The Unexpected Marketing Lesson from St. Valentine
Valentine’s Day—it’s the season of roses, overpriced chocolates, and last-minute shoppers crowding the aisles. But did you know that St. Valentine isn’t just the patron saint of love?
He’s also the patron saint of epilepsy.
Strange combo, right?
Historians aren’t entirely sure how that happened. Some believe he once healed someone with epilepsy, while others point out that seizures were once called “St. Valentine’s Malady.” Either way, it was an unexpected branding accident that stuck.
And that brings us to marketing.
Your Brand Might Not Be What You Think
Just like St. Valentine became known for something unexpected, your brand might end up being remembered for something you didn’t plan.
Maybe you launch a product thinking people will love Feature A—but they go crazy for Feature B instead.
Maybe you write an email expecting to close sales—only to find that people are obsessed with the story and ignore the pitch.
This happens all the time in marketing. What you think will resonate doesn’t always match what does.
Lean Into What Works
The mistake most marketers make? Fighting against what’s working instead of embracing it.
If your audience loves something about your brand—even if it wasn’t the main thing you planned—run with it. Lean in. Build on the momentum instead of trying to force people into the box you originally had in mind.
Want proof? Some of the biggest marketing wins in history came from happy accidents.
✅ Slack started as an internal tool for a gaming company—but the team saw more demand for the tool than the game itself. Now it’s a billion-dollar brand.
✅ Play-Doh was originally marketed as a wallpaper cleaner—until teachers started using it as a modeling compound for kids. The company pivoted, and the rest is history.
✅ Coca-Cola was initially a medicinal tonic—but people loved the taste, and it became the world’s most famous soft drink.
The lesson? Instead of resisting the thing people latch onto, leverage it. It’s often the easiest way to gain traction.
(Just, you know, maybe don’t try to be the “epilepsy marketer.” That niche is covered.)
The Affiliate Marketer’s Advantage
Affiliate marketing is a perfect example of this. A lot of people get started thinking they’ll make sales one way—only to discover their audience responds better to something else.
Maybe you thought blogging would be your big traffic driver, but your YouTube videos are what’s getting engagement.
Maybe you expected people to click your affiliate links for one product, but they’re more interested in something else you mentioned in passing.
Pay attention to what works and double down. The fastest way to grow isn’t by trying to force a strategy that isn’t landing—it’s by leaning into what’s already clicking with your audience.
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Stay smart, and keep marketing strategically!
