Be Different

I'm a high sensation seeker. Despite loving my job, assignments, and clients, and leading a life that's anything but dull, I easily find myself getting bored. That's why every week, I wake up with a new (business) idea, and why writing this newsletter feels essential. (For those who noticed, yes, I skipped a week, but I was really, really sick.) Sometimes, I wish I could embrace a calmer approach to life. I realize living with me might be exhausting, but I hope it's also interesting!

(Just to put it out there: things are starting to simmer and bubble up again. And I have no idea where this path is going to lead me. But it's interesting! And sometimes, for about 5 minutes, it's boring hahaha.)

➡️ Strategy: dare to be different

This thirst for new experiences? It truly shapes my professional life. Lately, I've been visiting so many companies and have been talking to many entrepreneurs... It's been eye-opening—I'm beginning to identify all sorts of patterns and needs. It definitely keeps the boredom under control. Well, kind of :-)

Thanks to all this hopping between different businesses, I can see even more that sometimes you need to think differently. Always remember: you do you. If everyone in your market is doing similar things, dare to be different.

Look at this video 👇: the entire defensive line learned a very, very important lesson here! 😅

Why are we all so afraid to stand out? Being different is the source of a good unique selling proposition (USP). Look around, learn, and then most importantly, follow your own path! That’s what I am trying anyways.

➡️ Marketing: Performance marketing is dead

“Performance marketing is dead”: that’s the title of a LinkedIn post I read from a performance marketing agency. Quite surprising! It said: ‘Let's begin by openly discussing the existing cracks in the system.’ Huhu, ok, you’ve got me listening!

Because yes, I’ve noticed the cracks too: what used to work in marketing isn’t working so well anymore. Ads on search engines, social media, and websites are not doing the magic like they used to. The easy wins are gone, and marketing teams are freaking out, wondering what’s next.

What’s happening in the world of marketing? There was a time when we could track every euro spent on ads and see the direct returns. But the landscape shifted significantly. The introduction of GDPR in 2018 and Apple's privacy updates in 2021 were wins for consumer privacy but posed new challenges for marketers. Additionally, the digital environment is evolving. Giants like Facebook and YouTube no longer monopolize our online attention. With audiences scattered across various platforms, pinpointing where and how to engage them has become increasingly complex.

Despite having less data and facing greater difficulties in reaching audiences, brands continue to pour money into ads, leaning on the proven results of bottom-of-the-funnel performance marketing. This approach is data-driven and delivers quantifiable outcomes, making investment easy to justify. Yet, is sticking to familiar strategies truly the best approach?

Here's a crucial insight: Performance marketing isn’t the ultimate solution. It’s effective for immediate results but falls short in building memorable brands.

What truly sets a brand apart? Creativity. Trust. Identity. These are the cornerstones of lasting brand recognition and the key to making a lasting impact.

And then be top of mind. 

➡️ BrandLove: Ricola did it again!

If we talk about creativity and identity: Ricola strikes again! Look at this brand activation in the Swiss Alps. They've installed the world’s first karaoke gondola at a Swiss ski resort and invite all passengers to have a memorable sing-along moment together. To fully unleash their vocal potential, Ricola herb drops are offered. Sweet, and it perfectly blends with their famous jingle, ‘Riiiiiicolaaaa!’.

➡️ To read: $100M Leads

Once again, I find myself completely drawn into a new book. A piece of advice right off the bat: avoid reading it before bedtime. Trust me, it's fascinating enough to keep your mind working through the night — great for the intellect but a nightmare for your sleep schedule. This isn't just speculation, I'm telling from experience.

The book in question, $100M Leads by Alex Hormozi, is a game-changer. Hormozi has established himself as a mastermind in generating leads, demonstrating that it's possible to multiply your current leads by 2, 10, or even 100 times without changing your product or service. All it takes is following his strategies. Hormozi pinpoints a fundamental issue many entrepreneurs face: a lack of knowledge on lead acquisition. As any seasoned business owner understands, no leads mean no sales. And without sales, you don't really have a business.

You know what to do!

Have a nice week
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