A while ago, we decided to read every single one of the 66 @GoodMarketingHQ articles. And while we were at it, we thought why not make some notes.
MEGATHREAD TIME.
MEGATHREAD TIME.
People love REAL stuff. But it's rare.
Lifeless marketing is everywhere and we copy it without thinking.
Instead of doing that, use the Real marketing manifesto:
Real people. Real words. Real customers. Anything else goes.
Lifeless marketing is everywhere and we copy it without thinking.
Instead of doing that, use the Real marketing manifesto:
Real people. Real words. Real customers. Anything else goes.
The best marketers think less about funnels. More about loops.
Loops feed themselves. The actions of one user create an output which creates a new user.
Most people think you build the product then you market it. Thinking in loops means you build the marketing into the product.
Loops feed themselves. The actions of one user create an output which creates a new user.
Most people think you build the product then you market it. Thinking in loops means you build the marketing into the product.
Different testimonials for different types of customer.
People like seeing customers that look like them.
People like seeing customers that look like them.
How to Promote your content
1) Create value on other platforms.
2) Transfer this value to your own platform.
3) Store value with your email list.
1) Create value on other platforms.
2) Transfer this value to your own platform.
3) Store value with your email list.
The best self-promoters aren't self-promoters. They take the time to become a genuine member of each community.
Share others' content. Write detailed comments. Make friends.
Give more than you take. It's a positive-sum game.
Share others' content. Write detailed comments. Make friends.
Give more than you take. It's a positive-sum game.
“Nobody watches ads.
People watch what entertains them.
Sometimes it's an ad”
-- Howard Gossage
People watch what entertains them.
Sometimes it's an ad”
-- Howard Gossage
“Positioning is like finding a seat on a crowded bus” -- Ted Morgan
Most brands walk on the bus, glance left, glance right, and end up sitting on top of each other.
But the only way to escape competition is through separation.
Most brands walk on the bus, glance left, glance right, and end up sitting on top of each other.
But the only way to escape competition is through separation.
Limitation is the essence of branding.
Don’t pretend to be lots of different things. Stand for something simple and narrow: Reject superficiality.
Don’t pretend to be lots of different things. Stand for something simple and narrow: Reject superficiality.
Once you know what you stand for consistency is how you imprint yourself.
Consistent tone, Consistent aesthetics. Consistent messaging.
Consistent tone, Consistent aesthetics. Consistent messaging.
Any marketer tied to one idea will spend six months going from “A” to “B”. Only the one who assumes nothing finds “X“, “Y“ and “Z“.
The foolproof approach is to assume you're a fool.
Try lots of quick experiments with different platforms.
When you find what works, hone it.
The foolproof approach is to assume you're a fool.
Try lots of quick experiments with different platforms.
When you find what works, hone it.
Well executed word of mouth strategies pull in customers just as reliably as paid ads. Yet they're neglected.
Marketers are more comfortable imitating than originating.
Don't be afraid to stand out. Give your customers a story and they'll sell your product for you.
Marketers are more comfortable imitating than originating.
Don't be afraid to stand out. Give your customers a story and they'll sell your product for you.
The best salespeople are your customers.
Marketing should be a little less about attracting eyeballs and a little more about building relationships.
Instead of asking “How many views?” ask yourself “How many fans?”
Marketing should be a little less about attracting eyeballs and a little more about building relationships.
Instead of asking “How many views?” ask yourself “How many fans?”
It’s tempting to try to think all the big thoughts and come up with world-changing massive-action plans.
But please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you.
--@sivers
But please know that it’s often the tiny details that really thrill people enough to make them tell all their friends about you.
--@sivers
Once you start hanging with your perfect audience, conventional marketing goes out the window.
You don't have to try so hard.
Find the place where your tribe hangs out.
Show up, help people out, talk about what you're doing, and the rest will take care of itself.
You don't have to try so hard.
Find the place where your tribe hangs out.
Show up, help people out, talk about what you're doing, and the rest will take care of itself.
(1/2) How to increase sign-up form conversion rates
1. Signup=> Frictionless
2. Onboarding=> Leisurely
Notion has a two-second signup process. All users need to share is their email address. But that does not mean they pass up an opportunity to get information about their users
1. Signup=> Frictionless
2. Onboarding=> Leisurely
Notion has a two-second signup process. All users need to share is their email address. But that does not mean they pass up an opportunity to get information about their users
(2/2) It just means they are waiting until after you’ve already made an account (the point of no return).
Once your accounts made Notion asks you to agree to the T&C’s, for your full name, as well as answers to a series of other questions.
Once your accounts made Notion asks you to agree to the T&C’s, for your full name, as well as answers to a series of other questions.
When customers become fans they start selling your own product for you.
And the easiest way to do so is to turn customers into fans is by offering thoughtful, delightful experiences, which often comes down to doing things that don't scale.
And the easiest way to do so is to turn customers into fans is by offering thoughtful, delightful experiences, which often comes down to doing things that don't scale.
(1/2) Top-down vs bottom-up growth.
Traditionally marketers are drawn to top-of-funnel activities: Billboards, Influencers, Social Media, etc. These campaigns are easier to justify. They’re bigger, bolder, sexier.
Traditionally marketers are drawn to top-of-funnel activities: Billboards, Influencers, Social Media, etc. These campaigns are easier to justify. They’re bigger, bolder, sexier.
(2/2) But, the reality is, it's probably far more efficient to work from the bottom-up — patching up the existing holes in your bucket before blindly pouring another gallon of water in.
The best marketing doesn’t look like marketing because as soon as people know they are being sold to they tune out.
(1/2) The meaning and significance we attach to something is felt in direct proportion to the expense with which it is communicated -- @rorysutherland
(1/2) Costly Signaling Theory
The meaning and significance we attach to something is felt in direct proportion to the expense with which it is communicated -- Rory Sutherland
The meaning and significance we attach to something is felt in direct proportion to the expense with which it is communicated -- Rory Sutherland
(2/2) Essentially, costliness carries meaning.
1) The handwritten thank you card carries more meaning than a text.
2) A university degree carries more meaning than a Udemy course.
3) Asking someone out face to face carries more meaning than on Tinder.
1) The handwritten thank you card carries more meaning than a text.
2) A university degree carries more meaning than a Udemy course.
3) Asking someone out face to face carries more meaning than on Tinder.
(1/2) Serve a niche market.
The more passionate the audience the more likely they will help share your product. This is called the viral coefficient, and niche markets have high ones.
It measures the number of new customers that each existing customer is able to convert.
The more passionate the audience the more likely they will help share your product. This is called the viral coefficient, and niche markets have high ones.
It measures the number of new customers that each existing customer is able to convert.
(2/2) For example, you’re never going to text your friend:
There’s a new dating app for music lovers but if your both Kanye fans you might send: OMG, there’s a new dating app for Kanye fans😂
And the sheer volume of friends telling friends spreads the idea widely.
There’s a new dating app for music lovers but if your both Kanye fans you might send: OMG, there’s a new dating app for Kanye fans😂
And the sheer volume of friends telling friends spreads the idea widely.
How to self promote on any platform and get away with it?
1. Get attention with upfront value.
2. Build goodwill
3. Slide in self-promotion
4. Everyone's happy
1. Get attention with upfront value.
2. Build goodwill
3. Slide in self-promotion
4. Everyone's happy
When writing a cold email, calling out the awkwardness of your email is always a solid start.
It’s a display of emotional intelligence and helps humanise you.
It’s a display of emotional intelligence and helps humanise you.
Last but not least, big thank you to @harrydry for the wonderful work he's doing at Marketing Examples. marketingexamples.com
