I’ve been using everyone to find new music recently. Perhaps this is not exactly what his founders had in mind, but it contains a tonne newsletter written by people that really like music. It’s a criticism of less professional music and more “Hey, this album was great, listen to it.”
This is not just used off -label for all. Today’s Master of Marketing is also a subscription fan – and it has taken a huge risk with it.
Meet the master
McKenzi Kasab
Director Creative Strategy, Rare Beauty
Claiming fame: Launched the “semi -authorized” substrate newsletter of rare beauty
Lesson 1: Curious about your own product.
When you are in the trenches, novelty wears fast.
“Working in the office, (our product) is something” – a new embarrassment, says – “We live around us all the time. We go to meetings about how the products are made every week.” “When you are in it for a year and a half, it is not necessary from the inside.”
But is the first peek in your audience’s new product? He is Magic.
When you are making new content in mind, think about it from your customer’s point of view. Do you know that they don’t? If you are marketing a new product or service, what was the first place you were enthusiastic about?
Although the butcher may attend weekly meetings about a new product, he does not have to be on every way there. So she is the LIA of their newsletters, they take the opportunity to “detect some blueners, or (other) things.”
For a newsletter, the butcher sat with the Rare Beauty Chief Product Officer to find out how the latest embarrassment was. Is there a reason that they prepared a powder blush? Some users found the famous liquid Sharma of extraordinary beauty Lot Lubricants are not something you will hear that most beauty companies have admitted.
“Sharing them and seeing how enthusiastic people are (about this information) – it is really beneficial and makes it interesting.”
Lesson 2: Hug your flaws.
Like his first palette middle schooller, the perfect liquid stands with some extremely colorful mistakes in the way of embarrassment.
It is a temptation to brush the bottom of the carpet, but remember: Everyone loves the Bilper Rail. Whether it’s from your Fever TV show or it is about a new lipstick, sharing mistakes breaks the arts between the user and the producer. “Like celebrities, they are just like us!” For your marketing strategy.
In addition, it brings a human element to its newsletters.
“We are showing cases and temptations to make a product. So I think the idea is to adopt the idea that even as a big brand, we are not perfect too – We hit many roads and in the end things are cured. “I hope such a thing is encouraging.
Lesson 3: Respect the platform.
The idea of launching a rare beauty subscription newsletter in Kasab was a simple origin: she was already a subscriber.
Designed to publish individual voices, Subsk has created a community that reminds me of early social media – when everyone was spending a good time spending a good time instead of scrolling himself for sleeping every night. It is a place that appreciates good writing on itself. The introduction of a brand voice in this ecosystem was always a threat.
But in some ways, butcher Is not A brand voice. It has been identified by her arrogant Gossip girl-Sky sign office, “semi -author” anonymous bayline, and even how lean his team is. (“She says,” It’s a very scratched team.
Don’t worry, here is not to reduce the lesson All Your content for a person. (Unless you are very small business, please Do not Do so; I beg for the authors everywhere.)
If you are going to pose a risk such as the butcher and rare beauty, Think about the value that users are getting from the platform – and work with it, not against it.
Lasting questions
Question this week
What is your favorite thing about marketing that cannot be measured easily? Brengna Bernena Lauri, CMO, Door
The answer this week
Butcher: Emotional relationship. I like the way marketing can make people feel something. It can be a moment of inspiration, excitement, curiosity, old memories, or happiness. For us, it is associated with and affiliated with it. In this regard, we run everything, no matter how impossible it is to correct its quantity (though I am sure AI is trying).
Helping a person in our community to look in their skin and feel comfortable – I love about my work, but really is what gives it all.
The latest question of next week
The butcher asked: What is your lowest favorite part of your job, and how do you mobilize yourself to go through?
