PPPPulse of Change (Four Ps #225)
Adaptation to new channels, strategies, ideas, outputs, outlets & elections.
Adaptation. It is our evolutionary ace, guiding us through life's constant changes. It's more than a skill; it's a necessity for survival and success. From our personal lives to our careers, adaptation is crucial.
It is a dance with time, aligning our steps with the evolving rhythms of society, technology, and market trends. Whether expanding reach through new platforms, redefining loyalty in marketing, or finding solace in writing, adaptation is vital.
THE PRACTICAL: Adapt to the Old, Expand for the New
For the first time, I've expanded The Four Ps to include a cross-promotion as a LinkedIn newsletter. While this Substack profile surpassed 6,000 subscribers in 2023, social algorithms make it harder to discover and share content across channels. Therefore, I'm bringing it more directly to my LinkedIn audience by creating a Four Ps channel there as well.
If you create any type of content, you'll know that having a smart digital strategy, which clearly defines a role for each channel, has been a core part of planning.
However, nowadays, fragmentation is greater than ever, the volume of content is higher than ever, and the competition for your attention is fiercer than ever. As a result, cross-posting has shifted from being 'avoided' to 'mandatory.' With a blog on Medium, a podcast, three YouTube channels, even a growing Threads account, having a LinkedIn newsletter is long overdue... I'm just late to the party.
So, no matter where you are, I will find you... The good news is that you've already found me!
THE PROMOTIONAL: Webinar Wednesday
Speaking of LinkedIn, this Wednesday, December 6th (which is tomorrow or today or yesterday, depending on when you read this), I'm co-hosting my first LinkedIn Live Webinar.
As the fragmentation of channels and platforms accelerates...
As the types of creators (ranging from influencers to AI) proliferate...
As the number of ways to communicate, collaborate, and conduct commerce escalates...
We're seeing a weakening in the relationship between brands and consumers. But there is an easy solution:
Connected Loyalty is both key to building brand love... and the next phase of consumer engagement and marketing.
Would love to see more familiar and friendly faces in the crowd, and you know it will be a good mix of learning and laughter. 35-40 minutes, tops.
Sign up, register, and join us.
THE PROFESSIONAL: Reimagining Loyalty in Marketing
In the bustling world of marketing, the term 'loyalty' often gets pigeonholed into the narrow alley of loyalty programs. It's kind of like being a cat owner – you think it's all about treats and toys to earn their affection (or points and rewards, in a brand's case), but really, it's about the inexplicable bond that forms when the cat finally sits on your lap (or a consumer repeatedly choosing your brand). It's high time we dust off this misconception and appreciate the broader, more profound implications of loyalty in the industry.
Redefining Loyalty: More Than Just Points and Rewards
Loyalty, in its truest sense, is an emotion, a connection. It's not merely about accumulating points or bagging discounts. It's the invisible thread that ties a consumer to a brand, woven with trust, reliability, and a sense of belonging. When a consumer repeatedly chooses your brand over countless others, not because of some points they might earn but because they believe in what you stand for, that's loyalty in its purest form. It's what makes a customer say, “Yes, I'll pay a bit more for this, not because I'm bad at math, but because I love what this brand stands for!”
Rethinking Value Creation: A Win-Win for Brands and Consumers
For brands, true loyalty is like striking gold. It's not just about repeat purchases; it's about creating brand ambassadors. Satisfied, loyal customers often become vocal advocates for your brand, influencing others through word-of-mouth – a marketing goldmine. It's magical, rare, and makes for an excellent story. On the consumer side, basking in the warmth of loyalty makes them feel valued and understood. They find a brand that resonates with their values and needs, creating a fulfilling consumer experience. It's a rarity in a world where most brand relationships feel as impersonal as a “To Whom It May Concern” letter. This emotional connection is what makes them come back, time and again.
Rebranding ‘Loyalty’ as Relationship Marketing
Measuring the value of loyalty transcends sales figures and data points. It's reflected in customer satisfaction scores, net promoter scores, and customer lifetime value. These metrics paint a clearer picture of the impact of loyalty on both brand growth and consumer satisfaction.
As marketers, our quest is to showcase loyalty not as a dull, transactional program but as the heart and soul of a brand-consumer romance. It's about relationships. It’s about crafting stories that resonate, experiences that delight, and connections that last. Loyalty is an ongoing narrative of trust and commitment, a far cry from the transactional nature of traditional loyalty programs.
THE PERSONAL: The Pen is Mightier Than the Couch
For me, writing and creativity are as much therapy as they are professional development. Many of my newer subscribers and readers may not know this, but the Four Ps started back in 2017 as a weekly video blog. Back then, people used the term 'vlog', which I found horrific. It served as an outlet to share ideas, thoughts, feelings, learnings, and more.
Having shifted formats from video and podcasts to biweekly essays and a newsletter (not to mention gaining thousands of followers), I am grateful for the catharsis that writing has provided me, whether you ever read this or not. However, this journey goes back much further than just the past few years.
Nearly all the positive, negative, and impactful moments of my life have been documented in some way. I remember when my childhood dog died, the first truly emotionally devastating event in my life; writing was my way out. It was a fear of losing the memory, an inability to articulate complex feelings about loss. From writing my wedding vows to creating blog posts, covering sports as a journalist as a means of pursuing professional ambitions, each word has been a step in my journey. I've even written a book for my children back when they were born, a book they don’t even know about yet and have never seen.
Yes, writing is truly therapeutic. According to Harvard Business Review, over 200 research studies have reported that “emotional writing” can improve people’s physical and emotional health. Here are some thoughts on why:
It’s Cheaper than Therapy: Let's face it, pouring your heart out on paper is significantly less expensive than an hour on the therapist's couch. Plus, your journal never judges you for eating ice cream straight from the tub.
No Batteries Required: Unlike our beloved yet occasionally infuriating tech gadgets, writing doesn’t need a charger. Pen and paper are always ready to go – no low-battery anxiety included!
It's a Time Machine: Writing lets you time travel. One moment you're jotting down today's grocery list, and the next, you’re a kid again, reliving the day you learned to ride a bike – skinned knees and all.
The Best Listener: Your notebook or laptop won’t interrupt you (as long as you turn off email notifications), offer unsolicited advice, or accidentally spill your secrets. It's the ultimate confidant, sworn to secrecy by the laws of stationary.
Editing = Life’s Do-Over Button: Made a mistake? Just hit the backspace or crumple the paper. If only life came with a similar feature for those "open mouth, insert foot" moments.
Reliving my Comedy Club Days: Writing lets you be the star of your own comedy show. Where else can you crack jokes about your childhood dog's obsession with eating sneakers and not get weird stares?
Fitness for the Brain: Consider each word you write a tiny dumbbell for your brain. A mental workout minus the sweat and overpriced gym membership.
The Creative "Hot Haus:" It's where ideas go to do the cha-cha(which also happened to be our first wedding dance style). Suddenly, while writing about your fear of the basement boiler room in your childhood home, you have a breakthrough about your next big project. Go figure!
You’re the Boss: In your written world, you call the shots. Want to wear a cape and fight crime? Go for it. Want to write a bestseller while sitting in pajamas? Absolutely.
The Ultimate Sleep Aid: Ever try reading your own work late at night? Works better than counting sheep (just don't tell your readers that). And with that... I'm getting dozy.
And not everyone needs to write for an audience. If you want to try it out anonymously, I'd suggest checking out "I Never Want To Talk About This Again" as a great place to process the complicated feelings and write for catharsis. Or just read some of these stories. It's absolutely incredible.
THE POLITICAL: It’s Special, Alright
Speaking of incredible... The air is a little bit cleaner this week now that the stench of living in New York's 3rd Congressional District is a bit less foul. As a constituent in George Santos' district for the past year, I've been embarrassed to talk about how shitty things have gotten here in our little part of Long Island. But George Santos was a joke, and it's crazy that it took so long for him to be expelled from Congress.
But brace yourselves for a political rollercoaster in the coming weeks because for the first time in my 27 years as a registered voter, I get to participate in not just any election, but a Special Election. It's our chance to bring back the zing in our political step! Think of it as spring cleaning, but for liars. Out with the old (even though he was only in office for 11 months0, and in with the new! We’re swapping George Santos' drama for a fresh face who actually knows our district isn't a stage for a one-man freak show.
This election is going to be hotter than a New York summer (in February). Many candidates, so little time. With the nation's eyes on us, let’s show them how the 3rd District bounces back – with style and a voting booth. Our candidate lineup is like a New York deli menu – varied and full of surprises. From the seasoned political pastrami to the fresh-faced turkey, there's a flavor for everyone. And every vote counts more than ever.
So... it’s time to rally! Let's turn our district into a hotspot of democratic fervor. As President Bident would say, "Folks, this is our moment!"