Doing two or more things at once is not a skill; it's a weakness.
And usually creates shitty work in the end.
Creating marketing for multiple purposes is also a lie.
Imagine you write a blog post with three different intents. The post will likely miss the mark for all three goals.
The best marketing has one core focus (intent). Yes, it can achieve multiple purposes, but it is created with one intention.
When creating anything, have a sole focus that drives all decisions. Your intention when creating is what matters.
Another mistake is having one intent and then, after creating/building it, altering bits of it for a different purpose.
A clear example is your website's homepage.
If the intent is to welcome people who have heard about you (warm users), it will look vastly different than if it was for cold visitors.
But, if you built it with that intent, and then someone suggests–after looking at Google Analytics–it should be for cold users, changing the headline won't do much.
The structure of the entire page was built for a different intent. Changing the headline or a few words on the page will not change the outcome of the page.
That's why it's critically important to align around the intent before building. If the intent is unknown or incorrect, the marketing will suck.
It will be aimless marketing that achieves little. Which, sadly, is a lot of marketing today.
- Pick one intent for your marketing and stick to it
- Changing the intent after building is impossible because the structure is in place for the old intent
- Before doing any marketing, understand and agree on the correct intent and let that drive every decision
The intent of this email was to show you that having more than one intent or switching intents after building doesn't work. I decided that before writing.
I think I stayed true to that intent.
Before you do any marketing, ask this simple question:
What's the core intent?
🧠 + ❤️ // JO