The 3 hardest words to say (in life and) in marketing

As much as I’d like to consistently present improved end-of-week analytics every Friday, that’s simply not always the case.

Our process is iterative. We analyze the data from the previous week, make informed assumptions about why certain areas performed well and others didn’t, and use this information to guide the content and emails for the following week.

This includes coming up with fresh ideas for content and experimenting with voice. The word "experiment" implies uncertainty—we don’t always know what will resonate. This should be kept in mind when reviewing results at the end of the week. What worked will be incorporated into our strategy, and what didn’t will be analyzed, tweaked, or even scrapped.

The key is to analyze the data and move forward based on those insights, without becoming overly attached to a particular strategy or type of content. In marketing, as in life, it’s important to admit three difficult words: "I was wrong." The more we practice this, the less time we waste forcing strategies that simply don’t work.

That’s why it’s crucial to regularly study the data. The data doesn’t lie. It has no problem bluntly telling you the truth. It tells you exactly what worked and what didn’t, what you should double down on, and what to avoid. It reveals the themes, timing, and tone that resonate with your audience. The important part is setting aside your ego and accepting when something didn’t work. The more you do this, the closer you get to finding what finally does.

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