“You can’t save stupid!”

“You can’t save stupid!”

A mentor told me that early in my marketing career. 

And although the message might be a bit blunt for some, the idea is sound: You can’t help people who won’t listen to good sense.

As a grizzled old veteran, he’d seen otherwise smart executives do dumb things. 

Sometimes, they hurt a long-term client relationship to make more money now. (There’s a lot of that going on right now.)

Other times, they wasted time doing things that didn’t help their business in crisis. The proverbial deck chair rearrangement on the Titanic. 

Or, it was something so plain dumb that it defied explanation… like the following email.

———

Hello,

Welcome to our newsletter!

Please confirm your subscription to our list by clicking the link below: 

I confirm my subscription!

Thank you,

The Team 

———

I got that from a menswear retailer a few days ago. I’ve been on their email list for years. I’ve bought from them multiple times in person. We even once talked about working together.

Then I got this email. And that line came back to me.

There’s no way to help that. And I imagine, if they’ve sent this out to their entire email list, they just lost all their subscribers.

In good times, silly mistakes can often be fixed without damaging the brand. 

But when times are tough, thoughtless errors can be a business killer.

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