Marketing lessons from the post-election battlefield

It's been a tough few months. I can tell because I went on my website to finally kick off my New Year's resolution to blog every 2 weeks and saw that I hadn't updated my project availability on the homepage since November. That's because for me, like for so many progressive-minded citizens, the world kind of spun off its axis on November 8, and I've been in a bit of a fugue state ever since, hoping beyond hope that people much smarter than me—Democrats, Republicans and Independents alike—are figuring out how to deal with President Trump so that our democracy doesn't come crashing down around our ears. Yes, I've made calls to MOC (the it acronym of 2017: "members of congress"). Yes, I donated to Planned Parenthood (and would have even if Hamilton tickets weren't a lure; did not win, by the way). Yes, I've signed A LOT of petitions. Yes, I've marched. But still, the feeling of day-to-day helplessness, of shouting into a void, can make a person a little weary.

Where am I going with this? What the heck does this have to do with Story House? Well, probably not so much, but I do feel better having changed that damn home page and for having written something from Story House's heart instead of for Story House's bank account.

But maybe, just maybe, if I look hard enough, there is a lesson about marketing you could take away with you.

And it's this: no matter what you're selling (SaaS, yogurt, democracy!), you have to take it one day at a time. There's no such thing as setting out to create a "viral video." You just set out to create the best video you can, step-by-step. You don't set out to create an ebook that gets passed around as much as Lena Dunham's leaked book proposal. You write about something your customers care about, something that can really help them. You do your best, and it's a win. 

So I guess the bottom line is this: Don't get overwhelmed by the enormity of the task in front of you or by trying to figure out a way to make everybody in the world love you. It's just impossible. And you'll make yourself nuts trying. Just do the best you can, bird by bird