Your marketing is not about you and it shouldn’t be.

Messy Bun. Check. Grande Latte. Check. Spotify on full volume. Check.

Everything seems normal right, except it’s not. I’m writing this in Los Angeles, California after deciding to let go of the wheel I was gripping so tightly for the past two years and just wing it. You see, you’re not really in control if you’re not taking risks. Fear is. And that’s what is preventing so many companies to excel at their marketing.

It’s so easy to be scared of the road ahead if everybody is walking the other way. It’s much easier to follow what everybody else is doing and not trying anything new. But that’s what entrepreneurship is all about, and I totally get why not everybody is cut for it. This stuff is hard man.

Before flying to the states, I had this weird misconception (I don’t know where it came from) that people have their social media shit together in the big leagues. Well, that blew right in my face, didn’t it? It appears we’re all trying to tame the same beast here and let’s face it; social media is an enormous one.


So what did I learn at SMMW18? We talked about messenger bots, the importance of video, new wicked algorithms and AI. But I’m not going to share any of that with you…yet. Want to know why?

Nothing of that matters if you still think marketing is about you and your product.

Those times are gone, and if you still want to push product in people’s faces 24/7, you’ll join the dinosaurs real quick in the next few years, maybe even months. With engagement dropping and people’s shortened attention spans, it’s time to go back to the roots. We need to form meaningful connections if we want to establish trust and create a tribe of superfans.

“Me Tarzan, you Jane.” sometimes it’s a simple as that.

To be completely honest the new Facebook algorithm change didn’t spook me at all, unlike most people. My strategies have always revolved around people and now it’s time that you make it about them as well.


I see so many CEO’s do the same mistake which is telling people “This is what I want and this is what we should be doing.”

I’m sorry, but I don’t care about what you want. There, I said it. And if this pissed you off right now, you need to take a chill pill and start working on a new strategy, because you know I’m right.

My job is to make sure that your users get what they want, feel good about it and spend their money with you, which I believe is the ultimate goal here.

So if you want them to keep coming back, you need to give them value, value, and more value. I don’t know about you, but I don’t really enjoy people catcalling me on the street. A bunch of shallow words won’t make me turn around and talk to the dude. Right now this is what social media advertising looks like. And people are not responding to it.

If a piece of content is not working for you, don’t throw money at it to make it visible. Instead, learn how to listen. If your audience isn’t finding it interesting, you must find another way to convey the message. Throwing money at it won’t make the problem go away. So ask questions, engage in a creative way and offer valuable feedback instead. Teach your audience how to communicate, and I can promise you they will come back for more.


One thing I admire about Michael Stelzner and the whole Social Media Examiner team is how much attention they pay to the details. They organized their whole conference around people, and that’s what made it so great. They taught me the most important lesson in San Diego, one that beat all the other keynotes I went to.

You don’t need to be perfect. Just be a person

I would also like to thank Mitch, Luann, Sarah, Melissa, Macy, Paetra, Beth, Karina, Katalin and other fellow SM marketers who I’ve met. This conference wouldn’t be the same without you social media peeps.

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