I despise cold pitching. Here’s how I made $19,000+ in 46 days from referrals alone… without sending a single cold email.

“Don’t talk to strangers.” 

That’s the earliest advice I remember being given. 

It’s also the one I followed most strictly. But not because of my parents.

Nope. What truly cemented it as an immutable law in my tiny four year old brain was a puppet show put on by the police for my pre-kindergarten class.

It started innocently; a group of woolen anthropomorphized puppies and kittens with buttons for eyes were happily playing at the park…

… then a puppy talks to a stranger. And gets abducted.

Dark twist for a bunch of four

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Marketing Analytics: Attribution Is Not Incrementality

One of the business side effects of the pandemic is that it has put a very sharp light on Marketing budgets. This is a very good thing under all circumstances, but particularly beneficial in times when most companies are not doing so well financially.
There is a sharper focus on Revenue/Profit.
From there, it is a hop, skip, and a jump to, hey, am I getting all the credit I should for the Conversions being driven by my marketing tactics? AKA: Attribution!
Right then and there, your VP of Finance steps in with a, hey, how many of these conversions that you are claiming are ones that we would not have gotten anyway? AKA Incrementality!
Two of the holiest of holy grails in Marketing: Attribution, Incrementality.
Analysts have died in their quests to get to those two answers. So much sand, so little water.
Hence, you can imagine how irritated I was when someone said:

Yes, we know the incrementality of Marketing. We are doing attribution analysis.

NO!
You did not just say that.
I’m not so much upset as I’m just disappointed.
Attribution and Incrementality are not the same thing. Chalk and cheese.
Incrementality identifies the Conversions that would not have occurred without various marketing tactics.
Attribution is simply the science (sometimes, wrongly, art) of distributing credit for Conversions.
None of those Conversions might have been incremental. Correction: It is almost always true that a very, very, large percentage of the Conversions driven by your Paid Media efforts are not incremental.
Attribution ≠ Incrementality.
In my newsletter, TMAI Premium, we’ve covered how to solve the immense challenge of identifying the true incrementality delivered by your Marketing budget. (Signup, email me for a link to that newsletter.)
Today, let me unpack the crucial

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How rest – not hustle culture – made me a better copywriter.

Imagine you’re a canary in a coal mine:

You’re healthy as you enter the mine – full of joie de vivre. Singing to your heart’s content as you enter into the darkness. Fluttering your wings as only birds like you can.

Later, you exit the mine. Except now you’re:

Covered in soot. Frail from disease. Your song is gone.

And you’re no longer able to do what you’re uniquely qualified as a bird to do:

Fly.

Was it you that made yourself sick? Or was it the coal mine?

To most of us, the answer

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Going for the cold with Facebook Ads

Here are all the things we thought about and didto 4X+ our spend on cold Facebook traffic.

A “hard no” was what we were up against. 

But I’d helped less beloved companies profitably reach new audiences on Facebook, so our lobby team of two kept pushing.

Source

It was nearly Black Friday, and my partner in this endeavour Angela Stojanov, another acquisition lead here at Copyhackers, was determined to convince our colleagues – our very skeptical colleagues – to advertise on Facebook.

Ange floated a casual: “hey, we should run Facebook ads for

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Why I’m quitting traditional buyer personas.

“Once I figure out what to do with my dining room table, I’ll be free to move.”

But what sort of impact does a table have on a major life decision like buying a condo?

As innovation consultant Bob Moesta found out, quite a lot.

The table helped shape the winning offer – which included more than just the condo.

And the table provided critical insight into the condo buyers’ mindset.

And yet, a detail like a dining room table isn’t something you’d typically find on most marketers’ beloved buyer persona and ideal client

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The Power of Exponential Growth | Data Viz to Simplify Complexity

There has been a lot of heartbreak around the world with the CV-19 pandemic.
This chart, from NPR, illustrates some cause for optimism. It shows the 7-day average new cases per day across the world.

It is crucial to acknowledge what’s hidden in the aggregated trend above: The impact on individual countries is variable.
A large percentage of humans on the planet remain under threat. We don’t nearly have enough vaccines finding arms. We have to remain vigilant, and commit to getting the entire planet vaccinated.
Recent worries about Covid were increased by the proliferation of virus variants around the world. Variant B.1.1.7 was first identified in the UK. Variant B.1.351 was first identified in South Africa. Variant P.1 in Brazil has 17 unique mutations. The variant identified in India, B.1.617.2, had a particularly devastating impact (see the blue spike above). There are multiple “variants of interest” in the United States, Philippines, Vietnam, and other countries.
A particularly dangerous thing about variants is that they are highly transmissible (evolution, sadly, in action).
Some journalists rush to point out, hey, the death rate remains the same.
I believe this is a mistake. It imprecisely minimizes the danger, and results in some of our fellow humans feeling a false sense of hope. This is possibly due to a lack of mathematical savvy.
As Analysts, you can appreciate that a lay individual might not quite understand the complexity behind infection rates, and the impact on death rates. At the same time all of us, journalists and Analysts have to figure out how to communicate this type of insight in a way that everyone can understand.
This reality is similar to what we face in our business environment every single

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I am an introvert. Here’s how I went from fearing authority to speaking on stages.

“I was Patient Zero of losing a personal reputation on a global scale almost instantaneously.”

^^ Monica Lewinsky at a Women’s Day presentation I attended in 2017. 

Yes, that Monica Lewinsky. The woman who, by some POVs, almost brought down Bill Clinton’s presidency because she kept a certain blue dress. 

Her presentation was so well crafted on the subject of cyber bullying, I couldn’t stop watching. But it also felt like a warning: visibility can be bad. Making yourself into a household name might not be the business windfall you think

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