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Let's talk about Leonardo.
Yeah, that Leonardo (da Vinci)- painter of the Mona Lisa, sketcher of flying machines, and... improviser extraordinaire.
I just started reading the book "Free Play: Improvisation in Life + Art", and it talks about how Leo and his Renaissance buddies would put on entire operas where both the poetry and music were made up on the spot.
No planning. No composing. No arranging.
Just a few artists, their instruments, voices, and brains. And lots of talent and creativity.
It wasn't just a Renaissance thing either. Beethoven first became famous not as a composer, but as an astounding improviser on the piano.
As one witness wrote, "His tempestuous inspiration poured forth such lovely melodies and harmonies. [He made] such an impression on every listener that frequently there was not a single dry eye, while many broke into loud sobs...When he had concluded an improvisation of this kind, he was capable of breaking out into boisterous laughter."
Then came formal concert halls, the Industrial Age, and an excessive focus on specialization and professionalism.
Musicians started playing scores written by others, by "a handful of composers who somehow had access to the mysterious and godlike creative process."
Composition and performance became two separate things.
I feel like this is what happened in marketing as well. Especially for ecommerce.
Marketing departments plan campaigns months in advance. Products must be designed and purchased and stocked long before the customers see it. Everything is meticulously scripted, analyzed, tested, and scheduled.
Don't get me wrong - planning is good. But when your entire marketing approach is locked down months ahead, you miss the magic of improvisation.
The ability to respond to what's happening right now.
The chance to build genuine connection through spontaneity.
Email is the last bastion of marketing improv.
Unlike social posts that get buried in algorithms, unlike ads that cost money and must be planned and tested, unlike websites that require developer involvement - emails can be written and sent directly to your customer's inbox within hours of a brilliant idea hitting you.
(Like this very email, which was inspired by a page I read last night.)
You can respond to current events, answer customer questions you received yesterday, or share a story that happened this morning.
Email lets you be human in real-time.
But improvisation isn't just making stuff up randomly. The best improvisers, like Leonardo and Beethoven, had deep technical skills and practiced relentlessly.
Their improvisations felt magical precisely because they were built on a foundation of mastery.
That's exactly what my Email Infusion package gives you - the foundation for email marketing mastery that lets you improvise effectively.
Here's what you get:
Once you have this foundation, you can start to improvise. You can respond to what your audience needs in the moment. You can create those emotional connections that turn casual browsers into devoted fans.
Like Beethoven bringing listeners to tears, your emails can move people to action (AKA sales) - not through manipulation, but through genuine connection.
If you'd like to bring the art and power of improv to your brand - gimme a click
Let's play it by ear,
Chavy