A spoonful of (flaming) sugar...

Aug 06, 2020 11:50 pm


Hello Content Creators!

Masks, right?!?

As marketers, it's tricky to take a stand. No matter which side of the fence we sit on, we're alienating someone. But, maybe we don't have to?

And maybe this doesn't even have to be about "issues" at all (it doesn't). Maybe it can just be about showing people how to do something they probably know they should be doing, but maybe aren't (eating healthy, working out, getting enough sleep, spending time with their family, quitting smoking, stop littering...the list goes on).

And maaaaaaybe your product or service could help people do better. So...

Show, don't tell


What if you could present your solution in a highly entertaining way that makes the features and benefits clear as day without offending anyone's sensibilities?

Enter, Uncle Rob.

If you haven't seen his YouTube channel, and you like setting things on fire (who doesn't?), it's a gold mine. Thank me later.

His latest video is a brilliant example of how masks prevent the spread of virus particles.


Because it demonstrates the point without ever telling us what we should be doing. It just shows that it works, and wraps up with his personal reasons for wearing a mask (hint: wearing a mask is about respecting others' health and not being part of the problem...think about that next time you see someone not wearing a mask, how ya like them now?)

Skip the bitter pill altogether

Next time you're trying to illustrate why someone should be using your product, see if you can:

  • Show how it's used in a humorous way
  • Make the benefit crystal clear
  • Show the benefit in a way people can relate to
  • Skip the hard sales message
  • Explain why this is important to you

That last bit is key. People will have their own reasons for caring, and maybe it aligns with your reasons. Then, they buy from you because they like you, or feel some affinity for your brand or cause. Give them a peek behind the curtain and let them get to know you a bit and they're more likely to become fans. Then they won't need the sales pitch (or a sale!), they'll already want to buy.

A recent content project


Speaking of showing how things work, one of the best types of video content is showing how your products work. You can even get media or influencers to do it for you.

The photo above is from my review of the Trek Supercaliber mountain bike that uses a unique suspension design. The shock is basically hidden inside a very sleek, integrated tube. There's nothing else like it, but it's a bit of a mystery how it works...

Until I took it apart and explained it.

I did a video tear down to show exactly how it works and how the parts fit together. And photos were added to the written review on Bikerumor. That video and review are doing quite well for us, and I'm sure Trek's getting plenty of eyeballs from it, too.

Two takeaways: Show how your products work (or what's inside them...I made a short video on this), and don't think you have to do it all in house. Digital publishers, bloggers, vloggers, influencers, etc., all love to have good, unique content. So work with them to make it happen. It may cost you a little something, but it's likely cheaper and more effective than most other forms of paid promotion.

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Cool Stuff I've Found


This week, it's three things for good livin'.

Start With Why - This book, by Simon Sinek, is a marketing book that applies equally to how we choose to live our lives (and how we can live more meaningful lives). Why are we doing something? Why are we making the products we do? Why do we care? Interestingly, if we answer those things honestly, it often ends up that consumers care, too. And then they become customers.

Turmeric - As in, the root. It's insanely healthy, battles inflammation, and it's super tasty. Think of it like a peppery carrot and use a cheese grater to shred some on a salad. Not too much; it's potent, but delicious. I take powdered turmeric capsules daily, but the fresh stuff is amazing. It's usually by the ginger in your grocer's produce section...and also looks remarkably similar to fresh ginger, which is also awesome.

Club Ride's New West Shirt - In 2008, Club Ride changed the game by introducing western-inspired mountain bike garb that made the transition from trailhead to post-ride beers and burritos a little easier. The New West Shirt has been a staple of the collection since the beginning. While some of their garments' styling is hit or miss (IMO), this one's been dialed from day one. And it works just as great for hiking, barbecuing or just kickin' it with friends, with fresh colors dropping about twice a year.

Show 'em how it's done,


Tyler Benedict

PS - Can you forward this to a couple friends that might find it interesting? Thanks!

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