The Full Picture

I haven't been giving you the full picture...

Since I sent the Pandora email the other day, I've been getting a lot of Pandora ads.

(If you missed it, you can read the email here).

Some of the ads are like the one I mentioned, where it has nothing to do with the product and Pandora sells the idea of "Love".

Others have been ENTIRELY product focused.

"Here is our product.

Here are the features.

Here's why you should buy it."

Something occurred to me:

If you've been reading this daily email for a while, you may think I am totally against product-focused content.

That I believe everything you post should be brand-focused.

I understand why you might think that.

But let me be clear - I absolutely 100% think you should sell your clothing product.

I just think it should be second.

Even Pandora, among all the ads about love, has product-focused marketing.

My point is this:

Brand-focused marketing brings in the superfans.

Those that care about your vision.

Those that relate with your big idea.

THAT is when you community is formed.

...And then you give the community their club merch.

Sell your brand first.

Sell your product second.

But please sell your product.

Truly,

Elijah