Cara Mackay

As an exacting writer and a proponent of a slow and strategic marketing, I should be having an aneurysm (Ann-eurysm?) over how a single, sweary, typo-infested LinkedIn post slopped together in 20 minutes sparked a flurry of online engagement and $90K in sales. But I’m not. Because from a marketing and writing point of view, there’s a lot to love about the post-I-should-hate. Why is it the greatest? And what we can learn from it? Before I get into it, a caveat: If you are offended by profanity, you might want to skip this post. Read this one instead. It’s about food. (And not at all offensive.) The Story My friend Cara Mackay runs a family business that makes and sells “the best sheds in the world,” in Perth, Scotland. Those “sheds” aren’t just your typical squirrel-infested toolsheds: Gillies and Mackay customers use them as summer houses, beach shacks, playhouses, […]