Delivered weekly, the Inflight Briefing is designed as a blueprint for the builder and inspiration for the curious. It's for those doing good marketing.
039: "Let it rip!"
In the days of direct mail, marketing teams would all hit pause, grab a coffee, sit around a table and critique and refine that copy. You only had one chance to make an impression, and it had to be perfect for every person in your audience pool.
This short blog makes a distinction between active and passive patience. Sitting, waiting, and wishing doesn’t do much. But being ready for the moment when it arrives is sometimes the right action. There’s a time to actively wait and there’s also a time to “let it rip.”
It’s easy to think that a strategy is the solution to a problem. But “strategies are powered by systems.” The people, platforms, and processes that are set in an organization often have a bigger impact on metrics than an overlaid strategy. Turning a ship around requires more than a map!
This three-minute video is a joke, but it’s frightening how accurate it can be. Spoiler alert: The punchline is that the best time to send the email is three years in the future. There really is no better time than the present!
Automation is all about getting time back on your schedule. But what are you going to do with all that time? The best part of automation isn’t the free time, it’s the time you can spend listening closer to your audience now that you aren’t hand-crafting and sending every single email.
In the news
Who knew one of the technologies that will help cool off our planet is white paint? That doesn’t seem unattainable and is some of the best news I’ve heard in a while.
I’m not always the type of person to make lemonade when I’m given lemons. But it’s inspiring to see others do just that.
Phil was the only person who weathered the 18-hour delay for his flight. His reward: plenty of legroom. He was the only person on his flight, so he made friends with the crew who had to put on the whole show just for him!