Nice To Meet You
February 9, 2022
ALLOW US TO REINTRODUCE OURSELVES
Hi, weāre The Manual. Nice to meet you. šā
Thatās right. Todayās the official launch of The Manual Weekly, the same great newsletter you've come to know and love every Wednesday morning, but with a sleek new style (look ma, we're all grown up!).

But thatās not all ā we've also launched āThe Manual,ā a news hub for all things small and medium-sized business (or, āSMBā for the cool kids in the back).Ā
If youāre a regular around these parts, youāve probably noticed that things look a bit, well, different ā new layout, crisp paint, fresh kicks. One thing that hasnāt changed: a great lineup of content for both you and your business.Ā
If youāre new or getting reacquainted with The Manual ā welcome! Feel free to have a look around and make yourself at home. We encourage you to bookmark the site as a go-to source for great content that speaks to SMB teams, like:
- How To Get Your Business PR For Free
- Why Great People Leave Your Company (And What To Do About It)
- Shaq Talks Doing Small Business On A Massive Scale
(Yup, that Shaq. Weāll be regularly tapping into the minds of some recognizable names for nuggets of wisdom that you can use in your business. But youāll also find customer stories, podcast recaps, and our hot takes on current SMB news.)
Speaking of which, weāre planning to ramp up production in the coming weeks so we can deliver even more relevant news, tips, and advice for your business via our editorial hub and weekly newsletter.Ā
Now, as an SMB owner or employee, your time is tight. We get that (after all, weāre an SMB, too). So donāt worry about having your inbox flooded with anything that isnāt useful or relevant to your purpose. Actually, we promise to not flood your inbox ā period. Weāll see you here every Wednesday. And in the meantime, you can get your SMB news fill on The Manualās site.Ā
Now, onto the news.Ā Ā
D&I ALERT
How your business can improve diversity and inclusion
Diversity and inclusion? Whatās the difference?
Diversity is about the differences and similarities between people. Inclusion is about creating a culture where people feel they belong.
Or, in the words of Dr. Steve Yacovelli, a D&I consulting expert, ādiversity is being invited to the dance ā inclusion is being asked to dance.ā

āSo, why do they matter?
Plenty of reasons. Having a diverse team in the workplace boosts creativity and innovation. Thatās because having voices from different cultures, races, genders, and educational backgrounds provides a wider range of perspectives on problem-solving.
Plus, diverse teams see a 60% bump in their decision-making abilities. And companies who support diversity in their workforces can attract and retain talent more easily than those who donāt.
Okay, so how can my company practice D&I?
Here are a few tips:
- Make D&I a core part of your business. Donāt approach diversity and inclusion with a ātick box mentality.ā You want these values to be a part of your businessās DNA. Infuse D&I into your companyās values and mission. And introduce policies that reflect these values.
- Lead by example. Your businessās leadership has to be the driving force behind any D&I initiative. Practice āleadership courageā ā Ā if you notice any cultural insensitivity amongst your employees, you need to speak up. Show your team that you take diversity and inclusion seriously.Ā
- Change employee recruitment. Be more conscious of how and where you recruit new employees. Do you hire from a variety of schools and job sites? Are your role descriptions inclusive and accepting of people from different cultures and educational backgrounds? Even small changes can expand your pool of potential applicants.
š Find more tips.
WHY SO SERIOUS?
Lighthearted commercials are back for Super Bowl LVI
The bet:
Last Super Bowl Sunday, Several brands took the frank and honest approach when it came to reflecting the public's frustration with the pandemic. But this year, marketers say they donāt expect to see many messages with a serious tone.
Why?
Experts think that people donāt want to be reminded of the challenges associated with the pandemic. And that theyād rather escape the reality of COVID for a little while.
āHow itās been:
In recent months, advertisers have pivoted their messaging to match the worldwide crisis. Like McDonaldās āweāre all in this togetherā campaign. Meaning, many businesses opted to position their products and services as the essential solution to pandemic woes.Ā
Some companies got their name out as they took steps to help the community through donating food or money to those in sudden need. Others would try to point to their business as a way to make living in the pandemic easier, practice self-care, prepare for product scarcity, and so on.
How itās changing:
Now, advertisers are ultimately trying to get their consumersā attention through everyoneās desire for the pandemic to end. So, brands are looking to themes like hope, resilience, and optimism. With plenty of humor thrown in.
In other words, theyāre focusing on how the world āis coming out the other sideā of this crisis.
Whatās the risk?
Post-COVID times could be approaching (hoping that weāre past the peak). But of course, you want your messaging to land with your audience. Which includes being sensitive to the current moment.
So, when it comes to your own marketing strategy, be sure to hold tight to your customersā trust by embracing uncertainty, understanding trends, and being ready to adapt. If youād like to follow the footsteps of advertisers with a Super Bowl slot, leave some wiggle room to make changes as the nationās mood changes.
And as you craft your ads, just remember: the whole world is going through it right now. In fact, an estimated 5.6M people in the US have seen firsthand loss associated with COVID. So think about your customer and how you can best support them right now. Whether itās simply letting them know that your product can help them cope, giving them a well-needed laugh, or any other method thatās best for your business.
š View more 2022 ad trends.Ā
METAVERSE MADNESS
What Metaās $200B loss means for SMBs
Have you heard?
The āBig Techā giant formerly known as Facebook saw their biggest one-day drop ever last week: a 20%+ fall (which equals over $200B lost in market value).ā
What?! How did that happen?
The massive drop in value came after Meta released their latest earnings report. And it became clear that the company has a few problems to solve:
- While Meta earned $33.7B in revenue last quarter, their public estimates for Q1 of 2022 will only reach $27-29B. In other words, below expectations.
- The company could lose up to $10B in Facebook ad revenue this year because of Appleās iPhone privacy changes.Ā
- Facebookās user count also dropped for the first time ever ā the company lost half a million daily users in Q4 last year. CEO Mark Zuckerberg believes that the loss could mean users are moving to the increasingly popular social media platform, TikTok.
So, Meta might be in trouble. What does that mean for my business?Ā
If your business uses Facebook as part of your online marketing strategy, not much has to change right now. Facebook still has an average of 1.93B daily users. And as of 2019, 93.7% of businesses were active on the social media site. Plus, in 2020, about 18% of adults in the US made purchases through Facebook.
But if we consider the long term, Metaās problems become more prevalent. If Facebook continues to lose users, then your ability to reach potential customers will also decrease.Ā
What should we do?
For business leaders looking for another online platform with high traffic and an easy-to-use ad management system, thereās a solution ready and waiting: TikTok.Ā
The short-form video app has steadily grown in popularity since its launch in 2016. TikTok has 1B monthly users globally and was the most popular website of 2021. Plus, they have a specialized account set up for companies who want to market through their site.Ā
Most notably, TikTok has a resource center for small businesses who want to grow their audiences and reach potential customers on the platform. So, even if Meta continues its downward trend, rest assured that you can still easily reach consumers online.
TL; DR
This weekās highlight reel
- Fifty shades of brand. About 85% of people claim that color has an impact on what they buy. So, picking the right website color matters! This guide breaks down exactly how to do that. And these same principles also helped us to pick the color for our new website.
- New logo, who ādis? Google Chrome is changing up their logo for the first time in eight years. And even though youāll probably have to squint to notice the changes, it proves that even the most popular products need a refresh every so often.
- Quicker aināt better. At least when it comes to food delivery. Because Fridge No More, a company that provides 15-minute grocery delivery, lost about $3 per order last year. Meaning, the future may be bleak for quick delivery services.
- Beautiful people. Target introduced 40 new beauty brands in stores and online; and half of them are from Black-owned or founded companies. This is part of the retailerās initiative to spend over $2B with Black-owned businesses by 2025.
- Be mine. Valentineās Day spending is expected to reach just under $24B in the US this year. So, how can you win your customersā hearts (and wallets)? Facebook breaks down the hottest Valentineās Day trends to take advantage of before the 14th.