I’m personally not a fan of the Coors Light, but I respect the heck out of its brewers.
Why? It’s impossible to hide a flaw in Coors Light.
That beer is so simple, clean, and light. Any flaw would stick out like a glob of ketchup on a white t-shirt.
Coors Light comes out the same every time, which ain’t easy.
On the other hand, take a much bigger and more complex beer. Say, a 10% abv imperial stout packed with coffee, chocolate, and caramel flavors.
If there is a flaw in THAT beer, it’s easy to hide.
As much as I love small craft breweries, I taste many beers that were rushed to market. When I was teaching online homebrewing classes, I always gave my students this advice:
“Brew a good stout before you attempt a chocolate stout.”
The idea is to dial in a simple recipe first. Prove you can brew that base recipe well. THEN open your pantry and start adding exotic ingredients.
I recommend the same approach for your marketing. Most marketing campaigns are too complex right out of the gate, which makes it easy for mistakes to slip in.
Instead, start with a clean, simple, and effective campaign. Run a simple email campaign before jumping into Instagram ads. Dial in your argument before adding a bunch of bells and whistles.
Brew a good stout before attempting a chocolate stout.
