--- title: "Casual Marketing Thoughts" author: "Travis Arnold" url: "https://books.travisarnold.com/2/casual-marketing-thoughts" --- # Where do i start? I'm lazy and didn't really want to write a book. Casual Marketing Thoughts started as a fun Friday project where I wrote down all the things I think with regards to marketing on a frequent basis. I came up with about 40 of those things. Those things then needed to be designed. Then, I needed to buy a domain, [spin up a site](https://casualmarketingthoughts.com/)...yada, yada, yada... So here we are, me, writing a _book_ about things that were supposed to be in one column on a spreadsheet. Oh, and those things have been pared down to ~30. These are things that I find myself thinking about or telling people when they ask my advice. Some you'll find relevant and some you won't. Each topic is color coded (yes, I did all the tints for each color in Illustrator) and has a page that follows it. With the intro and the outro there are 40 pages and I made a point to keep the words on the page succinct and relevant. It's very scannable and digestible. Anyhow, thanks for taking the time to read this; I really appreciate it. Travis Arnold ![Artboard 3.png](https://books.travisarnold.com/u/artboard-3-LzLxW1.png) # Keep it simple Marketing doesn't need to be complex. As humans, we tend to complicate things where and when they do not need to be complicated. This happens on both sides of the marketing coin too. Internally, complicated processes lead to slower execution, more stress, difficulty training new teammates and more. Externally, this looks like an alphabet soup of features, overuse of jargon and bullshit, cluttered visuals and unclear steps for customers. > **Simplicity is the ultimate sophistication.** > Leonardo da Vinci Like Leo said, doing something that is perceived as 'simple' is actually quite hard. If your internal content approval process takes 5 people and months of planning, it's too complicated. If you have 20 tools to send an email, ask yourself 'why?'. I read a copywriting book once that said something like 'write down your copy, then cut it in half; then cut it in half again and _then_ edit from there' - it's a good exercise to go through to boil down your points to the most digestible they can be. And if your website, ads and other assets leave potential customers scratching their heads and asking 'what do they do?' then it's time to pump the brakes and get back to basics. No one is going to be mad at you for making your messaging crystal clear. In the end, simple processes and simple creative make for happier teams and better marketing. Win-win. ![Artboard 4.png](https://books.travisarnold.com/u/artboard-4-U8QMev.png) # Use Shorter Words & Sentences Using big words doesn't make you sound smart. They make you harder to understand for your customers and prospects. Short works because: - it's easy to read - quick to grasp - less time thinking - sounds more human - sticks in the back of your mind (does 'just do it' ring a bell?) Think of the differences in these two sentences: 1. "We're implementing a new customer acquisition strategy." 2. "We're finding new ways to get customers." The first one requires me to think too much about what's _really_ being said and the second? The second example is clear and snappy and gets the point across my bow much faster. I'm a fan of using clear, everyday words in marketing copy and try to avoid jargon whenever possible. A fun trick is to say what you just wrote out loud - that helps you not sound like a corporate asshole. When you're writing sentences, try to stick to one idea at a time and cut-out the filler words. Your sentences will be broken up in a good way and easier to digest for readers. It's the difference between: "Our innovative solution provides enhanced productivity capabilities for enterprises." > vs "Our tool helps businesses work faster." Everyone is busy. They skim and take in the high-points and make a decision about what you do in a few seconds. Make those seconds count by using your words wisely. Clarity always wins and short words and sentences get you there faster. ![Artboard 5.png](https://books.travisarnold.com/u/artboard-5-gWIFQS.png) # Write more Writing well takes practice. The more you write, the better you get. It's that simple. Good writers write every day (or close to it). They sit down, write something and over time, it gets easier. Writing helps you find your voice and you’ll learn what works and what doesn't. You start to spot weak words and phrases and your sentences get tighter and more clear. Practice writing in different styles. Try short posts and long articles. Write emails and ad copy. Each type of writing teaches you something new. Set a daily word count goal. Start small; maybe 100 words a day. The habit matters more than the number and a journal is an easy way to get started. Don't worry about perfection. First drafts are meant to be rough. You can always edit later. The important thing is to keep writing. Read a lot too; good readers make good writers. Pay attention to how others write. What grabs you? What puts you off? Learn from both. Try writing exercises. Describe an object in detail. Write a story in [just six words.](https://www.sixwordmemoirs.com) These push you to think differently. Share your writing. Get feedback. It can be scary, but it helps you grow. Remember, even great writers started as beginners. They got better by writing more. You can too. The key is consistency. Write something every day. It all adds up. Before you know it, you'll see big improvements in your marketing writing. ![Artboard 6.png](https://books.travisarnold.com/u/artboard-6-CKqVNC.png) # Tell a good story Stories work magic in marketing. They turn dry facts and the mundane into something people care about. A good story paints a picture in the customer's mind. It shows how your product solves real problems they face. Instead of just _listing_ features, you're _showing_ those features in action. Stories make abstract ideas concrete. Let's say you're selling cloud storage solutions. Don't just talk about gigabytes. Tell a story about a person who lost all their photos in a crash. Then show how your product could have saved the day. The story makes a '1 terrabyte of storage' message more like 'never lose all your wedding photos'. People remember a relevant story better than a marketing fact sheet. The right audience will connect emotionally. A story about a small business owner saving 10 hours per week with your software hits harder than a bullet list of features. Stories slice through marketing jargon too. No one talks about "synergy" or "optimization" in real life. But everyone understands a tale of frustration turned to relief or busywork turned into free time. Use stories to show, not tell. Don't claim your product is easy to use; give a real-life story of a customer who says it's easy to use and how they applied it to the same problem your target audience is aiming to solve. Stories should be simple and relatable. A good marketing story has a clear problem, a turning point, and a resolution. Your product should play a key role, but not be the whole focus. Remember, your customers are the real heroes of the story. Your product is just the tool that helps them succeed and the story you're telling is one future buyers will care about. ![Artboard 7.png](https://books.travisarnold.com/u/artboard-7-LA227i.png) # One Idea Per Slide Cluttered slides littered with bullet points confuse people. Plus, they look like shit. Think of each slide as a billboard. You're driving by fast. What's the one thing you should see? Too much info on a slide overwhelms your audience. They stop listening to you; instead they're busy trying to read everything that smooshed into a 16:9 slide. One idea per slide forces you to be clear. What's the main point? Put that front and center; everything else can wait. This approach makes your message stick. People remember one clear idea better than a jumble of points. Better to have 20 clear slides than 10 confusing ones. Your audience will thank you. Simple slides look better too. Less clutter means more impact. Use big fonts and strong visuals. This method helps you stay on track when presenting. Each slide is a clear talking point. Don't worry about white space either. It gives the eye a rest and makes your one idea stand out. If you need to show complex info, break it down. Use a series of slides to build up to the full picture and tell a easy-to-follow story. Remember, slides support your talk. They're not meant to be read like a document. Keep them simple and expand and add context and color to the topic. One idea per slide makes your presentations clearer, more memorable, and more effective. It's a small change with big results.