1/ @jamiekaywilde and I just put together a Marketing 101 syllabus for the Brew (link at the bottom of this thread)

it led me down some crazy marketing rabbit holes

here's my favorite one

A thread on why Betty Crocker deliberately made its cake mixes a worse product
2/ In the 1950s General Mills released its now-famous Betty Crocker cake mixes

the mixes included all the dry ingredients, plus milk and eggs in powdered form

all you needed to do was add water, mix it all up, and put the pan in the oven
3/ Sales we're nonexistent

despite being an unbelievable product that saved tons of time in the kitchen, no one bought it

we'll get to the reason why in a second

but first...
4/ Put your marketing hat on

what would you do in this situation?

maybe release a campaign explaining how much time you could save using the product?

or double down on the "just add water" tag line?

clearly customers weren't understanding the benefits of the mixes
5/ General Mills did none of the above

they hypothesized that customers were resisting the product for a different reason...

6/ It was too easy to make a delicious cake

people were embarrassed to receive compliments on something they had made in less than 10 minutes

they had literally just added water
7/ So General Mills made the product "worse"

they removed the powdered egg from the mix, tasking the baker with beating in two, real eggs

they relaunched the product with the slogan "you add the eggs"

and sales took off
8/ Because less convenient meant less guilt

those two little eggs gave bakers a sense of ownership over the cakes they made

now, anyone baking a cake felt like they did jusst enough work while still reaping most of the time saving benefits
9/ What's the lesson?

don't always do what's logical cuz marketing is a dark art

Rory Sutherland puts it best

"People don't think what they feel, they don't say what they think, and they don't do what they say."

now go bake a cake
10/ Heres the Marketing Syllabus

What you won’t find here: fluffy listicles that tell you what you already know, like "it's all about authenticity."

What you will find: just click to find out


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More from @tobydoyhowell

22 Sep
10 Twitter thread ideas that will get you likes
1. Tell a general and surprising story

this idea from @paulg and is the framework of every good thread

in this example

General = the story of a normal guy obsessed with a cookbook

Surprising = the valuable lesson for creators contained within

2. Repurpose posts from Reddit

the majority of threads are simply exercises in curation

this thread blew up with minimal effort

Read 11 tweets
17 Sep
1/ Being a writer at @MorningBrew means existing in a constant state of creativity

creativity comes with its own set of challenges

here are a few ways I've learned to get over writer's block and imposter syndrome

Set fear-inducing deadlines

the Brew newsletter has to go out the next morning

I literally have no other option other than to get a piece done

my hand is forced every day

have someone set immovable deadlines, and watch your output 10x
3/ Massage your work

if there is a lump of something on the page, congrats, the hardest step is over

now enter massage mode

make each sentence feel good, like it deserves to be there

then, if you have to keep rewriting a sentence, just delete it
Read 10 tweets
8 Sep
The ability to send a well crafted cold DM is more powerful than any resume

(and probably more powerful than any cold email too)

Here is a breakdown of how to send killer DMs that stand out
1/ We’re going to be using this DM I received last week as a case study

it’s the best DM i’ve received since working at the Brew

let’s break it down Image
2/ Very clear as to what job they are looking for

this saves a lot of headaches for me because it gets to the point immediately

also filling out the application THEN sending the DM demonstrates their level of seriousness about the role

that's the correct order of operations Image
Read 9 tweets
5 Sep
If you’re scared of tweeting

have three beers and let it rip
Yes I am three beers deep
Will update accordingly
Read 7 tweets
3 Sep
A thread compiling @naval's thoughts on Twitter and social media
Read 13 tweets
1 Sep
May get dragged for this but

impressions > engagement
it comes down to a very simple idea

take the @MorningBrew account

if you post great content (which we do and is always our main focus), then you want that content in front of as many eyes as possible
if i know that our content passed by more eyeballs

i don't care if they didn't engage with it

because we just made our first touchpoint with a potential follower who is now more likely to follow the next time they come across us
Read 4 tweets

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