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Posts in Marketing
We're no workers

We're makers.

Sure, we put in the work. Yet primarily, we make things. Things with no blueprint.

The blank canvas. Those things with no answers provided, that is the work to be appreciated.

If you're willing to go where few have gone, that's where you find your price. Your price is negatively correlated with the number of makers in your category.

What's your category?

Are you one of us?

Narrow the scope

You can always narrow the scope. And maybe you should. It’s easy to think too big. It's easy to stick everything up there. Everything is a priority!

Rather than doing everything, you can pick one thing. That thing can be pretty small, but complete. Say you need a website and a new logo. And then you may want to make a video, some stationary, catalogs and hey, you should make some t-shirts for the upcoming off-site.

There is no such thing as more than three priorities. Precisely, it should be a single priority. Priority means the one thing. 

But we can't say goodbye to our agendas and our egos. So we stretch the list. Now we have multiple priorities. That list is called a to-do list.

List of priorities, better yet objectives, shouldn't be the to-do list. There are multiple ways to reach an objective.

Doing less of more might be the way onward.

Above the fold

Why is there so much scrolling on this website?

I’ve been getting this, let’s say, complaint, that people don’t like to scroll around. That people like things above the fold.

Not true. There is enough research to support the fact that people in fact do scroll. They scroll a strong majority of times. Scrolling is one of the most natural interactions on any device now, so no, you shouldn’t worry about people not finding something because it wasn’t on the top.

If you’re interested in reading this, you will search. If you’re not, no amount of text, buttons or arrows above the fold will make you stay. 

And that’s fine. This one is made for those ready to listen. Slowly. And I’m not shouting.

MarketingMartin Uhnak
Your passion may be dangerous

Is it just careless copy or do we actually believe a rockstar engineer is passionate about a fast paced environment?

Maybe we should watch out for all the passion talk. “Follow your passion” might be the worst lie we’ve been told.

The illusion of a magic moment that points to a direction that makes all the sense in the world may be just that. An illusion. There may be people (like me) who get excited about a bunch of things, every once in a while, there may be something that seems like a passion. It may fade, and then come back. 

You may get a quick start, then you get stuck. But if you liked it at first, if it liked you, that may be it. That may be one if them. 

That may be it for now.

If you liked it at first, if it liked you, that may be it.

So no, don’t follow your passion. Follow opportunity. If one of those pops up, you may get some early wins. You keep at it. Even when it’s not glamorous, even if you can’t - or don’t want to tell your friends. Even if you don’t fit in. If you liked it at first, if it liked you, that may be it.

Your place to develop. Your place to flourish. Your place to build character and find meaning. Yes, there is meaning in tough work. As there is in meaning in struggle and strain.

The place for hard work, good work, and most of all bad work. 

If you want good people, passionate people, you can do as little as care about what you’re saying. Carelessness is worse than incompetence.

Lessons on marketing from Dr. Seuss

We looked and we saw him,
the Cat in the Hat. 
And he said to us:
I know it is wet and the sun is not sunny,
but we can have lots of good fun that is funny.
But our fish said:
No, no, make that cat go away!
He should not be here, he should now be about,
he should not be here when our mother is out!

 — excerpt from The Cat In The Hat by Dr. Seuss, 1957

This is a place for a header. A hero image. A video, a testimonial. Client logos. A newsletter sign up button. Something should be here. Anything. Just in case. Just in case is safe, easy and lazy. But you know, it’s been tested, it works, it’s functional, it brings results. For them.

Yes, everyone else is doing it. Are you everyone? Or are you unique? Are you different?

Yes, your work is unique. You should speak in the same way. Coming from deep empathy and precise thought behind every interaction, we can infuse the culture, the message, the change you seek to make at every step of the way.

We need to think about the why. 

Why is this here and what’s it for? 
What if it wasn’t here? 
What if it wasn’t there in the first place?
What if we didn’t say it like that? 
What if we made it say that…

Some people wouldn’t get it. Some people will also never buy from you. If you want everyone to be your customer, you better get a megaphone. And if you’re doing something remarkable, you don’t have a megaphone.

No shouting, no interrupting, no bothering, no spying.

You have something better. You have a story. You have a message, an idea that sparks something in those who are willing to listen. The people you’re looking to serve. No shouting, no interrupting, no bothering, no spying. Just say it. Distinctly, but gently.

Because it’s not for everyone.

The cat in the hat is the critic. The challenger. The creative. The innovator. All she wants to do is have some good fun. And indeed, you can have some good fun if you dare to do things that might not work. Those things others wouldn’t do. 

You can always think positive. Yes, it’s tough sometimes and you want to play it safe. But there is always something positive to focus on. Something new. And it’s worth doing it even if it’s risky. Even if you end up being wrong, it’s better than doing the expected. Because now you know.

It may not be what you saw it for in the first place.

The fish likes to follow the rules. He’s the narrow attention span, the rush to judgment, always on the needle, anxious to get what she expects.

For those who are willing to listen.

Dr. Seuss taught us to postpone judgment, to be generous, to be creative and joyful, to ask what if, to enjoy the moment. 

To see the impermanence of things. He wrote the book using 260 words. He had a message with a new way to say it, for those who are willing to listen.