-------------------------------------------------- SERIAL MARKETER WEEKLY Issue 98: Inspiration When You Yeast Expect It
From Serial Marketer: "The Cutting Edge of Marketing” serialmarketer.net
“No!” you’re screaming.
“This guy bakes one loaf of bread, and now I’m getting the ‘what marketers can learn from bread making’ column?”
I baked bread for three days straight. What kind of madman writes a column after just one loaf?
What does this all mean for marketing? Here are five bread-baking lessons for marketers.
1) Get a Head Start
I got inspired to try out a sourdough starter after reading a recent edition of The Hustle. I ordered the kit they mentioned from Mr. Holmes Bakehouse, and after staring at the package for a few days and trying to figure out what to do with it, I finally gave it a shot.
Getting a leg up is a great way to go instead of trying to do it all yourself. It’s also one of the most fruitful ways people participate in the Serial Marketers community, as members look for tactics and tools that help them get further along than they would by starting from scratch.
2) Get Help
The instructions from Mr. Holmes were so detailed, both with the package and over email, but I couldn’t figure out to do with what they sent. I emailed them some questions, and they responded with the info I needed. There was no point in assuming I could handle it all.
A few days later, I tried to make challah. I thought I could figure out a simple 3-braid design for it. I couldn’t and had to redo it. Then I searched for info, and the first video Google returned was from the Joy of Kosher series. In 30 seconds, I was able to fix my mistakes and get a not-terrible-looking bread braid.
Everyone needs help, especially now. Admit it, seek it out, learn from it, and apply what you learned.
3) Forgive Yourself
When baking the first loaf, I made a lot of mistakes. I couldn’t figure out why my first batch of dough was so runny. Then I realized that I forgot to add most of the ingredients to it. I botched other steps with that batch and others, whether with ingredients or timing or procedure.
It’s okay. At worst, it’s only bread. At best, it turns out alright anyway. And if not, you keep feeding the starter and try again tomorrow.
Self-forgiveness is a skill. We need it in our jobs. We need it in our roles as parents and children. We need to practice it constantly. Bread baking is just one visceral way to learn it.
4) Use the Ingredients You Have
Now’s a good time to be resourceful. What’s in your kitchen, and what can you do with it? Have some honey that’s sitting around? Some flavored salt in the back of the cabinet? A few extra bags of chocolate chips? (Yes, all apply to me.) Make use of them. Experiment. Now’s a great time to use whatever’s been gathering dust in the cupboard. (Disclosure: chocolate chips never gather dust in my cupboard, and they are replenished constantly.)
With marketing, now’s also a great time to use what you’ve been cultivating, whether for months or decades. Find people in your network to collaborate with as you rekindle dormant ties. Brush off some playbook you wrote years ago, perhaps literally. Or try doing something with a media account you just created. If you can’t use an idea for a client, or if you’re between clients or jobs, then it’s an even better time to use yourself as the test subject.
If it all goes awry, see Step 3.
5) Go the Route That Speaks to You
I grew up hearing the joke, “If you get ten Jews in a room, you get eleven opinions.” The same applies to bread bakers. For all the Googling I’ve done about bread baking, I can’t get straight answers about anything. I’m trying to figure out how long I can refrigerate my starter without feeding it (halving it, and then adding flour and water to keep it active), and answers seem to range from every 24 hours to more than a week, and that’s before factoring in a freezer.
My conclusion is I can do what works for me, within reason, and if I screw it up, I can remember the whole self-forgiveness thing. Be your authentic self, whether that’s Julia Child or the Swedish Chef.
Authenticity always matters. Be true to yourself with bread, and be true to yourself with your marketing. The rest, as they say, is commentary.
Meanwhile, what are you making of yourself? Whether it’s making bread or hunting for dough, let me know.
NEW WAYS TO HELP MAIN STREET
Kudos to friend and Eniac Ventures founder Nihal Mehta for the latest upgrade to Help Main Street which lets you transact with 120,000+ local businesses, with links for how to support them directly instead of through third-party ordering systems that take a big cut. Read more in Axios, but more importantly, visit the link below. https://helpmainstreet.com/
POLL: HAVE YOU USED LINKEDIN POLLS YET?
-Yes! I took the one you shared on LinkedIn (and below) about accepting connection requests.
-Yes! I took someone else's. This isn't all about you, you know.
LinkedIn does have this feature now, and it works well. In the first four hours, I got 200 votes. I also learned that one of my connection's thumbnail images looks a lot like my Uncle Jeff. Also, since you can see how people respond individually to your poll, I reached out to one person whose vote surprised me, and we had a fun exchange about it. https://www.linkedin.com/feed/update/urn:li:activity:6666011432523448320/
Speaking of sharing... Thanks to Rob Beeler and Jacob Shwirtz for spreading the word this past week. Here's your own personalized link, with more referral rewards coming for sharing the newsletter.
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May 13, 2pm (today)
Via Brad Grossman, host of this weekly series: "The purpose of Culture Class has always been to keep you smart, culturally relevant, and thinking ahead, and now we’re here to help you through these most confusing and challenging times. Our Special Expert Guest will be Christa Carone, President CSM Sports & Entertainment, and we will learn about how those in sports, marketing, entertainment and events are navigating our current world." https://zeitguide.com/free-culture-class
MOVING AT THE SPEED OF CRISIS
May 14, 9am
Perry Hewitt's fantastic -- catch her here:
"For many enterprise organizations, making swift changes to product and messages can be an insurmountable challenge - but for start-ups accustomed to rapid change, it’s part of what they do. Join us on Thursday May 14 to find out what lessons we can we learn from start-ups to help us all right now.
"Hosted by Board Member and Marketing and Digital Strategy Advisor, Perry Hewitt, we will hear from Julie Johnson, CEO, Armored Things and Rob Schutz, Co-Founder and Chief Growth Officer, Ro on how they have shifted their product offerings in security and healthcare to respond to the crisis and engaged their audiences via smart marketing." https://www.marketingsociety.com/event/moving-speed-crisis-webinar
NEW ECOMM PLAYBOOKS FOR THE NEW NORMAL
Enjoy this free, all-day virtual conference from Profitero, featuring marketers from lots of brands you know and love, plus a keynote from some random guy named Gary. https://insights.profitero.com/CommerceLive.html
SOCIAL MEDIA WEEK'S #SMWONE - STARTING THIS WEEK
One of my favorite annual events is going virtual:
#SMWONE is a month-long virtual conference series taking place May 5-28 that will deliver live content, talks, panel sessions, and workshops, together with on-demand content, product demos, attendee hangouts, and networking experiences. They pivoted both of their NY and LA conferences into a single event and adding double the programming.
Confirmed #SMWONE speakers include Kristin Patrick, CMO of PepsiCo, Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, Pam Wasserstein, President of Vox Media, Rishi Magia, Creative Strategist at Instagram, Dara Treseder, CMO of Carbon 3D, and Joe Marchese, CEO of Attention Capital. A Delegate Pass Pass allows access to 100+ hours of sessions with 300+ speakers. Through my link, you can get 20% off: https://events.smwone.com/?promo=SMWdbONE20
SOCIAL FRESH X
Social Fresh runs terrific events, and I'm looking forward to their virtual edition. Basic tickets are free, with added perks for premium passes. "A virtual conference for marketers adapting to the unknown. Learn how to create new content, stay relevant, and engage your audience without sounding out of touch." https://socialfreshx.com/
COMMUNITY CHAT SUMMIT 2020
I'm excited to attend this one. You should too and take advantage of $49 earlybird tickets which cover the full two days: "The Community Chat Summit is a gathering of community builders helping each other navigate the world of community building by sharing resources, strategies, and best practices. Featuring keynote speakers, workshop sessions, 1 on 1 networking and more." https://hopin.to/events/community-chat-summit-2020?ref=b768882e4f91
SOCIAL MEDIA STRATEGIES SUMMIT
The previously-Chicago-only event is now virtual and coming up soon. I'll be speaking about how to build and run a successful B2B community. Of course, I will be including examples from many others, with a bit of experience covering mistakes I've made that others can learn from. https://socialmediastrategiessummit.com/virtual-event-june-2020/
"Discover strategies, insights, and connections for driving more performance through your Partnerships." I'll be on the panel 6/16 about building communities that drive results. https://www.everflow.io/connect
I'm trying out a new 'offers' section and may add 'wanted' as well, featuring public asks from Serial Marketers and other such needs I come across.
Dedicated.ai helps marketing agencies set up a program that enables non-sales staff to participate in getting new clients. The objective is to help agencies grow in a world where clients won't meet in person and all business development happens via virtual channels. They are offering 90 days free to Serial Marketer readers who sign up by June 1.
I can introduce you, or contact Natalia there - email@example.com
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