Don’t Get Hooked on the Performance Marketing Drug – InstantFollowerz

Anytime when the interview makes asking my boss, “Can we say that in the bulletin?” You know it’s going to be a good day.

Today we have a spicy taxis and spicy language from Magistricting that gave its happiness sales of spicy shorts.

Lesson 1: Don’t cuddle on a drug marketing.

Preston Rutherford openly admits that he made every book in the Book of Wen Co-Fonding The Hotsas Company Chubbies.

So I start our chat copying line from Sheryl Crows: “What’s your favorite mistake?”

“Mista-Aki Favorit.” He sings, then he laughs. “Favorites. Uninformed euphemism for mane and fault that deprive of sleep. But just to send …”

Thinks for a moment: “Abolishing on the shore that is short-term marketing performance – and special refund on ad consumption (or roas)Where all our marketing investments are efficiently rated on the basis of that. “

My eyebrow goes up. Most marketing leaders want to see the measurable, proven return, isn’t it? How else do you know what he is doing?

Rutherford says that exact Feeling is the reason why (and so many merchants) overreably to rotate on marketing performance. This was driven for all your marketing effhorss systematic, measurable and paint.

“We’re so used to a certain loop for feedback on the date, isn’t it? If I spend dollars, I just listen to me success who clicked on my ad and bought for a 24 hour period.“

But that feedback loop incentives marketing efforts that give short-term results – at the cost of building a long-term brand. Not to mention, they took him from all the fun and unusual things that are primarily covered with Chubbies.

And what is up, hypertarket marketing from performance means “Speak Dollars to request a purchase that has already happened.”

But if you don’t focus on back, what are you focusing on?

“Mark is the most important asset to build any type of business“He says.” And in the end, security is with current tools. “

Hot hot Rutherford? Only 40% of your marketing dollars should be spent on a short-term advertisement, with the rest of departure to the brand BUDILDING.

“You would be right for someone to come directly to you – not encourage some kind of promotion or false calmness – but”, rather “This is just a company in the waist.” “

Lesson 2: If the content of the king, the difference is the queen.

“Which marketing trend must die in a fire?” I’m kas.

“General He”, he blurs with the moment of pause.

Everyone. Abdominals – laughed. (Then I wondered if someone in my reporting hierarchy read the bulletin, and he nervously attacked my collar as Rodney Dangerfield.

“Creativity is the Queen. Things that are different are the queens,” he explains. “General he is dressed on models of what has already been done in the past and what is” working. “

Puts that last word in the plane quotes. Suitable for Rutherford, this creates two problems: “Just look back and, in my opinion, improperly defining what it works. It is based on short-term ride income.”

Rutherford quickly qualified that these dose mean that there is any place for marketing. But for many traders, it will lead to ejecting what it calls the “sea of ​​the Estop.”

The outbreak of “the sea of ​​the Estoption” is how to first barbecue. When Rutherford and his friends are spoiling handmade shorts on vacation, unusual cuts and colors had complete strangers approaching. Public seducers like to say, but they all noticed say.

That success would never have been to whether they have their decisions about what has already done.

Lesson 3: Consider marketing like building friendships.

You probably think this lesson will get all the touching-feel. Nope. This is a much more Cuss-Ladno concept.

Rutherford says any idea, tactics, campaign or concept that has absolutely Go through this filter:

“Would I send this e-mail to a friend or to tell me a shit?“

Third time in 15 minutes, I doubled in laughter, but Rutherford has a great point. Stop and think about your favorite brands. Probably those who talk to you as a human being.

It doesn’t necessarily mean you have to be funny, irreferent or uncouhing. But I guarantee that you didn’t think of someone breaking you with a shade.

Bekuse at the end of the day, the brand building is actually building a relationship. This relationship will look different if you cooperate hot sauce, tax software or motherhood – but all need authenticity … and respect.

“Am I treating people who see my ads like I’m a marketing corporation toward a graceful customers? Or am I a person who marketing for other people?“

Neither proof points out, that’s precisely because of the marketing influence is so effective. The right person is talking to you as another real person. And our recent research information is the same story as marketing leaders pour a serious budget in the contents of the creator, the construction of the brand and the development of authenticity.

Rutherford, then falls a fake dummer: “People can see through our shit. People are not idiots.”