The Underrated Marketing Wisdom of a 1990s Sitcom Philosopher
From famous TV philosopher Newman comes this marketing nugget:
“When you control the mail, you control… INFORMATION!”
Of all the bizdom (business wisdom) I find in Seinfeld, this one particularly sticks out.
Of course, since neither you nor I have any say over how the mail is run, the following paraphrase is more apropos:
“When you control the message, you control… INFORMATION!”
When you hold the reins to the message, it’s easier to stave off the LO virus… and even if you do get it, you’re better able to shake it off.
Now, you might be tempted to label this propaganda…
And no doubt throughout history it’s how authoritarian dictators and other people with bad intentions have managed to do their dastardly deeds…
See the last 3-plus years for proof right here at home on our doorstep…
But for our purposes, we’re not talking propaganda. We’re talking intentions.
When you as a biz owner have control over everything—products, services, email lists, messaging, promises, guarantees, messaging…
Instead of letting it be influenced by things like customer complaints, competitors, whims of the market, what the “gurus” are saying, etc…
You’re in full command of the narrative.
You direct your business’s intentions…
Develop products you want and sell them at prices you dictate…
Create special offers of your choosing and market the way you want with whatever messaging you want to deliver.
This takes time, though. Hard work. Dedication. Thinking different. And remembering the lesson the crabs in a bucket.
There will be trolls. Haters will appear from all nooks and crannies. Unhappy, “shack envy” people will not be happy.
And they will try to pull you down.
But that’s the whole point of premeditatio malorum: be prepared for the bad.
Plus, embrace amor fati—love for the consequences of your intentions and decisions…
Because not only will this protect you better against the fickle winds of mayhem, it’ll even help you master the art of turning bad intentions, trolls, etc., into income…
If you find this compelling…
And feel it’s now time to start controlling your messaging… your narrative… your information…
Then you’ll have to have Ad Intentions:
