Predictability vs Unpredictability
|
Read Time: 2 Minutes Predictability vs UnpredictabilityHuman nature loves both. Yet hates both. Two polar opposites (when used properly) create magical experiences for the consumer.
There's a lot of mixed signals in the marketing community about this topic. Whether you should create dynamic (viral) content or focus on educational proven content. Whether you should stick to a hard publishing schedule or publish sporadically (as often as you can). Whether you should create a flat rate discount that's easy to implement or come up with something new. Both have merit. The real answer is somewhere in-between. This NewsletterMarketing 123's is a great example of a blend of both. By nature; this content is unpredictable. Every week the topic changes. A new concept. A new angle. It keeps readers wondering what is next and introduces new ways to be valuable. Yet... It's incredibly predictable. It's always published mid-day on Saturday. It's always less than a 5-minute read. It's always about marketing. These predictable aspects make it easy to articulate to others. Hence the tagline: "Get actionable marketing advice in 5 minutes or less, in your inbox every Saturday" The Wrong WayYou have to be smart about how you use predictability & unpredictability in your marketing. If you use too much predictability, you become boring. But if you're too unpredictable, you become overwhelming. Blending consistency with a splash of new & exciting is the only way to engage and retain an audience long-term. Next time you're working on a campaign, ask yourself: "Is this making us more or less predictable?" And more importantly: "Does this skew us too far in either direction?" If so, adapt! --- Your audience will thank you later. Thanks for reading this week's issue of Marketing 123's, I hope you've found it valuable. If you did, I'd love to hear your feedback here: Leave a Testimonial Ready to take the next steps?Take your brand to new heights by working with me & the 2POINT team. Promote your brand/business by sponsoring an issue of this newsletter. Transform your content process with this free 5-day course. |
3112 Hallmark Pl, Tyler, TX 75701 |
Marketing 123's
Weekly content to help you become a better marketer.
Read Time: 3 Minutes A life lesson from my Dad When I was 9 my Dad and I stopped at a Chick-fil-A in my hometown for lunch. He's a land surveyor, and there was a big project with a tight deadline coming up. So we'd spent all Saturday morning at the office as he chaotically tried to wrap this project up. I (not paying much attention) had a great morning playing on my Gameboy in the corner. While we weren't a poor family, we were not rolling in cash either. We counted money carefully. Going out...
Read Time: 2.5 Minutes New Year, Old Me? Marketing is one of the most distracting professions. There are always new platforms, new strategies, new opportunities, etc. It's so easy to get caught up chasing trends and whatever the "new thing" is. The problem is this causes marketing teams to make the wrong decisions while chasing shiny objects. The grass isn't greener. So as we go into 2024, this is your reminder that most businesses don't need to reinvent the wheel this year. Often if you have...
Read Time: 4 Minutes Storytelling ... it's a forgotten art. Almost everyone knows what storytelling is. They even say they believe in it. "Storytelling is the most effective way to market a company" "Marketers are storytellers" "Storytelling is the most authentic form of content" You've probably heard statements like this 1000x times, just like I have. The problem is most people don't know how to tell stories. Just like me. But, with thousands of hours in reading, podcasting, leading...