The World Cup started last week—and I don't think every business needs a World Cup campaign, I think they need a World Cup angle, and those are two very different things.

On Monday I hosted a watch party at my house, nothing fancy, just friends, football, food, and drinks. While I was putting it together, I started noticing the same thing I notice every time there's a huge event—the World Cup, the Olympics, the Super Bowl.

Suddenly every business feels like they should be doing something. You can almost feel the panic: what should we post, are we missing an opportunity?

A campaign usually starts with "how do we make this about us." The angle starts with "how does this naturally fit with what we already do." That's where most businesses get it wrong—they force themselves into the conversation instead of finding a connection that already exists.

In this episode: why most businesses force themselves into moments instead of finding a real connection, specific ideas for restaurants, hotels, consultants, real estate agents, interior designers, stylists, lawyers, accountants and gyms, why your business doesn't need anything to do with football for this to work, and the one question that decides whether your content actually lands or just adds to the noise.

Here's the thing—if you're sitting there thinking "my business has nothing to do with football," you're probably right. But your clients do. You're not trying to become a football business, you're simply acknowledging what people are already paying attention to.

Football probably isn't your business, but for a few weeks it's part of your clients' world—and that's usually where the best marketing ideas come from.

📍 I'm Veronica Di Polo, marketing consultant based in Moraira, Spain. I help service-based businesses communicate in a way that makes them easier to choose. If your leads only show up when things feel urgent, start here: https://veronicadipolo.mykajabi.com/aisprint

📬 Want V's Emails (the stuff I won't post)? https://veronicadipolo.mykajabi.com/vdaily

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