Daily Lab: The opposite of advertising
Cold outreach often sends the exact wrong signal.
signal
69 posts
Daily Lab: Show them what you don’t do
Overdeliver because you’ve made the tradeoffs they value most.
Daily Lab: Experts don’t build brands
To grow a sustainable business, though, marketing costs need to go down over time, not up.
Daily Lab: “I just need a meeting.”
It takes more than selling to do great marketing.
Telling is repelling, proving is moving
If I have to tell you something, you unconsciously assume there’s a reason I can’t show you.
Don’t persuade, permit.
As a business owner, your job isn’t to talk people into buying from you. You’re not trying to persuade. Instead, your job is to permit.
“Make Me Laugh”: How to build a brand based on values
Darwin said that he “followed a golden rule, namely, that whenever a published fact, a new observation or thought came across me, which was opposed to my general results, to make a memorandum of it without fail and at once.”
The most wasteful thing in marketing
When I talk to the owners of service businesses, I often encounter the same struggle. Phrases like, “I just need to get the meeting,” or “I can make the sale, I just need some more leads or opportunities,” or, “If I can just get some face-to-face time with the executive, I can close the deal.”
Bragging is part of your work
“In advertising”—and I would add, in all of marketing—“there is also a first principle.” “To attract someone’s attention.”
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