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The Pontificator

Your daily dose of inspiration to get your marketing juices flowing.


Your copy probably needs KISSes. Your cold emails (and warm ones) probably do too.

Keep It Simple, Stupid.

Copy that's short and to the point gets responses. Copy that's long-winded loses attention. Copy that's long winded costs sales.

"If you have some free time, can you let me know when a convenient time for a phone call would be"?


"when are you free for a call?"


Nowadays marketing is all about automation.

At Imaginio however, we’ve got our best clients by unscaleable methods – like detailed personal cold emails, coffee meetings, etc.

Automation is the marketing utopia everyone longs for. The holy grail where you “set and forget”, and watch the dollars roll in.

But sometimes it’s good to go old school, and continue with the tried and tested.


Reid Hoffman argues that the best ideas will always get rejected on first glance. “If you’re laughed out of the room, it might actually be a good sign” says Reid.

This is because the best ideas are contrarian by nature, and contrarian opinions usually get rejected by the status quo. There might be a big blue ocean waiting for you if you can only wade through the sea of “no”s.

Listen to the full discussion here.


Dunkin’ Donuts is dropping the “Donuts” in its branding. According to their CEO, it’s an effort to “increase its reputation as a ‘beverage-led, on-the-go brand'”. An increasingly health conscious consumer tries to stay away from high sugar foods like doughnuts.

Both KFC (F.K.A Kentucky Fried Chicken) and Starbucks (F.M.A. Starbucks Coffee) has successfully diversified their menus in the past.

There’s a pattern here.

Start with a niche, and crush it there. Then diversify and go mainstream.


Except they do, all the time.

They quit their failures. They don’t let irrelevant things like sunk costs, saving face, or unwillingness to admit defeat cloud their judgement.

Winners also quit while they’re ahead, when they’re already up the hill and the only way left to go is down.

Winners become winners because they quit things that need quitting.

So when should you quit a project and when should you persist? There’s a great discussion on that on the Tim Ferris Show.