Fake authenticity
There’s no such thing. You’re either fake or authentic. There’s no way around that. Whoever you see referring to “fake authenticity” is off the mark —by miles. Because if you can’t call fake by what it is and need to put “authenticity” to complete the idea, you’re also buying into the belief that authenticity can be faked. Like a cold heat, or like flat-earthers around the globe. After all, you being you is not about even being authentic —in a professional/business setting. Authenticity is…
Experimentation means risk
Experimentation can take MANY ways to achieve MANY outcomes. It requires ways to try new things, and these new things involve a certain risk. How can you get to de-risk the decisions to follow experimentations? Because to experiment, you’ll have to incur into waste. Odds of making a new thing that works in the first try are quite low. So how do you make the process to feel less risky and —hopefully— not get overinvested in the process itself?
Solution- and brand-agnosticism
Look, you don’t need to “reach the 10% of this market/segment”. We can all play the numbers game. Basic math ain’t that hard. You know what’s hard? Taking a stand for something and sticking to it. Finding the ones who actually care about that something. And forget about your solutions —and your brand. Because when you can help them, your solution comes second.
A marketer’s reflux
Is copying others for the sake of “what’s working for other brands” feels like. Is talking about “purpose marketing” when you don’t actually care about shifting the whole system in your business (or whatever “purpose marketing” means). Is saying “you’re the brand, you’re the product”, as if you’re a thing and not a person. That you can be sold/bought. Is pricing based on the costs, as if your clients should care about your cost structure. Is tactics of pressure, FOMO or “scarcity” that we all…
You’re the only one
You’re the only one who cares about their brand. Everyone else is too busy with life to care about your brand. And that’s ok. Because what you need to care about is your customers and how to make their lives easier. You need to know how to focus on the right things to better serve them. To provoke them to think of a different future. A different present. Because once they’re the focus, they’ll build your brand. Not the other way around.
To be or not to be
That is the question. Probing with yesterday’s question “What IS original?” brought me to interesting, unthought places. Because “To Be / Being” can take different meanings. From one perspective, it can be taken as a yes/no answer. From another one, as if the subject has the characteristics of originality or not. From another one, as the definition of original. Or, as what involves to make the subject original. Even as the reasons to define the subject as original. Why a subject? Because…
Just one question
To you: What’s original?
Graphic representation of repackaging and repurposing content
Yesterday’s message had 2 concepts about content: repackaging and repurposing. Repackaging Taking one thing and using different media. An article into a blog, into a post, into tweets, into a IG carousel, into a thread, into an article… What they call “repurposing”. Repurposing “It doesn’t necessarily has to be “yours” per se, but how you can tweak it and apply it in a new setting.” One way is taking something already done and trim, sample, replace into a different medium. What does this…
Repackaging and repurposing
Friend of the list and fellow daily-emailer Shweta from Superlista —yeah, just like Slash, Cher, Sting or Zendaya. One name.— came back with a question on yesterday’s message. While you could see using your content in different media as “recycling”, there’s a thing that looks more akin: repackaging. Repackaging —besides sounding better— is more like what it is. You pick the same content in a different package to populate it in different places. Just like what a product and its different…
Repurpose
Copying, trimming, transcribing content from one medium to another. You wrote an article? Break it into posts. Got posts? Turn them into tweets (if tweets are even still a thing). Got tweets? Make them a thread. Got a thread? Turn it into an article. What they call repurposing… is bullshit. Here’s why. You’re not repurposing content. You’re using the same content in different media towards the same goal. If you were to repurpose it, you’d use the same content for a different purpose —hence…