Monday Morning
It’s Monday morning - another one... - and I have 40 working hours stretched ahead of me. 40 it probably optimistic. With my networking/travel plans, it’s probably closer to 30.
30 hours.
What can do with this 30-hour-week to make it most impactful?
In truth, I need to get moving with two mega jobs.
We’ve done enough strategy. Enough pondering. Enough dreaming. Now, like a butterfly collector with a butterfly net, we need to take what is ephemeral, high-in-the-sky, and hard to grasp on to, and get it into the sweet palms of our hands.
First, I need to close more : the model is being cooked, the deck is in the oven. The pinger is on. This is all in hand.
Second, I need to close some of the clients who are interested in coming to Kyrgyzstan - our first trip. We have a list of those interested. So what needs to happen for them to be converted?
Great question.
Sitting reading Scientific Advertising by Claude Hopkins, and Ogilvy on Advertising, and my friend Iain’s newsletter (extracted below), I am struck by the truth that we have the infrastructure in place (website, social profile, etc) for Loaf, but we now lack the crisp messaging to make people go ‘hell yes’ to a trip.
So, on this, over to Iain,
So, are you actually expressing the true value of your product in emails, ads and on your website? Have you EXPLAINED to people the life-changing value they’ll get when they buy? … This, btw, is why marketing & razor-sharp copy is essential.
You can have the most magical product beans in the world, but unless you know how to explain that magic to people (in a language they can understand, vs dipole antenna gobbledy-gook), no-one will buy it. (On the flip-side, you can have the sh*ttiest product in the world, big up the lifestyle benefits, and people buy it in droves. C.f: Coca-cola, Facebook, estrogenic piss in beer bottles).
I will soon begin to pour marketing spend into ads, and UNLESS we have solved this up-stream problem of positioning, all that will pour straight through like a leaky bucket.
So that’s my week: 1. Get investor ready (and reach out to thirty). 2. Sort out and fix positioning of trip/ copy/ social posts. 3. Close clients with said copy.