What up, marketers. Welcome another 1-1-1 edition of Adam’s Letter. Thank you to the 815 marketers who use this newsletter to earn more and further their careers. If you haven’t yet subscribed, please join us!

Sponsored by: Supermoon

You know who isn’t a hypocrite?

Supermoon.

Their founders told me they exist to support creators, marketers, and agencies who need better communication with their customers. Then they backed up their words with action.

Unlike the hypocritical and virtue-signaling behaviors that have unfortunately become the status quo in our industry - Supermoon puts their money where their mouth is. I appreciate them deeply. You should too.

Big Idea: Don’t be a Hypocrite

Full disclosure: some of you aren’t gonna like this issue. I don’t care.

It’s time to take out the garbage in our industry. We have too many hypocrites running around pretending to be something they’re not. No more.

Let’s get uncomfortable, fam.

Everyone is hypocritical in their own way. I get it.

But our industry seems to attract hordes of hypocrites who can’t resist advertising like mosquitos to a light bulb.

On one hand, it makes sense. Our entire job is to paint a picture. To put a positive filter on brands. To ensure audiences view the work we do in the most positive light possible.

But all of that should be backed up by reality. If you’re saying you believe one thing and then behave in an entirely different way behind closed doors…that’s the definition of hypocrisy.

This week I (unfortunately) came across a campaign from an agency I know well that has made the promotion and “advocacy” for minorities a pillar of their brand.

That’s all well and good.

I’m sure they have qualified for some work and earned some awards as a result. The problem is that their behavior doesn’t match the brand pillar. I know, because they (unsuccessfully) tried to steal business from me.

Here’s the story:

• They claim to be an advocate for minority-owned businesses

• I am a minority (the curls are a dead giveaway)

• I pulled them into multiple 6-figure deals with 0 expectations in return

• They received the full budget + on the projects I sold them into

• They then proactively went behind our backs to hunt our clients

• They failed (LOL losers)

• Now they’re publishing posts on advocacy for minorities and small business owners

Listen. Nobody owes me anything. I believe in pulling the best people in the world into my client relationships to ensure the highest level outcome. In some ways, that could be inviting a snake into the chicken coop.

BUT. If you’re going to be a snake - don’t then go asking for praise for how well you care for chickens. Just be a snake. It’s cool.

Or better yet. Be like the dozens of great agencies I’ve worked with who provide real support through mutual partnership without begging for likes on social media. 🤷‍♂️ 

Find ways to back up what you say you believe and make our industry better as a result. Less snakes. More wolves. LFG.

Marketing Example

Alright. Onto lighter subjects. How about email open rates?!?

Love this example from Growth Design. Earning 60% is WILD. You all are a very loyal and engaged audience (🤲) and we pull about 48%. Rookie numbers!

Strategy

I am speaking at Furman University’s 101 space in downtown Greenville on October 20th as a part of their Speaker Series for the Graduate Strategic Design Program.

My talk will be on a subject I’ve discussed here before: Generalists > Specialists.

I still have some spicy takes from the last time we chatted about it, but I’m curious…

How has your experience as a generalist helped you in your career? Any opportunities it created or prevented? Did you start a business or an agency as a result? Get a new job? Win the lottery?!?! LMK!

Catch you next week. And remember…don’t sneak around like a snake in the chicken coop. Be a wolf. 😉 🐺