I doubled their site traffic & revenue, overall CVR improved 16%. For paid social, CVR improved 28% YoY. My ad creative had an 88% higher avg CTR.
And they still walked.
Here are 3 lessons I learned.
1. Numbers mean nothing on their own. All those stats I rattled off in the first tweet are true, but they're just hot air.
Most people have a hard time conceptualizing stats unless you give them context - a way to frame their thinking.
Ex: Apple doesn't just list the technical specs for an iPhone. Many ppl feel like an iPhone carries a certain status, a certain quality. But most consumers can't tell me the specific differences between iPhone and Android hardware or OS.
You can't just hand clients basic numbers or reports. You need to be talented at communicating the value, or potential value, of your service.
You need to help them routinely understand how your work fits into the bigger pic.
2. Get details out of the way upfront. Before you do even 1 minute of work, you need to flesh out how the relationship will look, down to the nitty-gritty.
It's the little details that can end up tripping you up, creating needless delays, stress or conflict.
Some things to discuss or include in the agreement:
When and how will they pay
What happens if pay is late
How will you incrementally measure success to make sure you're on the right track?
More:
Can the agreement be ended early?
How many rounds of revision are included, & what would extra cost?
How much meeting time is included and what hours are you "on call?"
3. And finally, read between the lines.
All humans communicate a lot without saying it explicitly, and successful client relationships depend on you becoming good at taking cues and preparing accordingly.
Generally that comes from experience.
I'm not beating myself up over this lost client because I learned a lot. I'll use this knowledge to improve and evolve.
Would love to hear some of your learnings, too! Please share any tips you have.
And pefinitely follow if you want to continue to read what I'm learning as I explore life outside of a 9-5.
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In the early 1900s women were still constrained by Victorian-era, conservative beauty standards.
Dyeing your hair in particular was seen as a practice done only by “loose women” and s*x workers, not respectable society ladies.
But one marketing campaign helped change that.
👇
In the 1950s Clairol was launching a new product. A way to dye your own hair at home in just one step.
Previously women were so uncomfortable with letting it be known they were dyeing their hair, they’d book hair appts at salons under fake names or wear disguises.
So the primary challenge Clairol faced was overcoming this stigma.
The company enlisted the help of an advertising agency, which handed off the account to its only female copywriter, Shirley Polykoff.
And luckily she had personal experience to draw inspiration from.
MEGA LIST of where to stream a bunch of classic & new holiday movies 🎄
Bookmark this if you're also tired of having to look it up every time you want to watch one.
(Titles with * next to them are family movies, in my opinion, but no guarantees.)
👇
First up, Netflix.
- White Christmas
- The Holiday
- A Christmas Prince
- Dash & Lily
- Jingle Jangle
- The Princess Switch (1-3)
And Netflix's library is massive, so there's a part II.
- The Great British Baking Show: Holidays
- Ladybug & Cat Noir's holiday special
- And a bunch of Hallmark-style holiday romance titles
colorful, fun marketing mascots like Tony the Tiger.
Establishing brand loyalty through stand-out marketing & advertising was the “sunshine that made the business plant grow,” according to cereal guru C.W. Post.
And that's the challenge faced by Quaker Oats and their
I’ve grown the organic search traffic on my website by over 330% this year alone with:
▶️ SEO best practices
▶️ Content strategy
▶️ Social media marketing
Here are 5 easy tips you can copy. 👇
1/ Consistency is crucial.
Earlier this year I committed to hitting a regular quota of publication. This was more successful some months than others. But I found overall the quantity of posts was less important than the quality.
When I posted fluff pieces to stay on track, it benefited me by keeping me in a creation mindset.
But the best results came from content that was timely, well researched, well written, and thorough.
There are pieces I could delete that wouldn't affect my site's organic traffic
If you're always looking for inspiration when putting together marketing campaigns, I've got 10 great sources you can bookmark to help save you time.
👇
1/ Facebook Ad Library - a searchable database of actively running Facebook & Instagram ads facebook.com/ads/library
2/ Really Good Emails - a huge database of email marketing examples that also includes some code examples to help you try out what you like yourself reallygoodemails.com