Are you a #healthcare page? Stuck for #contentideas this month? We've got you covered! Bookmark this thread for reference and create content related to these important dates 🧵⬇️

November 17 is #WorldPrematurityDay2022. Take this chance to increase awareness about the causes of and challenges faced by #preemie babies and their parents.

Nov 17 is also #WorldPancreaticCancerDay. Difficult to spot early and therefore quite deadly, #pancreaticcancer deserves all the attention and research we can spare.

Don't forget November 19, #InternationalMensDay2022. It's important to shine a spotlight on #mensmentalhealth  as well as other movements related to men's health, such as #movember.

November 20 is #WorldChildrensDay, observed by the @UN for the purpose of improving children's welfare. The theme for 2022 is "Inclusion for every child."

Nov 18 to 24 marks #antibioticsawarenessweek, which is a good opportunity to talk about #antimicrobialresistance.

November also has month long #healthcare awareness programmes that call for discussion. You can talk about #PancreaticCancerAwarenessMonth, #lungcancer Awareness Month, #stomachcancer Awareness month, and #prostatecancer Awareness month.

And that's a wrap on our #ContentMarketing ideas for November 2022: Healthcare Edition. Follow us @PersuasionIndia on Twitter and @/Persuasionandpublicity on Instagram for more ideas on how to boost your #SocialMediaManagement. 🤗

P.S.: You can read the unrolled version of this thread here: https://typefully.com/PersuasionIndia/kkJqyBZ

Your November Content Done For You: Healthcare Edition

Do you use #instagram? Here are 12 banned hashtags to avoid when posting about #Mentalhealth
(Collab with @Mentallyvium)
Note: TW/ CW for mental health disorders later on in this 🧵

First off, did you know that banned instagram #hashtags are a thing? That's right. Some hashtags are considered banned on Insta because using them automatically restricts the reach of the post.

This feature allows Instagram to keep tabs on spam and bot activity. It also enables the platform to remove or restrict references to subjects that may be actively promoting some kind of harm.

Unfortunately, a number of hashtags related to #mentalhealthmatters have been included in this list.

TW/ CW: mental health disorders including eating disorders and mental health related terms

Here's a list of banned hashtags to avoid when posting about #mentalhealth on instagram.

As a policy, it's a rather bizarre one, especially where the actual names of mental illnesses are flagged, such as "#anxietydisorder" or "#bpd"

Even if Insta were seeking to curtail access to posts that promote, for e.g.: suicidal behaviour, blanket flagging the names of illnesses or even the mention of suicidal thoughts, for e.g., seems fairly counterproductive.

For one thing, posts aimed at helping people through such situations would not find them, and someone who's not actively looking for help might not know what kinds of positive hashtags are being promoted by the #mhawareness community.

However, it's difficult to speculate too much without knowing Instagram's reasoning behind the banning of hashtags and how the algorithm has been programmed - information that has always been kept under wraps.

There isn't even an official list of banned hashtags, so it's on creators and businesses to stay on their toes and keep analyzing the hashtags they use to know what the current status of a hashtag is.

Found this thread helpful? Follow us on twitter and instagram for more interesting threads, industry insights, educational posts and more!

This report/ ad for their new product by Microsoft is pretty helpful. They identify 4 pain points faced by #smallbusinessowners when it comes to digital advertising 🧵⬇️
https://bit.ly/3fh6qeU

1. Content Creation
2. Time and resource constraints
3. Platform fragmentation
4. Campaign analysis (evaluating ROIs/ ROAs)
Helpfully enough, their new advertising product claims to solve all 4.
#digitalmarketing

A common trap that small and medium sized businesses fall into is trying to get a very small team to do everything. Everyone wears multiple hats.
This approach is not without upsides for the employers as well as the employees.
#smb #marketing

From the perspective of an SMB, the costs are kept low and fixed, and with everything done in-house, a tighter control can be kept over the proceedings.

From the perspective of an employee, it's a chance to get hands-on training in new skills, software, trends, and fields.
Win-win, right? #upskill
Yes and no⬇️

Short term, this is a win and a plus.
In the long term, here's what you end up with:
💀 Shoddy and inconsistent marketing efforts (organic and inorganic)
💀 Missteps that present an unprofessional business image because everybody is learning on the job
💀 Employee burnout

So, no, don't ruin your brand's image by trying to do it all. Budget for marketing appropriately, keeping in mind that it is a business essential.
You WANT to keep costs low, but you NEED a good strategy in place which allows you to increase your revenues in the long run.

If you're trying to keep it conservative, you can prioritize organic marketing - permission marketing, social media marketing etc, over paid ad campaigns, although we'd argue that paid ads also have their place in a well-rounded marketing strategy.

Find your right content and marketing mix. (Yep, we know. It sounds like a lot of work.)

So here's what you do 👉🏾

Engage a smaller, up and coming #adagency, given your price sensitivity. Budget the same amount you would for a new employee - a single addition to your team.
In India, we'd say this can possibly be done in the range of ₹30,000-₹50,000 a month (4-6 LPA).

Make sure that the agency's credentials are well-established. Check out their ✅Website
✅Social media channels
✅Blog content
You're looking for new, small businesses because they understand how your business is run.
AND

You're looking at the people who run the agency - they should have around 5-6 years of experience in all aspects of marketing and advertising, from content creation to analysis.

"But, why not just hire someone in-house to do this for the same budget?" is probably what you're thinking right about now.
After all, they'll fit into your business structure AND...

you don't have to worry about business confidentiality as much. You run a tight ship, and the reins remain firmly in your hands.

HOWEVER.
When you hire a digital ad agency for the same price, here's what you get:👉🏾

👉🏾A TEAM
👉🏾PAID TOOLS for hashtags, keywords, graphic design, video editing, scheduling, & analysis. No need to budget for these.
👉🏾Existing knowledge and experience
👉🏾Streamlined workflow - not need to set anything up
ALL at the cost of adding a single member to your team.

No-brainer, right? Start reaching out to small ad agencies today to get your marketing ducks in a row. (You can start by DMing us 😄) #marketinginindia

4 Simple And Unexpected Reasons To Hire Digital Marketing Experts

Unethical advertising practices offer a tantalizing shortcut to success. Some common black hat marketing tactics, and the real price small businesses end up paying in the long run for making these mistakes 🧵⬇️

PS: Prefer to read in one go? Link is here: https://wp.me/peg5SU-8F

Building a small business up from scratch is incredibly difficult work, and the pressure to build your social media channels at any cost can be killer.

But as good as it would feel to go from 0 to 5,000 subscribers in a month, there are no real shortcuts to success when it comes to #digitalmarketing.

So it’s important to remember that ethical marketing practices are the best marketing practices. Don’t just follow the letter of the rules – the real humans reading and watching your content will be able to see if your heart isn’t in the right place.

And they’ll judge your brand accordingly.

Here are 5 black hat practices to avoid when it comes to #SEO, #socialmediamarketing, and building your brand online:

Ethical Advertising No-No 1: Buying likes, shares or subscribers
It's a testament to human ingenuity that we look at any new phenomenon and think, “Hey, how can I make some easy money out of this?”

With likes, shares, retweets and followers almost becoming a form of digital currency, a burgeoning market for purchasing them has surfaced over the past decade.

Now, this might *sound* like a great idea. Social media management and marketing is a full time job taking a minimum of 6-8 hours of work daily.

If you're running a small business, there are so many other aspects of the business that demand your time. Whether you’re working alone or with a small team, it is difficult to spare the amount of time and energy that organic social media marketing requires.

This makes purchasing followers look like a tempting prospect. If your account already has a large following, it will look established and trustworthy to potential followers.

What's more, social media marketing experiments have proven that paying for followers actually leads to an uptick in organic following as well.

But a large following means nothing without engagement. That's okay though, bot farms have a solution for you. You can now purchase engagement *as well.* BUT you need your engagement to turn into sales, and that's where this particular train grinds to a halt. #ethicalmarketing

Purchasing social media clout is, without doubt, a bad idea.
a. You'd be breaking the TOS of a number of social media platforms, including Instagram, which has started cracking down rather heavily.

b. Paid follower accounts tend to be inactive or even bots. Such accounts are actively suppressed by Instagram’s algorithms, and will therefore hurt your page’s standing.

c. Little to no organic engagement. ➡️ Even if you purchase engagement from accounts run by humans, such accounts are usually maintained for the express purpose of trading engagement. They will eventually go dormant, and your engagement rate will take a deep dive.

d. If not enough real people who fit your buyer persona have seen and engaged with your content, you're not going to get many sales from your #smm efforts.

Lastly, social media algorithms use your existing following to understand your ideal target audience. If the accounts that follow you don’t match your target audience, you'll have a lot of trouble reaching the people who need your product or services.

Ethical Advertising No-No 2: Stealing or plagiarizing content.

No, not even if you’re giving credit.👎🏾

Sharing a post to your Instagram or Facebook story because you appreciate someone’s content is one thing. Recreating it just because it’s doing well is another.

If you’re looking to run an actual business, and you've been primarily leaning on someone else’s work, when someone actually hires you, you won’t know what you’re doing.

Ethical Advertising No-No 3: Don't be vague about permissions

Social proof and testimonials are essential elements of a marketing strategy. And endorsement from a satisfied customer can go a long way in building your reputation among potential customers.

In some cases, like cosmetic, dental or gender affirmation surgeries, before/ after pictures can be worth a thousand words.

But using vague legal terms to get someone’s permission to use their photos for your marketing is a terrible idea. By obtaining their signature on a release form, you may have followed the letter of the law, but not its spirit.

Using someone as a subject for marketing purposes needs to be something they specifically consent to. In the long run, this can lead to a backlash and boycott of your business. It could even hurt your industry as a whole, as everyone else will also be tarred with the same brush.

Moreover, as far as legal principles go, such consent forms would not meet the letter of the law if challenged. The essence of any contract is "consensus ad idem" - meeting of the minds. All parties to a legal agreement should be agreeing to the same thing in the same context.

Ethical Advertising No-No 4: Don't SPAM

Scattering links to your website around the internet for unsuspecting users to come across used to be a pretty popular practice, back during the early days of the blogosphere.

Nowadays, this is just a guaranteed way to ensure you’re removed from a blog or forum, and not invited back. #bloggingtips

And what’s more, this practice lowers the authority and credibility of your site, so there are only upsides to being ethical in this situation.

Ethical Advertising No-No 5: Don't purchase lead databases

Cold calling and cold emailing are an essential part of #directmarketing, but should be approached with care.

It is important that the recipient of your messages know how you’ve received their contact information, and their permission should be implicit in the process. #emailmarketing

For e.g., emailing someone who has made their contact information available on a network you also happen to be on provides them with a direct line on how you know them, and how they know you.

However, a purchased lead database means you have no way of tracing the provenance of the contact information you receive.

You would have no way of knowing why or how a person’s information was originally provided, and whether they have implicitly or explicitly agreed to be contacted for this purpose.

This not only damages the relationship you build with your lead before you even start, but also can result in you being reported as spam, and/or penalized with a blocked account. #digitalmarketingtips

TL;DR: Marketing is an essential aspect of building and growing a business. But financial sustainability needs to go hand-in-hand with ethical sustainability.

Practicing #ethicalmarketing goes a long way towards building a great reputation for your brand, but it’s about more than that! With good marketing comes great power and the ability to influence minds.

Ethical marketing therefore involves thinking beyond yourself and your brand, and about the effect and influence your messaging will have on the people who see it.

And that's a wrap! What are some examples of #unethicalmarketing you've come across? Let us know! 😁
https://wp.me/peg5SU-8F

Know The Truth About Marketing: 5 Unethical Advertising Practices

Netflix recently announced that it would be introducing ads to its platform. This is neither unprecedented nor unsurprising, but we need to look at the long-term impact involved. 🧵➡️

(Prefer to read as a blog post? We gotcha: https://wp.me/peg5SU-7k)

THE WHY: The reasons behind this decision aren't difficult to understand. Their revenue trends have continued to register growth, but the rate of that growth no longer matches the astronomical pace set by earlier years.

Image Source: https://bit.ly/3TyPOxY

Any publicly traded business faces pressure to keep up accelerated growth. And Netflix’s share price has gone down by 60% over the last year.

The share price decline is likely due to Netflix losing 200,000 subscribers in the first quarter of 2022, and then almost another million subscribers in the next.


But this is quite the about-face for the company, which has spent years being opposed to the idea of running ads. In 2020, CEO Reed Hastings said there was “no easy money” in introducing ads due to heavy competition from other giants such as Amazon, Google and Facebook (Meta).


Hastings also said they didn’t want to get into data privacy issues, including collecting even more data from customers than they already were – a practice he referred to as "exploitation of users."

However, the spectre of introducing advertising has continued to haunt Netflix in their quarterly reviews. And Q1's disappointing numbers seem to have been the proverbial last straw.


THE HOW: The execution of the strategy itself isn’t so bad. Rather than introducing ads to an existing tier of users, the platform will roll out an entirely new, lower-priced tier.

Users of this tier will:
1.  Have limited access to the Netflix catalogue.
2.  Won’t be able to download content.
3.  See 15 and 30-second ads totaling up to 4-5 minutes of advertisements per 1 hour of content viewed on the site. 👀


To understand the ramifications of this decision, let's talk about interruption marketing. It's one of the oldest and most effective methods of marketing, and it's exactly what it sounds like - no smooth blended user experience here.


It's what we think of when we think advertising - commercials in between movies or shows, ad spots on the radio, pretty much the entire Youtube watching experience rn...


Even in a world of declining TV viewership (at least in the US), the global TV advertising market is still expected to grow to $95.98 billion in 2022. Similarly, radio ad spends are expected to hit $12.8 billion in 2022.🤑


And here's the best part about interruption marketing - even though there's no denying that it works, everybody hates it. 😅

Nobody likes to feel like they've been taken advantage of, and psychologically priming them to buy something by interrupting their daily activities is the worst way to go about it.


With permission and discoverability marketing on the rise, consumers are increasingly ad-aware. We're even willing to seek out advertisements within the right context. And with that comes the expectation of a comfortable user experience uninterrupted by unwanted ads.

Ironically, this expectation was reinforced by many of today’s big corporations in their early stages. As start-ups looking to attract customers, companies like Google, Facebook, Youtube and more focused on a free product, comfortable user experience and quality over ad revenue.

This strategy worked extremely well for them, turning them into essential staples of online life in no time. Their less fortunate competitors, on the other hand, were forced to try and squeeze blood out of the proverbial ad revenue stone.


In 2008, when Facebook was just getting started, MySpace was already seeing the writing on the wall. The site's desperation to meet increasingly high revenue goals was clear in its approach to advertising. MySpace reportedly ran 56.8 billion display ads in June 2008 alone.

While a heavy ad-load may allow a site to meet revenue targets in the short term, the long term impact of this strategy typically involves user annoyance, lower CTRs and an increased bounce rate.

Ad CTRs on Myspace fell from 1 in 100 (0.01%) to 1 in 1000 (0.001%) in just one year (2006 to 2007). By 2010, they were down to 4 in 10,000 (0.0004%).

Yahoo also ran into trouble with advertising. Despite flagging way behind Google as a search engine, their ad business brought in $1.15 billion in the second quarter of 2015 alone. However... ⬇️

advertisers were definitely not getting their money's worth. Despite charging $20 CPM, it was found that up to 70% of the ad traffic driven by Yahoo was fraudulent.


As they invested further into advertising revenue sources, industry leaders like Facebook were initially careful to learn from the mistakes of their contemporaries and predecessors. When Facebook first debuted ads, they showed only 1 ad per page.

Google’s promoted links used to be prominently set apart from its organic search results. Netflix considered the lack of ads a feature of their platform, not a bug. This was all in line with the focus on not disrupting the user experience too much.


Unfortunately, rather than a consequent decline in interruption marketing, what we’re seeing is a business model where companies first establish themselves as essential and then cash in on the waiting pool of potential ad revenue.


In the first stage, they limit their marketing efforts to permission and discoverability. In the second stage, interruption marketing reappears. It's bait-and-switch.

While effective for revenue, this strategy invariably dampens consumer appreciation of the brand. Indeed, it smacks of desperation as companies fight to maintain steep upward growth graphs rather than settle into their market share and focus on retention.

The way the internet has developed over the years has made this business model extremely profitable. The first-mover advantage practically guarantees monopoly because the first movers got to shape the internet itself.


But nothing lasts forever.
Netflix is hardly pioneering the bait-and-interruption-switch model.

Facebook was experimenting with up to 10 ads on a page back in 2012. Google’s promoted links take up practically half the search results page. Disney Hotstar already has ads in lower priced tiers, and Disney+ is now following suit.

Those of us who grew up in the 2000s recall when your biggest Youtube concern was getting actually rickrolled, instead of advertising-rickrolled. Now, the near-constant pushing of Youtube Premium is as exhausting as watching a pre-roll, mid-roll and post-roll ad for each video.

And from a consumer perspective, Netflix execs are framing the switch in strategy as allowing consumers to “choose their experience.” This type of PR spin will, in the long run, do little to reverse the damage to brand perception that prolonged interruption marketing creates.

Brand loyalty takes a hit. It's then practically a foregone conclusion that, as soon as a newer fast-growing company makes its appearance on the scene with more tempting discounts (and possibly an initial lack of ads), users will attempt to switch.

The bottom line for Netflix: Brand damage dealt by interruption marketing is hardly irreversible (for now). But it will take hard remarketing and possibly an increase in the quality of content. (No more cancelling good shows after 2 seasons, hopefully?)

Netflix's decision to stop providing subscriber forecasts and numbers to investors starting 2023 seems like a good start. Here’s hoping they follow up with and implement more user-friendly strategies soon.


Sources and links on the blog post - https://wp.me/peg5SU-7k

Netflix Ads and Brand Value: What You Need To Know

Want a blog post with a 92%+ score on Yoast SEO (or any SEO evaluator?) Here's a #contentwriting sample from our portfolio.
(Check out the post at the link to get a sense of what a good post should look like.)
https://wp.me/peg5SU-5p
Let's dive into its anatomy: 👇🏾

First, #keywordresearch! You know you have a good topic, but you need to know if this is something a lot of people are looking for. Providing information and value ups your SEO the good old fashioned way.

Use Google Keyword Planner and Google Search itself for keyword research. This isn't just because these tools are free - they are - but also because these are the best tools I've used bar none.


Keyword Planner can be a little difficult to find -- https://bit.ly/3VLRc1Y
Look for low competition, high search volume keywords related to your topic.

Now you need a "long tail" keyword (3-5 words) that has good metrics. The best way to do that is to type your Keyword Planner result(s) into Google Search, then scroll to the bottom to find the Related Search.


Now that you have your keyword, you can start outlining it. If you find writing difficult, you can use a tool like @copy_ai. It autogenerates suggestions for headings and content that you can edit and repurpose.


It's best not to rely too heavily on auto-generated content for 2 reasons:
1 - You're going to have to check for plagiarism issues.
2- *Your* voice is important. Your post needs to sound authentic, like it was written by a human being with emotions and opinions.

Now that you have your outline, you can select your Headline or move on to writing the complete post. Use a Headline Analyzer which will prompt you to use the right length and mix of words that evoke an emotional response in readers and get them interested in your post.

The Headline Analyzer from @monsterinsights is a great free tool for this purpose. https://www.monsterinsights.com/headline-analyzer/


When writing your post, ensure that your keywords are used 2-3 times in the text and appear in 2-3 of your subheadings (H2 headings) as well as in the headline (which is usually the H1 heading of the post).

Once you're done writing, you can use @HemingwayApp to check for readability and to simplify your sentences, and @Grammarly for proofreading. Both are free tools and very comprehensive.

If you're using WordPress to blog, you can make use of their "Excerpt" section to add a relevant snippet of your text. This helps with SEO. If no excerpt is set, search engines results pick up the first part of your post automatically.
And readers get word salad. 😭

So set an excerpt or meta description that contains your primary keyword (just once).
KEY TIP: Avoid "keyword stuffing". Still to the 2-3 times frequency for both your main text and the headings. Using synonyms and related phrases more liberally will further help with SEO.


Set the URL! Make sure it matches your headline and includes the keyword. Sites like Blogger automatically has URL settings that pick up your headline. In WordPress, there's a specific setting you need to change to.

OR manually change it every time, removing articles and prepositions (and, of, the, etc) from the URL and keeping it to just the main words.

NOTE: Visual >>>>
It's good for your blog post to have 2-3 images minimum. The captions and alt text should mandatorily be filled in, and should contain the keyword.

Other image tips:
1. Original photos > Stock images
2. If you need stock, go with @unsplash - beautiful, free images for almost every niche.
3. Choose a featured image which will appear in search results and your blog's feed alongside the title and excerpt.

NEXT: Your post doesn't - and shouldn't - exist in a vacuum. Add in references to other (relevant) posts from your blog as internal links, and link out to helpful resources or sources you're citing for external links.

Finally: Tell. The. World. Don't be shy about doing this. There are plenty of excellent blogs out there, and the only way people will know about yours is if you talk about it. Use social media - Twitter, Facebook, LinkedIn (even Instagram, if possible).

Now that you know how it was put together, check out the full blog post on PTSD (Post Traumatic Stress Disorder) here:
https://wp.me/peg5SU-5p


One last thing: Writing a good post is a time consuming activity. If you're a small business owner or a solopreneur, your time and resources are limited and precious. Don't stretch yourself unnecessarily - hire us to do it (for FREE). DM us for details on our New Launch offer.😉

How to Maximize SEO on your Blog Posts

As a founder backed by no one with any money, I frequently get asked how I'm holding up. In case you were wondering, here's a day in the life of a startup founder who works out of their living room.
A thread 🧵👇🏾

Our Instagram strategy seems to be doing better numbers than any other platform, so I wake up at 6 to start reading up on what works on Twitter and Facebook, greenlighting the methods I want to use by adding them to a new page I've created on Notion.

Wow, all these content creators are so talented. I like the subtle use of SEO in all these blog posts.

I get an email from Buffer informing me that one of my posts has failed to go through. Unfortunately, I can't figure out why. Maybe I'm too old to understand technology?
I decide this is the most logical conclusion.

I swear under my breath as I reschedule the post for the next best-for-engagement time, as advised by the collective wisdom of the internet.


I go to check on the reel my Chief of Staff (me) is meant to be working on. It's slightly ruined by the fact that I have made no progress on it whatsoever. This is what I get for not jumping on the trend back when it first became a thing. Now I'm too scared to try something new.

I fix this by taking a deep breath and reminding myself that nothing is meant to be perfect. I decide to create it in my personal account so that I can iron out the kinks in the process before posting from the company's account.

When I click on the audio tab, I find a clip I had previously saved waiting in there. Perfect. I spend the next half an hour annoying my sister and my flatmate by playing it on loop while I edit the music.

It's time to shoot the video! I call for our social media interns. I am told that they are currently unavailable. It turns out that they're busy trying to detach each others' heads from their bodies. Ugh, not ideal. I Slack them some times to discuss their future at the company.

The interns are finally persuaded to take some time out of pursuing mutually beneficial violence, and I shoot the video. Now that I have a grasp of the process, I need to transfer my work to my business account.

I've never posted a reel before, but I'm committed to becoming an #influencer for Persuasion and Publicity. I only have 40 followers right now, but hey, everyone starts somewhere. (Usually at 0, because that is how numbers work.)

As it turns out, there's no way to send the video I've made directly to myself, so I post it on my personal account and hope no one judges me too much for it. 🤞🏾

I then switch to Persuasion and Publicity's account and find that I'm STILL unable to save the audio from the reel for ~reasons~. 30 minutes of trial and error later, my sister and I conclude that only original audio can be saved.


This should probably have come up in my research on reels, but I have no memory of it. Thanks, ADHD!

The reel is ready to post, but my day is only beginning! I switch on my learning module for the masters course I'm taking at [redacted] university. While I play the course lecture in the background (and hope no one calls on me), I work on writing the next blog post for my blog.

It's a hard hitting piece of insight journalism on the future of the #digitalmarketing industry. After a few rounds of edits, it is beginning to look more and more like an actual article. I promise myself I'll finish it by EOD.

The first hour of the lecture is done, and I simply cannot keep my eyes open anymore. Time to crawl into bed, lay face down and groan until I fall asleep for my hour-long mid-morning nap.

Next up, working on my list of potential leads to cold email. My pitch should be just right, and I believe in giving the farm away when it comes to proof. So I go through their websites and audit them for improvements they could be making to SEO, landing page copy and design.

I also prepare social media strategies that they can switch to to improve their engagement rates. As I work, I make notes about persuasive arguments I can make for why they should switch to the strategies I recommend, even if they feel that the current one is working for them.

A tech journalist (my mom) is asking about my company. Wait, I can totally send her my media kit! Unfortunately she understands none of it, and is unable to figure out how to open an image on Whatsapp.

I let her know that we provide social media marketing, ad campaign management, copywriting and content creation services.
I then spend an additional 45 minutes explaining what all of those things are.

She is unimpressed, and recommends that I get married at the earliest. She can find me someone who's settled in Bangalore, but she would rather I pick a doctor living in the UK. I shudder and hang up.

It's lunchtime, so I tune into the second lecture of my course while munching on bread and cheese. I am reminded that I need to look up the requirements for my second Masters from [also redacted] university.

It's too overwhelming to do along with everything else, but how do I politely defer without insulting anyone? I opt to snooze the thought in my brain (thanks again, ADHD, for this helpful feature!) because ignoring stuff is the politest way to go.


With the lecture on in the background, I work on two threads I want to schedule for the coming week using @typefully. By the time the lecture ends, it's time for my second depression nap! Chief Nap Officer Mandy is giving me dirty looks because she thinks I work too much.

I wake an hour later, in shock that the sun is setting. Jesus, how is it already 5:30 PM? I have yet to start work on the content that needs to go out tonight! I open up @canva and work feverishly on the graphics I need for the coming week.

First out of the gate is tonight's post. I come up with the copy on the spot and select the hashtags from a list I'd already curated.

I'll go over all these posts at the end of the week to evaluate what can be improved, but for now, speed is key. Shoutout to @clickup for making it easy to organize my content and business strategies.


By the time I'm done, the Director of Fitness and Nutrition is angery. She devises a clever strategy to get me some fitness and herself some attention (and nutrition) by trying to dash out the front door the minute someone opens it.

This strategy usually makes me run up and down the stairs of the building after her, clamber across neighbouring roofs, and perform gymnastics on locked gates. Fortunately for me, she's caught halfway out the door. Fortunately for her, I'm reminded to feed the cats.

And so comes to an end an eventful day in the life of a startup founder. If you liked this thread, please know that it's copypasta. P.S.: 👇🏾

We're running a launch offer - free SEO, website and social media audits + 2 weeks of content to the first five new followers of our Twt account. Send us a DM, fast! (Before Chief Nap Officer Mandy eats us out of house and home.) 😹


A Day In The Life of A Start Up Founder 😜(Satire)

It's 2022, and #emailmarketing is the big digital marketing buzzword du jour. Today we want to discuss one of our favourite examples of email copywriting done right - @MyNykaa's #BeautyFail email.🧵➡️

📧Email marketing involves toeing the thin line between permission marketing and plain old spam. And it's, frankly, a nightmare of low asf open rates.
And what's worse... (for a digital marketer)

...people have wised up.
Following a formula to put together an eye-catching headline and a few paragraphs about your product just… doesn’t cut it anymore.😒

Picture it: your painstakingly written email, sent with so much hope. It has to then dodge a gauntlet of overeager spam filters. And if it does make it past them, what's it going to get except an extremely cold reception? 🥲
And the reason is simple:

I’m an email marketer. My bread and butter depends on increasing open rates. So this may sound strange coming from me, but I absolutely detest being sold to. Especially via e-mail.

Like many introverts, I’m anxious about all kinds of communication. Whether it’s through emails, Whatsapp, phone calls, or social media, I’m usually trying to avoid someone or the other.🙈🙊


So the email notification pop up on my phone screen puts me in a bad mood to begin with. And then when I realize it’s an email from someone trying to get me to spend money I don’t even have… Well, that just makes it so much worse.


And I’m not the only one who feels this way. The average person responds to brand marketing emails with unadulterated irritation.
And that’s probably why most marketing emails are mass selected and sent directly to trash.


Now let’s assume that I did, against all odds, open the email. I’m already in a foul mood. What are the chances that I’m about to give the annoying emailer what they want?
(A snowball's chances in hell are probably better❄️😝)

The job of a marketing email is, in many ways, twice as difficult as that of any other mode of advertisement. We have to push our products into the emotional maelstrom that is the mind of a frustrated reader. We then have to, quite literally, turn that frown upside down.

It’s shocking that email marketing is still even a viable option.
And yet...
Email marketing is a very powerful tool if done right.
Everyone said so.
But I didn't believe it until an email from Nykaa showed me why.


I’m not a regular Nykaa customer. I have no idea when or where I signed up for their emails. And for the longest time, a cursory skim was the most I could spare for these emails.


Until the day I opened one that got me reading, re-reading, and finally, greedily taking screenshots for my personal swipe file.


Nykaa’s #BeautyFail Campaign got 4 things right:
1. Pain Points
2. Tone
3. Providing a solution
4. Right Product, Right Time


Paint Points:
The team behind this campaign doesn’t just understand the target audience – they identify with them. They know exactly what the average makeup wearer fears. And they’ve put their finger bang on that pain point… and even twisted it a little bit.

Tone:
It sounds less like an email and more like a scolding. It’s a bold approachthat they pull off precisely because of how much they identify with the reader. They’ve been there, done that, and they now get to gently tsk-tsk you for making these rookie mistakes...

Rookie mistakes that, conveniently enough, can be fixed by the product shown directly below each message. Which brings me to…


The Perfect Solution:
As copywriters, we can wrestle the PAS formula all night and still never come close to such a perfect example of it.


Just as the reader remembers the discomfort of smeared lipstick or the panda-eye mascara look, the solution is pushed into their hands.

The immediate emotional relief helps psychologically bookmark these products. Even if we don’t click on the shop now button, we know we should, somewhere down the line. And so we will. It’s inevitable.

Right Product, Right Time
Only basic, relatable products are showcased. No Dyson Airwraps in this email. Simple solutions for common problems. What’s more, every product is a makeup must-have, which makes the decision to purchase easier.

Email marketing can:
✅Generate leads
✅Drive sales
✅Increase engagement
✅Build brand awareness, trust and loyalty
And it all comes down to the relationship you cultivate with your readership.

But if it backfires, it can create lasting damage to your brand.

A helpful tip for writing marketing email copy is to keep in mind the reader’s possible emotional responses. You may have to start by pacifying a frustrated reader, and then move on to talking about your product.


Here's my 2 cents - 2 email marketing approaches to live by:
1. The Atomic Approach
2. The Slow-Burn

💥The Atomic Approach: Up the creative quotient and emotional intensity of your message. A bold tone goes a long way in establishing confidence and reassurance. Your copy should be so powerful that it quells the reader’s annoyance and hands them a solution simultaneously.


❤️‍🔥The Slow Burn: Diffuse the initial emotional response with a tempered, conversational tone so you don’t come off as someone trying to take advantage of them. Then gradually increase the emotional quotient of your message, building on the trust you’ve created already.

PS: As always,
-Strategically place call-outs that remind the reader of their personal connection to your brand.
-Keep it short and concise

Nykaa’s email is a great example of the Atomic Approach. It has a permanent place in my swipe file. And every time I see it, I remember 2 things:
1. I should tell their copywriting team how much I admire their work.
2.  I need new lipliner.💄🫦

And that's because, at the end of the day, emotions are what power marketing.
