EOW Thought: Pacifiers

Hello!

My wife and I welcomed a beautiful baby girl into the world on Sunday.

She’s incredibly precious and we couldn’t be happier.

Her name is Lennon Grey Weisman - we’re calling her Lenny for short.

Mom is doing well too. She’s a champ.

Today’s newsletter is an analogy I’ve already noticed between caring for her, and marketing.

I’m sure it won’t be the last.

Onto the thought…

EOW Thought

Our little girl is 5 days old.

She pees, she poops, she sleeps.

And when she’s hungry, she cries.

She cries a lot.

No one told me that hearing your daughter cry in your arms, feels like 1,000 daggers being pierced into your heart.

And already at times, we’ve resorted to giving her a pacifier.

Her mom and I are wary about the pacifier.

It’s a quick fix, but could have long-term repercussions.

We’ve heard stories of kids getting hooked on it.

Like an addiction.

And then years later, have to ween themselves off of it.

Reminds me of another addiction:

Direct response marketing.

It fits, doesn’t it?

A pacifier is a short-term bandaid.

The results are fast, quick, immediate, reliable.

It works instantly.

Just like Facebook in its heyday, or Google search.

It takes care of business instantly.

But underneath, you’re masking a bigger problem.

In a baby’s case, it’s crying.

In a business’s case, it’s a cry for help.

A need to build a better brand to be more attractive.

A need to build a better product to be more resilient.

In any case though, direct response masks it.

It gets to the people most likely to buy, and gets them fast, quickly, immediately, reliably.

It’s not until years later that the addiction becomes a problem.

That you’ve relied on it too much, vs. training other reflexes.

And by that point, it’s a painful process to stop and pivot.

And over time, it makes the parents, and the business owners, crazy.

Next thing you know, you’re tracking down pacifiers everywhere you go.

If you don’t have it, you’re screwed.

And you’re constantly trying to find more of this magic elixir.

But more doesn’t exist.

It’s just there to be a quick fix.

Not a long-term solution to a problem.

So as you plan your budgets for Q4 and 2024, and you’re looking at that direct response or performance marketing line item on your budget sheet, think of this newsletter.

Think of your business as a baby - after all, many founders and employees do.

And when you do, think of paid social, SEM, etc. as the pacifier.

It will give you peace of mind. But it’s only temporary.

Stay thinkin,

Danny