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SERIAL MARKETER WEEKLY
Issue 61: The Magical Unicorns of Consulting
From Serial Marketer: "The Cutting Edge of Marketing”
serialmarketer.net
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Have you caught a rare glimpse of a Unicorn Consultant? 

They're in the wild. I know they're real because I've seen them. I've met them. And yet I have no clue how to harness the magic in their horns. They ruin it for everyone. 

Who are these Unicorn Consultants? 

They're the ones who tell you, "I'm working a third of the hours I did in my last full-time role, and I'm making three times the money!"

They're the ones who seem to close a deal with every single meeting. They close them anywhere and everywhere - a coffee shop, a bar, on the Q train, on line for the bathroom at the movie theater. 

Their Instagram feed is full of them giving talks or going on assignments in cities and countries you've never heard of, can't spell, and can't pronounce. And if you meet the Unicorns, they say - without even trying to be snotty, "The sixteenth 'r' is silent." Of course, everyone knows that. Just like everyone knows the best bar for drinking fermented snake milk.  

So yes, there are people like this who exist. Most of the time I bring this up with others, they have a friend or acquaintance of theirs in mind right away. You may know a Unicorn Consultant too.

But they're on that far-right end of the bell curve. It's easy to think about the Unicorn Consultants too much. Similarly, we spend a lot of time thinking about the Phantom Consultants - the ones who say they've been consulting for awhile but don't seem to have ever had a single client. During a rough week, consultants can feel better about themselves that they're doing better than the Phantom but then get humbled (or depressed) comparing themselves to the Unicorn.

Personally, I'm happy for the Unicorns. They've figured things out, and they deserve their success. For most people though, there is little about consulting that's ever worth sharing on Instagram, unless the barista at the coffee shop you work out of made some pretty spectacular latte art that morning.

I'm trying not to make myself too envious of the Unicorns. What are you making of yourself?

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LEARN. TRY. SHARE.
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CITIES: ADULTS ONLY
Derek Thompson, one of my favorite journalists thanks to his book "Hit Makers," explores why cities are increasingly not meant for families with kids 6 and up. I love being a midtown-Manhattan dweller with a five-year-old, but there are two constant challenges: the overall cost-of-living, and the lack of confidence in the quality of public education. It'd be a loss for everyone if you have no choice but to go to the suburbs or beyond to raise a family, and if newer city dwellers think the city is just a short-term stepping stone to somewhere else.
https://www.theatlantic.com/ideas/archive/2019/07/where-have-all-the-children-gone/594133/

THE APPLE'S NEWEST BRAND LAUNCH
Think you've had challenges launching a new brand? What about when your brand is a kind of fruit? Get ready to ditch your Granny Smiths for Cosmic Crisps in this beautifully written story about one of the biggest produce brand launches ever. I'm sure fruitfluencers will be lining up to get in on the action. 
https://story.californiasunday.com/cosmic-crisp-apple-launch

IS IT TIME FOR ADFLIX?
Howard Homonoff discusses the recent Netflix earnings miss in Forbes. One implication is that Netflix's challenges (including some of its content heading to Disney, NBC, and others) could lead it to ratchet up exploration of securing ad revenue. 
https://www.forbes.com/sites/howardhomonoff/2019/07/19/netflix-earnings-miss-what-will-we-see-next/#93138d853d81

STUPID PET TRICKS, AND NOT SO STUPID MARKETING TRICKS
Heidi Cohen presents five late-night TV tricks that content marketers can steal. This newsletter even makes an appearance in tip #1 - try an opening monologue. The monologue format was organic; people started to respond to this more as a personal note appearing in your inbox rather than a collection of links, so I spent more time focusing on the monologue. Tune in next week for special guest Jack Hanna!
https://heidicohen.com/improve-consistent-content-results/

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EVENTS
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Want to include your event below? Just reply with the details.

SHE RUNS IT: MULTICULTURAL BOOTCAMP
July 31
NYC
"Join the She Runs It Multicultural Alliance for our 5th annual Multicultural Bootcamp on July 31st! You'll spend the afternoon learning how to amplify your brand and accelerate your professional trajectory, while sharpening your personal narrative."
https://sherunsit.org/event/event-multicultural-bootcamp/

COMMERCENEXT
July 31-August 1
NYC
CommerceNext, the summit for next level customer acquisition (and one of the best events I've ever sponsored), is coming back to NYC. The 700+ person conference will have 80+ speakers from leading retailers, DTC brands and innovative tech companies. Speakers include Purple, TechStyle, Victoria’s Secret, Men’s Warehouse, Bonobos, Casper and more! Learn more: 
https://commercenext.com/ 

ANA DIGITAL & SOCIAL MEDIA
July 24-26
San Diego
The 2019 ANA Digital & Social Media Conference is July 24-26th at the Hilton San Diego Bayfront. Check out this agenda including top marketers from Target, Domino’s, American Express, Sephora, Bayer, Organic Valley, MGM Resorts and more.  
https://www.ana.net/conference/show/id/DSM-JUL19

INBOUND
September 3-6
Boston
INBOUND 2019 INBOUND is an annual experience uniting professionals with industry thinkers, high-octane events, and education sessions. Spotlights from Janelle Monáe, Katie Couric, Elizabeth Gilbert, Jada Pinkett Smith, and more, plus 225+ breakout speakers including executives from Google, Facebook, Kimpton, Adobe, Survey Monkey and more. Breakout tracks for sales, customer service, startups, leadership, and of course, marketing. Get 25% off your four-day AA or CP pass with this code.
https://hubs.ly/H0hrzC00

CROWDSOURCING WEEK: BREAKTHROUGH
September 12-13
San Francisco
I'm proud to partner with Crowdsourcing Week for Breakthrough. #CSWGlobal19 is the leading global conference on crowdsourcing and open innovation, offering a platform for innovators and other growth champions to learn, network and collaborate. As a benefit of this partnership, members receive a 15% discount on conference passes with code CSWSERIALMARKETER15.
https://crowdsourcingweek.com/csw-global-2019  

ADVERTISING WEEK
September 23-26
NYC
For one week, you will get to experience some ads. What do they look like? Where do they run? What should you do if you encounter one? Find out at Advertising Week, the only place in the world that brings all the ads together under one ad-supported roof!
http://newyork.advertisingweek.com/

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JOBS
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Reach out to me if you want introductions or any additional information. And let me know if you have other job postings you'd like to share. There have also been many job updates within the Slack community, so if you're part of that, be sure to check the #jobs channel for more. 

LIVEINTENT
Product Marketing Manager
NYC
"LiveIntent is looking for a product-savvy, high-energy individual to join our growing team. The Product Marketing Manager (PMM) will play a key role in refining and communicating the value proposition of LiveIntent products to marketers and publishers. You will have the ability to lead product marketing initiatives that will contribute to a successful go-to-market process, grow prospects into strategic clients, and educate our internal teams through case studies, market research, product collateral and sales enablement programs."
https://boards.greenhouse.io/liveintent/jobs/1759088

MEDIAVILLAGE
Social Media Marketer
NYC
Via Slack: "I’m looking to hire a jr to mid-level experienced social media marketer with deep understanding of the media/marketing/advertising industry. LinkedIn content marketing as well as paid social know how a strong +. Please send them my way. E.B. Moss - eb (at) mediavillage.com."

SUZY
Marketing Project Manager
NYC
Shared via Anthony in the Slack group, Suzy's an excellent company, and I can make an intro if you want. "Are you endlessly obsessed with organization and processes?  Are you able to rapidly assess new developments and logically prioritize?  Are you equal parts creative and analytical?  Do you love challenging and fast-moving environments?  If the answer is yes to all of the above, Suzy is the place for you to help revolutionize an industry!"
http://jobs.jobvite.com/careers/suzy/job/o5oG9fw2?__jvst=Job+Board&__jvsd=Serial_Marketers

JOURNEY MEDITATION
Head of Growth
NYC
A friend at Journey shared this one; let me know if interested, and I can make an intro.
Journey Meditation is on a mission to help all people live happier, healthier lives. We believe in the power of human connection, and that meditation is more impactful when done with others. We're building the world’s largest meditation community, both online and off, and recently launched Journey LIVE, the world’s first group meditation app. TechCrunch called us "Peloton for Meditation" and AlleyWatch said we're "A Meditation Studio in the Palm of Your Hand".
We’re seeking a passionate Head of Growth to lead our acquisition, engagement, and retention efforts. You will develop and execute the strategy to maximize acquisition and retention rates, and work closely with our Founder & CEO, Head of Product, and Head of Marketing to evolve our product offering. This is a highly cross-functional role, requiring skills in marketing, customer success, experimentation, analytics, and user insights. Because we are a small (but growing!) startup, you’ll get your hands dirty with data, while working high-level to craft the strategy.

CROWDSTREET
Portland, OR
Both these roles come via a friend who noted, "We would love the help spreading the word. Portland is a hot city, and we won the hottest startup award in town. It must be someone who would love one of these:" I can connect you with him if you're interested.

-Digital Marketing Manager
"To support our company’s rapid growth, we are hiring a Digital Marketing Manager reporting to the Director of Marketing Communications that will help the Marketing team in leading execution of successful paid media and other digital marketing initiatives."
https://careers.jobscore.com/careers/crowdstreet/jobs/digital-marketing-manager-dBuASSGM8r6zb0cR_n82lY?ref=rss&sid=68

-Marketing Technologist
"To support our company’s rapid growth, we are hiring a Marketing Technologist reporting to the Director of Marketing Communications that will track and analyze the marketing team’s performance, manage tools, and develop and execute marketing campaigns in HubSpot."
https://careers.jobscore.com/careers/crowdstreet/jobs/marketing-technologist-a3aW3QHUGr6yUhaICoXfFy?ref=rss&sid=68

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THE FOOTER YOU WON’T READ
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