GarthBox

Creating meaningful work and cultural change is a numbers game.

Write more and you’re bound to have written more things worth sharing.

Ideate more and you’re bound to have multiple client buy-ins.

The numbers game is the only game that everyone can play and the outcome is the same: the more there is, the more there is to choose from.

And the more there is to choose from, the more likely the chosen things will work.

You don’t have to ship everything, but everyone gains when you have more to choose from.

Stay Positive & Get To The Good Stuff

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It feels damn good when you get into your groove, feel that momentum, get lost in the flow.

Bu here’s the thing about the groove.

It shows up… only when you do.

Stay Positive & You First

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Promises don’t need to be all in, wow-worthy or beyond what the competition promises.

If your customer service team can’t respond in 24 hours, don’t put the auto response stating they can.

If your team isn’t trained to help people find something they love (and to try things until they do), don’t advertise that you have something for everyone.

If your space isn’t dynamic and inviting, don’t brand yourself as an inclusive location to relax.

Rather than make no promises at all, fit your promise.

If you’re sure your customer service team can respond in 72, then say it; if your team can help people who like X find just the kind of X they want, lean into the few; if your space is designed for a specific group, focus on promises they relate to.

Promises are everything and promises aren’t an all or nothing necessity–the necessity is to fit your promise appropriately.

Stay Positive & Then Upgrade Your Promise When You Can

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There’s not a person that’s making a purchase of something that isn’t in a tribe.

It’s the marketers job to make sure the purchase they make helps them represent their connection to their tribe and the tribe itself.

This is most noticeable with swag; people like us where clothes with a brand name on it because it sends a signal and represents the tribe.

But that emotional tie can be placed elsewhere beyond branded clothing.

Smart marketers pursue that connection and ideate ways, not to sell, but how to help people represent the tribes they are part of.

Stay Positive & People Pay To Feel Seen

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Massive rollouts get delayed so often. They get postponed. They get bogged down. The time leading up to them drives people mad and some will even leave the project because of it.

Big rollouts work well when they work well, but more often they don’t. Not without more consequence than benefits, at least.

Far smarter to offer the add-on, innovation or tweak to a few. You can have 1-1 time with the users. You can learn what works or doesn’t and adapt nimbly without harming any existing relationships.

Having people opt-in to beta versions is effective, but at some point, the beta program can be too large, too. Then it’s time to find the charlies.

Ecommerce doesn’t need to apply to every product you have at once. Your newsletter doesn’t need to be sent to everyone at once. Your grand opening doesn’t need to be for everyone all at once.

Smart marketers market smarter.

Stay Positive & Actually Rollout, Slowly, Smartly, Evenly

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Clients, customers, friends, family – they all want the same thing and that’s for you to care.

Ask questions, deep ones if you can but even dumb ones, too, because it shows you care.

Don’t say “I haven’t had the time” or “I don’t have the time.” Make the time, because making it shows you care.

Follow up, proactively communicate and give friendly nudges, because it all shows you care.

If you’re wondering if you should do something, just ask if it shows you care. If yes, then do it.

Stay Positive & Be The One Others Know Cares

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Meaningful content doesn’t have to present new information that will change someone’s world; it doesn’t have to be perfect; and it doesn’t have to be something that strikes the heartstring at just the right angle.

But, (and that’s a big BUT), it does have to present information that the reader otherwise didn’t have (interesting) or doesn’t have access to but wants to know (interested).

Sometimes it is taking from existing content and then layering in a fact or two that otherwise isn’t googlable. This, anyway, is much easier to do than to create content that is so unique that it will blow their minds once they consume it.

There’s content out there in that category, but not much and certainly not worth the time to find it or create it when you can start making meaningful content today.

Today sounds better.

Stay Positive & Write On

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