for me is different than what it feels like for you. What heartbreak feels like to me is different than for you. What grief looks like for me is different than for you. That’s a lesson I’ve learned in my short time on earth. Th...

Your life would look different if you did this every day...

36,969 words. That’s how many words are in a Word Doc that holds my written content for this email. While I have a few posts that I’ve already written in the doc, most of the content is unreleased. That’s like a book of content I’ve created. So how did I do it? By writing every day for 30 minutes. It’s that simple. The more I commit to...

The secret to winning with paid ads <> Wizdom from Gary Vee 02

What’s one easy way to make effective ads? Make a ton of them. And make them highly personalized for the product, audience, or both. This lesson comes from Gary Vee and is another episode in our Wizdom from Gary Vee miniseries. One thing Gary routinely preached was the importance of creating a plethora of hyper-personalized ads. If you...

YUGE announcement! + When teasing goes too far.

Today I want to share something massive with you. It's something I've never done before and am scared to share. You will want to read until the end to find out what it is. *End of role play* Hooks and teasing the reader with a payoff is what good writing does. But tangling the carrot so far in front of them while making them work ridic...

What Survivor taught me about marketing.

I love Survivor. My wife and I try to watch a little bit during dinner each night. We pick seasons from the past with high ratings and have fun picking who we think will win. I am surprised with who wins every time. Of course, it’s usually someone you would expect, but it’s never an easy pick. It’s not always the best player. Or the st...

{Extra} The Lookback 3/27 - 4/02

Nothing is worse than getting sick. Sadly, that's what happened to me last weekend. Thankfully, I'm feeling much better now and didn't lose much because of my head cold. I kept my routines and a healthy mindset while also moving forward personally and professionally. What about you? How was your week? Top learnings 1. The Paradox of YE...

What really matters?

It felt like I was going to die. My chest hurt, and my left arm tingled. Everything flashed in front of my eyes. Do you know what I didn't see in what I thought were my final moments? The Netflix series I didn't watch. The number of hours I spent working. Or the copious amounts of weed I've smoked. Not that those things didn't matter (...

Which would you take?

Imagine I have a purple pill. Taking the pill will give you clarity. Pop it every morning, and you'll have extreme clarity for the rest of the day (did someone say Adderall?). Would you take it? I would. I'd even snort a purple line of it every morning (🤧 wipes nose). Why would I? Because clarity is everything. When I struggle most in ...

The one thing greater than distribution (or repurposing).

While distribution is important, we shouldn't focus solely on that. What brought this to my attention was a recent book I purchased. I followed the author and saw their posts about their book, but it wasn't until they retweeted someone noting how great their book was that I bought it. Why? I'm not sure. But two reasons initially come t...

Stop talking about yourself and do this instead <> CR16

The audacity to promote an ad that's all about yourself is mindboggling. It's like buying a billboard to put your face on it so that you can see yourself driving to work every day. It sounds like Kanye would do. The sad reality is that many ads I see do this, whether directly or indirectly. Today I share how to avoid that and what to d...

A story about sandcastles and what marketing is truly about.

““The solution is not to try to convince your people that what you made is awesome, it’s to make better stuff.” — Jonathon Stark.” Marketing is not convincing people to care. Marketing is finding the right people and sharing with them something worth caring about. To illustrate that, let me share a story from my lifeguarding days. Towa...

The Lookback 3/20 - 3/26

That week felt like it was on 1.5x speed. Not sure if that's good or bad. My word for the week was too-good-to-be-true. Life has been going oddly well, which makes me wonder what's around the corner. Regardless, I'm enjoying it. Also, we got a new cat. Her name is Mylo! How was your week? Top learnings 1. Bias toward critical thinking ...

I’m so embarrassed by this...

It’s my first podcast of the day. I’m in the zone. Asking what I think are great questions and having the guest open themselves like a book. Then it happens. I try not to notice, but I can’t help but see it. And the more I fixate on it, the worse it gets. It’s embarrassing. What is it? My neck. Whenever I’m talking in front of people, ...

Are churches going too far with this marketing tactic?

At the center of marketing is something I struggle with: Tracking and targeting people. To run ads, you must target someone based on their data. I get this. It could be location, whom they follow, or if they have children. But what if you got more specific and possibly went too far with targeting? That’s what churches have recently bee...

I almost missed the boat on this trend. Did you?

I’m late on almost everything. One of those is miniseries. While they aren’t new (e.g., Band of Brothers in 2001), they are taking over again. In the last few years, Netflix has adopted the strategy full-blown. They’re pumping them out like a catholic family pumps out babies. Have you ever watched one? They are usually 5-10 episodes lo...

Did someone order a stale dish? <> CR15

Have you ever ordered something at a restaurant that comes out looking "blah?" A better word than "blah" might be underdeveloped. It comes out short on the fries, or the burger is half the size as the bun—sad face. Some content has a similar effect. It underdelivers. Today's ad is "blah," and I'm going to try and spice it up. What I li...

How long should content be?

"It needs to be short." "No one reads that much anymore." "No one watches videos over a minute." If you ever hear someone using this heuristic, run the other way. It's not true. People will watch a 30-minute video of Mr. Beast holding onto a box to win a million dollars. People will also listen to an hour-long podcast with Brené Brown ...

{Extra} The Lookback 3/13 - 3/19

Howdy 🤠 Did you have a nice week? My week in one word was content. I have a newfound awareness and acceptance of where I am in life—both professionally and personally. I want to achieve more, but I am satisfied with where I am and the person I am slowly becoming. How would you describe your week in one word? Top learnings 1. Say "yes" ...

What a deadly crash can teach us about life.

“I waited in traffic for 2 hours!” That was a comment on a Facebook post highlighting a crash on the highway. I understand the woman’s frustration. But, when you see the images of the crash–the rear end of an SUV smashed into the front seat–the woman’s anger pails in comparison. Compared to the pain of the people in the accident. Compa...

A lesson from the Zoo 🦍🐅

Building in public is scary. It's like being an animal in a zoo. While it feels like you're in your environment, half of your arena is open (glass) for people to view. They can critique your every movement, and there's little you can do. But, they can also see your struggle, cheer you on, and support you when they feel it's needed. Whi...

Before you write, do this.

This might seem like common sense, but I'm gonna say it anyway: Think first, write second. Many times, we jump right to the writing. By getting to the writing ASAP, we think we will produce better work than waiting. While it "works," aka it gets something written down, I don't believe it leads to our best work. It's merely a heuristic ...

Finally, a good ad to rewrite <> CR14

Usually, my ad rewrites are for "bad" ads. But this week is different. Today's ad executes on principles I routinely preach, making it a great ad. I think there is a lot to learn from the good as well as from the bad. And I'll have a few changes to improve it by 1%. What I like about this ad: • Specificity is key. (i.e., 100+ journalis...

You need this skill to do marketing well in 2022 and beyond.

While I believe human resources, technology, and management are changing, marketing is changing more quickly. If you continue hiring as you did in 2000, you could have "okay" success. But if you're still doing marketing as you did in 2000, it's over. It's less about changing methods or tactics. It's more about a radical shift in thinki...

{Extra} The Lookback 3/06 - 3/12

How was your week? My week in one (or two) words was peacefully-productive. I got a lot done at work and home. I didn't do it through working crazy hours but through focus and efficiency. I hope your week went well and that you're having a relaxing weekend. Top learnings 1. Life's suffering can be mitigated by reframing Shit happens. T...

Why do we do this when we know it brings suffering?

Why do we do things that we know have the potential to destroy us? I’m not talking about cheating on your spouse or doing drugs. I’m talking about something we all do: Loving someone. Some people–that we love–are in our lives, and we don’t have much choice over it (i.e., parents or siblings). But others we intentionally choose to open ...

This is why I stopped getting coffee with people.

Imagine you go out to coffee with someone you've never met before. You met this person on Instagram, and from their profile, they seem like a cool person. You order a caramel macchiato and a muffin. They order a dark roast with no cream. Hmm, that's a little sus. But you push that out of the way and keep an open perspective on this per...

The speed trap + how to avoid it 👂

What’s better? To arrive early and realize you are at the wrong restaurant? Or arrive late but make it to the correct diner? I’m going with the latter. But many of us subconsciously picked the first. We overvalue action without thinking. We rush things just to achieve our artificial goals or deadlines. While never actually figuring out...

The number one question to answer when marketing <> CR13

WIIFM? Do you know that acronym? WIIFM = What's in it for me? It's the question I ask myself consistently when writing or marketing, not for myself, but for my customer. You need to address that question and be specific about what's in it for the reader or customer. Today's ad shows us what it looks like when you fail to answer this qu...

How I improved a job ad + we're hiring 🚨

Happy Monday, friend 👋🏼 Today’s email has two objectives: 1. Share an open position we are hiring for, and if you know anyone who would be interested, please share with them 2. How I refined the job ad from “good” to “kick-ass” (at least in my opinion, lol) MyTalentPlanner is making its second hire, looking for a Customer Success Speci...

{Extra} The lookback 2/27 - 3/05

One thing I don't do enough is reflection. I put so much focus on achieving the next thing and moving forward that I miss out on looking back, thinking about what happened, and learning from it. The truth is, the more one reflects, the more learnings one has to move forward faster. So, every Saturday, I will share with you a "lookback"...

How to argue better in 2022.

“"Always remember that to argue, and win, is to break down the reality of the person you are arguing against. It is painful to lose your reality, so be kind, even if you are right." — Haruki Murakami.” It was Christmas Eve, and I gave my brother a ride to the bank to get quarters for laundry. Our conversation started light and cheery. ...

How to sell revolutionary products <> Throwback Thursday Ad Breakdo...

Carl Ally. A few months back, I shared an ad he wrote in response to Avis' 2nd place ads (Click here to read). This week I bring more gold from his treasure chest. In today's ad, he is selling a car from Saab. Selling cars through salesmanship or marketing is a challenge. So let's observe how he sold this "revolutionary" car. Finding #...

Marketing doesn't work unless you do this...

Marketing takes time. Anyone who tells you otherwise is lying. Sure, you could run some FB ads and try to get a quick profit, but it's not that easy. There's so much behind having success with paid media. This fact of marketing being a slow burn was brought up in Rob Fitzpatrick's community. Rob shares a story that contains some import...

Love is still in the air. <> Conten Rewrite 012

What better way to bring back ad rewrites than to use one from a subscriber. This is a first, which makes me even more excited. Lucas, a realtor, reached out to me to get my brief thoughts on an ad he is running in his local market. I'm excited to share my thoughts and see what you think and learn. Who: Multi State Realty is Lucas' com...

Consistency vs. Speed. Which matter more?

Last week I wrote how speed is the key to improving anything: more reps = more competence (Click here to read). And one of you beautiful people responded with a great question I felt compelled to answer. Here’s the Q: “How would you define the difference between speed and consistency? Is speed the same thing as frequency and repetition...

Want to be happy? Do this.

Life sucks. It can be challenging to put a smile on at times. Maybe today it slips on quickly, but other days, it's hard to find it. One simple thing you can do to instill more happiness (and hopefully, a smile follows) is to write down daily what you're grateful for. I do this first thing in the morning and right before bed. You may t...

Content series: When to do them and when not to.

How do you feel about content series? Some examples: • A 3-part series on creating a content plan • A 5-part series on filing your taxes • A 4-part series on go-to-market strategy Do you find them helpful? Before I share my answer (because you asked), let me share a notional example. Let's say you need to learn how to shit. You spent y...

Healthcare EQ <> Book Review 07

I believe EQ is one skill that every profession demands. I find having high EQ essential to thinking clearly and making good decisions in marketing. Without it, you allow your emotions to cloud your vision, and you cannot produce good marketing. Also, by growing in EQ, you will grow in your appreciation for emotions and their role. Thi...

If you want to improve any skill, do this.

Speed is critical to improving. Suppose you want to get better at anything, speed matters. A friend who shared a blog titled Speed Matters brought this to my attention. James Somers wrote the blog post seven years ago, but it couldn’t be more accurate today. ““The prescription must be that if there’s something you want to do a lot of a...

Do this to get others to talk about your company.

How do you get others to do talk about you? Many people have this as a marketing goal, whether to spread your category or your new service offering. So, they go about it through earned channels. They reach out to industry magazines, influencers, or PR to get on media outlets. Sadly, this thinking is backward. While I am not against ear...

It's not the end of the world. But it felt like it.

Spilling coffee is not the end of the world. I realize this. But then why did I almost completely break down when Katie spilled hers? Let me first share the story: Katie and I visited Mayo hospital in Rochester, Minnesota, for her MS. It was the second day of our stay. We had gone for a run first thing in the morning, and then I went t...

3 reasons why a vision for your content is critical.

I’ve made a critical mistake. I’ve had a loose vision for this email for the past year. My loose vision is to build an audience while improving my writing and marketing acumen. But I need a more definitive vision. I need to put in concrete terms what I want for this email. Why is that? For a few reasons: Reason 1: A significant way to ...

The email I never wanted to write.

She's gone. We'll never be able to hold her, kiss her, or see her again. It all happened so quickly. We had been gone for a few days, but she was acting normal when we returned. Both of our cats were happy to see us. Then everything changed. The next day, Evee, our youngest cat that we got in July of 2021, was acting differently. She w...

To do great marketing, don't let this get in the way.

“I don’t like that.” While personal preferences are “good,” I find that we allow them to impact our decisions too much. Let’s say you HATE podcasts. “Who has time to listen to someone ramble for 50 minutes?” You may—most likely will–let this impact what type of content you produce. But what if your audience loves them? Then you made a ...

The balancing act of brand vs. performance marketing.

Everything is NOT trackable. With marketing, there is a clear balancing act going: Doing and measuring things for immediate ROI and also realizing there is no way to measure some stuff for their direct impact. Essentially it is brand marketing vs. performance marketing. Which camp are you in? Personally, I think both have their place. ...

External vs. internal benchmarks. Which matters more?

I judge myself too much. How about you? I frequently compare myself to others and usually end up disappointed. If I had a friend who treated me the way I treat myself, I would have ended the friendship a long time ago. There’s no way I would have put up with the criticism and judgment. So why then do I deal with my inner critic? Why do...

Let's dig a moat.

What’s your company’s moat? In software, the need to answer this question is critical. Anyone can duplicate your features and code, so you need something else (your moat) that provides distance from them “catching up to you.” But for every business having a moat is essential. Your moat could be your brand, a true differentiation (i.e.,...

How Not to Suck at Marketing <> Book Review 06

No one likes to suck at anything. But, at times, we all will, especially when we start something new. The reason I write my daily email is to help those just starting or making the switch into marketing. To help them suck less with marketing. This book accomplishes the same thing. For those early in their marketing journey or just star...

The only way to write better is to...

I have thought a lot about this question: Why do you write a daily email? Not because anyone has asked me–few care–but because it intrigues me. And if I can succinctly answer it, I will be able to persevere when I want to quit. So, the answer? To become a better writer. That wasn’t always my answer. When I first started, I might have a...

Why customer stories are the least used but most effective marketin...

Few companies take advantage of customer stories (also known as case studies). Why is that? I think it’s because most companies can’t tell a story to save their life. They can pitch, sell, and feature blast, but few can tell a story about a customer that draws you in; while also selling you on their solution. Some try to write customer...

Are you making this mistake with those you love?

I love making life easier (or less stressful). And one way I make life easier is to use frameworks to think better. One example is using a Stoicism fundamental framework: The Stoics realized that there are things we control and things we don't control. To get to the good life, we should focus on the things we control, and accept the re...

We don't do this enough...

Do you celebrate enough? 🍻 I'm not talking about that celebrating—the kind where alcohol is involved. I mean celebrating your wins—even the small ones, like not eating sweets for the day. For me, I am quick to acknowledge the losses. I see that as a way to improve—pointing out the failures and learning from them. But a few months ago, ...

The Lean Startup <> Book Review 05

I'm fascinated with startups. They're a concrete reflection of what is needed to succeed in business. They don't have moats or establish revenue channels to rely on. They must build quickly, pivot when needed, and develop revenue sources. Most established organizations could learn a thing or two from startups. And that's what I hope to...

A simple exercise to differentiate your brand's voice.

Most business writing sucks. It's a sea of sameness. Websites, blogs, and social media posts all look the same. If you think you're different, I have an exercise for you. Go to your website or latest social media post and cover your logo or profile picture. Read it as your audience would. Now, go to another website in your industry or ...

Why unsubscribes are good.

I love it when someone unsubscribes. Or when someone tells me my daily email is too {insert undesirable trait}. Why do I enjoy this? Because the goal of content should be to push away the wrong people. And to violently pull in those who see the world the same way as you. Many of the best content creators are hated by people who don’t s...

The resource to learn category design and differentiation.

Which do you choose: To be better or different? If you picked being better, today's resource would disagree with you. He would instead suggest that being different is the key to winning. The companies that win 80+% of the category they compete in do three things: • They spend time naming the problem • They have a unique POV • They posi...

Why "document don’t create" is trash.

I poured myself a cup of warm dark roast. I started writing daily for an entire year. I just finished shitting. Do you care at all? I doubt it. Unless there was something in it for you, we humans are selfish. Maybe I could relate the coffee brand I use with a meta marketing lesson. Or I could share the five lessons I've learned from pu...

Jesus and the disinherited <> Book Review 04

Too many religious books are written by people who scarcely resemble Jesus. Those on top (i.e., rich pastors, celebrities like Tim Tebow) are the most frequent writers about religion. But this book is different. Howard Thurman represents someone on the bottom, overlooked, hated for his skin color, much more similar to the Judaic Jesus....

The reason I write this daily email.

“Why do you invest so much time into writing your email when you’re unlikely to make any money from?” Great question. It’s something I’ve thought hard about. If you know me, you know I’m intentional and resourceful with my time. So then why would I presumably waste it writing a daily email that 60 people read? Because it positions me t...

A simple email trick to stand out.

I receive many emails. Maybe not as many as you, but my inbox can get lit like a Christmas tree. Case and point: This got me thinking: How does one stand out in the inbox? Whether you’re selling me on your LinkedIn growth course or black Friday deals, how do you draw unproportionate attention? Is it the headline? Is it the person sendi...

It's not always marketing's fault + the Cubs' debacle

You ever heard of the Chicago Cubs? There's a gripping story about how they became known for all the wrong reasons. Let me share the story: It was the eighth inning of Game 6 of the National League Championship Series, and a fan named Steve Bartman reached out to catch a foul ball. Unfortunately, while he reached out, he bumped Moisés ...

My grandma died last week. Here's one thing that stood out to me...

"How do you feel, Jordan?" "Well, I'm sad. But for me, one thing stands out: legacy—the impact she left on those close to her. The size of the hole that will be left now that she's gone." This was my reaction to my dad asking how I felt about my grandma passing this past week. It illuminated a truth for me: The primary metric for our l...

Master the best of what others have already figured out.

I rarely have original thoughts. I'm guessing the same is true for you. So, rather than always sharing MY thoughts, I strive to weave in ideas from those who are more qualified. And along with that, I want to begin sharing those people directly with you. I am a firm believer that we are the sum of our inputs. Sadly, many of my previous...

The truth about hate (anger).

What you hate in others is likely your shadow. 😶 Wat? “"If we don't confront the shadow in ourselves, we'll spend our time and energy despising or fearing the same material in others." — Richard Rohr.” This happens to me frequently. An example is when Katie and I went to the movies with my brother and nephew a few weeks ago. It was a g...

Content Inc. <> Book Review 02

Every Wednesday (as of now), I will share an in-depth review of a recent book I've read. Last year alone (2021), I read 48 books, so I have plenty to share. Before I share today's review, I have two requests of you: 1. Share constructive feedback on how I can make this the most valuable book review you read 2. Share great books that yo...

10 things I learned from 1 year of shipping daily.

One full year of shipping daily (excluding weekends) ✅ What did I learn? Here are the top 10 lessons I learned writing and shipping daily: 1. The anxiety of shipping work daily is most significant early on and subsides over time 2. Writing daily creates a backlog of content to avoid the pressure of shipping daily 3. In the end, it's no...

Stop doing this and focus on one platform.

One platform. That’s all you need to dominate to be successful in marketing. But if you’re like me, you feel a constant pull toward new social media platforms or maybe old ones you’ve long since left. Why the pull? Because we see others dominating on those platforms and wonder if we could improve our marketing by going there, too. But ...

Have you ever asked yourself this question?

What happens after we die? Have you ever asked yourself that question? I’m sorry to get morbid with you. It’s something I’ve spent little time thinking about. I grew up in a fundamental Christian church that preached a clear message to what happens after we die: We go to heaven, see all of our dead family, get a lovely mansion, walk on...

Here's what you can learn from Gary Vee...

I need to ask for forgiveness. Please forgive me for ragging on Gary Vee so much. The guy isn't that bad. He spews many things that derail young marketeers, but he also helped me grasp a few core marketing and life lessons. So, to pay my respect to him for that, I want to start a new miniseries. The miniseries? Gary Vee Wisdom (Don't j...

Making Websites Win <> Book Review 01

It's back. Book reviews are here. Every Wednesday (as of now), I will share an in-depth review of a recent book I've read. Last year alone (2021), I read 48 books, so I have plenty to share. Before I share today's review, I have two requests of you: 1. Share constructive feedback on how I can make this the best book review you read 2. ...

Big news (and no, I'm not preggo 🤰🏼)

With a new year comes a new approach to this daily email. Rather than a lengthy essay, I will keep it short. Below are all the changes I'm making/promising to you in the framework of Start, Stop, and Continue: Start doing: • Writing shorter emails that are more digestible (most of the time!) • Sharing other influential people that guid...

A perfect example of why long-term thinking wins in marketing.

Long-term thinking wins with marketing. “Getting the sale” is not long-term thinking. Yes, it pads your P&L statement but can shortchange future earnings. What does long-term thinking look like in marketing? Caring for and establishing a relationship–built on empathy–with your customers. That is what ensures future earnings. Let’s see ...

My challenge to you for 2022.

When's the last time you had "fun?" When was the last time you engaged in "play?" For me, it was almost four years. I would have occasional moments of fun or play, but it was never intentional. And at times, it would create guilt. Guilt that I wasn't working. Someone, somewhere, was not playing, thus getting further than me. This was a...

Curiosity + Headers = Success <> TTAB 10

Have you ever heard of Eugene Schwartz? I didn't until the legendary copywriter, Ben Settle, mentioned him. Ben said to become a better copywriter (ad writer), he would copy–by hand–every ad Eugene put out onto a 3x5 card. He did this for over 500 ads written by other legends like Eugene. That's wild. But it clearly helped Ben become o...

To write well, you must...

To be a great writer, you must read. I will die on that hill as many eloquent writers have. “"For a man to write well, there are required three necessaries: to read the best authors, observe the best speakers, and much exercise of his own style." — (Ben Jonson, Timber, or Discoveries, 1640).” “"Writing is a difficult trade which must b...

Boycott the word SCALE <> CR11

What does "scale your email marketing" mean to you? Does it mean to make it more effective? Does it mean to send a shit ton more emails? We run into another ad that uses the infamous "scale" word. I won't bore you why I think it shouldn't be used in marketing. But ask yourself, does my customer use and think in the term "scale?" If yes...

Templates work–until they don't.

Have you ever lost your pet? I have. I won't get into the gruesome story here, but it's a grim experience. Thankfully, an organization or group of people in Green Bay band together and help pet owners find their lost pets. How do I know this? When driving around, my wife and I see many "lost pet" signs. And my wife noticed something pe...

Why do we give gifts?

What is the purpose of giving gifts? Why do we give gifts on Christmas? While I've never questioned gift-giving before, something within me inquired why this year. I still bought a crap ton of gifts that may or may not get used. But I thought it was interesting that I've never truly questioned this practice. So, here I am with you, que...

When you get punched, punch back? <> TTAB 09

Did you have any siblings while growing up? I had two older brothers. One thing I find consistent with siblings, at least brothers, is retaliation. If my brother hit me, I was gonna get em’ back. Right or wrong, it was gonna happen. Today’s ad is the marketing form of retaliation. Last week I shared Avis’ shot at Hertz (read here: http...

Do you use this writing technique?

English teachers do you–the writer–a disservice by enforcing rules. They must teach the rules, but holding firm to them destroys your potential writing ability. One clear example of this is writing 4-6 sentences per paragraph and writing X number of words. If you failed to do this, you would fail the assignment. No matter if your conte...

A simple solution to improving ads <> CR10

The point of failure for marketing is not in the execution. The point of failure for marketing is in the foundation. I mean that you can execute your marketing flawlessly, but if your value prop is too broad, it will still bring minimal business ROI. Or if you have no true POV or reason for why you exist. Your value prop (differentiati...

The illusion of incremental edits + how to avoid it

How do you know when something is ready? What is your model around knowing when to edit or finalize and ship? Nothing destroys traction more than nit-picky edits. Here's an example to show this truth: I've been working on a website page now for almost three months. It wasn't ready to launch until maybe a month or so ago. But there have...

“Why do you share so much about your life online?”

This is not a question I’ve ever received, but I bet it is on a few minds. Did Jordan forget this is public, not his journal? To that, I respond, why don’t you share your life online? If you’re on it so much, why don’t you try to use it productively? And many do share their life on Facebook. But I’m not speaking about complaining about...

Why honesty wins in marketing. <> TTAB 08

Today's Throwback Thursday Ad Breakdown is a classic. It's a classic for many reasons. But I believe it's lasted the test of time for one main reason: Honesty. In today's marketing, honesty is in short supply (i.e., We are the best! We will help you 10X your biz). So let's see what else we can learn from this gem: Finding #1: Cut right...

10 ways to add humor to your writing.

What is a secret to writing few understand and use? It’s not the em dash (—) or exclamation point (!). It’s humor. Think about how much humor improves a conversation. Without it, life is dull (ask my wife, I’m horrible with humor). The same is true for your writing. ““Humor reduces the distance between the writer and reader.” — Stephen...

Does anyone say "at scale" irl? <> CR09

I am going to attempt for these content rewrites to follow up on past rewrites. To provide you updates and see whether the company improved or deproved (I know, that's not a word). One example is &Open. The ad I rewrote for them a few weeks ago was average. (Read it here: https://world.hey.com/jordano/avoid-jargon-and-feature-baked-cop...

I hate movies. But you should watch this one.

How many black and white movies have you watched? For us youngin’s, it’s likely under ten. Not for me. I am a huge Twilight Zone fan. And they were initially only in black and white, which forced me to consume many b&w movies in my youth. But not many lately (this could be due to my lack of movie watching). That was until I watched The...

Why won’t my wife trust me…

I’m a great driver. (Let’s be honest, who doesn’t think they’re a good driver?) But one thing I hate is winter driving. Snow, ice, blizzards, it ain’t for me. But I do drive well, even in hazardous conditions. It’s a skill I feel proud of because I keep those in my care safe. How do I know this? *knock on wood* I’ve yet to get into a f...

Have you ever stuck your head in the oven? <> TTAB 07

We've all had those days. When nothing goes right, you're tired and burned out. And the last thing you want to do is cook. Today's throwback ad speaks directly to that pain. And it gives us a few lessons on how to make your marketing better. Finding #1: Go for the heart first. Mind second. Feeds and speeds don't sell. For some products...

Do you make this sloppy writing mistake?

No matter your style of writing, doing this is sloppy. What is "this?" Writing in the same way and never switching it up. An example of this is a newsletter by a woman I *was subscribed to. She would open every damn email the same way: "Imagine if…" Ugh. While that's a good writing technique, overusing it becomes a distraction to readi...

Why bragging doesn't work <> CR08

Do you remember grade school? I faintly do. And one thing I remember was kids showing off. Some of it was around athletic ability. Or even things their mommy and daddy bought them. I was guilty of this. Looking back, that was dumb. No one truly cared about my new backpack. The same could be said about your "testimonials" or "client quo...

Most marketing is bullshit 🤭

At its core, most marketing is shallow signaling and gaslighting. (Exceptions are companies like Patagonian, who truly stand for what they market) But who better to prove my point than Mr. Zucks. As you're probably aware, Facebook did a complete facelift. They are now calling themselves Meta. As a student of the game, I'm willing to pu...

Why this year has been the worst...and best.

1,000 days straight. Two years and 270 days. That's my current daily mediation streak. No breaks. I never started with the goal of doing it for almost 3 years without missing a day. It just happened. First, let me back that MAC truck up. It was 2019, the year after I decided to go vegan, and I was hungry for a new challenge. That's whe...

Get specific, tease me, and address the pink elephant <> TTAB 06

Victor Schwab. Does that name ring a bell? It didn't for me. Until I came across his work promoting Dale Carnegie's book How to Win Friends and Influence People. He's a direct mail legend. While direct mail has lost its popularity, I find his work inspiring and insightful. Today's ad from Victor is a direct mail piece selling Frank Bet...

Public enemy #1 for marketing.

Dear valued subscriber, I wanted to inform you of… How did you feel reading that? Did you feel valued and special? Me neither. Why, then, do companies start their emails out with valued {i.e., customer}? It’s a consistent issue within marketing. When you think about marketing, you think from the marketing side of the table. Unfortunate...

No one buys from parrots <> CR07

Another week, another LinkedIn ad to rewrite. Note: If you would like me to rewrite something specific to you, or stop doing LinkedIn ads, email me and let me know. Today's ad is from a reputable company, UserTesting. But, that doesn't mean they couldn't make a few tweaks to improve. Let's check out the ad: What I like about the ad: 1....

Why purpose is key to differentiation.

What hill are you willing to die on? Unsure? I'd bet you're also unsure how to separate yourself from the competitor down the block. They sell the same widgets. They have the same feeds and speeds. And if they don't, they will copy what you have. But what they don't have is your secret weapon. Your purpose is the one thing they can nev...

The day Katie and I's life changed forever.

“Do you have any other questions?” Katie and I blankly stare at each other and then back at the doctor. Neither of us resembles the people who walked into this same hospital a week ago. It was my birthday, October 16th. It was a wonderful celebration with family; until the next day... Katie had been having issues all week with her foot...

Hungry for turkey yet? <> TTAB 05

Good marketing addresses two things: 1. Where their prospect currently is (physically, mentally, emotionally), and 2. Where their prospect could AND wants to go (the promised land) Then, marketing helps get their prospects to that promised land via being a guide or offering tools (their products). That's the way marketing works today, ...

Create a better reader experience by doing this…

One thing I notice frequently but discuss rarely is rhythm. When I read a great ad, website copy, or LinkedIn post, I feel it. It's an intangible force pulling me to the end. Without rhythm, reading is like moving upstream in Jell-O. With rhythm, reading is like gliding downstream on a slip and slide. Rhythm in writing is critical to a...

The comments say it all. <> CR06

This week we stick with LinkedIn Ads for our Content Rewrite. Side note: Anyone else see ridiculous ads on LinkedIn? I mean, I know there are some on Facebook, but LinkedIn? Come on... One rule I've learned from my limited experience with ads is that comments tell the true story. And as a company/person posting an ad, you need to monit...

Marketing does not = duct tape. Here's why:

Need more leads? Need more pipeline? Need a stronger brand for recruitment? Throw marketing at it! Marketing solves everything! *Commercial ends* I can easily imagine a commercial where instead of duct tape or magic sealer, they use marketing to solve all the world's problems. While marketing can solve critical problems, I'm not sure i...

The one constant in life.

"What if I don't want to be alone with myself?" "I get that." .... "No one wants to spend time (alone) with themselves. It's scary. Vulnerable. But what other chocie do you have?" "You're right. I've tried everything else." That was a recent conversation with my brother. I mentioned how I disagreed with him that multitasking is net-pos...

Great writing is life or death ☠️ <> TTAB05

Today's ad is not a "throwback." It's from 2017. But it's written by legendary copywriter Nigel Roberts. And I believe it's worth our time to dissect its brilliance. It's also nice to add another great writer (who is still alive) to your swipe file. Let's dive (no pun intended) into this week's Ad Buildup: Finding #1: A crispy headline...

The one thing NBC and NPR do to create raving fans.

What’s the difference between NBC and NPR? (Other than two letters) This difference is key to standing out and creating raving fans. The difference between NBC and NPR is the way they present their hosts. Each platform has content that contains “hosts.” The difference is how NBC has created personas for each of their hosts—their hosts ...

Avoid jargon and feature-baked copy <> CR05

I love giving gifts. Nothing puts a smile on my face more than handing someone something I curated for them. Do you mean picked out? No. I curated the gift! Anyways, today's content rewrite is a LinkedIn ad. This ad is from &Open. They describe themselves as "The world's first happiness platform. We gift at scale from brands to people ...

Why marketers ruined the Top X list content play.

Marketers (i.e., Growth Hackers, SEO Wizards, and Ninjas) ruin everything. Let me be clear: I do not believe marketers desire to ruin things. It happens through osmosis. As marketers try to exploit the "next thing," they inevitably ruin it. Some examples? • Overproduction of content has made quality content rare • Social media has beco...

Want to suffer less? Find less meaning. 🤔

"Hello?" "Hey Jordan, it's dad, are you alone?" "Yea, what's up? "…your brother is getting a divorce." *Gulp. Have you ever gotten a call like that? Or a text message? The ones that make your knees wobble. And your throat knots up. Yea, I hate them. I'm sorry if you've ever had to experience one. But, that's not what this email is abou...

The best 5-word ad ever written <> TTAB 03

David Abbott was one of the GOATS of copywriting. That's why I've begun studying his work and sharing my findings with you. I think he has a lot more to give to the writing and marketing community, even though he passed away. That's why today I cover one of his legendary ads for The Economist. The Economist is a newspaper that focuses ...

Want to get better at writing? Respect words.

Words are my shit. I love finding new words, refurbishing old ones, and gaining a deeper understanding of life through understanding words better. I also have found that this makes writing easier for me; hopefully resulting in better writing for you. Why? I'm not sure. But some of the greatest writers have thought the same: “"You'll ne...

3 ways to improve your homepage copy <> Content Rewrite 04

This week we stick with homepages for the Content Rewrite. However, this time we focus on a solid brand, Podia, and attempt to make the hero block 1% better. Here is how Podia describes itself: "Since 2014, we've been committed to building the most creator-friendly tools to help you sell online courses, digital downloads, membership su...

The 1 reason you should use social media for. (Psst: It's not sales 🤭)

Why are you on social media? Getting new customers is an obvious answer. But what about when you know a sale is not near? Why do you still go social media? For me, the answer is to learn something new, be entertained, or be challenged to grow more as a person ultimately. That’s why I go on LinkedIn. Whether commenting on someone’s post...

I bet you noticed...

Hey there! Before I share what I think you're aware of, I want to thank you for being here. It's insane that 60ish people are on this journey with us. I'm grateful you're reading this. Now, onto the thing you're waiting for: I know you've noticed my new content schedule. Wait... You haven't? Lol. I'm messing with you. Sometimes content...

A legendary Porsche ad to learn from <> Throwback Thursday Ad Build...

Differentiation is my jam. I love standing out and being different than the pack. And so do Porsche owners; or at least owners of a Porsche 911. That's why I grabbed a legendary Porsche 911 ad from the attic for today’s Throwback Thursday Ad Buildup. Finding #1: The power of using the One-Two-Punch for a headline. Typically, this techn...

No one cares what you do. They care about how you can help. <> CR3

Today's Content Rewrite is the home page for Taxi for Email. I've never heard of this company, but essentially they help Transform how your team creates marketing emails. Okay, so it's about collaboration, efficiency, and smoothing out your email creation process. So, what does their home page say when you land on it? Is this a Trump-b...

The one-two punch writing technique.

Good things come in twos. Except for Ogren's. We come in threes (I have two older brothers). When writing, remember this truth: When possible, use two sentences to delight your reader. Or, if you have a specific point you wish to make, you can use two sentences to create emphasis. What does this look like in action? "Writing is easy. A...

Will the real marketing expert please stand up?

Strength is objective. Attractiveness is subjective. I can either pick up 400lbs or not. It doesn’t matter who’s in the room or what shirt I wore. This objective fact creates a natural pecking order. The guy or gal who can lift the most = the strongest. Simple as that. But what about deciding who is the hottest individual? A little mor...

Have you ever felt like this before?

I've been "off" the last few weeks. I've struggled to write every morning. I've struggled to keep up my pace. I've struggled to be healthy. My gut has been funky. My mind has been foggy. And that's ok. I have no control over that. The only thing I control is myself (essential self). And when I strive to control the things impacting me,...

A simple question for you.

One of the most reliable paths for growth is taking action, precisely the action you're initially scared to take. I struggle with this. I'm a routine-based person and typically don't do "new" actions that would grow me (note: routines/habits grow you as well). That's why I'm excited to share with you the new action I'm taking to grow m...

No one listening? Try this:

"Stay 200 feet back." Have you ever seen that before on a truck? I did today, and it made me curious as to how far is 200 feet. Like, how do I visualize 200 feet? Do I envision 34 "Jordan's" in a row (I'm six feet tall)? Instead, I switched lanes and flew by the garbage collector. Sadly, many marketers make this mistake. They state how...

I use big words because I'm insecure and...

"You chastised me for that!" "I what…? What does chastise even mean?" That was a recent conversation I had at dinner. I accused my wife of ridiculing me–in the past–about dipping my cheese curds in ketchup (If you unsub because of that, that's fine). She then called me out on using the word chastised to reference her ridiculing. To her...

Who would you fire *first* to save your business?

The ship is sinking. Your company is quickly going out of business. Who do you throw overboard first to lighten the load? Which department do you lighten first? (I'm not speaking about throwing over specific nose-picking people) Sadly for many, marketing is their first choice. COVID made this blatantly clear as companies downsized thei...

The best teacher in life is... PAIN.

I've lived a privileged life. Side note: I believe in privilege. I don't believe privilege is segregated to races (which the media pushes on us). Some of my peers—who are also white—have faced way more shit than me. This could be due to how their parents raised them or their parents' financial situation. While my parents weren't wealth...

4 lessons from David Ogilvy <> Throwback Thursday Ad Buildup

Do you know who David Ogilvy was? I didn't four years ago. I do now, and wow, is there a lot to learn from him. Today's Throwback Thursday Ad Buildup is focusing on an ad he did for Sears. That little boy's face 🥺 (if hearts could melt…) My first finding is the excellent combination of creative (imagery) and copy (writing). That's all ...

LinkedIn success ≠ marketing success <> Content Rewrite (CR02)

Today’s content rewrite is from someone you might know. She is a LinkedIn powerhouse. She is exquisite on video. And does an excellent job writing copy. But when I went to check out her website and sign up for her newsletter, I was baffled. Maybe she was in a rush and built the landing page quickly. I get that. But when you’re trying t...

Create bingeworthy content by doing this.

Have you ever binged an entire season in one sitting? Be honest. I haven't—I hate watching TV. I'd rather read a book. So then why is it that people binge entire seasons? Is the show too damn good to stop and save an episode for tomorrow? Maybe. But I believe the answer is found within human psychology. When a show's season has seven e...

A foolproof way to launch content successfully.

You've made the decision. You're starting a podcast. You record the first episode, create the cover art in Canva (🤮), and find a distribution software. You upload the first episode and are ready to record the next. But, without knowing it, you just made the most significant error when launching (podcast) content. Never release only one...

My grandma is dying. *Gulp*

My grandma has congested heart failure, and it's only gotten worse in the last few weeks. She began this downhill slide almost six months ago. I remember because she—and my grandpa—missed Katie and I’s wedding in June. Why am I telling you this? First, I trust you. Even if we haven’t met, you trusted me by joining this journey, and in ...

Why this 1980 ad will never be forgotten.

David Abbot created the above ad. It ran in 1980 (if you couldn’t tell). What I love about this ad is how it would still kick ass today. (Most ads I see today are hideous) Sadly, we love to believe that yesterday is vastly different from today. It’s not. At least in the human realm. We now have technology, AI, and cryptocurrency. But h...

It's okay to push people away. It's not okay to do this.

I generally get along well with others. But I do have my fair share of tiffs. But no matter the size of the tiff, I would never wish this on someone: Their livelihood resting on their ability to sell used cars. God, that would be anxiety-inducing. You are selling to people who hate you for selling to them. And you have little room to d...

The holy grail of grammar...

Writing with flow is difficult. It’s like trying to dance with a fish. Or swim with a giraffe. But there is a secret weapon you can use to create flow and stand out—a weapon few wield correctly. The secret weapon? The PERIOD (I bet you didn’t see that coming). How can a period create flow? Let’s first look at how it can ruin the flow. ...

The HubSpot of 2018…

“"You either die a hero, or live long enough to see yourself become the villain." — (Harvey Dent in The Dark Knight).” HubSpot has become the villain of effective content marketing. HubSpot ruined content marketing. Not only that, but they've also put countless "young marketeers" on the wrong path. While that was back in 2010, they are...

Don't fall for the average trap.

Never do anything for the average (the majority). Write for average ❌ Market for average ❌ Create for average ❌ “"Metrics, and especially averages, encourage you to focus on the middle of a market, but innovation happens at the extremes." — Rory Sutherland (From Alchemy).” In the context of writing, you can swap out innovation with wri...

The Taste-Talent Gap Paradox—Why your content won't improve.

Just because you created it doesn't mean you should publish it. Oof. That statement would have shaken up 20-year-old Jordan. My only focus was on shipping. And that was needed at that time. Because when I first started creating content, I had great taste but limited skill. Most of us are like that. This taste-talent gap paradox is prev...

2 ways to improve feedback and insights.

What is the fastest way to find something? First, know what the hell you’re looking for. Second, know why you’re looking. This seems obvious, but many act without this knowledge. We seek feedback but are unsure for what reasons. We ask someone to read over our blog without specific instructions on what we want them to edit. Now, I’m in...

The hidden power of the semicolon.

How often do you think about punctuation? I’d guess under 5 minutes a week. I’m no different. School gave me the belief that punctuation was useless. I believed the more time spent on a subject in school, the less important it was in the real world (e.g., stems, history dates). I may have been right about the uselessness of remembering...

I'm OCD about this, and you should be too.

While I won't say I'm OCD, I am compulsive over order. I love order. Almost too much. If we are starting a podcast, there is a natural order to creating it. First, create the underlying strategy for the show (premise, empathy statement, listener persona), and then focus on a cover. If someone suggested creating the album cover first, t...

2 kinds of companies (Competition vs. Story)...

“"In a digital world, as the village becomes global, it's never been more important to have a powerful sense of identity and to avoid the temptation of just competing to win." — Bernadette Jiwa.” From an early age, we learn to compete. We understand that winning is good and losing is bad. This mindset works in football, not so in busin...

The one habit that will change your life.

A friend recently shared his new idea for writing articles. He plans to write foundational articles, release them as "101," and then go up to "201" while increasing in complexity. I loved the idea so much that I may implement it within the marketing space. Curious, I asked him where he got the idea. His answer supported a core hypothes...

The best marketing advice I will EVER give you.

If someone asked me my number one piece of marketing advice, I would give them this answer 93.4% of the time: Listen to your customers. Now, some of you do that. But where the actual value resides is in the way you listen. This truth was brought to my attention after an author suggested that “listening to your customers” is lousy advic...

1 key difference between good and great writers:

Starting sucks. Starting a diet Starting a workout routine Starting to take care of yourself Or the worst of all: Starting an article/blog/essay from scratch. But I propose a new “worst of all.” Not for the writer but for the reader. Starting is hardest for the writer. The inertia that comes from a blank page is steep. But your reader ...

The paradox of building brand.

Have you ever heard of the WWE (World Wrestling Entertainment)? As a kid, I was a huuuuuge fan. And being the youngest brother of two, we would wrestle during commercials. Sadly, I would be the one catching my brother's finishers. While I have forgotten many details from those nights, I haven't forgotten the wrestlers. Hulk Hogan Under...

3 steps to asking better questions.

Earlier this week, I shared an email on improving content by ending with a question (Missed it? Read here). While I have nothing new to add to the original premise, I want to share some cautions. In my short time mindlessly scrolling through LinkedIn, I've seen people go too far with this tactic. So far that they deplete the original b...

Your taste sucks. But here's how to improve it.

I want to try this experiment before I die: 1. Randomly select ten people and share ten paintings with them 2. Have them rate each painting 1-7 3. Collect data 4. Notice any outliers (people with remarkably different tastes) 5. See what level of correlation there is between each person’s ranking I would hope that this experiment proves...

A simple trick to repurpose your content into a... BOOK.

Writing a book is daunting. Whether you’re a writer or not, writing 20,000 words or more on a similar topic is challenging. But that’s only the creation process; there’s still the marketing of it. Is there an easier way to write a book? Of course. The trick? Repurpose content. Great news: This trick can be applied to any long content p...

What running can teach you about marketing. (Hint: a lot)

What’s more important: A strong start or finish? As a lifelong runner, I can’t help but think in terms of running. A good start is critical when running because it’s almost impossible to catch back up if you lose the leading pack. A bad start can derail your entire race. But a good start with a lousy finish is almost worse. You start w...

Get more people to engage with your content with one change.

Want to give your audience a better experience with your content? End your content with a question. You leave your audience with something to chew on long after they X off your content when you do this. It’s an easy way to create a lasting impact with your content. So, what are you waiting for to adopt this simple tactic? 🧠 // JO

Templates: To use or not use? That's the question.

Using templates is not inherently wrong. But having a heavy dependence on them is. This truth became even more apparent as I talked with a close friend who’s a marketing director. We were discussing a graphic designer he managed. Her portfolio was beautiful, and she came from a prestigious college. Her first few months of work were exc...

Does more marketing lead to more sales?

“Great marketing leads to more sales.” Do you believe this? In theory, I do. But in practice, it breaks. We first need to grapple with what the hell marketing means. Call it semantics; I call it life or death. If your team does not agree—subconsciously or consciously—with what marketing means, you will have a cluster f*ck of activity. ...

Are you tiptoeing through the progress?

I love finding undervalued artists (by the general public) and then sharing their music with my friends. It brings me a unique pleasure. I believe that’s for two reasons: 1. I genuinely like helping improve people’s musical taste 2. I shamefully enjoy knowing things others don’t (and appearing superior) That last reason is why I’m out ...

4 steps to improve your feedback.

Has this ever happened to you before? You’re running (let’s stop there), and you notice someone pacing in their yard. Upon approaching the person, you realize what they are doing; they're raking their yard (with no leaves in it). This happened yesterday. I assumed the woman had just cut the grass and was raking the clippings. People-wa...

Infantry vs. Planes—Which matters more?

Imagine you're the Supreme Commander for our nation's military. There is a foreign threat approaching our coasts. They plan to invade. You meet with your leadership team and devise a plan. The challenge: You can only use foot soldiers. Your navy and the air force are unavailable. Would you feel confident fighting an enemy who has plane...

Improve your ideas by doing this... 💡

You should not use your best ideas for content. Wait…What? I like to view content ideas like growing vegetables. The first time you experience that idea or insight is the seed. Without it, there is no vegetable. But you can't eat a seed (unless they're sunflower seeds). So, what makes a seed grow into something you can eat? Sunlight, w...

Why adding more salespeople is like throwing fuel on a fire.

"If it doesn't sell, I'll put three more salespeople on it." Sadly, this is the thought process for over 75% of companies. They believe that if something isn't selling enough, you need more bodies to sell it. Adding bodies to achieve something quicker works in construction. If you need to build a new building quickly, you can add more ...

Great design = great marketing.

Your cousin's birthday is coming up. Unsure what to get her, you head downtown to check out a few local shops. After walking past a few, you find a cozy building that looks like it carries an assortment of products. Upon entering, a pancake-sized spider-web greets you. As you push it out of your way, you realize the entire store is in ...

Need content ideas?

Get out of your office. Seriously. While you and your team may brainstorm some phenomenal ideas, the actual gold is "out there." Where is "out there?" It's in the mind of someone other than you and your team. For some companies, it may be a subject matter expert (SME). For others, someone else has the key to better content: Your custom...

Humans are strange.

It's only appropriate on Labor Day to write about Labor Day. First, I want to cover the history of this glorious day. Do you know when the first Labor Day was celebrated? 1882, New York City (I had no clue). "By 1894, 23 more states had adopted the holiday, and on June 28, 1894, President Grover Cleveland signed a law making the first ...

Unconfident? Read this.

Have you ever felt the absence of confidence? For me, it feels like sleeping naked in a room with transparent walls. While I can’t see outside the room, I know hundreds of people watching me (like in an interrogation room). This makes me feel vulnerable, alone, and unable to sleep. My confidence in my ability to sleep is at rock bottom...

Paradox of growth.

We all have that friend who frequently switches career paths. They are unable to stick with one thing and continually switch it up. Unfortunately, most companies are the complete opposite. They stay stagnant for far too long. They keep delivering on their differentiation created a decade ago and never grow out of the shadow of their hi...

The only reliable path to winning the content game

While we may disagree on political or religious topics, 99% of us will agree on this: There is enough content in the world. Ten years ago, that wasn’t the case. Then came HubSpot who remodeled marketing to include content marketing. They pioneered blogs, SEO, and a focus on quantity (covering every subject possible). While what they di...

What shaving can teach you about writing.

I'm a man. But just barely. I still call my parents before big decisions. I still do the dishes with gloves on. I still can't grow a full beard. That last part is something I'm not proud of. It was my senior year of high school before I could grow a mustache, and I haven't had much luck since. It grows so slowly that I can shave weekly...

AI and writing: Is it the future?

I'm bullish on saving time to increase effectiveness. Call it efficiency or constant optimization, but I am always looking for new ways to improve effectiveness through saving time. Enter AI. AI, or Artificial Intelligence, is a wide-ranging branch of computer science concerned with building smart machines capable of performing tasks t...

How are you doing?

Hey there 👋🏼 No marketing tips or anecdotes today. Just one question for you: How are you doing? Seriously, I want to know. Is life going great? Is it a shit show? Do you wish a meteor would hit us and restart the human race? Hit that reply and let me know 😊 OR, contemplate on that question by yourself. Go deep within yourself and beco...

Why do you think your audience is dumb?

Your audience is not dumb. Most people would nod their heads to that. Yet, most people subconsciously create content thinking their audience is dumb. They cover basic topics (i.e., What is content marketing?), take too long to reach their point, or cover benefits already understood. Why does this happen? • We believe in the HubSpot fly...

Newsflash: Creating great content has a formula.

The steps to creating high-quality content are the same, no matter the topic. Whether it’s content on employee engagement, the NFL, or mathematics, the way to make standout content is universal. I was reminded of this as I watched a 3Blue1Brown YouTube video on how to create math explainer videos. (3Blue1Brown is a math and physics You...

2 things that remain unchanged in marketing.

Marketers spend too much time on finding the “next” platform. Maybe it’s TikTok. Perhaps it’s YikYak. Regardless, it’s time poorly spent, even if you get it “right” and land a massive audience because you were early on the platform. Instead, you should focus on something more valuable. Building trust (and a connection) with your audien...

3 ways to win in content and life.

Do you like to win? I do. I'm the youngest of three, which means I've lost a lot in life. It sucks. That's why no matter what I do, I strive to win. This led me to conceptualize three simple ways that you can "win" (in most cases): 1. Be the first (timing) 2. Be the fastest (efficiency) 3. Be the best (effectiveness) Instead of getting...

Writing = Clarity.

I screwed up. It was the first project I was managing, and I dropped the ball. After letting my fist kiss the wall, I was ready to move on and learn from this. But first, let me share what happened: Stop The Vanilla needed some graphic design work done (slide decks, business cards, etc.), and I hired Katie (my wife) to do the job. My t...

Great positioning is a combo of these two things.

"My neck is killing me." "Do you sleep on your side?" "Yea?" "Have you heard of the cube pillow (Pillow Cube)?" And just like that, Pillow Cube gained a new customer. Pretty simple, right? Not exactly. I promoted Pillow Cube even though I've never used one myself because they have excellent positioning. They aren't trying to be the Ama...

How to write stronger openings (hooks).

Are you in marketing? Do you want more leads? If yes, click here to blah blah. What I just did in that "hook" was lazy. Did you notice? It's a simple mistake I see many content creators make. They believe using a couple of generic questions = a great opening (hook). Using questions is a lazy approach to creating a solid hook. It's easy...

Are you making the worst marketing mistake?

When writing compelling copy or selling, focusing on the pain points your business solves is essential. But… Focusing on pain points is not synonymous with scaring your prospect. Too many people resort to fear when marketing. Example A: "A financial crash is coming! Are you prepared? Purchase my $999 video course to prepare for the ine...

What your friends say about YOU.

Most people make friends with people who are “like” them. I don’t. The best man for my wedding couldn’t be any more different than I am. He studies physics and math (Objective subjects, opposite of marketing) He is agnostic (I am a believer of Christ) He stays up to around 3am (I go to bed around 9-10pm) He prefers white eggs (I only e...

How to tell the right story.

The best marketing revolves around a story. Whether for an ad, content, or a company, there is an underlying story. Or at least there should be. But how do you get that story? Sometimes we have a story we want to tell our audience. It's typically baked into our unique selling proposition and positions us heavenly. But is that the story...

Overcome first draft resistance by writing a FUD

Sweat from my forehead hit the keyboard. I was terrified. I didn't know where to start, and time was ticking. I was writing a case study for a company in the medical space, which I know little about. My lack of knowledge and expertise in the space was holding me back from writing. Or at least I thought. I realized later that the true c...

A quick mindset hack to better writing.

Write in sentences. Think in paragraphs. That is the key to effective writing. Most people think in sentences while writing in paragraphs. I did this for the longest. I would throw together a boatload of sentences to form X number of paragraphs and think I was done. The result would be 💩. Why do we fail to think in paragraphs? It requi...

The power of telling a story of ONE.

Imagine you run a nonprofit striving to eradicate poverty in the United States. How would you get people to donate money to your cause? Do you share the statistics of the 15,439 people you've already helped? Or do you share how over 1.7 million people live in poverty? While those may be impressive numbers, they're unlikely to impact so...

What laying bricks can teach you about marketing.

Laying bricks is important. If you want to construct a new building, you have to lay bricks. But what if all you did was lay bricks? You knew what you wanted the building to look like, but you never took the time to strategize the best way to lay the bricks. At best, it takes you ten times as long to finish. At worst, your building loo...

Treat content as a product.

You just released a new product. It’s been out for a few weeks, but it isn’t gaining traction. What do you do? Cancel the product and begin working on a new product? Hopefully not. You would figure out what’s not working and try to position it better for the intended audience. Possibly even launch again. Why don’t we do the same for ou...

The power of illuminating questions.

I love running. It's my sanity pill I can take most days to feel "normal." My dad is a lifelong runner and got me to run my first 5K when I was ten. I've been hooked ever since. But even being as experienced as I am with running, there is something I never thought of: Having two pairs of running shoes that you rotate. How did I come to...

3 examples of the passive voice being better than the active

Which is better: the active or passive voice? Active: I threw the ball to John and prayed he would turn around in time. Passive: The ball was thrown to John, and a prayer that he would turn around in time was muttered by me. In this example, and the majority of instances, the active voice is better. It is more concise and carries great...

Are you tired of yelling yet?

When you're good enough, you don't need to tell people. They know. Jay Z doesn't need to tell you why he's one of the best hip-hop artists to grace this earth. He also doesn't need to yell to get your attention. He can whisper, and the masses would still follow. The same could be true for your brand. Sadly, we focus on the wrong things...

Do you have a lens of certainty?

When you create content or claim to be an expert, it’s hard not to fall into this trap. The trap of being confident and correct with your content. We all have an inclination toward having the answers. That’s why people follow us. Wrong. The people I follow are not the ones with the best answers. But the ones with the best questions. I ...

When content is NOT the best option...

If you want your marketing to bring a 10X ROI in the shortest amount of time, skip content. 😧 “Wait… Did you just say skip content?” Investing in content is a long-term play. The benefits CAN come quickly, but you will reap the majority in a longer time frame. If you wanted to turn $500 into $15,000 through marketing, you wouldn’t pick...

What does "marketing" mean? + How to be a better marketer.

I'm a word nerd. I get a sick sense of satisfaction from dissecting words and developing my understanding. One word that always tickles my fancy (is that how you say it?) is marketing. What the f*ck does marketing mean? As I learned in English class (one of the two things I learned), stems, or parts of words, are essential in understan...

Walk it like you talk it.

What’s the difference between the words we use and the words we write? One is more natural than the other. When we talk, words flow and form sensible sentences (unless alcohol is involved). When most people write, they lose the flow and use words that would never come from their mouths. The hack to writing better *anything* is to write...

The R word that’s more important than reach…

Reach is a lot like cocaine. Once you get some, you want more. The thirst for another sniff never leaves. And as you consume more, you realize you can't live off that little 8 ball anymore. You need AT LEAST a 12 ball. Once you take a break from it, though, you realize the sad truth: The more you took, the more you needed, and the wors...

Marketing = strategy, we're all in the hospitality business, and ex...

This week was one of the best I’ve had in terms of productivity and happiness in a while. I hope you had a great week as well. Let’s get into today’s 3 resources: ⛵ 📖 What I read this week: 1. It’s Time to Accept that Marketing and Strategy are One Discipline by Roger Martin Strategy = Marketing. This is something I’ve come to believe ...

Do you eat your own dog food?

We (Stop The Vanilla) recently received some direct mail pitching online marketing services. Don't get me wrong; I'm all for direct mail. But not when an online marketing agency uses it. Why not use the services you're trying to sell (Google Adwords, FB ads, SEO)? It's like an outbound prospecting company using content to get new clien...

Do marketing campaigns work?

“Marketing campaigns don’t work.” – me two years ago. I was drinking too much Gary Vee juice. I was drunk on hype marketing. I’ve come to now see the immense value in an intentional campaign that drives strategic outcomes. When done right and within an overarching marketing strategy, campaigns can be incredibly beneficial. Christopher ...

Why do marketers think this trick works?

Has this ever happened to you? You're scrolling through a website trying to find a specific thing when BAM! You're hit with a pop-up. And as you frantically try to close the stupid thing, you realize the exit link is small and hidden underneath the download button for their AMAZING eBook. You read it to make sure it will close the pop-...

Kill your adjectives.

I was reading an advertisement for an apartment and came across this: "Immaculately clean apartment." Is there a difference between immaculately clean and clean? Or, by definition, does clean mean the same thing as immaculately clean? Here's an example using an adverb: "He loudly slammed the door after his mom canceled his Xbox live me...

Don't be like my friend.

I have a friend who loves to help people. He even goes to great lengths to share his "random acts of kindness." online. From his Instagram profile, he seems like a wonderful person. Someone you wouldn't mind getting caught in traffic with. I have another friend. This friend is much older—almost triple my age. She doesn't have an Instag...

Don't be like high school Jordan.

"Hey Jordan, I got a quick question." "What's up dad?" "The mechanic said he noticed a ton of sand stuck under the truck. You know anything about that?" 😶 Flashback: I grab the wheel. I look to make sure I have everyone's attention. My foot slams the pedal, and my truck begins kicking up dirt. Before I know it, I'm at the top of the du...

Guide to better writing, danger of woke culture, and the brother of...

Imagine I have a magic wand. By waving it, I can instantly improve any skill you want. (For any RuneScape players, it’s akin to giving you a skill cape in any skill) What skill would you choose? Would it be a skill that improves your personal life? Or your professional life? Or both?? Hit that reply and let me know what skill you’d upg...

What a week in Cancun taught me.

I was doing it. My friends and family couldn’t believe it. When I got back, they asked if it was a challenge for me. They thought for sure I was going to struggle with it. What is “it?” Taking time off. Katie and I were on our honeymoon in Cancun for a week. It was the first whole week I’ve taken off in 5 years. It felt fucking fantast...

Most writing is 💩. Here's why....

Why does most writing suck? (I am included in this) Is it the lack of writing education? Or maybe only a few people have the writing gene? It’s neither of those two. It’s a lot simpler. But highly complicated at the same time. We struggle to think clearly, which results in unclear writing. How can someone who is struggling to order the...

Social media is NOT the best place to market your product.

"Where is the best place to market your product {and yourself}?" While there is no one answer to this question, I think some places are better than others. I believe owned channels are better than paid. Paid advertising may get you quick cash, but it does not have the sustainability to create recurring revenue. The best owned channels ...

Hey, swimmer boy (girl) 💦

Out of all the notifications you receive, how many are useful? For me, almost none. Which is sad. Notifications are a fantastic way to reduce churn and improve the experience for the user. Note: I have little experience with app marketing or UX. But I know what works on me. Personalizing notifications is a growth lever few companies un...

Which matters more: frequency or objectives?

"Objective-driven rather than frequency-driven content production just makes more sense." When I read this, I almost spat out my oatmeal. How could someone argue that objective-driven content matters more than consistently showing up? After taking a few breaths to regain my emotional control, I realized this person has a point. Sometim...

Perceptions, learning how to see, and digital products <> 3 Resourc...

Hey friend 👋🏼 I apologize for missing the past three weeks of sharing content with you. In that time: • I got married • Went to Cancun for our honeymoon • And celebrated the 4th of July in my hometown Busy is an understatement. (My wife also started a new job this week!) Enough about me. How are you doing? Is your summer going swell? H...

Inch by inch.

Looking at a blank page is terrifying. No matter how much you write, it's debilitating. "Where do I start?" "How will I finish?" "What TF do I say?" That's why I use the one-inch frame method. It's simple and allows me to get something on the page while silencing those horrible voices. Imagine you're a painter: Instead of trying to pai...

Don't copy frameworks. Do this instead:

Whenever I look to improve something (website homepage), I go into full Sherlock mode. I go digging through top-performing websites and scrape what I can. Why? Because I want to figure out what's working for others and uniquely tailor that to our (Stop The Vanilla's) website. I don't copy. I steal. As I was researching websites, I coul...

This type of personalization doesn't work.

Personalizing outreach has caught fire like a California forest. It’s been the rage for a while now, getting endorsements from people like Gary Vee. I don’t think it works (in most use cases). 😲 Hear me out. When you think of personalizing something, what do you think of? Is it simply adding the name and company for that person? Is it ...

I love prophylactic naps.

I love naming things. So does my wife. She named her car Debbie. And this changes the driving experience compared to just driving a Toyota. There is power in naming, especially in the realm of marketing. Let me tell you a story to explain how powerful naming is: In the 1980s and ‘90s, David Dinges and Dr. Mark Rosekind conducted experi...

When personalization does not work...

"Dear business owner," That's how an outbound direct mail piece addressed me. 😶 This is the worst way to hook someone. It instantly hit the trash. If you cannot get someone's first name when prospecting, don't use a generic introduction. I did this recently when writing a cold email to attorneys. Instead of writing, "Dear attorney," I ...

Don't be stupid and build on rented property.

Why do you build an audience? So, you can distribute your content to them, have a conversation with them, and eventually get them to buy from you. It's about building a connection with them that you own. The issue is when you think you're building an audience that you own, but really, you're building on rented property. If you want to ...

Lead scoring is dead.

It was my first month at Stop The Vanilla. We had a meeting with our external marketing agency, which was the first time I had met them. We were discussing our CRM and my responsibility in regards to it. I was a complete noob regarding marketing automation. So when the topic of lead scoring came up, I had no clue what it was. Lead scor...

The greatest marketing metric.

Marketing is synonymous with change. The goal of your marketing is to achieve some change—a change in perception or action. And how does change happen? Think about the Pro-Life people who walk around with signs outside of planned parenthood. By shouting and waving their message, do they create change? I think they do. In the opposite d...

The best way to "sell".

Katie and I recently bought a mattress. When we walked into the mattress store, a salesman poached us. He took us first to the most expensive mattresses, then the worst, and finally the middle-priced ones. Naturally, I expected this sales tactic. But one thing stood out to me more than the overused sales tactic of (High-low-middle pric...

I'm proud.

I frequently face negative self-talk. It's something I'm working on eliminating. But I do believe a small dose of it is healthy. Who wants to be around someone who always thinks too highly of themselves? Not me. But I have come to realize the importance of celebrating wins (positive self-talk). If you're going to challenge yourself by ...

My biggest content challenge.

“What’s your biggest challenge with creating content?” I was asked this question a few weeks ago. My answer: It’s not coming up with ideas. Ideation is a strength of mine.Likely because I take in so much content. Where I struggle is the process of sitting. Sitting to write. I have all these ideas, I want to explain them in X and Y ways...

Think more like a scientist.

I hated science classes. They never intrigued me. The experiments were cool but not enough to make me enjoy the classes. I do wish I could go back and take one thing from all those science classes: The mindset of the scientist. Think about how a scientist approaches a challenge. They come from an objective standpoint. They want the tru...

How I got a free pair of Felix Grey Sunglasses.

It was four days after the shipment was delivered. But I was still without any sunglasses. Hmm… I looked all over my apartment complex, contacted USPS, and even knocked on a few neighbors’ doors. No luck. My Felix Grey sunglasses were nowhere to be found. I contacted them to see what they could do about this. They responded promptly. T...

Are you making this foolish mistake?

Let's say you have an uncle, Ben, who was recently evicted. Because your house is small and it's summer, you said he could pitch a tent in your backyard. Your uncle is eternally grateful for you letting him stay on your property. Fast forward to a month later, and he's still there. Ugh. He's even begun building a treehouse and planting...

Where social media ranks in importance.

Last week I spoke on how marketing is a second-order principle. (If you missed it, read it here). But today, I wanted to go deeper into the principles within marketing. Precisely where social media fits. If your marketing plan begins with the channels you will market on (social media possibly being one), you’re flipping the script. Not...

Marriage help wanted.

Tomorrow I get married. 😅 While I'm not nervous, I am afraid I will not be the husband my soon-to-be wife deserves. That's why I need help from my married friends: What is one thing I should know now to make my marriage the best it can be in the future? I appreciate your wisdom in advance. 🧠 // JO P.S. Even if you're not married but ha...

Suck at writing? I have good news.

Leaders aren't born; they're made. Do you believe that? I do. I also believe that great writers are made, not born. This is terrific news. Instead of hoping we were born with the writing gene, we can get proficient through practice. But not any kind of practice: Deliberate practice. More specifically, practicing editing and rewriting. ...

The ultimate source of content ideas.

I need to talk to more people. As a self-diagnosed ambivert who leans more toward the introvert side, I rarely “get out.” I don’t go to business meetups, have coffee dates, or attend events. While this allows me to be more productive and get more shit done, it takes something away from me. It takes away the content ideas that come from...

Marketing cannot fix everything.

Let me use an analogy to help you see why marketing is limited in how it can help you: If I asked you to stop breathing for 5 minutes, what would happen? You wouldn’t be alive to tell me the answer. What if I told you to only breathe through your mouth for 5 minutes? You’d still be here, even though mouth breathing is horrible for you....

5 simple steps to marketing.

Marketing can seem like solving a 2x2 Rubik’s cube. But at its core, it’s simple. Here’s a visual to prove that: Instead of me ranting on the five steps, I want to share one thing: Stop making marketing so damn complicated. When you lose yourself in the tactics (Let’s post on LinkedIn and Facebook! And TikTok!), marketing can feel ambi...

📖 Weekly Book Review <> The Transparency Sale by Todd Caponi

Book: The Transparency Sale by Todd Caponi <> 7.1/10 {TL;DR} The best way to sell is with transparency. It is better to lead with what you're not the best at than attempt to portray perfection. Our brain requires transparency to purchase, so why not offer it in your sales process? ⚡ "We are the best marketing automation, CRM, and conte...

Hooks, Developer content, performance vs. brand <> Read, Heard, Wat...

"Is this expanding me or contracting me?" This question was brought to my attention in a podcast discussing addiction recovery. But it's relatable to ask in any situation. Is your current job expanding or contracting you? Is your partner expanding or contracting you? Is going out every Friday night expanding or contracting you? While t...

I get married in 8 days, here's why you should care.

Our culture loves options. But loathes commitment. Which is the main reason the percent of marriages has dropped significantly over time. When you marry someone, you eliminate every other option (for mating purposes) while committing to one. I get to do this in 8 days!!! 😅 The same is true for having a strategy. When you take the time ...

A great hook is useless without this.

If you've spent any time on LinkedIn, you've seen posts talking about the power of hooks. I've even talked about it. Without a strong hook—opening sentence—no one will read your content. Okay, so let's say you nail your hook; does that mean your content will be effective? No. I like to think about it like this: • A great hook gets them...

Why writing is the best way to sell.

You have two choices: Sell for the rest of your life using only your voice or writing. Which do you pick? As elegant and articulate as I am (hold on, let me put my ego back in the box), I would pick writing. Why is that? Writing has a longer shelf life. Even if you could record yourself giving a pitch and put it on the sales page, it d...

How to build the next Amazon.

Let's say you run a business. And I have a magic wand. I can wave it, and everyone will desire to do business with you. Would you turn that down? Hell no. (If you would, please reply and let me know why) Amazon is a pure example of a company everyone buys from, even my grandmother. They have no specific target market. But they didn't s...

The worst content advice...

“Create content around what you’re passionate about!” I disagree. Let me share why: If you step back and ask why you want to create content, the answer will inevitably contain your audience. • You want to educate them. • You want to inspire them. • You want to extract cold cash from them. Few people create content solely for themselves...

📖 Weekly Book Review <> Mastering the Craft of Writing by Stephen W...

<TL;DR> 52 writing tips and exercises to help you write with clarity, emphasis, and style—one for every week of the year. This book will give you actionable advice that will instantly improve your writing. ⚡ Do you wish you could write better but struggle with where to start? The good news: this book will give you a playbook to follow ...

☀️ Enjoy yourself.

This weekend was my bachelor's party. If you know me, you know I don't party much, or at all. But this weekend I made a small exception. Which resulted in me not getting a chance to do my normal resource round-up for you. My apologies. Next week I will be back with some resources. 🎉🥂 Until then, enjoy this beautiful weather and relax. ...

Stop waiting for permission. Start.

Who am I to speak on marketing? I've thought that many times. Who gave me permission to speak on my experiences and insights? This thought leads me to think I should wait to speak on marketing. Wait until I've garnered the CMO position. Wait until I have a proven track record. But why? Why do I have to wait to start sharing? Have you h...

The power of white space.

Try to get through this paragraph: Cats are natural carnivores. That is why an only dry food diet is detrimental to their health and longevity. A recent Harvard study found that cats fed only dry food will die 3 to 4 years earlier than cats fed a mixed diet (wet and dry food). Further, they found that an only wet food diet can help cat...

Why should I care? <> Workshop Wednesday

It’s 2050, and you’re a flying car salesperson. How do you go about selling flying cars to people who do not come looking for them? Do you sell them on your solution? Or do you sell them on the problem-opportunity? I would start with the problem. Traveling with a normal car takes up to four times as long and double the cash for gas. By...

Two steps to updating your company story.

People change, and so should companies. That's obvious. But what's not apparent is this: Your company's story needs to change continually. Think about it: Has your company's story changed? For most companies, especially smaller ones, the answer will be no. While the origin story of your business should never change, the strategic story...

You are not your customer.

“I hate reading long form blogs. Let’s do short videos instead!” I’ve made this mistake a hundred times: Assuming your preferences are your customers.They’re not. The quicker you can uncover this bias, the faster you can begin making better decisions. The example above is around content choice, but think about how many decisions we mak...

Why do people buy milkshakes?

Why do people buy milkshakes? Because they bring all the boys to the yard. (I'm sorry, I had to) This question was posed by McDonald's marketing department. They wanted to increase sales of their milkshakes. But needed an angle to sell them. They first tried: Sweet, delicious, vanilla ice cream flowing down your throat. That didn't wor...

Content/market fit, Feedback advice, competitive strategy <> 3.2.1

One of my greatest struggles is my relationship with perfection. I’ve built a story in my head that people only want the perfect Jordan. The Jordan who says the right things and makes the right decisions. After realizing how damaging this story was, I wrote this in my journal: “F*ck perfect. I don’t want perfect. I want better.” Now, i...

"Maybe you're just early in the process."

I don't have all the answers. None of us do. We may have answers for a specific context or domain. But no one has the "secret playbook for X." It doesn't exist. And trying to find it is a waste of your time. What sparked this thought was a conversation with a dear friend, who is a financial advisor. He's struggling to get new clients. ...

Why you need to delete "that" in your writing.

I hope that you’ve had a great week so far. Today I want to share a simple editing tip that has improved my writing. The tip is: Delete “that” 80% of the time. Re-read my first sentence and tell me if the “that” is needed. I don’t think so. “I hope you’ve had a great week so far” — flows much better. But the “that” in the second senten...

Question for you: What should I rewrite?

I write these emails to help you. Even though my writing at times may feel like I enjoy hearing myself speak. That's why I want your opinion: What should I cover on my Wednesday Workshops? Currently, I've been rewriting LinkedIn ads. If you've enjoyed them, don't respond to this email. But if you think I could bring you more value by d...

The power of bridges.

Aren't bridges innovative creations? They enable a more efficient way to get from one place to another. Take my home state of Michigan for an example. Without the mackinaw bridge, getting from the Upper Peninsula to the lower would require going through a few states. They allow someone with a problem (I want to cross this body of water...

Strategy isn't enough. You also need this.

Having a strategy for your marketing is imperative for success. Without it, you’re shooting in the dark—making minimal progress. But there’s a critical piece that matters almost more than having a strategy. That’s execution. If you aren’t achieving your goals, it may not be your strategy’s fault. It could be an execution issue. ““When ...

Weekly Book Review <> Fanatical Prospecting by Jeb Blount

Fanatical Prospecting by Jeb Blount <> 7.1/10 TL;DR Those who prospect through multiple channels survive. Those who rely on one method of prospecting die a quick death. Keeping your pipeline full is a direct result of how well you prospected 30 days ago. ⚡ I respect sales. As a marketer, I see the enormous value salespeople bring. And ...

A few resources for you this week.

What do you think about when you're alone? When the music's off, people are gone, and it's just you. Recently I've decided to go for my afternoon walks without my headphones. I've been surprised at the dialogue in my head. Sometimes it's simple. I gaze upon the beauty of a tree and thank God for the experience. Other times it's ugly. I...

Content does not need to create value.

Your content does not (always) need to “create value.” Some of the best content is comical. Like a recent email I received from Doug at Velocity. Its subject line read: Practical Joke. The email was about a team member named Neil, head of performance marketing, who loves data, but precisely anomalies in data. ““When he stumbles on one ...

Are you solving the right problem?

"You must solve a problem for your customer!" On the surface, this truth is simple. To grow a business, you must solve a problem for your customer. You know that. But the specificity of that problem isn't discussed enough. When you get more specific with the problem, you feel like you're going backward instead of forward. Here's how I ...

Boring beginnings don’t get finished 😴 <> Workshop Wednesday

On May 19th, I am writing this email to you. I am going to present a rewrite of an advertisement I saw on LinkedIn. “Can you get on with it already?” — You (the reader). I can’t tell you how many articles I’ve read that open with something like the above. They start with the details rather than something that makes the article worth re...

6 ways to increase your vocabulary. And why you should care.

I admit it, I’m dense (I had to look up synonyms for unintelligent, and dense sounded good). I wish I were smarter—I wish I could use more sophisticated words. Not so sophisticated that I come off as a pompous ass. I just wish I had a more extensive vocabulary. Have you ever thought about how large your vocabulary is? I didn’t until I ...

The overlooked way to improve your marketing.

I’m an optimization junky. I strive to maximize my life through optimization in every area. This results in routinely ruminating on how to do improve. And my mind always goes to adding things. For my mental health, this looks like adding meditation or adding a daily walk. But rarely does that bring huge improvements. So what does help ...

Weekly Book Review <> Crossing the Chasm by Geoffrey A. Moore

📚 Weekly Book Review Crossing the Chasm by Geoffrey A. Moore <> 8.7/10 {TL;DR} For innovative technology (and businesses) to succeed, they need to transition from an early market dominated by a few visionary customers to a mainstream market dominated by a large block of customers who are predominantly pragmatists in orientation. ⚡ Is y...

A few things for you this week.

I graduated this week. It’s been a long three years of school, working full time and creating daily content. As I grieve this part of my life ending (dying), I look forward with joy and optimism. No matter where you are today, remember the journey you’ve made. It’s easier to be upset, sad, or disappointed that we aren’t “there” yet, ra...

What story have you held from your audience?

"If this ever happens again, call me right away." It was three weeks after I had the panic attack that changed my world. My grandma was upset I hadn't called her sooner. She's a saint. We had spent the last two hours talking about what I went through and how she had a similar experience in her forties. It gave me peace to know that she...

Don't be like Rick Guerin—Avoid growth by any means.

How would you define success regarding business and marketing? Is growing to X state part of that definition? For me, success has always been about growth. Growth by any means. That's changed. While I'm not against growth, I am against focusing on rapid growth. Marketing typically revolves around growing something (Ex. podcast listener...

Tell me the truth (Get specific) <> Ad-rewrite Wednesday

I hate being lied to. I am someone who has reasonable expectations and struggles when they’re unmet (I know expectations aren’t good, mom). Marketing, or better yet advertising, is simply a promise or expectation you’re giving your prospect. “Buy these leggings and you’ll have an ass.” “Drink this beer and you’ll be cool.” At times the...

The smallest viable audience isn't a compromise.

Why's it so difficult for us to get specific with our audience? Or why do we trick ourselves and think our target market is focused when it's not? You can always get more specific. I have faced this challenge when thinking about my consulting practice. Because I've only had three clients, it's hard to know who I would best serve. I'm o...

Are you sending novels instead of emails?

“Hey, if you could put a little more content in about the business model.” *One day later “Also, could you share how we have 1,000’s of people already signed up.” Pretty soon, the email I’m writing will be a novel. The exchange above is from a client who tasked me to write a cold email to get signups for a platform connecting attorneys...

What NOT to do on Mother's Day.

To the mothers who subscribe to this email, thank you for what you do. I hope you have a special Mother's Day. Today I want to cover how to do marketing around holidays. Posting about a holiday will not usually get you in trouble, as I did above. But when you're trying to leverage a holiday to push sales, that's when you can get in tro...

How to write a daily email <> Q&A

Good morning friend ☀ This morning I went for a serene run with my father. The cool breeze while running through the woods refreshed my soul. I hope you find something to refresh your soul this weekend. Today's question comes from a newsletter writer. Q: Where do you find the discipline to do a daily email? I find it hard enough to do ...

What your marketing and Nazi Germany have in common...

200,000 civilian's dead. It's 1945, and the Allies hit Dresden, Germany, with an airstrike in the middle of the night. Dresden was a major retail city and the capital of Saxony. By death toll, this should have been a big win for the Allies. But it wasn't. Media outlets were outraged that the Allies would kill so many civilians by targe...

The best time to post content or send emails is...

There is no "best time" to send an email or post content. I'm sorry to ruin your day. It's the truth. I recently wrote a few cold emails for a new client, and he believed Friday was the best day. He reasoned that people are happy the week is over and more likely to open an email. In contrast, when deciding on the best time to send Stop...

2 ways you could be disrespecting your audience.

"Hey man, I started a new podcast and thought you would enjoy it." "Nice, what's it's about?" "It's just me talking with people I haven't talked to in a while. And then I can use that for content too." Depicted above is my conversation with a friend who makes music. With optimism, I opened Spotify and turned it on. The episode begins a...

The biggest misconception around strategy.

When you think of a good strategy, what comes to mind? For me: The actions taken to achieve a desired outcome. That was until I read a book that changed my life. Good Strategy Bad Strategy by Richard Rumelt was that book. It opened my eyes to the glaring truth of good strategies: A good strategy is more about the actions you don’t take...

Don't be like this woman.

You’ve seen them before. The motivational posts with images of someone winning a sporting event with no legs, a dad carrying his injured son off the track, or some famous actor with a quote on it. Here’s what I’m talking about: If you post content like this, you might want to close this email and ignore my advice. Because I’m going to ...

Peaceful <> Recap of daily emails

Good morning friend. I hope your weekend has been peaceful. Mine has. For the first time in over two months, I feel bodily and mental peace, and the feeling is remarkable. I pray for this same peace over you and your loved ones. Without peace, we could have the entire world, and it would be insignificant. That's why I've been pursuing ...

What's a good strategy for your blog? <> Q&A

It's May. Wow. Wasn't it March yesterday? Time flies… How have the first four months of the year been for you? Hit reply and let me know. Today I want to answer a question many people have when beginning to create content. A blog or written content is the OG of content marketing. HubSpot pioneered blogging in 2012. But how do you do it...

Engagement is overrated. Aim for this instead:

What is your goal with your audience? Engagement? I would have said the same thing. But not anymore. Why? I've realized that the brand (you and me) drives engagement. Sadly, most people operate their marketing in this selfish way. It is all about them. They post questions such as, "What would you like me to post about in the future?" "...

Nostalgia and marketing DO NOT go together.

Every now and then, I let myself slip. I turn on some Netflix and watch the Rugrats movie. The nostalgia sinks in, and I'm back. Back in the past, when life seemed simple and peaceful. Nowadays, I struggle to feel peace. (Sorry, I forgot that I'm not emailing my psychiatrist) While I enjoy my brief escape, it's not something I do routi...

This is why no one subscribes to your content.

"Sign up for our newsletter!" If I drank every time I saw that on a website, I'd be drunk before noon (Thankfully, I don't drink). Why do people use this to promote their newsletter? I get it if you have a newsletter you don't care about growing. But if you are trying to gain more subscribers, asking them solely to sign up or subscribe...

How strong verbs lead to better writing.

I hated English class in high school. Verbs, adverbs, adjectives, pronouns—puke. But I wish I would have realized then how important they are. This became evident to me while reading Mastering the Craft of Writing by Stephen Wilbers. The topic at hand was writing with detail. And how it’s a dance between too specific and too general. M...

You don’t need social media to grow and improve your marketing.

I hate social media. I would've used the F word to describe how much I hate social media, but my mom reads these emails. Anyways, I want to loop back on a topic I’ve discussed before: You don’t need social media to grow your {insert business/content}. I’m serious. You can grow your email newsletter, podcast, and most importantly, your ...

Which content medium will dominate the future? <> Q&A

If you could have one superpower, what would it be? For me, I'd love to be able to see into the future. That may be rooted in my anxiety of not knowing the future and my inability to trust God at times. Why would I like to see the future? Because then I could better position myself for it. But then, wouldn't that change the future? 🤯 T...

Marketing as a broadcast tool will *always fail. Do this instead:

When you think of marketing, what comes to mind? • Sharing your story? • Releasing a new product? • Promoting a webinar? If your marketing has been ineffective, you likely view it as one of those things. You view it as a broadcasting tool. When your marketing is only a broadcasting tool, it's dead. Anyone know CPR? Marketing is a conve...

The paradox of constraints.

Whether you’re a creative person or know one, this truth will resonate: Give a creative person free rein, and nothing will ever get done. As brilliant as creatives are, they never “finish” anything without having guardrails. I call those guardrails constraints. But put too many guardrails in place, and you’re back to square one. ““Give...

Words matter. <> Workshop Wednesday

I love books. But you know what I hate? Booking a call. Better yet, book a consultation. The words we choose are critical to the feelings and actions, or lack of, our prospect takes. Using one word instead of another is not semantics; it’s revenue altering. Today’s ad focuses on how the words we use shape what the reader perceives. Let...

What is your one rule?

"How did you keep writing through it all?" This question was proposed over a sweltering dark roast last Saturday morning. "…it all" references the struggle I've had over the last month with anxiety and panic attacks. He noticed that I never stopped writing my daily emails. My answer was that writing was the only way I made it through. ...

The simple way to get people to buy from you.

Today I’m going to be a realtor and sell some homes. How do I do that? • I could try to convince people that they should get a house over renting. • I could show statistics about how much money you save when you buy a house vs. rent. • Or, I could be audience-led and figure out what spurs someone to purchase a house. I could find the n...

The choice to live.

This morning I am headed to a funeral. While I do not enjoy funerals (who does?), I am grateful for the reminder they bring. That we will all die. No one sneaks by the grave. But the bigger question is: Will I live? As William Wallace said in the 13th century: “"Every man dies, not every man really lives."” I want to pose three questio...

How to become uncancellable.

I hate our cancel culture. For a few reasons, but the main reason is that no one is perfect. No one. If you’re an anomaly without any faults, then sure, go ahead and cancel anyone. Instead of canceling each other (pointing out how other people’s house is out of order), we need to take a deep look into our own homes and put thins in ord...

Growth as a strategy will *never work.

“Our strategy is to grow our email list and double our podcast listeners.” Newsflash: GROWTH IS NOT A STRATEGY. It should be an outcome of a well-designed strategy. But not the strategy in itself. Howard Schultz, in his 2011 book Onward wrote: “Growth, we now know all too well, is not a strategy. It is a tactic. And when undisciplined ...

Old vs new way <> Workshop Wednesday

You decided to throw your hard-earned money into the advertising wheel of fortune. Congratulations. That’s a big step. But what’s an even more giant step is making it “work.” And that is what I want Workshop Wednesdays to be about: Improving paid content while giving you actionable advice you can apply to your marketing (organic or pai...

How having a cat could improve your marketing.

It’s 8am, and I’m ready to pull my hair out. I can’t f*cking take it anymore. No, I’m not losing my mind. I just want to kill my cat. She’s been meowing/yelling since 5:30am for food. That’s 2.5 hours straight of sirens in my ears. While I won’t lie and say I handled it perfectly, a few shoves and screams, I did keep my cool for a majo...

Strategy vs. Tactics

Tactics do not equal strategy. Tactics are derived from your strategy, but they do not equal having a strategy. Why am I stating this? Because I’ve seen too many people confuse isolated tactics with having a strategy. Especially in marketing. And why is this bad? Because you are never able to improve your marketing systemically. Your t...