pick a silly hill


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.

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 😂

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).

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

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

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

PO Box 378, Kangaroo Ground, Victoria 3097
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