If you’ve been reading my newsletter for a while, you know I think Taylor Swift and her team may be some of the best marketers on the planet. Recently, Swift released another new album, and neither her marketing nor sales have disappointed. Let’s break down what she has done for this latest album release. June 9 Taylor Swift generated massive media attention by re-releasing her catalog of music on streaming services. It’s likely this alone would have gotten press, but she timed the re-release of her music for this specific day because it also happened to be the day longtime rival Katy Perry’s new album was released. This caused the media to cover both releases extensively. Aug. 18 Taylor Swift wiped clean her Facebook, Instagram, Twitter, and Tumblr accounts. Virtually all of her posts were deleted. When you have a combined 250 million followers, people notice that you don’t have anything on your social media. Aug. 21–23 Taylor Swift posted cryptic videos of a snake moving its tail on social media — her first post in days. She followed up the post with two additional snake videos. Swifties of the world went crazy. Everyone anticipated a new album. From there, Duhigg zooms out to take a look at the habits of successful organizations. As a business owner, the habits you instill in your staff go a long way in determining the success of your company. Duhigg looks at organizations ranging from huge corporations like Target to the more intimate structure of NFL teams. If you’re not creating positive habits in your staff, you’re not doing your all as a leader. If you notice a way to replace a bad operational habit with a good one, you’ll improve productivity and employee happiness. Finally, Duhigg details four steps to changing any habit, in one of the most instructive sections in any book in recent memory. First, you pinpoint the routine. Then, you interrogate the reward you receive from that routine. After that, you isolate the situations that cue your behavior. Finally, you make a plan to change the behavior. Self-belief is a huge part of this process. As Duhigg says, “You have to actually believe in your capacity to change for habits to permanently change.”
Two of the comments on her social media to this post are in the picture to your right. Her three cryptic videos of snakes moving got a combined 6.3 million views; 35,946 shares; 337,000 reactions; and many thousands of comments; and those numbers were just on Facebook. Amazing!
Aug. 22 Sources confirmed to the media that a new album was coming.
Aug. 24 The single “Look What You Made Me Do” dropped on all streaming services. Taylor Swift sold 200,000 downloads of this song in a single day and sold over 500,000 downloads in its first week. Although those numbers are impressive according to Inc. Magazine, the song was streamed 43.2 million times in 24 hours, topping the previous record-holding song by 7 million streams. If you haven’t heard the song, you wouldn’t know there is a part in the song where Taylor says, “I’m sorry, the old Taylor can’t come to the phone right now … Why? Oh, cause she’s dead!”
Fans’ comments on Swift’s cryptic social media posts.
America.” It was also announced that the official premiere would be at the MTV Music Awards.
On the same day, UPS announced it was the official delivery service of Taylor Swift’s new album, “Reputation.” See the picture on Page 6. Although the terms of the deal are not public, this is the first time UPS has ever decorated its trucks with ads. All this hype led up to an album release that sold 1.2 million albums in its first week, which confuses me because I thought Napster and illegal downloads killed the music industry. I must be wrong.
Now we know why all her old social media posts are gone. It was an amazing tie-in to the album.
Aug. 25 The video for “Look What You Made Me Do” drops on Instagram and “Good Morning
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With the tools and examples Charles Duhigg details in “The Power of Habit,” you’ll be able to take control of actions you thought were unbreakable. In both business and life, there’s hardly a more valuable asset.
Have You Heard the Good News?
Colossians 3:14 – “And over all these virtues, put on love, which binds them all together in perfect unity.” Ephesians 4:2 – “ Be completely humble and gentle; be patient, bearing with one another in love.” 1 Corinthians 2:9 – “ However, as it is written: What no eye has seen, what no ear has heard, and what no human mind has conceived — the things God has prepared for those who love him.”
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