Ryan Reynolds (@VancityReynolds) is the greatest marketer alive today.
Here are 6 things I learned from studying his work:
1. Insert yourself into the narrative
In the "2020: A Match made in Hell" ad he used Taylor Swift's not yet released re-recording of Love Story. When all the press was talking about Taylor re-recording her masters just the fact that Ryan used the song become noteworthy.
This is the same thing that @DHH and @jasonfried did by publishing a story about Bezos invested in Basecamp on the day that Bezos became the richest man in the world.
The conversation was already happening, they found a way to insert themselves into the narrative.
That's great, but there's a broader trend you should be aware of:
We looked at data across over 4 billion emails sent to see how iOS 15 is affecting open rates: the average has increased from 30% in August to 34% in November.
Apple released Mail Privacy Protection in iOS 15 which automatically loads the pixels in an email to prevent senders from collecting any info about the receiver.
Open rates are calculated by embedding a tiny pixel into the email logging an open when the pixel is loaded.
Since Apple is automatically loading pixels regardless of subscriber behavior, emails are appearing to be opened whether they are actually opened by the subscriber or not.
With about 63% of iOS users running iOS 15 we expect those open rates to continue to climb with installs.
Did you know that 50% of motels in the United States are owned and operated by people of Indian origin?
This is the story about a Patel Motel Cartel and it's my favorite example of hard work, community, and investing profits to build wealth.
In the 1950s families from India started to immigrate to the US. Because it was so expensive they often relied on money from family to help with travel expenses and getting settled.
Once in the US they got jobs, earned more, helped another family member make the same move.
Up until now it's a normal story of family helping family.
Until these two twists:
1) the money was never repaid, but always paid forward. 2) they pooled more money for a down payment on a small motel.
We've all heard it. But what if your current project actually is a failure and you should move on?
How do you know when to shut down or double down?
Here's the mental model I used to answer that question for ConvertKit (now $29M ARR):
In 2014 I was at a crossroads. I'd been working on @ConvertKit for 18 mo and we were at just $1.4k MRR.
@hnshah called me out on it: “Admit that ConvertKit is a failure and shut it down. Move on to something else. You’ll be successful at whatever you do, so start something new.”
It hurt, but he was right. Our revenue peaked a year earlier and was on a steady decline.
This isn't the shape you want on your revenue graph.