Recently I have been using substant to find new music to listen. That is probably not exactly what its founders had in mind, but it has a lot of newsletters written by people who really love music. It is a less professional musical criticism and more “Hello, this album was great, listening.”
That is not the only out -of -label use for the substance. Today’s marketing teacher is also a fan of subsack, and she risked with him.
Meet the teacher
Mackenzie Kassab
Creative Strategy Director, RARE BEAUTY
Claim to fame: Launched the “semi -authorized” of Rare Beauty Subsistence bulletin
Lesson 1: Be curious about your own product.
The novelty disappears quickly when you are in the trenches.
“Working in the office, (our product) is something”, a new blush, say: “That we are all the time. We are going to meetings on how the products are made every week,” Kassab tells me. “It doesn’t necessarily feel exciting from the inside when you are in it for a year and a half.”
But the first glance of your audience for a new product? That is magical.
When you are making a rain of ideas about new content, think about it from the perspective of your consumers. What do you know not? If you are marketing a new product or service, what excited you first?
Although Kassab could attend weekly meetings on a new product, it is not necessarily there in every step of the road. Then, for their newsletters, take the opportunity “to discover some of the Bloopers, or (other) things that happened.”
For a newsletter, Kassab sat with Rare Beauty’s product director to obtain scoop How it became the newest blush. A reason why they developed a powdered blush? Some clients found the famous liquid blush of rare beauty also Pygmented It is not something that you hear admit most of the beauty companies.
“To share them and see how excited people get on (about this information), that is really gratifying and makes it interesting.”
Lesson 2: Hug your imperfections.
Like a high school student with his first palette, the way to the perfect liquid blush is bordered from some highly pigmented errors.
It is tempting to brush them under the carpet, but remember: everyone loves a Blooper reel. Either from your favorite television program or it is a new lipstick, share errors breakd down the artifice between the consumer and the producer. A kind of “celebrities are like us!” For your marketing strategy.
In addition, he brings a human element to his newsletters.
“We are showing the tests and tribulations of making a product. So I think that embrace the idea that even as a great brand, we are not perfect either – We hit potholes and things go well at the end, “says Kassab.” I hope that kind of thing is encouraging. “
Lesson 3: Respect the platform.
Kassab’s idea of launching a rare beauty bulletin of substation had a simple origin: it was already a fan of the substance.
Designed to publish individual voices, the substitute has built a community that reminds me a little of the first social networks, when everyone was having a good time instead of the toys sleep every night. It is a place that tends to value good writing about self -promotion. The introduction of a brand voice to that ecosystem was always going to be a risk.
But somehow, Kassab it’s not A brand voice. That is underlined by its shameless Gossip Girl-Sight signatures, the “semi -authorized” anonymous byline, and even for what is your team. (“It’s a very heartbreaking team,” he says. “It’s me.”) Although it represents a rare beauty, it is still a solo content creator.
Do not worry, the lesson here is not to reduce all Your content to a person. (Unless it is a very small company, please No Do that; I pray on the name of writers everywhere).
If you are going to risk as Kassab and the rare beauty, he did it, Think about the value that users are getting from the platform, and work with that, not against it.
Persistent questions
This week’s question
What do you like most about marketing that cannot be easily measured? —Breena Loury, CMO, doist
This week’s answer
Kassab: The emotional connection. I love the way marketing can make people feel something. It could be inspiration, motivation, curiosity, nostalgia or simply a moment of joy. For us everything is reduced to self -acceptance and belonging. That connection drives everything we do, no matter how impossible it is quantifying (although I am sure that AI is trying).
To even help a person in our community to feel seen and comfortable in his skin, I love my work, but that is really what makes sense.
The persistent question next week
Kassab asks: What is your least favorite part of your work and how do you motivate it to overcome it?
