Hey 👋

Remember me?

In the biggest comeback since QR codes, Neighbourhood Post issue #060 is bursting through your door with zero explanation of where it’s been for the last 8 months.

But the main thing is I’m back, and writing to you (almost) weekly from here on.

Why?

Well 3 reasons:

1. I missed writing it.

2. In a world where you’re force-fed AI, I want to create something 100% human.

3. The team bet me I couldn’t restart it and keep it up weekly.

So here we are.

Before we get into the Venn Diagram that will save your whole brand & marketing plans, you can celebrate the return of Neighbourhood Post in a few ways:

1. If you can’t remember who on earth I am, feel free to unsubscribe.

2. Check out the LinkedIn post for the first in the series of “drawing with Dan”.

3. If you want to take your marketing to the next level, reply to this email and work with us.

The 3 missing ingredients of marketing

Pondering a recent client problem led me to an important discovery.

They had a brilliant message and communicated it creatively, but their Instagram performance was underwhelming.

There was so much potential, but something was missing.

Then it struck me - we’d been limiting the impact by not spreading the message far and wide.

It wasn’t a positioning problem.

It wasn’t a messaging problem.

It was a distribution problem.

Picking up a pen, I started to sketch out a visual explanation.

The drawing made the problem simple to understand, and suddenly I had the idea of dusting off my art GCSE and starting a series called Drawing With Dan.

So here it is - the 3 things every brand and marketing plan needs.

(Watch the video first, then I’ll tell you specifically how we solved the client’s problem below)

So how did we solve it?

Well, the client had “message” and “creativity” nailed so we focused on “distribution” by:

• Creating long form versions of the content for YouTube

• Repurposing the content for the CEO’s LinkedIn profile

• Utilising other IG platform features - stories and broadcast channel

• Expanded the social content into a broader series

All of a sudden, distribution propelled the already excellent message to more of the target audience.

A word of warning.

For most people, the missing component isn’t distribution. In fact distribution tends to be the simplest.

So ask yourself honestly: Is your message genuinely compelling, and are you wrapping it in enough creativity to cut through the noise?

If not, let me know and we’ll do it for you.

That’s all for today.

It’s so good to be back.

See you next week for more drawings.✌️

Before you go - we’ll never use these newsletters to directly sell you our services, but we’re always here if you need any expertise or support 👍