Dollar Wine

Welcome to The Beat by Rockstar CMO. I’m Ian Truscott, a CMO, trusted advisor, strategy consultant, and Chief Bottle Washer at Rockstar CMO. In this newsletter, I’d like to share a mix of what’s caught my eye, topics from our podcast, and our street knowledge blog.

Hi there!

This week, I got an email from someone who offered to buy YOU for a dollar.

Well, maybe not all of you, but your email address or, specifically, this little slice of attention you are generously giving me that they feel is worth a dollar.

They are building a big marketing newsletter, and aside from offering me a dollar for each of you, in their words:

“You introduce your audience to us (we’ll provide the email templates, so it’s super easy) and we handle all content & operations from there—you don’t have to do anything.”

It might be at this point you are thinking, “Oooh, that sounds like a fabulous way of getting something decent in my inbox instead of whatever this is, so please cash in Ian”.

But rather than me sell your contact details (I won’t), go look at https://www.gethalfbaked.com - it’s these guys making the offer - if you want some of that.

I have no problem with the approach - acquisition as a strategy to build an audience is often overlooked - I think we B2B marketers should be making more of these moves; we always think about “build” when we can buy.

However, a better approach for them might be to offer to buy the newsletter rather than just you, the subscriber, and use it as a platform for their half-baked whatever it is and then transition the audience to a consolidated platform.

The valuable thing about you is not your email address, but your trust - right?

And then we come to - how much are you worth?

Is a dollar a fair deal?

I obviously don’t think so. Otherwise, this wouldn’t be a newsletter with a song title as a subject line but a templated email probably extolling the virtues of your new half-baked inbox buddies.

But, I think this is an important question: to understand the value of your audience.

In terms of time, creating this is expensive - as is, I suspect, a whole bunch of stuff you are working on, too.

Can we put a value on why we make that investment?

What is your audience for?

What is it worth?

A dollar?

This leads me to the tune to get your marketing mojo working this week, some classic soca music from the 80’s - Dollar Wine by Colin Lucas & Taxi.

Enjoy!

Ian

Ian Truscott | Chief Bottle Washer Rockstar CMO

Please say hello, reply to this email, and find me on LinkedIn or my personal website.

This week on the podcast…

Do you have an idea I should pick the brains of my wonderful guests? Reply to this email - let’s do it - oh, and I am doing a bit of rebranding… what do you think?

This week’s street knowledge

From the community, what caught my eye and a bit more from me…

Get your Monday Marketing Mojo Working

Soca music is just fun and a bit of a guilty pleasure for me - and however you feel on a Monday, this has to get your mojo working: