Here’s how I cut through the noise without becoming another crypto-bro.
A follow up to yesterdays email and why this can be VERY good for you…
- KILL THE CORPORATE VOICE
Stop sounding like a LinkedIn algorithm had a baby with a customer service manual
Write like a human who gives a shit
Here’s an example: Not “We’re excited to announce our new product launch!” but “HOLY SHIT Y’ALL, WE MADE A THING AND IT ACTUALLY WORKS”
- DOCUMENT, DON’T MANUFACTURE (A Gay Vee-ism or whatever)
Show the stained, exhausted, error-message of your reality
Share your failures (people love a good dumpster fire)
Behind-the-scenes content that isn’t staged like one of those god awful British reality TV shit shows…
- THE TRANSPARENCY HACK
When something goes wrong, own it faster than your ginger cat knocking over your favourite water glass
Share real numbers/results (even the ugly ones)
Let people see the humans behind the brand (messy hair and all)
- ENGAGEMENT THAT DOESN’T MAKE PEOPLE VOMIT
Drop the “comment below!” garbage
Actually talk to people like they’re not NPCs in your newly polished marketing vidya game.
Share other people’s content without expecting something in return (revolutionary, I know eh?)
- THE CONTENT TRUTH BOMB
Stop chasing trends like a desperate teenager
Create stuff that actually helps your audience
If it feels fake while you’re making it, it IS fake…
REAL EXAMPLE:
Instead of: “Our revolutionary productivity app helps optimise your workflow!”
Try: “We built this because we kept forgetting important shit and nearly lost our minds. Here’s how it saved our collective asses…”
Building trust is like making sourdough starter kit. Tt takes time, it sometimes smells weird, but the end result is worth it.
And the thing is, It’s so rare these days, but you’ll probably go viral just for not being full of shit.
Stephen Walker
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If you made it this far here’s a little bonus if you wanna check out companies who have kicked social media’s ass:
BRANDS THAT ACTUALLY GET IT – MASTERCLASS IN NOT SUCKING AT SOCIAL MEDIA
WENDY’S
Turned savage Twitter replies into an art form
Actually funny without trying too hard
Called out McDonald’s for frozen beef with zero chill: “What do you call a frozen beef patty that’s sad? A Big Mac.”
PATAGONIA
Literally tells people “Don’t Buy This Jacket”
Shows the ugly bullshit about supply chains
Would rather lose money than bullshit about climate change
Their Black Friday ad once said “Don’t buy what you don’t need”
DARN TOUGH SOCKS
Brutally honest guarantee: “If you can wear these out, we’ll replace them free”
Shows their Vermont factory workers instead of models
Actually responds to complaints with solutions, not corporate speak
BURGER KING
That time they admitted their food looked artificial in ads and showed the real deal
“We removed artificial preservatives and it made our food look like shit. That’s the beauty of real food.”
DUOLINGO
Their TikTok is unhinged in the best way
Turned their mascot into a psychotic green owl who threatens people to learn languages
Embraces the memes about their aggressive notifications
SKATEBOARD COMPANY POWELL PERALTA
Shows failed tricks alongside successes
Raw footage of product testing/breaking
Zero attempt to look “professional”
THE COMMON THREAD:
They’re comfortable being uncomfortable
They admit mistakes faster than a kid with chocolate on their face
They pick fights (with purpose)
They break “professional” marketing rules
They let their weird flag fly
WHY IT WORKS:
People are sick of polish
Gen Z can smell BS from 12 miles away
Authenticity is now a survival trait
The internet rewards chaos (controlled chaos, but still chaos)
THE ANTI-LESSON:
Don’t try to copy these brands. That’s like wearing someone else’s skin. Creepy and ineffective. Instead, find your own authentic voice.
The goal isn’t to be edgy. The goal is to be real. Sometimes real is edgy. Sometimes it’s quiet. Sometimes it’s admitting you have no fucking clue what you’re doing but you’re trying anyway.
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Stephen Walker
Unit 146317
PO Box 7169
Poole
BH15 9EL
United Kingdom