This short, funny book is a reality check, pattern interrupt and life-saving antidote to all the ineffective, eye-rollingly bad marketing vomited into our minds.
A few years ago a group of northern blokes came to the attention of those in the various online marketing communities. Mike Winnet, Dan Kelsall and the extended networks of these fine chaps from the Manchester-Warrington-Liverpool area of England appeared (at least in my feeds) around 2019.
Their straightforward, plain-speaking attitude didn’t fit the archetype of formally-educated marketers, which is why they stood out. π½
Mike Winnet’s YouTube channels are a delight, and hilarious!
These guys wear tracksuits, get drunk, swear a lot and discuss business and marketing in ways that the frustrating overly-polite society of social networks such as LinkedIn rarely do.
Dan, for example, is into MMA and looks like a bit of a scally.
He’s also worked with some big high street brands. He founded his former agency “Offended” (which he walked away from) on the strength of being bold by flipping the script on what marketing has become.
Focus on Great Ideas Over Perfect Execution
The book (cranked out over a weekend, complete with spelling mistakes) sets out to prove that ideas and messages trump execution every time. Think about any of the glossy marketing you’ve ever seen but disregarded because it didn’t speak to you in a way you could ever care about. πΆ
It’s not that certain marketing channels are “dead”. It’s that no one does or says anything interesting with the content.Β
And putting a big budget behind shit content is a waste of money. If something performs poorly organically, what makes you think it’s a good idea to spend money on wider distribution if it’s the message that’s the problem? π
“People love people who are honest about failures and then tell them what they’ve learned from it.”
You’re Afraid of Upsetting Someone or Looking Silly π€
Offending someone in a business marketing context is actually far less risky than you think. The real risk? Going totally unnoticed because everyone is indifferent to you.
Yes, you might create something amazing and then immediately piss off people who would never have normally bought your stuff, but at the same time, you could have won new customers.
Sadly, those who get pissed off are the most vocal in their displeasure, which can have marketing decision makers scared and in full retreat. π₯΄
From chapter 1
The Courage to be Genuinely Authentic (But Never a Dickhead)
Buy from Amazon UK
Whether you’re a freelancer, small business owner or company marketing department employee, you’ll recognise moments from your own life in Dan’s writing style. It is exciting to read the kind of words you’d never dare say yourself in your “professional” arena but wish you could. π€
It should be pointed out however, that no one reading this book should begin swearing or saying daft things for the sake of being controversial. That’s just attention seeking. π
It’s more about having the courage to be authentically you, instead of trying to juggle a “personal” and “professional” personality.Β
The Problem with “Creative” Marketing Today
Each chapter (at least in my mind) seems to be suggesting a much-needed return to a 1980s and 90s style of advertising in which creative campaigns are allowed to surprise and delight people. π―
And what do we have instead? The worshipping of data. Growth hackers. Engagement pods.
It’s like those modern superhero movies where fancy computer effects are trying to disguise bad writing. The underlying story needs attention.
Imperfect But Impactful
Although certain modern marketing classics written by Seth Godin and his peers are useful, there’s a large chunk of this genre that is rather too academic. “Fucking Good Content” certainly stands out against established, word salad “thought leaders” and their circlejerk social followings. π¦
These 75 pages were pumped out like someone shooting from the hip. With all the “fucks” and “shits” liberally thrown into most sentences, the unabashed observations make this irreverent page turner easily worth the low price. β‘
Summary: Back to Basics with a Dose of Reality
There’s a profundity in straightforward Manchester philosophy. With the misanthropic glass half empty outlook (which is very funny), I’m not surprised to find myself being reminded of stuff Karl Pilkington said on the Ricky Gervais Show some twenty years ago. π
Get this book. It’s probably got more value on its cheap Amazon press printed pages than any three year marketing degree syllabus.
Sober up! Or get drunk. Just do something different.
Very funny book, 5/5. He’s written others too.