Got an email from Equifax today with the subject line:
⚠️ Important Update from Equifax ⚠️
It was announcing a new app.
That’s bad marketing. Each touchpoint is a promise, clickbait breaks that promise.
that’s why this podcast got started, actually, was because we wanted to humanize the brand. We’re a research company, so people interacted with us with a website, maybe a salesperson, and we wanted to be like, “There are a bunch of folks back here with brilliant minds and personalities and senses of humor, and we’d love for you to meet them and that to be your gateway, your doorway into the home of EMARKETER”
It works!
I get their emails with the person’s name as the sender, which I recognize from them being on the podcast—a spark of connection.
Infinite content + copycatting + channels everywhere
Is not an equation for connecting the dots—at least when it comes to people paying attention to your brand and messaging.
if you’re telling a different story in multiple places, they might as well just be different companies, completely different stories, because the consumers aren’t going to make the connection by themselves.
-Marcus Johnson
Brands are stories. Your marketing should be like Dickens serials, not Infinite Jest.
Connect the dots for your audience.
Consumers have incredible bs detectors.
So if you’re not being consistent with your story in multiple places, then they’re not going to believe you.
If you’re showing up and you’re telling me one thing and you’re behaving another way, even if it’s just a few times, it starts to erode that trust.
People don’t believe what you’re doing. Consumers will start to call you out.
Consistency is incredibly important.
What does this look like and feel like every time I’m interacting with my consumer, no matter how small the interaction is?
-Heidi Waldusky