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Delivered weekly, the Inflight Briefing is designed as a blueprint for the builder and inspiration for the curious. It's for the purposeful (that's you!) doing marketing for good.
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010: When is enough enough?
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Over the last few weeks I’ve sent you A LOT of links to what’s new, what’s trending, even what’s spiraling out of control. And that’s NOT what we’re here for. What’s new or trending isn't the same as what’s important or needed.
It’s these distractions that often pull us away from the essential work of purposeful marketing, which is why I wanted to start with an apology. I hope all this social and tech news didn’t make you ask the question, “do I need to do this too?”
But if it did, then I want to answer with a resounding NO. If you know your audience is there, have at it. But I know when I read the news, I often think, “what am I supposed to do with all this junk?” If you know what to do with it all, then you’re way ahead of me.
I’d rather our news section be interesting instead of burdensome. And I’m going out of my way to say sorry that I got bogged down being curious about everything when I think you being consistently you is going to get you there!
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The power of apology
What’s always being said underneath the words I’m sorry is, “I value you more than I value being right.” Vulnerability and humility are at the heart of meaningful connections, and meaningful connections are the lifeblood of a healthy community. And a strong community is the driving force behind growing nonprofits.
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Consistency, consistency, consistency
Noah Barnett, VP of marketing here at Feathr, sat down with Taylor Shanklin, CEO and founder of Barlele and a TEDx speaker. One of Taylor’s keys to marketing success is the idea that just like so many other forms of work, marketing isn’t a get-rich-quick scheme. Good marketing requires taking the time to learn about your community and then offering them real value. This is the long game and it requires authenticity and consistency, not just a shiny new social platform.
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When and how to say NO
Brian Halligan, co-founder and executive chairman at Hubspot, used to pride himself as being a “yes man.” But over time that strategy began to be the quickest path to failure. Everyone has a limit to their time, energy, and money, so focus is essential for progress, and that often requires far more no’s than yes’s.
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Something for your inspiration folder
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Hiway 80 Rescue Mission is an East Texas nonprofit serving those in their community with the greatest needs. They partnered with Feathr to bring their story to a wider audience. The results: 36,000 new people and $13k in donations!
Apple continues to expand the iPhone’s accessibility features, and their recent ad is a powerful display of the way marketing can empower, uplift, and do Good!
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