All new products compete with Instagram for attention.

(a short 🧵)
1/ You get pitched by other companies all the time.

It’s estimated that we get to see thousands of ads every day. How many marketing messages from yesterday can you recall?
2/ If you’re like most people, it’ll be difficult for you to recall even a single message.

At best, if you stress hard, you’d be able to recall only a few ones.
3/ If you, the marketer or the entrepreneur, cannot recall ads or marketing messages you were exposed to, how do you expect your customers to do so?
4/ Marketers spend a significant amount of time creating their campaigns, so they become biased into assuming that if their target customer sees the ad, she will remember it and take action whenever the need for the marketed product arises.
5/ But that’s not how customers’ minds work.

They see an ad and move on with their life as if nothing happened.
6/ That's because all marketing messages compete for attention with however people want to spend their attention.

If people want to focus on their work, a sales call is a distraction. If people want to spend time browsing Instagram, a TV ad in the background is a distraction.
7/ If people want to read articles in the newspaper, a banner ad is a distraction. And people automatically tune out distractions. They’ll not pick up phone calls from unknown numbers, switch off the TV or simply install ad blockers.
8/ Because of this blindness to marketing messages, effective marketers take a more nuanced approach.

While designing their marketing strategy, they focus their energies on three aspects:

• Motivation of the customer
• Emotion evoked
• Repetition

Let's unpack each of these
9/ Motivation of the customer:

in their marketing communications, they address upfront why should a prospective customer pay attention. And that ‘why’ is never about the product, it’s always about the person and her desires.

invertedpassion.com/jobs-to-be-don…
10/ Nobody wants to buy products.

They want to satisfy one of their unmet desires. If a customer who receives a marketing message doesn’t relate to the ‘why’ of the ad or cannot easily find or understand such ‘why’, the ad becomes a distraction.

invertedpassion.com/people-dont-li…
11/ That is why it’s important not just to articulate a clear reason for the prospective customer to pay attention, but also to avoid spending money on targeting people who don’t have that desire hoping that an ad will create such desire in them.

invertedpassion.com/assume-most-pe…
12/ Desire creation doesn’t happen that easily because an ad in itself doesn’t do anything.

People forget the ads they see.
13/ Emotion evoked:

people remember things that resonate with them emotionally. Marketing messages should hit the prospective customer on some emotional level – they should laugh, get surprised, or feel special.
14/ Unless they feel something, they will quickly forget that they ever saw or heard about something from your company.
15/ Repetition:

one-shot marketing is worse than no marketing because it costs money without giving results. People forget things all the time.
16/ The only way to ensure that people remember that your product or service exists when they need it is to continuously refresh their memory about it.

Yes, it’s expensive but that’s the only way it works.
17/ Effective marketers would rather reduce the number of people they reach but they ensure that they reach them again and again via multiple channels.

It’s not the width of reach that matters, it’s the depth.
18/ I call these 3 elements of marketing the MER framework (Motivation, Emotion, Repetition).

invertedpassion.com/mer-framework-…
19/ Remember 🧠

marketing isn’t about developing a message and reaching out to the target market.

Most people consider marketing an intrusion into their lives.
20/ Effective marketing is all about crafting relevant, engaging messages that actually benefit and delight prospective customers and doing that repeatedly so that whenever the prospective customer feels a desire, she remembers your brand as the one that can fulfill her desire.
21/ That's it!

I'm posting ~1 new mental model for entrepreneurs every week.

Here's the entire list of 60+ mental models that I'll cover in a year or so: invertedpassion.com/free-book-ment…

Make sure you sign up for email updates on the book page.

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More from @paraschopra

22 Sep
I measured the speed of light using chocolate!
1/ It’s pretty simple and you can do at home.

All you need is a microwave and, well, chocolate (a large bar).

Here’s how it works.
2/ Microwave creates standing wave inside the chamber.

That’s how your food heats up.

The microwave radiation inside the oven has points of electromagnetic radiation that oscillate the most. Those are called anti nodes.

The ones that don’t oscillate (in red) are called nodes.
Read 8 tweets
21 Sep
Assume most people are lazy but market to those who aren’t.

a 🧵
1/ Most of us are lazy.

We do not wake up every day trying to actively seek new ways of improving our lives. We prefer the comfort of things that are known to work for us.
2/ That is why we frequent our favorite restaurants, watch our favorite TV shows and take our favorite routes to the office.

Even though we like to think we’re not comfort-seekers, our actions usually speak otherwise.

invertedpassion.com/evidence-of-de…
Read 22 tweets
20 Sep
🎉 Announcing August winners of the Gaur & Chopra Escape Velocity Grants where we give a no-strings-attached grant of Rs 50k to ambitious people under 25 for whom this money can change their life.

We have 7 winners this time.

Their names and profiles are below 👇
1/ Saikat cleared his CBSE 10th Board in 2021 with 98.6%, AIR 8. Due to pandemic, his studies have been impacted because of lack of a laptop.

He will be using the grant to purchase a laptop to continue his online classes and resume his preparation for JEE.
2/ 🏅 Vijay Kataria is currently running a Sports For Development project named Pahadi Khiladi in the district of Champawat, Uttarakhand.

He would be using the funds to purchase equipment for their program and hopefully create many new sportspeople from the region.
Read 10 tweets
15 Sep
This #book talks about how meritocracy shouldn’t be the goal of a society.

It’s a controversial idea but arguments that the author makes are worth analysing.

My notes and thoughts in 🧵
1/ The core argument is that meritocracy creates a society of losers and winners.

Winners feel they deserve what they get, but the role of contingency (luck, genetics, background conditions) isn’t acknowledged.

Losers, on the other hand, feel humiliated.
2/ The argument is two fold:

- There’s no such thing as perfect meritocracy

- Even if there is a perfect meritocracy, it isn’t moral to let less meritocratic suffer because merit may not be controllable by an individual
Read 9 tweets
12 Sep
Going through applications for our monthly grants to young people, noticed that the answer to "how will Rs 50k change your life" falls into following categories:

- Pay their course fee
- Buy a laptop
- Fund their NGO
- Start a small business
It hurts to see so many students struggling to pay their course fees because their parents can't afford it.

It's a failure of our nation that highly determined kids have to worry about how they'll pay for their college.
But, at the same time, it also hurts to see how much emphasis our society places on traditional college education.

With so many resources available on the Internet, high-quality self-education can effectively be done for free.
Read 4 tweets
9 Sep
It’s such a deep mystery why do fundamental entities of the universe (particles, fields, molecules) behave in a way that can be captured into neat little mathematical formulas.

This mystery *strongly* suggests the following..
1/ That if these entities behaved unpredictably, we wouldn’t have existed.

Composite systems like us who can ask questions like these can only be built on fundamental units whose behaviour is simple.
2/ That there may be universes where fundamental entities have unpredictable behaviour which can’t be captured by any formula.

Such universes possibly exist, but no being exists within them that can ask complex questions like this one.
Read 7 tweets

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