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Early Growth School

pick a silly hill

Published about 1 month ago • 1 min read

fist in the air...

Here’s your next evergreen campaign idea:

  1. Pick a regular time.
  2. Fabricate a playful reason for marketing.
  3. Run it into the ground.

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Think about it.

There’s already Mothers Day, Black Friday, Valentines Day, Movember…

These are all marketing gimmicks.

In Japan, on Christmas Day, it’s tradition to purchase a bucket of KFC.

​I wish I was lying 😂

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So rather than “fight the system” go ahead and break the system.

In the digital wilderness we’re all bucking against generative AI.

There’s a LOT of crap out there and it’s only getting worse.

The tides are shifting (see the landscape for senior marketers right now).

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But rather than stop writing a newsletter about AI (oh no he didn’t) do things that OBVIOUSLY aren’t AI.

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Here’s some examples:

  • I threw out a shit post on LinkedIn every Friday leading with Happy Friday fuckers - my engagement went nuts and I only stopped because I got a language warning on a comment later
  • Simone @ Kitchen Language created the “Potty Mouth of the Month” and awarded it to foul-mouthed podcasters
  • “I’m coming in hot” is a nice preamble to dropping truth bombs why don’t you look to do this with your business/customers/social posts the 2nd Tuesday of every month

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It’s not so much the what or even the how.

By just being deliberately real - you are winning.

Calling out the world how you see it - however imperfectly - is how you win.

In a computed and carefully curated world of algorithmic optimisation - picking a silly hill and just owning it is a big fuck you to all of that.

-Marshy

p.s. sorry not sorry for the swearing - I’m promising my future self not to check the unsubscribes next week

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Early Growth School

by Luke "Marshy" Marshall

Continuous tips, lessons, advice, and direction on growth for your early-stage startup by a growth marketing pro.

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