James
@jhipkin.bsky.social
Strategic marketing for serious business owners. Four decades of separating signal from noise. If it's not strategic, it's not marketing.
“Repelling the wrong customers is as important as attracting the right customers.” ~ James’ism
February 3, 2026 at 10:07 PM
“Repelling the wrong customers is as important as attracting the right customers.” ~ James’ism
Kyle and Bonnie talk about loyalty and how a simple e-book can create relationship equity.
Kyle and Bonnie’s E-Book Loyalty Strategy
Learn how 'Relationship Equity' created with a simple e-book converts drifting customers into loyal fans.
open.substack.com
February 3, 2026 at 1:25 AM
Kyle and Bonnie talk about loyalty and how a simple e-book can create relationship equity.
“Consistency may bore you, but it builds trust with your customers.” ~ James'ism
January 30, 2026 at 3:26 PM
“Consistency may bore you, but it builds trust with your customers.” ~ James'ism
I’m at 18 subscribers on Substack. I’d like to get to 20 this week.
The Marketing Advantage is published weekly. It recounts coffee-shop conversations between Bonnie and Kyle that reveal how they work with clients to replace "random acts of marketing" with marketing that delivers value.
The Marketing Advantage is published weekly. It recounts coffee-shop conversations between Bonnie and Kyle that reveal how they work with clients to replace "random acts of marketing" with marketing that delivers value.
The Marketing Advantage | James Hipkin | Substack
Is your marketing adding to the noise? Join Kyle and Bonnie for coffee shop conversations that reveal how they work with 7-figure businesses to replace "random acts of marketing" with strategic growth...
inn8ly.substack.com
January 29, 2026 at 7:30 PM
I’m at 18 subscribers on Substack. I’d like to get to 20 this week.
The Marketing Advantage is published weekly. It recounts coffee-shop conversations between Bonnie and Kyle that reveal how they work with clients to replace "random acts of marketing" with marketing that delivers value.
The Marketing Advantage is published weekly. It recounts coffee-shop conversations between Bonnie and Kyle that reveal how they work with clients to replace "random acts of marketing" with marketing that delivers value.
Hey there, business owners, do you get stuck? Is the Publish or Send button a wall to be climbed? The next time this happens, ask yourself: "Will any puppies die?"
January 29, 2026 at 5:46 PM
Hey there, business owners, do you get stuck? Is the Publish or Send button a wall to be climbed? The next time this happens, ask yourself: "Will any puppies die?"
Reposted by James
I wrote this song on Saturday, recorded it yesterday and released it to you today in response to the state terror being visited on the city of Minneapolis. It’s dedicated to the people of Minneapolis, our innocent immigrant neighbors and in memory of Alex Pretti and Renee Good.
Stay free
Stay free
Bruce Springsteen - Streets Of Minneapolis (Official Audio)
YouTube video by Bruce Springsteen
youtu.be
January 28, 2026 at 5:02 PM
I wrote this song on Saturday, recorded it yesterday and released it to you today in response to the state terror being visited on the city of Minneapolis. It’s dedicated to the people of Minneapolis, our innocent immigrant neighbors and in memory of Alex Pretti and Renee Good.
Stay free
Stay free
AI Pro Tip: Custom GPT instructions become less effective as models evolve. My fix: "Mommy vs. Daddy Meta Prompting." I ask one AI to review my knowledge files, then another to review the updated file. Like any tool, AI needs sharpening, or you're working with a dull blade.
January 28, 2026 at 10:29 PM
AI Pro Tip: Custom GPT instructions become less effective as models evolve. My fix: "Mommy vs. Daddy Meta Prompting." I ask one AI to review my knowledge files, then another to review the updated file. Like any tool, AI needs sharpening, or you're working with a dull blade.
"If It's Not Broke, Don't Fix It"
Sounds prudent, right?
It's actually a slow-motion surrender that’s quietly killing your business
The real danger isn't fixing what isn't broken.
It's believing that "not broken" is the same as "working well."
Which reality are you living?
Sounds prudent, right?
It's actually a slow-motion surrender that’s quietly killing your business
The real danger isn't fixing what isn't broken.
It's believing that "not broken" is the same as "working well."
Which reality are you living?
January 27, 2026 at 7:24 PM
"If It's Not Broke, Don't Fix It"
Sounds prudent, right?
It's actually a slow-motion surrender that’s quietly killing your business
The real danger isn't fixing what isn't broken.
It's believing that "not broken" is the same as "working well."
Which reality are you living?
Sounds prudent, right?
It's actually a slow-motion surrender that’s quietly killing your business
The real danger isn't fixing what isn't broken.
It's believing that "not broken" is the same as "working well."
Which reality are you living?
"A clear message without a system to amplify it is just noise in a crowded room." ~ James'ism
January 26, 2026 at 4:03 PM
"A clear message without a system to amplify it is just noise in a crowded room." ~ James'ism
Are You Getting Generic Responses from ChatGPT?
This is the first in my series on using AI tools. My emphasis is on the why-to, since there is a lot of content that tells you how to. Subscribe and join me as I share the tools and techniques I use.
This is the first in my series on using AI tools. My emphasis is on the why-to, since there is a lot of content that tells you how to. Subscribe and join me as I share the tools and techniques I use.
Are You Getting Generic Responses from ChatGPT?
Here’s Why That’s a You Problem, Not a Tool Problem.
open.substack.com
January 23, 2026 at 7:25 PM
Are You Getting Generic Responses from ChatGPT?
This is the first in my series on using AI tools. My emphasis is on the why-to, since there is a lot of content that tells you how to. Subscribe and join me as I share the tools and techniques I use.
This is the first in my series on using AI tools. My emphasis is on the why-to, since there is a lot of content that tells you how to. Subscribe and join me as I share the tools and techniques I use.
Marketing is like a stool. It has four parts: the seat and three legs. One of the legs is measurement, and to properly measure your activity, you need to use UTM codes. If you don't know what UTM codes are, I wrote a blog post that explains them and how to use them.
bit.ly/4r5A1Hc
bit.ly/4r5A1Hc
How UTM Codes Add Power Steering to Your Marketing
Learn how UTM codes give your marketing power steering, and turn hunches into confidence, because 'hoping and praying' is not a strategy.
bit.ly
January 22, 2026 at 7:32 PM
Marketing is like a stool. It has four parts: the seat and three legs. One of the legs is measurement, and to properly measure your activity, you need to use UTM codes. If you don't know what UTM codes are, I wrote a blog post that explains them and how to use them.
bit.ly/4r5A1Hc
bit.ly/4r5A1Hc
It’s easier to adjust the direction of something when it’s moving. - James’ism
January 22, 2026 at 3:15 PM
It’s easier to adjust the direction of something when it’s moving. - James’ism
Without tracking, you’re essentially driving your marketing with your eyes closed, hoping it will work. With UTM codes, measurement becomes strategic, and you’ve added power steering to your marketing.
Measurement is the third leg of a fully formed marketing plan. Are you measuring your activity?
Measurement is the third leg of a fully formed marketing plan. Are you measuring your activity?
January 21, 2026 at 2:53 PM
Without tracking, you’re essentially driving your marketing with your eyes closed, hoping it will work. With UTM codes, measurement becomes strategic, and you’ve added power steering to your marketing.
Measurement is the third leg of a fully formed marketing plan. Are you measuring your activity?
Measurement is the third leg of a fully formed marketing plan. Are you measuring your activity?
"90% of loyalty problems can be traced to a flawed sales process." ~ James'ism
January 21, 2026 at 12:40 AM
"90% of loyalty problems can be traced to a flawed sales process." ~ James'ism
I'm not always on good terms with Grammarly, "No, I want to phrase it the way I wrote it," but the weekly reports are fun, "You used 5,899 unique words. That’s more unique words than 96% of other Grammarly users."
January 19, 2026 at 10:03 PM
I'm not always on good terms with Grammarly, "No, I want to phrase it the way I wrote it," but the weekly reports are fun, "You used 5,899 unique words. That’s more unique words than 96% of other Grammarly users."
I’ve started publishing on Substack. Rather than the formal style I use on my blog, I’ve written a short story that recounts a conversation between Kyle, my alter ego, and Bonnie, an amalgamation of all the agency leaders I’ve worked with. In this story they discuss churn and ways to combat it.
The Brave Client’s Guide to Reducing Churn
Are you struggling with churn? Learn why a flawed sales process might be the culprit and how "brave clients" use relationship marketing to build loyalty.
open.substack.com
January 19, 2026 at 2:31 PM
I’ve started publishing on Substack. Rather than the formal style I use on my blog, I’ve written a short story that recounts a conversation between Kyle, my alter ego, and Bonnie, an amalgamation of all the agency leaders I’ve worked with. In this story they discuss churn and ways to combat it.
It was sunny yesterday. How was your day.
January 18, 2026 at 5:36 PM
It was sunny yesterday. How was your day.
First, always have fun
Give often without concern
Rewards will return
Give often without concern
Rewards will return
January 16, 2026 at 10:01 PM
First, always have fun
Give often without concern
Rewards will return
Give often without concern
Rewards will return
"The most common problem I see when I audit marketing campaigns is an absence of strategy." ~ James'ism
January 16, 2026 at 6:45 PM
"The most common problem I see when I audit marketing campaigns is an absence of strategy." ~ James'ism
I'm investigating Substack and just published a LinkedIn article with some thoughts on why it makes sense for marketers today.
www.linkedin.com/pulse/your-m...
www.linkedin.com/pulse/your-m...
Your Marketing Was Built for Buyers Who Don't Exist Anymore
Boomers and Gen X tolerated being sold to. Millennials research you to death before they'll even take a call.
www.linkedin.com
January 15, 2026 at 8:27 PM
I'm investigating Substack and just published a LinkedIn article with some thoughts on why it makes sense for marketers today.
www.linkedin.com/pulse/your-m...
www.linkedin.com/pulse/your-m...
Generic AI output isn’t a flaw in the LLM. It’s a mirror. ~ James'ism
January 15, 2026 at 5:55 PM
Generic AI output isn’t a flaw in the LLM. It’s a mirror. ~ James'ism
When I assess a website or marketing campaign the most common problem I see is an absence of strategy. Without an objective and strategy everything looks ‘reasonable.’ With them, choices can be made. Then use measurement to assess the choices. Measurement is power steering for your marketing.
January 14, 2026 at 4:05 PM
When I assess a website or marketing campaign the most common problem I see is an absence of strategy. Without an objective and strategy everything looks ‘reasonable.’ With them, choices can be made. Then use measurement to assess the choices. Measurement is power steering for your marketing.
I'm writing an article about using LLMs, and this James'ism popped out of my fingers, "Generic AI output isn’t a flaw in the LLM. It’s a mirror."
January 6, 2026 at 10:53 PM
I'm writing an article about using LLMs, and this James'ism popped out of my fingers, "Generic AI output isn’t a flaw in the LLM. It’s a mirror."
Something broke in social media between 2021 and 2025, and most businesses are still pretending it didn’t happen.
bit.ly/4qFPayL
bit.ly/4qFPayL
From Organic Reach to Paid Reality
Is your Marketing Budget aligned with the new reality of social media? Learn how to adapt your strategy for better results.
bit.ly
January 6, 2026 at 5:44 PM
Something broke in social media between 2021 and 2025, and most businesses are still pretending it didn’t happen.
bit.ly/4qFPayL
bit.ly/4qFPayL