Back onto marketing today.
Mainly due to the fact that this piece of dumb fuckery crossed my desk this morning.
It’s an advert from the supposedly smart folks at LinkedIn:
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NEW COURSE
Inclusion In Marketing: Learn Inclusive Language For Marketers.
Rating: 4.8 Out Of 5 (223 Reviews)
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Hmmmmmm…
Looks like there will be 223 people that are dead, buried and getting zero response from their marketing in weeks to come.
See here’s the thing…
When it comes to marketing, I can’t think of a WORSE thing than being “inclusive.”
In fact, for men like you and I, trying to appeal to everyone is probably the fastest most efficient way to spend money without getting a return.
Truth is, and now more than ever, when it comes to prospecting and marketing, the name of the game is this:
… Ruthless discrimination.
Consider that the art and science of actively repealing and excluding every man, woman and child that is NEVER going to give you money.
After all, why bother sweating blood and tears in making sure your message is inclusive to those who will never buy what you sell.
It’s common sense 101.
It’s why here, and in this environment, I ruthlessly exclude women from all marketing messaging.
… And why in the vegan cosmetic brand I ruthlessly exclude men, meat-eaters and those over the age of 55.
Because those people will never give me money.
I mean in an age where you can target your advertising and marketing messages down to things like:
- Gender
- Income
- Household status
- Likes
- Interests
- Desires
… why would you bother burning your hard-earned money to the ground, by purposely including everyone.
Seems like arsehole thinking to me and another case of someone, somewhere trying to say the right thing by being politically correct.
Anyway, the point is this:
If you do any marketing and if you want it to win work, then you would be wise to avoid this course from LinkedIn it all costs 🙂
Instead, share the link with your competitors and urge them to enrol while you ruthlessly focus on exclusion, NOT inclusion.
Make More. Provide More. Be More.
Charlie Hutton
