Swipe File #18: Welcome to the real world

Hey All,

Many of you never received Swipe File last week. I changed the "from" address and the message landed in your spam folder. (I work for an email marketing company — I should know better!)

That problem should now be solved and you can see last week's issue here.

Enjoy this week's articles and if you're feeling inspired, pass it on.

What To Do When It’s Your Turn via @jeffgoins and @ThisIsSethsBlog

When is it your turn?



Appoint yourself and start working.

If Management is the Only Way Up, We’re All F’d via @randfish

Just a fabulous article from Rand Fishkin. He explains why individual contributors are just as important as 'people wranglers'. There are plenty of implications here for marketers — what will all the content writers, SEOs, etc. be doing in 10 years?

It’s weird. When we look at the structure of a company, it’s easy to see that what’s needed are a lot of high quality individual contributors to teams and a small number of high quality people wranglers to manage them. And yet, somehow, our corporate culture and the world of “business” has created the expectation that unless you manage people, your influence, salary, benefits, title, and self-worth won’t increase.

I’m calling BS.

10 Facts From The Real World via @AdContrarian

The other day my lovely wife got a "happy birthday" email from her student loan lender. What marketer dreamed that up? And how delusional are they to think anyone would actually want that email? The two of us actually laughed when we saw it.

According Bob Hoffman, marketers just aren't living in the real world these days. And he has the data to prove it.

  1. E-commerce in 2014 accounted for 6.5 percent of total retail sales.

  2. 96% of video viewing is currently done on a television. 4% is done on a web device.

  3. In Europe and the US, people would not care if 92% of brands disappeared.

Proof That Grit Is the Only Way to Reach Your Potential via @demianfarnworth and @JerodMorris

The Lede is a podcast from Copyblogger. This is an especially great episode that digs into the key to greatness and success: grit.

Recent science tells us that grit can accurately determine who will graduate from high school or West Point or even win a spelling bee. In other words, grit is an indicator whether someone will reach their potential or not.

But what is grit? Where does it come from? Can you develop grit if you don’t have it? And what does this have to do with content marketing?

Have a great week!


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