Who the heck is this for?

Philip Morgan

So this brand vs. direct response marketing thread has ended up in a potentially ignomious place. There are lessons though, perhaps for you too!

Exactly when is already obscured by the mists of time, but many months ago Liston and I started talking about the difference between brand and direct response marketing on our podcast Offline.

We did that for months. I still joke with him about how long and protracted that discussion was.

And then I started writing about it on this list. That also went on for a long time.

And then at the writing retreat in early October, I spent the airplane trip there and the first two days of the retreat rewriting that sequence of emails into about ~10k words of what might become an e-book on the topic.

Or... it might not. The draft of the book is in an awkward place.

I've put a lot of effort into it, and the best thing might be to never publish it. What's up with this?

It could just be imposter syndrome. I built my carer as an advisor talking about positioning and specialization, and with this brand/DR thing, I'm tackling bigger, more Seth-Godin-ey subjects. Maybe I just feel like an imposter in this new area.

It is true that I never got any audience feedback on this. No one has used my post opt-in survey to ask "Please descend at your earliest pleasure from your positioning/specialization ivory tower to talk about the difference between brand and direct response marketing! The people are hungry for your knowledge on this!!" So there's uncertain demand for this line of thinking.

It raises the question: where is the balance between giving an audience what they already know they want vs. what they might want down the road? Or what they need now but don't know they need?

Henry Ford's been immortalized in many circles for saying "If I had asked people what they wanted, they would have said faster horses.” So when I justify writing about brand vs. direct response marketing using the Henry Ford doctrine, am I really innovating, or am I just giving my ego carte blanche to waste a bunch of time?

It also raises this question:What's the difference between a headline and a supporting bullet point?

I don't mean what's the literal difference between those two. I mean: what kind of material is headline-worthy, and what just becomes context or a supporting point or something less prominent in my message to my audience?

If this brand vs. direct response thing is not headline-worthy, it might not be worthy of being published as a book that people pay for.

Just because something's a bullet point doesn't mean it's unimportant, but I might be used to thinking of everything as headline material even when it's not.

So again, who is the heck is this for? Maybe just me.

But here's a link to it anyway :) --> https://htmlpreview.github.io/?https://raw.githubusercontent.com/philipmorg/Marketing-For-Self-Made-Experts/master/chapters/temp-Marketing-for-self-made-experts.html

If you've got feedback on the draft, I'd love to hear it. Varnish not needed.