- Marketer Milk
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- 7/12/2022
7/12/2022
Marketer Milk
July 12, 2022
We need to talk...
This is a bit scary.
Instagram, YouTube, Twitter, TikTok — why are people so addicted to these social media platforms?
There’s a science to it, and it’s the reason why people constantly consume content online.
Do you know what it is?
On a scientific level, it’s dopamine. Everyone wants a dopamine release from their phone.
But what actually leads to this dopamine “high?"
Anticipation.
Anticipating something, then finally getting it, leads to a dopamine release. And our brains are wired to continue chasing this dopamine release.
So do you know what people really want (as it pertains to content)?
People want to see something they’ve never seen before.
That’s all.
It’s what causes us to continue scrolling for hours at a time. You anticipate seeing something you haven't seen before. You finally see it. You get a “kick” from it. Then, you keep scrolling to find the next thing you haven’t seen before.
It’s quite scary how social media platforms know this about our psychology.
If you decide to use your marketing skills for good, think about how you can create content that people haven’t seen before. Make people question the status quo. Make them so intrigued by your content, and what you have to say, that they keep coming back for more.
The best marketers do this by giving their target audience what they want. And you really only know what your audience wants by knowing your customer (something our guest will talk about in the Marketer's Talk section of this newsletter).
Okay, let’s get into what we have in store this week:
Marketing news from the past week
Marketer's Talk
How to Stripe got its first 1,000 users
Steve Jobs' storytelling framework
Using aged domains for SEO
Ad from the past
Website of the week
Cool marketing jobs
And much more
🗞 In the news
🎙 Marketer's Talk
This week, we chatted with Jen Harvey — VP of Marketing at Worksome. Jen is an international marketing leader with over 15 years of experience working in marketing.
We asked Jen some questions. Here's what she had to say:
Why did you choose marketing as a career path?
Marketing is so ingrained in our everyday lives — it’s just always been in my blood. From lemonade stands as a kid, to marketing internships in college, then pro sports marketing to international B2B tech. I actually never thought about doing anything else. Aside from design — I love anything design-related.
What do you think is the next "big thing" in marketing?
The shift of B2B towards B2C customer-centricity and brand marketing. Buyers are human, overstimulated with ads, and are blocking out shit-marketing faster everyday. We've definitely come a long way since the days of ‘inbound’ B2B gated content, companies are providing more value up-front, and investing in brand, but there’s still a long way to go. I do love seeing more B2B tech billboards popping up in NYC, makes my day!
If you could just give one piece of advice to a young marketer, what would it be?
Know your customer, and give them more value than anyone else. Marketing is super-trendy and changes unbelievably fast — new algorithms, buying patterns, emerging channels — it’s hard to stay at the forefront of that. But if you know your customer, you’ll know where they are, and what they care about. And if you’re providing them with real value, you’ll come out on top.
What book do you think every marketer should read?
I personally love ‘Made to Stick’, a book on copywriting and communicating ideas that truly resonate. Copywriting is incredibly powerful for every. single. marketer., no matter the role, and this has so many great takeaways.
Do you drink your coffee with or without milk?
Milk, no sugar. Ideally espresso in some form. Related fun fact — I have 4 coffee makers in regular use. Filter, Espresso, Nespresso, and a Bialetti.
Have a question you want a marketing leader to answer? Submit it here!
📈 All things growth and product
How Stripe got its first 1,000 users, how Airbnb tracks and measures growth marketing, 14 growth levers for DTC brands, and a go-to-market product marketing strategy.
💭 Guess the riddle
What goes all the way around the world but stays in the corner?
Answer is at the bottom of this email
✍️ Content, social media, and emails
What is content design, Steve Jobs' storytelling framework, how to collaborate with influencers, and win-back emails vs re-engagement emails.
Steve Jobs said:
“The most powerful person in the world is the storyteller.”
Here’s the storytelling framework Jobs used (that you can too):
— Nathan Baugh (@nathanbaugh27)
12:10 PM • May 7, 2022
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🍭 Marketing resources
A PDF report from McKinsey & Company explaining how value will be created in the Metaverse.
⚙️ SEO (search engine optimization)
What short-form videos mean for SEO, why you should invest in branded keywords, and using aged domains to grow client websites.
📣 Ad from the past
A Band-Aid ad from 1940. This ad seems to be following the PAS copywriting model:
Problem: Sometimes you cut your finger and need a quick bandage.
Agitate: No fussing around with awkward, home-made bandages.
Solution: Band-Aid is neat and practical. Just one stick on... it stays on.
💻 Website of the week
Have you ever wondered what Earth looked like millions of years ago? Check this out:
🧠 For the mind
💼 Cool marketing jobs
Check out some cool marketing job opportunities right now:
Product Marketing Manager at Pinterest
SEO Manager at Canva
Creator Marketing Lead at Twitch
Okay, that's it for now 🖤. See you next Tuesday!
What did you think of this newsletter? |
“Slow down and enjoy life. It's not only the scenery you miss by going too fast — you also miss the sense of where you are going and why.” — Eddie Cantor
Riddle answer: A stamp