Thread by @Jaffer22915438

1) Media & marketing lesson for the day:

All marketing has 3 basic DNA components:
1) Media
2) Creative
3) Offer

2) Media can be data, which is often potential media waiting for action. Generally media is distribution of a message.

Creative can be copy, audio, photos, video, music

Offer is a combination of product plus pricing

3) I have personally morphed from one DNA strand to the other and spend most of my time today in creating media to own...to lower marginal costs. Owning media like email subscribers, text subscribers, video subscribers and having a direct relationship with consumers is key.

4) So much media is garbage or swamp water...and this CAN BE FILTERED into drinkable water. Switching metaphors, I call this the Rumpelstilskin Model.

Why? If you can spin "media" straw into "media" silver or "media" gold, you take worthless media and make it profitable

5) A 2nd Order Effect of taking worthless media and internalizing it or making it be YOUR MEDIA is that once you own a database, deploying your creative has nearly zero marginal costs. You use the media and STILL HAVE IT. Zero marginal media costs yields convex payoffs

6) So, rather than try to sell products directly on other media platforms, figure a way to "internalize" their media and find a way to convert THEIR media to YOUR media. This means building your own media assets.

7) So much of media you buy to sell your products is "straw" filled with fraud... there are so many ways to turn garbage or exhaust into usable energy (surprise, another metaphor!). Just think 2 steps ahead and not 1 step.

This concludes the lesson for the day.