The opposite of boring marketing isn't (faux) exciting marketing

Exclamation marks, emojis, new arrivals, back in stock, and 10% off

Starting an anti boring marketing blog was a sure fire way to never run out of things to say.

In fact, it just about writes itself.

There is simply no scarcity in guys, girls and brands busting a gut to bore any poor soul that happens to stumble across their “advertising”.

It’s like they (hilariously) hope that making themself as utterly forgettable as possible might reel in a couple of sad, little shekels.

Never mind repeat business.

I’ve dropped my email into so many sellers lists that my inbox is as dull as an Instagram Thread. It’s downright devoid of personality.

Every now and again, I wonder if marketing teams devote half a second to glance at what everyone other man and his dumbbell is doing?

Or if they do, and this is even grimmer, are they satisfied that copying the competition is a safe bet?

Marketers relish in yakking about how turbo quickly tactics change when selling online. And they labour on and on about their tough time trying to keep up.

Evidently, it hasn’t dawned on many of them that pumping out the same slop as every other brand is the fastest way to tsunami-soaked-saturation.

It’s like they’re all fighting for that same split second of attention, where a shiny new phrase works for a few days, or maybe just a few hours.

It’s a tiny target to hit and hope to drive a difference to your dollars go up column.

It’s why I like learning from guys that push a principles first approach to marketing. And also encourage some personality in a brand.

Most marketing is too goddamn timid.

In it’s quest to not offend anyone (no matter how unsuitable they may be as a customer) they end up putting out piffle that appeals to no one.

And brand owners?

My guess is that most of ‘em are so convinced of the benefits of their product that it will magically sell itself. You only need to dangle it in front of some eyeballs.

Clue….

You gotta make the prospect actually care first.

They have to be interested in what you’re saying.

And this is what I think the opposite of boring marketing is. To be interesting.

Exclamation marks, emojis, “on us”, discount codes and whatever else litters an inbox ain’t boosting the bottom line if you possess nothing unique to say.

You can’t polish a turkey as the old saying goes.

So anyway, I was intrigued the other day when I saw this post on x dot com. (It will always be Twitter to me).

I don’t know much about Mark Mei but I’ll be following him closer. Because he’s banging a rhythm that I can boogie to. (Sweet, sweet confirmation bias).

‘Cause it don’t matter what ya slinging. If your emails appear in inboxes and pattern register the same as every other boring promotion you’re gonna be lost.