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Advent Calendar Marketing ThreadHaving been the first marketing hire at Cordial, Head of Growth at Baremetrics, and creator of http://swipefiles.co , http://heymarketers.com , http://refactoringgrowth.com , & http://mentalmodelsformarketing.com
Here's a thread with 1 marketing tip a day
1/
Throw away your preconceived notions about what marketing is.
It's not just advertising, growth hacks, and slogans.
Marketing is how you bring your work to the world in a way the world can receive it.
Marketing is sales, asynchronously and at scale.
Throw away your preconceived notions about what marketing is.
It's not just advertising, growth hacks, and slogans.
Marketing is how you bring your work to the world in a way the world can receive it.
Marketing is sales, asynchronously and at scale.
2/
Take the time to truly understand your audience.
Forget the fill-in-the-blank "personas".
Do you know what keeps them up at night? What their goals are? Where they hang out online? Who they follow?
Get on the phone with 20 of your ideal customers and just listen.
Take the time to truly understand your audience.
Forget the fill-in-the-blank "personas".
Do you know what keeps them up at night? What their goals are? Where they hang out online? Who they follow?
Get on the phone with 20 of your ideal customers and just listen.
3/
Marketing is about building awareness.
But not brand awareness. It’s about building problem awareness, solution awareness, and product awareness.
Your job is to teach, educate, and move people to the right on this spectrum.
Marketing is about building awareness.
But not brand awareness. It’s about building problem awareness, solution awareness, and product awareness.
Your job is to teach, educate, and move people to the right on this spectrum.
4/
Most start with marketing efforts at the "top" of their funnel.
Not necessarily bad, but if the bottom is unaddressed or unoptimized, it can create a "leaky bucket" where you're acquiring traffic/leads but not converting/retaining customers.
Start at the "bottom" instead.
Most start with marketing efforts at the "top" of their funnel.
Not necessarily bad, but if the bottom is unaddressed or unoptimized, it can create a "leaky bucket" where you're acquiring traffic/leads but not converting/retaining customers.
Start at the "bottom" instead.
5/
You don’t need to be a wordsmith to be a great copywriter.
You just need to be able to get out of your own head, know the language your audience uses, & explain things as simply as possible.
In fact, the best copywriters are “copypasters” of the exact words customers use.
You don’t need to be a wordsmith to be a great copywriter.
You just need to be able to get out of your own head, know the language your audience uses, & explain things as simply as possible.
In fact, the best copywriters are “copypasters” of the exact words customers use.
6/
If you don't have either a sizable audience built up or a sizable budget, all the marketing you do is going to feel like marketing into the void.
What's the solution?
Borrow other people's sizable audience.
Make friends. Add value. Give. Collaborate. Integrate.
If you don't have either a sizable audience built up or a sizable budget, all the marketing you do is going to feel like marketing into the void.
What's the solution?
Borrow other people's sizable audience. Make friends. Add value. Give. Collaborate. Integrate.
7/
Every time a product is bought, a contract is signed, and a link is clicked, people are demonstrating trust.
Transactions & relationships are exchanges.
And exchanges require trust: I give you this and you give me that in return.
Use marketing to earn trust at scale.
Every time a product is bought, a contract is signed, and a link is clicked, people are demonstrating trust.
Transactions & relationships are exchanges.
And exchanges require trust: I give you this and you give me that in return.
Use marketing to earn trust at scale.
8/
With the internet, we're in an age of infinite leverage. Media creation is democratized. You can connect with anyone around the world in an instant.
Anyone can build an email list of thousands, a blog with hundreds of thousands of readers, & distribute to millions.
Use it.
With the internet, we're in an age of infinite leverage. Media creation is democratized. You can connect with anyone around the world in an instant.
Anyone can build an email list of thousands, a blog with hundreds of thousands of readers, & distribute to millions.
Use it.
9/
Your ultimate goal should be to grow your "owned" platforms: direct connections with your audience.
Social media, YouTube, Medium, etc should all work to direct people to your owned platforms.
But to gain a following, you'll need to borrow other people's audience.
Your ultimate goal should be to grow your "owned" platforms: direct connections with your audience.
Social media, YouTube, Medium, etc should all work to direct people to your owned platforms.
But to gain a following, you'll need to borrow other people's audience.
10/
The Rule of Seven
It takes an average of seven interactions with you or your brand before a purchase will take place.
Feel like you're being repetitive? Good.
Repetition, frequency, and persistence convey truth, quality, and trust.
The Rule of Seven
It takes an average of seven interactions with you or your brand before a purchase will take place.
Feel like you're being repetitive? Good.
Repetition, frequency, and persistence convey truth, quality, and trust.
11/
If a CTA isn’t getting responses:
- ad
- email
- landing page
- end of blog post
It’s more likely than not that the problem is with the *offer*, not the look or functionality.
Great copywriting + poor design = always works
Poor copywriting + great design = never works
If a CTA isn’t getting responses:
- ad
- landing page
- end of blog post
It’s more likely than not that the problem is with the *offer*, not the look or functionality.
Great copywriting + poor design = always works
Poor copywriting + great design = never works
12/
Copywriting 101
Learn to...
• Write headlines like a YouTuber
• Write ledes like a journalist
• Research like a podcaster
• Structure/format like an SEO
• Promote like a media buyer
Copywriting 101
Learn to...
• Write headlines like a YouTuber
• Write ledes like a journalist
• Research like a podcaster
• Structure/format like an SEO
• Promote like a media buyer
13/
The three most powerful marketing tactics in your toolbox are:
1. Video conversations with customers
2. Sales Safari online research
3. Surveys to users
The closer you get to the customer, the easier your job becomes.
The three most powerful marketing tactics in your toolbox are:
1. Video conversations with customers
2. Sales Safari online research
3. Surveys to users
The closer you get to the customer, the easier your job becomes.
14/
If you build it, they will not come.
First time founders focus on product, second time founders focus on distribution.
Relying on word of mouth is an irresponsible risk to the success of your business.
Take the time to engineer distribution one channel at a time.
If you build it, they will not come.
First time founders focus on product, second time founders focus on distribution.
Relying on word of mouth is an irresponsible risk to the success of your business.
Take the time to engineer distribution one channel at a time.
