The End of Marketing As You Know It

(Every consumer business will be affected by this)

🧵 1/9 The current model for selling consumer products/services is outdated

But the shift from traditional marketing to "direct distribution" is making its rise

Here's what it means for the layman...

The top 1% of marketers do one little thing the rest don't:

They answer "What's in it for me?" for their audience

👇 Stop what you're doing to understand this secret: When writing ad copy anywhere (email, FB Ad, your landing page), you have one objective:

How do I get someone to stop drop and buy right NOW?

When you tap in to people's emotions, that gets easy

Hear me out...

The strongest brand in e-commerce:

Patagonia. Why?

They did one little thing different than 99% of brands.

🧵 Here's what it was and how it created a giant company: 1/ Background:

Founded in 1973 by Yvon Chouinard - prolific rock climber (founder product fit)

Hiking, fishing, skiing, anything outdoors.

You name it, they make the swaggy clothes for it.

1% of all sales goes to environment restoration

Fitness will transform your entire life

If you do it properly.

Here are 5 resources to becoming a better, fitter you

( + an extra one you'll hate hearing): 1/ Jeff Nippard

Jeff's content covers everything fitness

• Strength training
• Cardio training
• Sleep
• Diet

It's all dumbed down too.

youtube.com/results?search…

The greatest boxing movie of all time:

Rocky Balboa

Sylvester Stalonne had no big name. No big budget.

🎥 Here's the lessons & how one idea turned $107 into $1.7B: Stalonne was dead broke & hadn't made much noise with his acting career

It was the 70s and was time to pack up and move to California

He was even forced to sell his dog and wife's jewelry (behind her back) just to make ends meet.

This all changed one night...

When I was 17 my parents gave me my first (crappy) laptop.

A week later I was on Shopify

48 months later, I've been able to drop out, ditch my McDonald's job, and operate an e-commerce brand with 30,000+ customers

If I could go from 21 to 17, here's what I'd do differently: No mega-thread. I'll be concise

1/ Sell products that scratch your own itch

Times are going to SUCK when you first launch.

If you can't relate to your product put some trust behind/relate to it...

There's a higher chance that you're just going to quit and give up.

Most Shopify apps suck.

But the right ones make running your store simple.

Here are 7 golden apps you should steal rn: 1) Grapevine by Union Works Apps

• Post-purchase surveys made easy.

Clean interface for both the customer and the merchant.

We ask where the customer first saw/heard of us and give them options like FB, IG, TikTok, etc.

When my brand started on TikTok, views were easy.

It was 2020. Lots has changed since.

Now, every e-commerce brand wants to win TikTok.

👇 Here's all I've learned in a thread: The TikTok algorithm prioritizes:

• Rewatches
• Video completion
• Shares

🔁 Just as any other platform, the more TIME spent with your video the better

But the most important is the first few seconds...

You need to remember:

Just because every e-commerce business can run ads,

Does not mean they can effectively storytell.

Here's a DTC brand that used content + storytelling to (yes) 100,000x sales

1/15 Founder background:

Nick Bare grew up average.

Decent grades, decent athletic ability, and some good friends

His dream of playing college baseball died pretty fast as he rode the high school bench.

Time for a pivot...

We sold $900k worth of shapewear in our first year of business

No venture funding. And I'm 20

THREAD: Lessons I've learned as an ex-McDonald's + college dropout

👇 Let's start here:

Perfection is stupid

When we launched this business we had two options:

First, drop $3-5k on HD custom content and build a website with a bunch of cool features...

Two dudes couldn't find a platform to share their workouts.

So they made one.

Then, they got 50M+ athletes to use it

Here's how it unfolded 👇

(1/14) Michael and Mark got together and realized one problem:

There was no real platform to share your workouts with other athletes.

With no community around you, you're less motivated

To the whiteboard.

99% of mistakes lead to nothing but lessons.

But once, a mistake turned into a $250 billion product.

👇 Read before you sip on another one... The year: 1886

A young John Pemberton was always looking for headache/pain relief fixes

After painfully battling in the American Civil War he was hooked on morphine

But morphine + daily use = no...

Two dudes launched an ecom site targeting moms.

They went from $0 to a $550M acquisition in 5 years.

Then, it all shut down!

You know the brand, but not the incredible story...

🧵... Marc Lore and Vinit Bharara were the co-founders of Diapers.com back in 2005

Their audience was a cashcow and they knew it

Once moms buy from you, they stick and you can sell more.

That's the angle that sparked it all...

🗻 A brand that we all know of is doing something 99.3% of other brands are not.

🤯I know It's working because this company cleared $1B revenue in 2017 alone after being founded in 1973.

🧵 A breakdown of Patagonia and why they are more than just another brand + how to emulate: 1️⃣ Quick Background:

• Patagonia was Founded in CA in 1973 by Yvon Chouinard
• Yvon, an accomplished rock climber, initially created, wore, and sold mountain climbing gear himself before partnering with Tom Frost to help scale
• Patagonia has expanded its product line since.

🤯 My e-commerce brand just passed the $500,000 in 2021 YTD revenue mark last week.

No venture funding. Year one. And we're profitable.

I'd like to story tell a few huge learnings I've gained as a 20 year old dropout who formerly cooked fries at McDonald's.

🧵Here we go 1/ Perfection is one of the worst words to exist.

• When we launched this business in October 2020, we were going to take one of two routes:

1) Spend $3-5k on a custom content studio to get FB ads created, and build out a 'perfect' Shopify website with a bunch of cool features

The Will To Win Speech -

By Vince Lombardi

I'm not really a poet guy at all. But this is a 3 min read that resonated with many including the great @TonyRobbins and I.

👇🏻Entrepreneurs, athletes, anyone that wants to win: Read this now. Winning is not a sometime thing; it’s an all the time thing.

🔋A few things we are doing on the #dtc ecom brand side for Facebook ads + iOS 14.5

Get up to speed with this quick thread: Performance is still there for us. Not attribution though.

We just rolled out our video view retargeting this week and I'm certain that everything has to be video creative focused on TOF side.

The larger the retargeting pool (even if lower quality leads), the better right now.