Manifesto.


Join the fight against ordinary. Our manifesto is a collection of rules that we created to keep ourselves and our clients on track. Here's how we do things…

JOIN
THE
FIGHT.

 
FIGHT BACK
AGAINST ORDINARY

Marketing has changed. We’ve all been swamped with mediocre content, being cranked out by companies with nothing new to say. It’s time to mount the resistance. This manifesto shows you stand out, build trust and make an impact. Are you in? Good. Let’s go.

 
BE
CLEAR.

 
IF YOU CONFUSE
YOU LOSE

Clarity outperforms cleverness. Always.
Customers don’t have the time or motivation to work out what you ‘really mean’. Simplicity sells - don’t fight it. Avoid puns.

 
BE
BRAVE.

 
BLENDING IN
IS DEADLY

This ain’t the Serengeti. Blending in with the herd won’t save you. It will kill you. If your marketing fits your industry ‘style’, you’re in trouble. Your marketing should be distinctly, uniquely and completely you.

 
DON’T
STOP.

YOU CAN
NEVER PUSH
TOO HARD

Publishing some content is not end of the process, it’s the start. 80% of all results come from promotion and follow up. If you’re not getting the results you want, you’re not pushing hard enough.

TELL
THE
TRUTH.

 
HAVE AN OPINION
WORTH HEARING

Vanilla companies are everywhere, doing beige marketing for mediocre results. To be heard, you must have an opinion worth hearing. Be honest. Tell it how it is. If people disagree with you, great. Take a position and stand your ground.

 
ASK
WHY.

ASSUME NOTHING
AND LOOK FOR
PROOF

We need a website. Why? What is it actually for? We need to have a blog. Why? We need to be on Instagram. You get where this is going. So many companies blindly copy each other. Break the cycle. Carve your own path.

 
PICK
FIGHTS.

FIND YOUR
DICTATOR AND
TAKE THEM DOWN

Who or what represents all that is wrong with your industry? Take a swing at the bad guys and win over your tribe. Think Jamie Oliver taking on the fast food giants. Think DuckDuckGo taking on Google. Find your dictator and take them down.

 
FIND
ALLIES.

ALL REBELS
NEED AN
ALLIANCE

You can’t build this thing in a vacuum. Talk to competitors, industry leaders, strategic partners and become the super-connector for your industry. There’s solidarity in the pack. Especially if you’re the leader.

HOLD
THE
LINE.

 
CONSISTENCY
BUILDS TRUST

Like starting a new gym routine, or opening a new savings account, the results from a new marketing campaign are often invisible at first. Give up? Never. You’re made of sterner stuff that that. Keep showing up, without fail, until you’re victorious.

 
 
REPEAT.

REPETITION
IS THE MOTHER
OF ALL SKILL

Marketing, done correctly, scales. It's a repeatable system that provides predictable business growth. The likelihood of getting the perfect combination right first time out is practically zero. Run as many campaigns as you can in order to track, learn and iterate your way to success.

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