Message Medium

08/21/2026

So the guy who brought the world supernovae and neutron stars also discovered and named the concept of "dark matter" in 1933. Interestingly, he also coined the term "spherical bastard" for someone who is a bastard no matter which way you look at them. Fritz Zwicky had jokes. 😀 In spite of his considerable contributions to science, most of us have never heard of him. There's speculation that it's because the term he coined may also have been self-descriptive. 🤷🏽‍♀️

Nevertheless, scientists tested his dark matter theory and today in 2006, released the strongest direct evidence that it actually exists. While other telescopes like Hubble, the Very Large Telescope, and Magellan were measuring the matter we can see, the then-new Chandra X-ray telescope helped us understand how much total matter actually exists, and when you compare the two, something weird happens. There are huge gaps. Basically, we can deduce the existence of FAR more matter than we can actually see in all the wavelengths of light that we know about. 👀The "missing" matter that we can't see is what we call dark matter.

In compiling this proof, no single telescope did everything. Each had its own purpose.

SEO works through a similar division of labor.

On Monday we asked:
How many keywords should you focus on for SEO?
The answer: Match one primary keyword to each significant page or page group.

While your website can have many keywords, each page should have its own SEO purpose, just like each telescope did. When you put all the pages together, you hopefully are able to rank for a variety of searches that bring qualified customers to your site.

08/17/2026

08/14/2026

Remember the movie Straight Outta Compton?

For a few months it took over our lives. 😀 "Straight Outta " was everywhere. Did you ever wonder how that happened?

It's understandable to think that famous brands with large budgets have it easy, but they have to work to make a campaign successful just like we do.

The difference is they realize that big results are often assembled across small, consecutive encounters. Multiple, consistent touches that breed mounting excitement.

Want to know how they did it? Let's study their playbook:

1. A Grammy Awards surprise - trailer launches at the show in February showcased live by Dr. Dre, Ice Cube, and Kendrick Lamar. People remember why the story matters.

2. Another trailer launches in April revealing deeper parts of the story, its cultural significance, and its emotional pull.

3. Media reminders - television spots, online pre-roll advertising, and PR fuel nostalgia and keep the story visible while the release date approaches.

Then the campaign shifts.

4. At the ESPYs & BET Awards, musicians, actors, and athletes sport personalized “Straight Outta” identities. Celebrities launched a format that immersed them in the story.

5. The “Straight Outta Somewhere” meme generator launches, supported by paid search/social. N.W.A's story becomes an invitation for millions of people to make and share their own. 9 million memes generated, hashtag leads trends on Facebook, Instagram, and Twitter. "Earned" reach exceeds 1.2 billion people.

6. One week before the film opens, Dr. Dre releases "Compton," his first album in 15 years. The audience now enters the story's sound and atmosphere.

7. Today in 2015, all these "touches" result in a $60.2 million opening, 3 weeks at the top of the box office, and more than $200 million worldwide.

On Monday we asked:
Which trio of messages is most often recommended for a Welcome sequence aimed at turning new email subscribers into first-time buyers?
The answer: Brand hello & origin story, value-prop/benefits spotlight, limited-time first-purchase incentive

People rarely act based on one message, so a welcome sequence uses several touches to guide new subscribers toward converting.

By the time Straight Outta Compton opened, the audience had already interacted with it many, many times - multiple messages, in multiple mediums, that deepened the connection and built upon one another.

This is what you want your Welcome sequence to do.

One message creates recognition. The next creates meaning. The next creates action.

If you want to learn more about Welcome emails join my class with Hofstra University on 8/18, then come to the 8/20 Tech Support and we'll start building yours!
https://messagemedium.com/events/hofstra-emailmktg-k27s4
https://messagemedium.com/tech-support

08/10/2026

08/07/2026

Theophilus Van Kannel, the man who invented the revolving door, had an unusual career.

First, he was fascinated with cherries and patented a machine for removing their pits.

In 1907, the carnival ride he invented - "Witching Waves" - appeared at Coney Island: small cars carried around a track by a floor that moved like the sea.

In between, he invented the revolving door. On this day in 1888, he received the patent for the eco-friendly invention that allows people to pass in both directions and creates an airlock that keeps out hot or cold air, wind, rain, dust, and even street noise. In modern buildings it can also enhance building security.

Cherry pits. Coney Island. And doors.

While the machinery changed a LOT, it was Van Kannel’s name that remained attached to the work.

Your business email should follow suit.

On Monday we asked if this statement was true or false:
It is wise to run your business emails through a gmail.com address to save on cost.
The answer is definitely False.

Gmail may be the machinery carrying your messages, but the name customers see should belong only to your business.

Half the work as a small business owner is just having people remember you exist and trust that you're a legitimate business. Having an email address that uses your brand helps you accomplish both. So... [email protected] not [email protected].

Use the platform (Google Workspace, Zoho Mail, Hostinger, etc.).

Own the identity.

08/03/2026

07/31/2026

Today in 1969, Elvis began his historic residency at the International Hotel in Vegas. After an 8-year break from the stage, his initial four-week engagement drew 101,509 people and grossed $1.5 million, breaking all Las Vegas entertainment records. He ultimately performed a whopping 636 sold-out shows.

While Elvis was a phenomenon, so was the (then) recently opened International. It was the world’s largest hotel and the first in Vegas built as an “everything under one roof” experience designed to keep the guests on site. It included:

- 1,519 French-, Italian- or Spanish-themed rooms
- six "fascinating restaurants" - Mexican, Bavarian, Japanese, Italian, gourmet dining and a 24-hour café
- Nevada’s largest 350,000-gallon pool
- rooftop tennis courts
- lagoons
- golf
- a health spa
- a 30,000-square-foot casino
- 2,000-seat room for performances
- retail space
- the world’s largest convention facilities for a resort hotel

Their tagline was "The International brings the world to Las Vegas."

In a similar vein, Shopify brings the world of eCommerce to your store.

On Monday we asked:
When you open an online store with Shopify, which statement describes the hosting situation?
The answer: b) Hosting is included and fully managed by Shopify.

There's no need to pack your own hosting. All Shopify plans already include it.

And because they provide both the hosting and the software, that also means you get all-inclusive customer service.

This all-under-one-roof philosophy is one of the reasons we're Shopify stans. Building an online store is a lot of work and involves a lot of steps regardless of what platform you use. We love that Shopify has so many of the features you need either built-in or as easy to install as calling for room service.

07/27/2026

07/24/2026

It was a tumultuous moment in U.S. history. On this day in 1974, the U.S. Supreme Court unanimously ordered President Nixon to surrender the subpoenaed "Watergate" recordings.

Until then, edited transcripts were all they had. They wanted the original recordings. That source-level evidence would eventually lead to Nixon's resignation and help a nation discover what had actually happened.

Last week we asked:
Is it possible to see the exact list of sites that sent you traffic inside Google Analytics?
The answer is: Yes.

Just like in any kind of research, when you're trying to figure out where your best traffic comes from, get the source!

Here's how...

In Google Analytics, open Reports → Acquisition → Traffic acquisition, then change the Session primary dropdown to "Session source" or "Session source/medium". Referral domains will appear among your traffic sources. Now that you can see that detail, scroll over to the final column "Total revenue" or look at the Key events column to see your conversions.

Now when you make a sale or get a lead, don’t just celebrate it. Trace it! 🧐

You can compare how each source drives conversions & sales, then invest in the partnerships, mentions, communities, and campaigns that send the most converting visitors - not merely numerous ones.

A visitor is attention. A sale is the goal. The source is your future.

Agree? Disagree? Have a question?
Hit reply or let us know here 👇🏽