Marketing School

Marketing Is About Meaning, Not Features
Marketing Is About Meaning, Not Features In 1997, Steve Jobs gave an internal presentation at Apple that would become one of the most important lessons in modern marketing. The company was struggling. Apple had lost clarity, relevance, and direction. Competitors were winning on specifications, market share, and technical comparisons. Most companies in that situation would respond by talking louder about features. Jobs did the opposite. He argued that marketing is not primarily about products. It is about values. That idea became the foundation for Apple’s “Think Different” campaign, one of... Read more...
campaign pain
You Don't Have a Content Problem. You Have a Campaign Problem. — PLASTIC Studio The Machine You Don't Have a Content Problem.You Have a Campaign Problem. She's been posting. Consistently, creatively, dutifully. And the schedule looks the same as it did six months ago. This is not a content problem. This is a campaign problem — and the distinction is the only one that matters. The beauty industry has spent the last five years telling independent professionals that the path to a full calendar runs through content. Post consistently. Use... Read more...
How to Find Content in Ordinary Life
How to Find Content in Ordinary Life — PLASTIC PLASTIC The Marketing School for Small Business The Creative  ·  Lesson 05 How to Find Contentin Ordinary Life PLASTIC Editorial  ·  The Creative The most common thing small business owners say when they can't figure out what to post is: "I just don't have anything interesting to share." They're wrong. But it's not their fault. They've been trained to believe that content requires something special. A product launch. A milestone. A holiday. A sale. Something worth announcing. So they wait for... Read more...
The Water Drop Doctrine
The Water Drop Doctrine — PLASTIC PLASTIC The Marketing School for Small Business The Creative  ·  Lesson 04 The Water DropDoctrine PLASTIC Editorial  ·  The Creative One drop of water lands on a stone. Nothing happens. The stone looks exactly the same. You would never know a drop had been there. If you were watching, you might think: that drop did nothing. That drop was wasted. Why bother dropping another one? But the drop was not wasted. It was the beginning. Drop ten thousand times in the same place and... Read more...
What Is a Campaign — and Why Your Business Needs One
What Is a Campaign and Why Your Business Needs One — PLASTIC PLASTIC The Marketing School for Small Business The Creative  ·  Lesson 03 What Is a Campaign —and Why Your Business Needs One PLASTIC Editorial  ·  The Creative Most small business owners think they have a content strategy. What they actually have is a posting habit. They show up on Monday. Post something. Show up Wednesday. Post something different. Maybe a product shot. Maybe a quote they liked. Maybe a reel they saw someone else do that seemed to... Read more...
Stop Posting Products. Start Posting Feelings.
Stop Posting Products. Start Posting Feelings. — PLASTIC PLASTIC The Marketing School for Small Business The Creative  ·  Lesson 02 Stop Posting Products.Start Posting Feelings. PLASTIC Editorial  ·  The Creative Nobody wakes up wanting to see your inventory. They wake up wanting to feel something. They open Instagram mid-coffee because they're a little bored, a little anxious, half-present. They're not looking for your product. They're looking for a reason to stop scrolling — and that reason is almost never a flat lay with a price tag underneath it. Yet most... Read more...
Every Post Is An Ad. You Just Don't Know It Yet
PLASTIC The Marketing School for Small Business The Creative  ·  Lesson 01 Every Post Is An Ad.You Just Don't Know It Yet. PLASTIC Editorial  ·  The Creative You think ads are paid post, boosted post, meta ads. You payed for someone to see your product. That's not wrong. But it's dangerously incomplete. Because every single thing you post (paid or not), is an ad. Every post. It's shapes how your audience feels about your business. It's either building something or tearing something down. Every post is an ad. You just... Read more...