Marketing

A Brooklyn developer just leased 25% faster than 7 competing projects in a 3-block radius. Rents 10-20% above market. With 18 more lease-ups in the pipeline, many backed by institutional developers with bigger budgets and stronger brands. The edge wasn't location or capital, but a design-oriented focus on the drivers of real rent premiums. Fve lessons from Charney Companies' development at Union Channel in Brooklyn, New York: 1/ Unit mix. Pulled architectural plans for every competing project in the market. 3-bedrooms were 3% of supply but demand pointed to 14%. Union Channel tripled the market average. They were the first unit type to fully lease. 2/ Studios. Market average was 500 sqft at $3,500/month. Too much space, too much rent. Union Channel built 400 sqft studios — 20% smaller, 10% cheaper. Leased 50% faster than the rest of the building. 3/ Living rooms. Of every layout variable tested across hundreds of units, living room width was the single strongest predictor of rent per sqft. Every other layout decision was calibrated to protect it. 4/ Amenities. Conventional wisdom says more amenities = more value. The data says the opposite. Quality of select amenities beats breadth. Fitness center quality had the strongest correlation with rent per sqft. They hired a gym consultant instead of designing in-house. 5/ Marketing. 20% of leases came directly from social media — 4x the rate on prior projects. Strategy built around the neighborhood, not the building. Murals on construction fencing. 3,000 organic Instagram followers before opening. These five decisions account for 73% of the value created at Union Channel. All made before the building opened. The data exists in every market. Most developers just aren't looking. Full case study from Andrew Steiker-Epstein in this week's Thesis Driven newsletter. Link in comments.

IndiGo (InterGlobe Aviation Ltd) CRISIS WASN’T IN THE SKIES. IT WAS IN THE LEADERSHIP CABIN. Three things stood out. One: Employees were left alone to face furious customers. No leader should ever let that happen. If you don’t stand by your people in a storm, don’t expect them to stand by your customers in the sun. Customer experience collapses the moment employees feel abandoned. Two: In any crisis, honesty is the only strategy that works. This time, the communication wasn’t transparent. When leaders hide the full picture, years of goodwill can disappear overnight. A crisis can earn trust, but only if you tell the truth. Three: The belief that “we are too big to be ignored” has ended more companies than competition ever has. Customers always have a choice. And if they don’t, they will create one. We shouldn’t watch the Indigo crisis like spectators. This is a reminder for every leader to build their own crisis blueprint. Because crises will come, when they do, your response becomes your reputation. There is more to business than profits. There are people, trust, and how you show up when it matters most.

Disney’s Earnings Didn’t Just Reveal a Quarter — They Revealed a Strategy Shift Most headlines today will flatten Disney’s Q4 into a simple story: streaming up, revenue a little soft, linear TV still fading. But if you actually read between the lines, this quarter tells a much bigger story about where Hollywood is heading. Here are the signals that actually matter: 1️⃣ The center of gravity is shifting from “content” to “experiences.” The Experiences segment once again carried the quarter. Double-digit operating income. International especially strong. This isn’t a “nice win.” It’s a business transformation. It’s The Walt Disney Company quietly saying: theatrical doesn’t end the journey — it begins it. Look at Lilo & Stitch: mid-budget movie → huge streaming wave → $4B in retail → character momentum showing up across parks. That’s the new model. IP that lives across screens and spaces — and monetizes every step. 💡If you care about licensing, franchise health, global momentum… this is the signal to watch. 2️⃣ Streaming is no longer a subscriber race — it’s becoming the operating system. The DTC business posted another profitable quarter. But the bigger move is strategic: Disney is positioning streaming as the connective layer of the entire company. Streaming is now where theatrical, TV, social, and products ladder into each other. It’s where franchise momentum is measured. It’s how stories travel globally. 💡Not “another Netflix.” More like the nerve center of the entire Disney ecosystem. 3️⃣ Linear TV isn’t declining — it’s being deprioritized. Yes, the Networks segment dropped again. Yes, ad revenue took a hit. And yes, the YouTube TV standoff hurts. It’s as if they’ve already accepted where this ends and are now architecting around it. 💡Linear becomes a bonus — not the business. 4️⃣ Experiences are becoming the profit engine everyone underestimated. Parks and cruises aren’t just outperforming. They’re outpacing every other part of the company in a way that’s structurally meaningful. Because experiences create something content can’t: decades-long loyalty. A hit movie gives you a weekend. A hit show gives you a month. A hit attraction gives you repeat visits, lifetime spending, and memories people pass down. That’s why CapEx keeps flowing here. It’s a compounding engine. 💡And it’s why every studio with a recognizable IP library is now studying the Disney playbook. 5️⃣ The interesting part isn’t Q4 — it’s the setup for FY26 and FY27. Disney guided to double-digit EPS growth for the next two years. Not bold optimism — more like quiet confidence. The company is preparing for a world where: ⌙ streaming = core infrastructure ⌙ experiences = highest-margin growth ⌙ theatrical = premium marketing vehicle ⌙ linear = fading but managed ⌙ consumer products = global engine 💡 If you map this forward, Disney looks less like a traditional studio and more like a vertically integrated IP platform. #Media #Disney

In a MAJOR ruling for European copyright law, the Munich Regional Court has sided with Germany’s music rights society GEMA against OpenAI, finding that the company’s ChatGPT model unlawfully used copyrighted song lyrics in its training and responses. The decision, issued this morning, marks the first major European court judgment holding an AI company liable for using protected works without a licence. I got into AI through being Director of Legal Affairs and Regulatory Compliance in IMRO, the Irish counterpart of GEMA - and I know the people in GEMA - so this is very interesting to me. The case centred on GEMA’s allegation that OpenAI trained ChatGPT on its repertoire of German song lyrics, allowing the chatbot to reproduce works by artists such as Helene Fischer and Herbert Grönemeyer. The court agreed, concluding that the model’s ability to reproduce lyrics word for word demonstrated that the works had been used in training. It ruled that OpenAI is liable for copyright infringement and prohibited ChatGPT from reproducing lyrics from GEMA-represented artists unless a licence is obtained. The court also held that the European Union’s Text and Data Mining exceptions cannot shield generative AI systems that “memorise” and reproduce copyrighted material. This reasoning undermines one of the primary legal defences AI developers have relied upon in Europe. While damages will be determined in a separate proceeding, the court’s finding of liability alone sets a powerful precedent. OpenAI has announced plans to appeal. The 42nd Civil Chamber of the Munich Regional Court had indicated its position in September, when it observed that the model’s outputs could not be explained without training on copyrighted material. The final judgment confirmed that assessment. For the wider AI sector, the ruling suggests that AI companies operating in the European Union may need explicit licences for any copyrighted content used in model training or risk litigation. The decision also has regulatory implications. It aligns with growing momentum within the EU to enforce transparency and rights-holder protections under the AI Act and the Copyright in the Digital Single Market Directive. The GEMA v OpenAI ruling diverges sharply from Bartz v Anthropic in the United States. In Bartz, Judge Alsup found that AI training on copyrighted material could qualify as fair use, meaning no licence is required when the use is deemed transformative and non-substitutive. He viewed training as an analytical process that teaches the model general patterns rather than reproducing expression. The Munich court took the opposite view, holding that using protected works in AI training without permission constitutes reproduction requiring a licence. This illustrates the growing divide between the U.S. model, where fair use can exempt AI developers from licensing duties, and the European approach, which treats copyright as an enforceable economic right demanding prior authorisation.

Website traffic was a valuable metric correlated to growth. Now it may be a vanity metric, not correlated to growth. Search has been disrupted. Visits to your website are declining. So, marketers - what now? The search landscape was already shifting (I talked about this at INBOUND last year). Now, the change is accelerating dramatically: - AI Overviews appear in 43% of Google searches – when they do, organic CTR drops by nearly 35%. - Google’s AI Mode and audio AI overviews are coming – they will cause clicks to collapse further. - More buyers are using LLMs to find information, ChatGPT search in Europe grew 3.7x in six months. So, what should marketers do? And how can AI help? 1. Be everywhere and diversify your channels The days of relying solely on Google search are way over. You need to show up on YouTube, LinkedIn, Instagram, podcasts, and in niche communities. The good news? AI makes multi-channel, multi-format content creation scalable – even for small teams. 2. Be specific with context In the past, broad informational content was the way to rank in Google. Today, buyers expect results deeply relevant to them, whether they’re on Google, LLMs, or Reddit. You need specific content that reflects your expertise and resonates with your buyers. 3. Optimize for conversion, not clicks Traffic was once the lever you could pull. Now, conversion is where the opportunity lies. AI enables you to deliver personal messages that drive better conversion. Don’t ask, “How do we get more blog visits?” Ask, “How do we convert more prospects into customers across all channels?” The changes in search are sending shockwaves across marketing teams and media companies everywhere. The era of traffic-based marketing is ending. But a new era full of opportunity is just beginning. Super exciting times for marketers to reinvent the playbook!

We talk a lot about how brands can connect to women. But here’s where I think the conversation goes wrong: Women are not one group of like-minded consumers. The category of “women” comprises 4 billion people with different preferences, professions, purchasing habits, and personal lives. So how can brands connect with women? Authenticity. I'm talking about the kind of authenticity that comes from truly understanding, representing, and serving the people your brand reaches. Why does this matter? Let's look at the numbers first:  • Women are overseeing $32 trillion in spending globally.  • By 2028, 75% of discretionary spending will be controlled by women. These aren't just statistics—they're a wake-up call for brands trying to connect with women. Brands historically miss the mark when they focus on women as "consumers," rather than as people. Take Dove's work with the CROWN Act, a movement and legislation aimed at prohibiting race-based hair discrimination in workplaces and schools. By bringing attention to how women of color—particularly Black women—have historically been told how to wear their hair at work, Dove drove meaningful change that extended far beyond marketing. The result for Dove (and its parent company Unilever) hasn't just been products sold, but actual legislative change—all because they stood for something that impacts the day-to-day life of their consumers. The key to the consumer paradigm: You cannot effectively serve women if you don't represent them at every level of your organization. Women continue to hold relatively few leadership positions in industries primarily serving women. The fashion and beauty industries, for example, are dominated by male leadership. When brands get it right, it shows. A few examples? FERRAGAMO appointed a female CEO back in 1960—long before it was trending—and that commitment to women in leadership has been woven into their DNA ever since. It’s not a campaign. It’s who they are. Or formula company Bobbie, which doesn’t just have consumers, they have devoted brand ambassadors, families, and loyal subscribers. True representation isn't about optics—it's about women making decisions at all levels—from product development to marketing to the C-suite. Maybe we need to retire the word "consumer" altogether. Because if we're talking about real, authentic connections, shouldn't we instead be focusing on people as human beings. It's no longer about thinking what you “should” create to get them to buy—it's about genuinely making that woman’s life better because you know exactly who she is. And your company’s leadership reflects that. 

Most brands spend a lot on media, but treat landing pages as an afterthought If you’re running ads and sending traffic to a homepage or a poorly built landing page, its almost criminal. Specially when gen AI has reduced the cost and time for content creation drastically Here’s how to get landing pages right. Consistently. 1. Match Intent, Not Just Aesthetics The #1 job of a landing page? Continue the conversation you started with your ad •If your ad says “energy efficient fans”, the landing page should show highlight this feature front and center •If your Google ad targets “Mixer Grinders under ₹5000,” don’t show ₹8000 models on the page. Message match > Visual design 2. Keep the Hero Section Clean & Focused Above-the-fold matters. You need to have •Clear headline – Say what the product is and why it’s special. •Key benefits – 3 crisp points max. •Visuals – High-quality product image or demo video. •CTA – One action. Not three. Buy Now,” “Book a Demo,” or “Know More”—but pick ONE 3. Product Benefits, Not Just Features Nobody cares that your mixer uses XYZ motor tech. I mean they do care but only if they care how it helps them They care a lot more that the mixer has a coarse mode which enables silbatta like texture resulting in great taste And that BLDC or intelligent motor tech enables it 4. Solve for Trust People are skeptical by default. Give them reasons to believe •Ratings & Reviews – Show real customer ratings (4.5 stars? Flaunt it). •Media Mentions – “As seen on The Hindu / NDTV” works. •Certifications – BEE 5-Star? BIS approved? Display badges. •Guarantees – Free returns? Warranty? Mention clearly 5. Speed & Mobile Optimization Today at least 80 percent of your traffic is mobile. If your landing page loads in 4 seconds, you’ve lost half. Aim for <2s load time. Avoid fancy animations that slow things down. Test your page on Mobile (3G/4G) and in all browsers Chrome, Safari etc 6. Minimize Distractions A landing page is not your website. •No top nav bars with 7 menu items. •No footer clutter. •No exit doors—except the CTA you want. Keep it focused. Keep them moving toward action 7. Strong CTA (Call to Action) •Make it obvious. One clear button. •Use actionable language: “Get My Free Sample,” “Book a Demo,” “Shop Now.” •Repeat CTA 2-3 times as they scroll, especially after key benefit sections. 8. A/B Test, but with caution: Gen AI makes it very easy to do so. Test •Headlines •CTA text and colors •Images vs Videos •Long-form vs Short-form copy But get the fundamentals of A/B testing right. You need statistically significant sample sizes for each test A good landing page doesn’t sell the product by itself. But It removes friction so the product has a better chance of selling And when done right, your CAC drops, your ROAS climbs, and your ads finally start working to their fullest potential

7 out of 10 of my projects start with fixing what most people ignore. This includes: - making copy easier to read - making images informational - making product name impactful Simple, but yet forgotten. In this post, using URturms example, I'll be sharing 11 underestimated changes that can increase your website sales. 1. Adding breadcrumbs. Important if you drive ad traffic to the PDP directly. They take shopper to the parent category page. Reducing bounce rate. 2. Adding a badge. Like "Bestseller", "Most Loved", "Few Left". This reassures the shopper that they're making the right decision. 3. Making images easier to swipe. Add a sneak peek of the next image along with navigation dots that show the count. Cap them at 8. 4. Making the product name impactful. Add key USPs. Show your current product name to 10 people. Do they understand what it is? 5. Add a short description below product name. Keep it in 1 line. Highlight it's most important feature here. 6. Consider adding an offer close to price. This motivates the shopper as they see some potential savings or benefit. 7. Highlight key product strengths in bullets or with icons. Avoid sentences. Keep this before the add to cart CTA. 8. Keep your add to cart CTA full width. Don't combine it with quantity or another CTA next to it. Make sure it's readable and prominent. 9. Highlighting shipping time or return policy below the CTA. This solves for common questions - when will I get it? can I return it? 10. Cross-selling complementary products. Like bottoms with tops. Earrings with necklace. Do this close to the add to cart CTA. 11. Adding 'Benefits' to your accordion. This gets a higher click through rate, while helping shoppers understand why they should buy this. Other UX/UI changes I did: - Removed quantity button - Made the information bar non-moving - Removed log-in, moving search next to cart - Changed the font for product name and CTA - Increased font size in places for better readability Found this useful? Let me know in the comments! P.S. If you want to maximize your PDP’s potential, start by understanding your visitor's behavior and the gaps. Get heat maps for your site (Microsoft Clarity is free). Observe what they like to (and don't like to) interact with.

10 Ways to Use ChatGPT to Improve Your Copy: (With Simple Copy-and-Paste Examples) 1) Trimming Down Goal: Condense your copy for clarity and impact. Focus on: Complex sentences Redundant phrases Long paragraphs Example prompt: "Trim down this [phrase/sentence/paragraph] of my copy." 2) Finding Word Alternatives Goal: Find better synonyms for certain words to enhance readability and engagement. Look to replace: Fillers Jargon Clichés Adverbs Buzzwords Example prompt: "Provide [adjective] alternatives for the word [word] in this copy." 3) Doing Research Goal: Gather detailed information about your target audience to tailor your copy. Consider: Likes Habits Values Dislikes Interests Behaviors Challenges Pain points Aspirations Demographics Example prompt: "Create an ideal customer profile for [target audience]." 4) Generating Ideas Goal: Brainstorm multiple copy elements to keep your content fresh and engaging. Do this for: CTAs Stories Leads Angles Headlines Example prompt: "Generate multiple [element] ideas for this copy." 5) Fixing Errors Goal: Identify and correct any errors in your copy to maintain professionalism. Check for: Spelling mistakes Grammatical errors Punctuation issues Example prompt: "Check this copy for any [type] errors and suggest corrections." 6) Improving CTAs Goal: Make your call-to-actions more compelling and click-worthy. Play around with: Benefits Urgency Scarcity Objections Power words Example prompt: "Give me [number] variations for this CTA: [original CTA]." 7) Studying Competitors Goal: Gain insights from your competitors' copy to improve your own. Analyze their: CTAs USPs Offers Leads Hooks Headlines Example prompt: "Provide a breakdown of [competitor]'s latest [ad/email/sales page]." 8) Nailing the Voice Goal: Refine the tone and voice of your copy to align with your brand and audience. Consider: Target audience Brand guidelines Advertising channel Example prompt: "Make this copy [adjectives] to suit [target audience]." 9) Addressing Objections Goal: Anticipate and address potential customer objections to increase conversion rates. These could be about: Price Quality Usability Durability Compatibility Example prompt: "Analyze this copy to find and address potential objections." 10) A/B Testing Goal: Create variations of your copy's elements to determine what works best. Try different: CTAs Hooks Angles Closings Headlines Headings Frameworks Example prompt: "Generate variations of this [element] for A/B testing: [original element]."

I asked Richard van der Blom, the man behind the LinkedIn Algorithm Report, how to win on LinkedIn. This is what he told me: 1️⃣ Focus on helpful content over vanity “LinkedIn now has a process where they steer the more knowledge-based content primarily to your followers. And as soon as you add a selfie, it goes more to your connection.” Knowledge-based content will target followers (and beyond), while personal content (the selfie) is more likely to reach connections. 2️⃣ Most LinkedIn users are still consumers “Only 1.1% is active on a weekly basis…there’s a huge opportunity if you become consistent in what you do on LinkedIn.” With a small percentage of users actively posting, there’s a significant opportunity for consistent creators to stand out and gain visibility. 3️⃣ Consistency > Frequency “Consistency is more important than frequency. If you can publish 3 times a week but maintain that for months, that’s much better.” Establish a consistent posting schedule that you can maintain over time to build a reliable presence on LinkedIn. 4️⃣ Diversify your content formats “At least have 3 formats and mix them up… I normally work 1 week ahead and make sure to have 4 to 6 posts.” Use a variety of content formats (text, images, videos, polls) to keep your audience engaged and avoid algorithmic penalties. 5️⃣ Polls are so back “Polls are really performing well compared to the median reach of all types of posts.” Utilize polls to engage your audience and generate insights for future posts. Polls can also be a lead generation tool by analyzing who votes and following up with them. 6️⃣ Posting daily doesn't require creating daily “I normally record 6 to 10 videos in 1 hour, 1 hour and a half.” Create content in batches when you're at your creative best. 7️⃣ Share the love in the comments “Consistently posting 10 quality comments daily for a month can lead to significant increases in profile views, engagement, and follower growth.” Engage with other people’s content regularly. It's important for the algo (and for human connection). 8️⃣ Try new features (but don't be afraid to revert) “I still use the text link instead of the customized button because I see a higher conversion for the text link.” Experiment with LinkedIn features like the custom button or text links in your profile to see what works better for your specific goals. 9️⃣ Turn viewers into customers in your Featured section “Have some low commitment offers in your featured section to tease people to take the next step.” Optimize your LinkedIn profile to guide visitors through a journey. Use the featured section for low-commitment offers like newsletter sign-ups or introductory calls. – If you liked this, follow Jay Clouse for more! And if you want to go deeper, listen to our full conversation here: https://lnkd.in/eaKr2u5Z