I don’t talk about my professional life very much in this newsletter, but by day, I’m a marketer at a B2B media company. Serious time spent in any

How to Spend Your Money so Your Neighbors Know You’re Rich

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2023-02-07 16:00:07

I don’t talk about my professional life very much in this newsletter, but by day, I’m a marketer at a B2B media company. Serious time spent in any job gives you an eye for specific things related to that job that most people glance over. For example, after working at a tech startup in the storage industry, to my eternal displeasure, I can’t help but notice every storage facility I pass on the highway. My mother, trained in clothing production and design, can spot a bad hemline from across the room, and my wife, a florist, can’t walk past a bouquet of flowers without giving them a touch-up.

Marketers pay more attention to advertisements than the average human, mostly to judge them for their creativity and effectiveness. I enjoy an ad where I can pinpoint the psychological manipulation or appreciate the craft and creativity.

Due to this attention to advertising, I was intrigued when on a trip to Charlottesville, VA, I picked up a magazine in the Airbnb called The Scout Guide: Charlottesville, Vol 13. It was a beautiful production—thick paper, textured cover, elegant branding, and a cleverly ambiguous name. The actual contents of the magazine were less a guide to Charlottesville and more a series of advertisements for small businesses in the area which cater to the wealthier inhabitants of the city.

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