Being a conceptual copywriter, I have to say this resonated with me.
Granted, tactics can't be entirely overlooked, but when they're propelled by gimmickry and work as a reflex to this week's fashionable take on marketing tips, they leave me utterly cold.
Again I am loving diving into this from a novelists perspective. This thought of tactic vs idea in particular is one I can absolutely see in the writing community--the tactics of oh I have to post an unboxing video, or the latest blurb, or whatever. And those are fine, but like, nobody cares. The better questions would be why do people buy books like mine, or why do readers care about author newsletters. That totally impacs the kind of content a writer might make. I actually think Duolingo is a great example of the type of fun, engaging content someone in a creative field might make.
I’m cooking up a $250k idea for my newsletter and having such fun doing it that even if it’s only 25 pence generated I’m going to at least have a giggle. 🤭
It literally shows how companies want to have smart and informed users. They focus on either educating them or making using the products/services fun. Or a combination of both.
Your newsletter is the only one worth reading. Thank you for helping the community!
Hi Tom,
Absolutely agree—ideas are timeless! ⌚
What's the most powerful 'why' question you've asked that led to a breakthrough idea?
Being a conceptual copywriter, I have to say this resonated with me.
Granted, tactics can't be entirely overlooked, but when they're propelled by gimmickry and work as a reflex to this week's fashionable take on marketing tips, they leave me utterly cold.
Reading your newsletter is never a time suck. It's value ad. Thank you, once again!
Again I am loving diving into this from a novelists perspective. This thought of tactic vs idea in particular is one I can absolutely see in the writing community--the tactics of oh I have to post an unboxing video, or the latest blurb, or whatever. And those are fine, but like, nobody cares. The better questions would be why do people buy books like mine, or why do readers care about author newsletters. That totally impacs the kind of content a writer might make. I actually think Duolingo is a great example of the type of fun, engaging content someone in a creative field might make.
I’m cooking up a $250k idea for my newsletter and having such fun doing it that even if it’s only 25 pence generated I’m going to at least have a giggle. 🤭
Sun Tzu agrees with you: "Strategy without tactics is the slowest route to victory; tactics without strategy is the noise before defeat"
All these companies built their tactics as a way to serve their strategy.
I like the graphic design with DuoLingo etc.
It literally shows how companies want to have smart and informed users. They focus on either educating them or making using the products/services fun. Or a combination of both.
Great article, Tom!
Hehe, recognised your headline in the TLDR Marketing newsletter & was like "Hey, that's Toms article!" Nice one :)
Great post Tom. The best marketers aren’t tactic collectors. They’re pattern recognisers. Ideas are just patterns applied in new ways.