The Marketing Matters Newsletter

Paradoxically, engaging with your warm audiences can be the best way to acquire new ones. Why don’t we prioritize it more?

Creating a priority list before calamity comes can save your marketing plan.

“Innate taste” is just a series of checks we run implicitly, so why not codify them?

You need two components of good positioning, and neither is a unicorn claim.

The infrastructure we need, how designers solved it first, and what to do now.

The whole point of positioning is to push back. When left unchecked, AI rarely does.

The space between content pieces is just as important – plan for it!

If your copywriting is stalled, the issue may be further up the chain. Here’s how to fix it.

You need to fight for the spiky edges in your content before AI sands them down.

A category name is also a yardstick: the standard customers will measure you by.

Working with AI means keeping a veto card in your pocket and being ready to play it, again and again.

These three skills are what I’m focusing on, as our jobs move away from execution.

Community is AI-proof, but you need to answer a few questions first.

Constraints are gold, once you let go of the fear…

On varying your messaging – and when you shouldn’t.