A lesson in the power of artisanal marketing

I made a short and sweet video for you about some inspiration I received from my friend Ann Handley. If you prefer to read rather than view a video, an edited transcript about this idea of artisanal marketing appears below the video. Here we go!

Today I’m offering some ideas and observations on artisanal marketing inspired by a thank you note I received from Ann Handley.

There’s a cool lesson here that applies to content marketing, digital marketing, and even general business.

So let’s take a look at this thank you note, and the lesson that it taught me.

I have known Ann for at least 10 or 12 years. And the thing I know about her is that everything she does has a sort of artisanal craftsmanship to it (and I actually looked up craftsmanship. It is generally accepted as a gender-neutral word!)

Everything you receive from Ann has this certain personality … something that’s a little extra. That is the signature of her work, whether it’s her wonderful newsletter, a book, or even a thank you note.