Slow Marketing

What I Learned in 3 Years of Writing a Newsletter

A version of this story appeared in Total Annarchy, my fortnightly newsletter that helps you be a better writer, storyteller, marketer. Get it in your inbox; you’ll love it. * * * Three years ago this week—in January 2018—I decided to start a newsletter. Why? I wanted connection—not one-to-many social media connection, but me-to-you direct connection. Three years ago, I also realized a fundamental truth: The most important part of the newsletter is the letter, not the news. There were other, secondary reasons I thought of later—some much later. I wanted the joy of making something that was 100% mine. I wanted to understand how to build momentum with an email list (and truly understand, from the inside-out, what works). I wanted to experiment, to play, to have fun. I wanted to feel a little more alive. Does that feel like a ridiculously tall order for an email ferpetesake? Especially […]

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Rethinking ASAP: The Magic in Going Slow at Just the Right Moments

As SLOW As Possible (ASAP) is the counterintuitive way to thrive in a fast-paced world. The key is slowing down at the right moments. Because that’s what will deliver faster, more sustainable results in the end. Sounds weird, right? But it’s true: ASAP Is the Key to Less Stress, More Success, Real Results. But what’s a Slow Moment? It’s here: Stories. Science. Framework.     I’m about as impatient a person as they come. I couldn’t tolerate waiting for water to boil, so I bought an instant kettle that delivers my tea in 90 seconds. That rainbow spinny wheel of death that pops up when a webpage takes too long to load or to save? In. FURY. Ates. Me!!! And if you’ve ever been in an elevator with me, you know how aggressive I can get with the DOOR CLOSE button. (Door-close-door-close-door-close!!!) I like to go fast. I like speed.

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Why Marketers Are Embracing Long-Form Storytelling

I’ve been talking about the benefits of long-form storytelling for a while. And lately, I’ve noticed a bunch of new examples crop up. “Gradually, and then suddenly,” as Hemingway once wrote. That’s long-form storytelling and longer content pieces. Right now. We marketers are always experimenting with new content formats and new vehicles. And lately, the trend is moving toward longer pieces and more fleshed-out, substantive ideas. I’m resisting using the word “quality” here—it’s so subjective, and ultimately so meaningless without context—but you know me well enough to know that I’m thinking it. Why is the trend toward long-form storytelling happening now? There are two key reasons. But first, here are a few examples I’ve seen just these past few weeks. Many of these projects have been developed in partnership with established publishers, too. (But that’s a story for another day.) Paper magazine and cannabis company MedMen are launching Ember, a

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Empathy, Marketing, and ‘Misterogers’

This post on empathy and marketing is an expanded version of the intro to my forthnightly newsletter, which features a letter from me to you along with ideas worth sharing and a healthy dose of fun. Not on the list? You can subscribe right here. I moderated a panel about Empathy and Marketing last week at South by Southwest (SXSW) in Austin, Texas. “Empathy” is one of those words that feels impossibly squishy and subjective in a business context: It’s scrubbed clean and sitting in the front row along with “authentic” and “engagement” and “best practices.” But in marketing, I think of empathy as feeling with people—signaling through our actions, words, and tone that We get you. You belong here. And it helps marketers articulate how our products or services fit into the context of their customer’s lives, and can make their lives better. Too high-minded? I don’t think so.

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Slow Marketing Moment: A Snack Mix Story from 30,000 Feet

We want everything fast, don’t we? In marketing, we want more leads, more pipeline, more brand awareness… and more fans, followers, and friends. We want more content. We more content marketing programs and more channels (more ways to reach our customers). But, ironically, the companies that have the biggest, most sustainable business wins won’t get there by going faster. Instead, they will get there by… wait for it… slowing down. (And by doing less. But more on that another time.) More specifically: they will get there by slowing down at the right moments. The key to success in modern marketing is to flip from As SOON as Possible (move fast all the time) to As SLOW as Possible (move slowly at critical moments). In an era of content abundance and channel overload with possibilities everywhere always and all the time and immediate and OMG Why are there only 24 hours

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