Dear Chase,
I've written too many emails about Drake for your audience to take me seriously.
They can tell my age, country of origin, and skin color simply by virtue of how obsessed I am with Drake.
And, listen, I have no shame, because Drake has given me more copywriting/marketing advice than any Twitter User ever could with a little thread.
Let me ask you, Chase:
Why is Drake considered the GOAT?
Why?
I know you don't listen to music, so I'll give you the answer:
Drake never misses.
Drake has been so consistent with his music over the last decade and a half.
Everything he drops has at least 2-3 bangers on it.
And everyone who enjoys Drake's music knows what it feels like to discover a new Drake banger.
That means, every single thing he drops has tons of anticipation from his fanbase, and even people who claim to be haters.
Everyone wants to know what's coming next.
Now, here's what we can take from this…
A lot of marketers, especially personal brands, do not understand the fact that you should try your best to never miss.
Marketers (personal brands) will just try stuff out. Random angles, pointless videos, etc.
Putting out content that nobody cares about except themselves.
Eventually what happens is your views start to go down over time.
Your traffic slows to a halt.
What happened was that you set a low expectation for your audience for when they see your face on your timeline.
Whether it's an email, a TikTok, an ad, a livestream, etc.
Nobody wants to take the time to watch your stuff because all they've seen over the last 2 months from you was pure trash.
You've lost their trust.
And then you basically have to start over.
Get plastic surgery. Move to Alaska. Change your name.
Do something completely different.
Once you burn that trust with your audience, you have to do something pretty spectacular to get back in their good graces.
But if you never miss…it's much different.
People will WANT to see more content from you because they trust that EVERYTHING you drop will be good.
You should NEVER just write an email because you have to drop one. If you deliver garbage, you lose their trust.
Same goes for products, content, or whatever.
You should try your best to never miss.
Now, Kanye, on the flipside, has not followed this rule.
He will always have his hardcore fans, but the majority of people couldn't care less when he drops an album unless there's drama surrounding it.
His first 3-4 projects were objectively good.
Now, he's lost the sauce. People don't trust that his next release will be an automatic banger like they would with other artists.
As a copywriter/marketer/personal brand, never let your audience down.
Never let them lose trust in you, and think that you're just like everybody else.
If you never miss, your brand will last a lifetime.
And that's all we really want.
Yours truly,
Alex.
Sent from my CD Walkman, listening to So Far Gone (2009)
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