Hollywood can’t stop talking about Ozempic.

The drug saw an eye-watering $33.7 billion in sales last year.

Today you’ll find out why Ozempic became so wildly popular (and how to create the same kind of demand for your product, too)!

In today's newsletter:

• What 30+ years in marketing teaches you (a successful career in this industry boils down to these 3 things)

• The clever marketing behind the Ozempic craze (and how they generated $33.7 billion in sales last year)

• How to write your LinkedIn about section (so you actually get leads from it!)

One last thing. You’re going to see some changes around here in the next few weeks. That’s all I’ll say for now, but exciting times are ahead!

- Charlotte, Editor ♡

What 30+ Years in Marketing Teaches You

Having been in the marketing game for over 30 years, I was recently asked what advice I'd give to my younger self in the field.

Looking back, it's clear that the key to success boils down to 3 simple yet powerful principles.

Be well-rounded.

Marketing isn't just about mastering one skill. It's about being a jack-of-all-trades (or, as I like to say, a master of marketing mayhem!). Sure, specialising has its perks, but versatility is the secret sauce.

Maybe you're a wordsmith crafting killer copy. Or a digital guru decoding analytics. Or even a product pro navigating the lifecycle journey. Whatever your speciality, embrace the chaos of diverse experiences.

After all, the leader of a marketing team often wears many hats. It's all about juggling tasks like a circus performer on caffeine in order to deliver the right outcome.

Network like a boss. 

Back in the day, LinkedIn wasn't the powerhouse it is now. Today, it's the ultimate playground for professionals. A recruitment frontline where your personal brand is king. So, invest time in showcasing your passions, interests, and skills.

But don't stop there! Cultivate a tribe of industry insiders, fellow marketers, and wise mentors. Attend events, dive into online communities, and sip coffee with seasoned pros. A casual chat might turn into a goldmine of insights or a career-changing opportunity.

Dabble in different domains. 

Marketing isn't a one-size-fits-all gig. It's more like a buffet of industries waiting to be sampled. Tech, fashion, healthcare, hospitality—each sector offers its own set of challenges, audiences, and strategies.

So, don't be afraid to dip your toes into new waters. Not only will it spice up your resume, but it will hone your adaptability and innovation skills.

In the wild ride of marketing, one thing's for sure: the journey is just as dynamic as the field itself. So, buckle up, stay curious, and keep hustling.

-Elaine, Accounts Director

Last month, Sydney Sweeney appeared on SNL addressing rumours that had been spread about her online.

"I've never had a nutritionist," the star proclaimed.

"I'm in shape because I run, avoid sugar and do Ozempic."

At the Oscars, host Jimmy Kimmel gazed out at the crowd during his opening monologue, and said, “When I look around this room, I can’t help but wonder: Is Ozempic right for me?”

Because we all know the entirety of Hollywood is on that sh*t right now.

Watching this, it dawned on me--the Ozempic craze is well and truly in full swing.

If you haven't heard of Ozempic (uhh, where have you been?), it's one of the most popular pharmaceutical products on the market right now.

It was originally FDA approved for the treatment of type-2 diabetes. But in 2022, the drug was approved for the treatment of long-term weight management.

Sales skyrocketed to $33.7 billion in total last year.

And I believe some clever marketing is at play here.

And it's not just the catchy campaign.

(Although it does have my brain going “O-O-O-Ozempic!” for absolutely no reason).

This cleverly crafted takeover is all about the "why" behind the drug.

Obviously, America is overweight. The practical application of Ozempic helps to solve this.

But there's an even larger force at play that drives the need for such a product.

The emotional application.

Everywhere we turn, we're told to be thinner, more attractive, more fit. Many people feel a constant sense of shame that they don't reach these standards.

A 1-minute marketing lesson...

Let's see what Greg Ippolito, creative director at Ippolito Media Arts, has to say about creating an irresistable product...

"When we, as marketers, work to establish the positioning of a product or service in the marketplace, we tend to focus on what benefit it can bring to its target audience.

But a benefit doesn't solve a problem. And if it doesn’t solve a problem, that benefit won’t be very meaningful.

So instead of focusing on the positive (i.e., the benefit), start with the negative (i.e., the problem).

If you can unearth your audiences’ key existential pain point—the emotional problem that needs to be solved—then the most compelling benefits will reveal themselves."

And Ozempic makes that pain point, er, painfully clear.

So if you have a product or service that offers relief in any way shape or form, that's your key.

So just like the marketers of Ozempic, you need to identify the emotional stress your audience is facing. If you can solve that, you've found the sweet spot.

Kisses,

-Sophie x

Tune in to the YAP Podcast

Got FOMO?

Listen to our YAP Podcast Tuesday - Saturday, where Stan & Jony break down the videos that are blowing up on social media. Not only will you learn why they work, but we’ll tell you how to capitalise on these trends before they disappear.

Watch the full podcast here and subscribe to the YouTube Channel so you don’t miss an episode.

Today’s Creator Spotlight 👉 The Department of Information

Check out which of their videos are going viral RIGHT NOW 👇

Most Viral Video

Another Viral Video

JPEGMafia interviewing people in Auckland CBD

Ask the Editor

Q - What should I put in my LinkedIn About section to get more leads? - Erika

Hey Erika,

I get asked this all the time, and you may not like the answer. Honestly, you're probably not going to get leads from your About section.

You're going to get leads from posting and engaging with your audience on LinkedIn. If you're not doing that, most people won't have any reason to visit your profile in the first place.

But to answer your question, the most important part of your About section is the first few lines. So make sure to use an attention-grabbing headline.

The section should be less about you and your life story and more about how you help your potential clients meet their goals. Because, really, if someone is reading your About section, that's what they want to know!

- Charlotte, Editor ♡