Listen to the audio version here. It’s actually me talking to ya.

📎 Marketing ➔ Why Should Anyone Care?

Marketing is tough - especially when you’re trying to actually do a good job. It’s hard to consistently create innovative campaigns that stand out from the competition. As I mentioned last week, we’re all fighting for our audience’s attention.

One trick that will help increase your chances of scoring their attention and turn more of them into customers is by putting yourself in their shoes. A bland suggestion I know. But here’s the question you want to ask while role-playing this hypothetical: Why Should I Care?

People only care about things that matter to them. And your product doesn’t matter - until it does…

Part of marketing’s job is to paint the reality of how a product enhances a customer’s life. The problem is that attention is hard to grab and even harder to hold onto.

So with every line you write, ask yourself “why should they care?”. Then provide that answer in the very next sentence.

An Example:

“Magic Grass lawn treatment makes your lawn the healthiest it’s ever been!” - Why should I care?

“A healthy lawn using Magic Grass lawn treatment reduces the amount of time needed to keep it green and full” - cool. and I should care why?

“Less time working on the yard means more time playing in the yard all while having the best curb appeal in the neighborhood!” - Now I see! How do I buy this?

See? Simple but useful. Give this a try next time you’re writing marketing copy.

🧠 Mindset ➔ Becoming Limitless

Did you ever see the movie Limitless with Bradley Cooper? It’s the one about a guy in a life crisis who takes some experimental drug and cranks up his intelligence to where he’s able to do pretty much anything. He goes on to make millions of dollars, hang out with the top 1% of the world, and so on. He’s limitless.

Doesn’t that sound fun?

And no I’m not referring to the experimental pill-popping part… I wouldn’t advise that.

There are a few things though, that I believe can make any person limitless.

1) Letting go of expectations

2) Destroying fear of failure

3) Becoming honest in admitting what we don’t know

4) Finding joy in seemingly insignificant events

We could add to this list for sure, but let’s focus on these first.

Let’s look at the fear of failure - it’s what I want to highlight today.

We’re raised in a school system that teaches failure to be bad.

Get an ‘F’ and you have to retake the exam, or worse… be held back a year.

I understand that to teach the masses there must be a grading system, but when students reach adult age it’s ingrained in us to study before taking every test.

However, in life, you can’t just study by sitting on the sidelines. You must ‘do’ - over and over until competence is built.

And in ‘doing’ you’re going to fall face-first more than a few times.

I encourage you to let go of fear and embrace failure. But don’t get me wrong…

Being fearful isn’t the enemy - it only becomes bad when it keeps you from taking action.

Other than lions.

and tigers.

and bears.

Oh my, those are healthy fears that will keep you alive.

Being scared to speak in front of people?

Unhealthy limiting fear.

Fearing rejection so you don’t apply for the mentorship?

Unhealthy limiting fear.

Not sharing this newsletter with a friend because you don’t want to come off as pushy?

Now that’s just bad for everyone!

F#$& Fear. Become Limitless.

Until next time ✌️

Evan