Dear ,
Congrats to the US Women’s Soccer Team for their
World Cup Soccer Tournement win in Lyon, France!
These women embody true American spirit in the form of determination and teamwork.
Laser-focused on their objective, they ignored negative US political issues and related press as well as the significant pay inequality relative to male soccer champions.
It was a stunning way to end the Fourth of July long weekend in red, white and blue style.
Like the US Women’s Soccer team, we need to be inclusive and show others respect and empathy as people.
To be a good marketer you don’t need to be your customer.
In fact, if you’re the customer for your business’s offering chances are that you think that your prospects, their influencers and customers act like you. Because there’s a good chance this may cause you to be blind to their true needs.
Rather your audience wants you to care about them and their needs.
Go beyond window dressing to change your corporate culture and make it more accepting. Encourage your team to interact with and learn about your audience and what they want and need.
The recent Gay Pride celebrations underscored not only how far we’ve come in terms of people’s sexual identification and orientation, but also how far we still have to go.
At a Gay Pride event in New York, Lady Gaga put words to this inclusive approach.
“The universe brought us together in the spirit of kindness, and together we’re a powerhouse. I hope you celebrate every inch of who you are today. You were born this way and you are superstars!”
While Lady Gaga referred to sexual identity and orientation, her words apply to any differences that cause people anywhere to be tribal. It doesn’t matter which words or letters are used to make people feel different
including LBGTQIA+ and BIPoC.
I write this with the sincere hope that we can stop falling back on stereotypes and generalizations that miss the unique details that make each of us special.
What does this mean for you marketing?
Put on a fresh set of marketing glasses to understand and appreciate what makes your audience special. Use this opportunity to ensure that you really know your readers and that your marketing responds to them and their needs.
Beyond your customers to include your employees, your prospects, colleagues and partners, social media followers and local community.
In his article, Copywriting That Works, my friend and colleague Aaron Orendorff emphasizes that we need to
provide salvation for our audience in each piece of content or communication.
To motivate your reader:
- Understand what keeps your reader up at night and
- Figure out what will make the reader, their boss, partner/spouse, or children happy.
What’s on your marketing calendar for the rest of the summer?
Next week, I will be in Cleveland from July 16th to 18th for MAICON.
- Attend this conference to get up-to-speed with Marketing AI. If you still have to register, Please use code Cohen100. Since it’s an affiliate code, I’m offering any of my readers who use my code a 1-on-1 meeting during the conference. (That’s a $300
value!)
- Give me a shoutout if you're going to be in Cleveland so that we can meet IRL.
On July 31st and August 1st, I will be at CommerceNext in New
York.
- It’s focused on next level customer acquisition for DTC marketers! (Please note tht this is NOT an affiliate link!)
- Please let me know if you're attending or will be in New York!
- For anyone involved in content marketing, this is a must-attend conference. If you haven’t purchased your ticket yet, please use code COHEN19. Since it’s an affiliate code, I’m
offering any of my readers who use my code 1-on-1 meeting during the conference. (That’s a $300 value!)
Shout out to new readers:
Greg, Nadine, Micheal, Al, Marissa, Mary, Amanda, Vicki, Vivian, Penny, John, Joel, Jane, Артём, Aa, ARC Digitech, Annaliese, Kim, Thomas, Joyce, Phillip, Soni, Martin, Karen, Cristina, Marsha, Darryl, Barb, V, Aspen, Helene, Monika, Catherine, Ephraim, Toby, Afshin, Kaka, Maudie, Erin and Mojo. Welcome and thank you for joining our community.
Heidi Cohen,
Actionable Marketing Guide
Happy Marketing,
Heidi
PS: Do you have a friend or colleague who would benefit from reading the Actionable Marketing Guide newsletter? If so would you please forward this email to them?
 Afraid that your marketing is falling behind without AI?
Don’t worry--Use 5 step process to help you make the Marketing AI Business Case.
Read this article to avoid the fate of 4 out of 5 businesses using influencer marketing who can’t prove ROI.
 Here's the inside scoop on how to use Twitter Chats to support your marketing. Includes tips from Madalyn Sklar, Erika
Heald and Monina Wagner.
Get the highlights from my #TwitterSmarter Chat with Madalyn Sklar on How to Build Your Social Media Community to Overcome
Loneliness.
If Twitter doesn’t provide bang for your time and effort, then check out Madalyn’s blog.
HEIDI COHEN AROUND THE WEB
|
CMWorld 2019 features over 150 sessions covering two dozen tracks.
I'll be there along with 200 other speakers from around the world.
Register today. Use my code: COHEN19 to save $100.
|
|
|
