Yo!

I’m trying something new.

The old format was stopping me from writing (yeah yeah, blame the format). And I think we’ve all had our share of emoji’s (the gifs stay though..) This newsletter is now free range.

In this week’s issue:

So let’s get into it..

Y’know those weeks when it’s confirmed we’ve finally lost the plot? Because apparently we’re now selling skincare to kids.

Now, I know, I know… Shay Mitchell’s doing it on purpose, outrage is the distribution strategy.

And three-year-olds aren’t the real customers (god I hope they’re not). The 8–12 crowd is. But the toddler imagery guarantees the internet combusts long enough for the tween parents to see it.

Still doesn’t make me any less queasy.

We’re serving standards they never asked for and spinning it like a “blue ocean,” somehow forgetting they’re… children.

Stuff like this reminds me how much our job as marketers actually matters. You can chase attention, but you also get to choose which ideas get oxygen.

At least the outrage tells me one thing: people still care.

You can feel it can’t you? That pull back to in-person everything.

Some of us never left the analogue world.

Some of us wandered into the digital woods and are now emerging like,

“oh hey, humans?? This feels nice.”

Now I don’t smoke anymore, nor do I live in New York, but if I did, you bet I’d be tanning a Richmond SuperKing menthol with Bob. I wonder what he smokes..

Some things just work better IRL.. It’s obvious innit?

And I was surprised to watch this video about bucking digital trends and doing in person stuff on Greg Isenberg’s channel (cause he’s a big AI dude).

Which leads me to my next point which is completely at odds with it

Yesterday we held a coworking Zoom where we all focused on one thing:

Following up on leads. For an hour. 

You might say, Annabelle, ‘that sounds dry as fuck’.

And to that I say, when did you last give yourself an hour to solely focus on filling your pipeline?

Cause I don’t know about you, but I make far better decisions from choice, not desperation.

You may have ongoing clients, exciting campaigns, a calendar full of things, but there’s always room to “stir the pot,” as my mum says.

If you want to come to the next FUFA (ok, that needs work..) reply and I’ll send the link.

Alright, here it is: If we’re talking 1:1 on Zoom and you can turn your camera on… turn it on.

Not because I need to see your face.
Not because of  “mandatory fun”.
But because talking to a black square is depressing and shit for everyone.

And yeah exceptions exist..

Kids kicking off? Cool.
Mental health day or unwell? Of course.
Eating something gross or intricate (jk, if it’s intricate I’m gonna need to see that)

But if you’re in a position where you can flick it on? Do it.

What do you think, am I old fashioned? 

Until next time,
Annabelle