Haircut horror, two-minute top ten and the P.S. you all seem to read
My recent haircut was so comically horrid, my friend Luigi, a normally kind, 84-year-old retired barber, laughed out loud when he saw me at the gym the day after. I’d made the mistake of letting an ambitious rookie sub in for my regular “stylist” who was out the day of my appointment. This well-meaning lady used oversized clippers to lawn-mow my dark brown locks while watching a re-run of The View. The final outcome: Peaky Blinders meets Beaker from The Muppets. Given that I have a face and misshapen head made for radio, this was especially concerning. While you wring your hands, allow me to share the point of this story you hadn’t asked to hear: We all occasionally make regrettable, laughable mistakes that occasionally make us look, well, silly. But we can recover, learn, redeem, and ensure we don’t repeat bad decisions – all while keeping the camera off on Zoom and Teams for a few weeks…
Ok, now for some lovingly curated tips and trends you can rinse and repeat.
Tips and Trends
- Start with a value proposition that’s actually, you know, valuable
Too many brands lead with function – what they do – instead of purpose, why it matters. But the best, most robust value propositions solve a real problem, quickly communicate differentiation, and resonate emotionally. Yep, you may flippantly observe, got all those bases covered, Bower. But may I suggest you check yourself before you, you know…by assigning a score of 1 to 3 (where 3 is the highest rating) on each benefit and forcing yourself to revisit your VP if you don’t score in the 6-8 point range? - Make messaging modular
Build a flexible library of messaging components — core narratives, proof points, and call-to-actions — that can be tailored to different audiences, channels, and funnel stages without starting from scratch. Then build templates in your CRM systems that allow you to flow these components in dynamically, based on your target audiences. This kind of mass customization is much easier to build and execute than it used to be, thanks to our geeky friends at HubSpot, Pardot, Marketo, and their ilk. - Test, then scale. Then test again.
Digital marketing offers the gift of real-time feedback. Start small. Use A/B tests to evaluate headlines, subject lines, creative, and offers. Scale what works — retire what doesn’t. A shockingly high percentage of marketers at Fortune 1000 companies, still aren’t living this hard-knock life. - Don’t overlook the “unsexy” channels
Email, paid search, and retargeting may not be breezily cool and trendy like you and your friends, but they’re often where ROI lives. A well-optimized email, SEM and/or GEO campaign can outperform newer channels with the right strategy and the right resources (you know, people with great heads on their shoulders covered with well-coiffed hair…) - Brand and performance shouldn’t compete
To a percentage of you, this will seem like an overdraw from The Bank of the Frighteningly Obvious, but short-term performance and long-term brand equity aren’t mutually exclusive. The most effective campaigns reinforce the brand while driving action. Use consistent voice, visuals, and values — even in your lowest-funnel ads. You’ll get more bang for the buck, juice for the squeeze, cheese on the taco (use whatever food analogy works for you). - Data is only as good as its interpretation
Analytics should inform decisions, not just populate dashboards. Move beyond vanity metrics. Focus on what moves pipeline, drives retention, or improves lifetime value. Pick no more than three to five metrics you will live by, and stay on that no-fat diet and you’ll be ready to put on your prom dress or tux sooner than you think. - Clarify your content’s purpose
Imma keep this one brief for impact: Every piece of content – whether a blog post, video, or LinkedIn ad – should have a crystal clear goal: awareness, consideration, conversion, or retention. Ambiguous content leads to ambiguous results. - Prioritize speed to market
Yes, I’m full of aphorisms today, but dang, they do help this lazy author make a point. So this: Perfection is the enemy of progress. Today’s digital landscape rewards brands that ship fast, iterate often, and adapt quickly. Get into market, gather feedback, and refine. Will everyone on your team love your creative, messaging offers? Nope, but you’ll be in the arena competing and learning more quickly than your competitors. - Your brand lives in the details
Consistent language. Sharp UX. Fast page loads. Thoughtful email cadence. These aren’t small things — they are your brand in the eyes of your audience. Audit your experience end-to-end. Done. And done. - Never confuse “more” with “better”
You don’t need to be on every platform. You don’t need to post every day. Focus where your audience is most engaged, and show up there with purpose and clarity. And since brevity is, as Will to the Shakes notes, the soul of wit, that’s a wrap for TnT.
Not So New News
- Personalization is sexy. Why? Because we said so here.
- GEO is the new black. Here’s how to get started.
- Here’s how marketers can and should thrive in ’25 even in an increasingly lean and challenging industry environment.
- Our Assisted A.I. Content service is up, running, and thriving. Our human archers work with our favorite language models to generate customized, high-quality blog content – and image selections – at a fraction of the cost. Your error-free content will be vetted for brand alignment, grammar, tone, and plagiarism. And it’s 100% yours to use (and re-use!) Interested? Reach out for some free sample content.
- We are now focused intensely and intently on our core markets. Read more by clicking enthusiastically here.
As always, if I can do anything for you – make a connection, share some experience, tell you where NOT to get a haircut – please let me know.
Thanks again for your patient indulgence.
Best,
Jay