My newsletter subscribers were supposed to get a different email today.
It was about a weekend getaway I had last week and about my life as a nomad. I scheduled it for Wednesday first, then postponed it to today.
But I can’t possibly send an email now about escapism. I don’t know if they'll ever get that email either.
“Business as usual” makes no sense when the world is on fire.
It hasn’t made sense for the last 14 months, and it especially doesn’t feel like it now, when so many more people around the world are at literal risk.
The news coming out of the U.S. this week is devastating for the future we envision. For the future we deserve.
Marginalized groups in society will be even more endangered. The solutions to the climate crisis will be critically lessened. Wars and misery around the world will only intensify. The global levels of hate, violence, and division will continue to rise.
And look, I have no skin in that game.
I'm not an American. These are my observations as someone who has been watching this election closely, talking to lots of people who are living there, and caring deeply for their wellbeing.
This new reality knocked me down on Wednesday. Sobbing uncontrollably, not getting out of bed, doom scrolling, and texting to friends across the pond were the only things on the agenda.
Yesterday, I woke up with unbelievable rage. I used it to think of what we as change makers need to do now, what is still within our control, and also to write this very piece.
To understand what we can do, and how it can be impactful, I put my marketing/human psychology brain to work.
What has worked for the masses that brought us here?
“My immediate economic needs first, my relatives’ and neighbors’ lives second” - Maslow's hierarchy of needs is still going strong.
Give people the messages they want to hear and repeat them endlessly. If they’re snappy and don't require the listeners to put in any additional effort, even better.
Fear and negativity continue to evoke greater emotional responses that move more people to take action.
Emotions matter more than facts, science, justice, or truth.
Louder is better.
Make no mistake, I hate everything about these.
And considering that governments are growing more radical, I believe that the change we need will rely even more on the private sector.
Plus, if the results of the U.S. election are (unfortunately) an indication or a representation of “what works” at the end of 2024, it means that impact and ethical brands need to wake up. NOW.
I don’t expect nor want to see ethical/impact brands using tactics like fear-mongering and false scarcity to drive people to buy more from them.
At the same time, purpose-led brands also tend to be quieter and more conservative in their marketing.
I can’t tell you how many times I’ve heard the phrase: “We don’t want to send too many emails and annoy our subscribers” from brands that at best send a bi-monthly email, brands that more people need to know about, like, trust, and buy from.
This is a wake-up call for you to get louder because it won’t get easier.
I said it before about running a Black Friday/holiday promotion - people will still spend money. That’s not going to change.
The question is, will they spend it on a solution from a brand that only cares about its bottom line, or will they invest it in your solution, which has a much broader and deeper impact on our society, our environment, or both?
Yes, by all means, take your time.
Grieve. Mourn. Do what you have to do to take care of yourself and your loved ones.
But when you’re ready to step back into it - Come back fighting.
Because now, more than ever, we need your solutions and impact.
And the thing about change is, we can’t do it alone.
So if you want to get loud with your emails, the most profitable channel out there, to create that impact that is so deeply needed in the world right now, I’d love to help you shout from the freaking rooftops and get more people listening (and buying). Get in touch with me here and let's get going.
If email marketing is not your top priority but any of the following channels are:
- Social media
- Thought leadership
- Video marketing
- SEO
- Ads
- Events
- Community
- Any others
Please send me a message on Linkedin. I have worked with and know phenomenal people who can help you, and I'll be happy to introduce you to those who fit your needs.
And if there’s any kind of support you need, whether it’s marketing-related or not, please reach out to people you trust and who have your best interests at heart.
You and your impact are too important to give up on.
Get loud, get loud, get loud.
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