How I Made it in Marketing Creative Marketing: Does it all make sense? (Episode #19)
“People don't buy from websites; people buy from people.”
That quote is from Flint McGlaughlin in Website Wireframes: 8 psychological elements that impact marketing conversion rates (https://meclabs.com/course/lessons/website-wireframes/).
And it’s true of your advertising and marketing as well. Which is what stuck out to me in the podcast guest application from our latest guest. He said, “if you don’t like it, nobody else will.”
I hear that as bringing humanity to your marketing, and not taking a “we’ll fool them” approach to your brand’s relationship with its customers. I hear it as, “If you don’t put some element of yourself in your work, nobody else will really engage with it on a human level.”
It got me thinking – musicians, novelists, comedians, and other artists pour themselves into their work. Why shouldn’t marketing and advertising creatives?
That is just one of the insights our guest latest guest sparked in me. Listen now and see what ideas he will spark in you. Carlo Cavallone is the Global Chief Creative Officer and Partner at 72andSunny (https://www.72andsunny.com/), an agency owned by Stagwell. As part of the agency’s leadership team, Cavallone helps manage the agency’s global team of 400 employees.
Some lessons from Cavallone that emerged from our discussion:
- Never, ever, ever go on a shoot without a fully approved concept.
- “Better is temporary.”
- If your client is not as ambitious as you are, you’re not going to do anything great.
- Does it all make sense?
- If you don’t like it, nobody else will.
- Finish what you started.
- If it’s not great, it’s probably bad.
Related content mentioned in this episode
Not Enough Lobster In The Ocean: Trusting their gut leads to 90,000% revenue growth at Mint Mobile (https://marketingsherpa.com/article/interview/revenue-growth-podcast)
99 Problem Ideas: “Harvey Gabor (art director on Coke’s iconic campaign) burned my ad concept with a lighter” (https://www.marketingsherpa.com/article/interview/99-problem-ideas-harvey-gabor-art-director-on-coke-s-iconic-campaign-burned-my-ad-concept-with-a-lighter)
Transparent Marketing: Do your campaigns sound like North Korean propaganda? (https://marketingexperiments.com/e-commerce-marketing/transparent-marketing-campaigns)
About this podcast
This podcast is not about marketing – it is about the marketer. It draws its inspiration from the Flint McGlaughlin quote, “The key to transformative marketing is a transformed marketer” from the Become a Marketer-Philosopher: Create and optimize high-converting webpages free digital marketing course (https://meclabs.com/course/).
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