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- 🔮 The key to great marketing
🔮 The key to great marketing
Hey 👋
Marketing is lucrative knolwedge.
See what we did there?
In 2018, Naval Ravikant posted a viral Twitter thread on how to get rich (without getting lucky).
One of the points he made was that you get rewarded by giving society what it wants (at scale).
At a first glance, you may not think this sentence has anything to do with marketing. But, in fact, this is where the greatest marketing ideas lie.
You get rewarded by giving society what it wants, that it does not know how to get elsewhere, at scale.
In other words, be the vehicle that helps people get what they want (when they don't know how to get it from any other source).
We bring this up because we're in a digital age where marketing is becoming increasingly difficult.
The barrier to entry to building a business has dropped drastically in the past few decades. Need to build a website? There's a tool for that. Need to file documents with the government? There's a tool for that. Need to find people to hire? There's a marketplace for that.
More businesses = more competition for attention.
And nowadays, content is how you drive attention.
So if we think about Naval's quote, in terms of content creation, we can see that the people that drive the most attention are the ones that create something totally new.
The marketers and content creators that win don't just rehash information that can be easily found from other creators. They give viewers the content they don't know where to get elsewhere.
Just look at Mr. Beast on YouTube. His videos get millions of views within a day that they're uploaded. Each video is something that has never been seen on YouTube before.
This is why Jimmy, aka Mr. Beast, focuses so heavily on the video title and thumbnail before any content production begins (something he's mentioned in a lot of interviews).
And people aren't stupid. They're not going to waste time reading or watching something that is clearly a ripoff of something else. Topic fatigue is real.
What people want is something they've never seen before. They crave novelty.
This is how you strike an emotion in your audience.
People consistently open YouTube, LinkedIn, Twitter, and other social media platforms because there's an anticipation towards seeing something new. And when they finally see that new "thing," they get a rush of dopamine — causing a habit to be formed.
So next time you're creating a piece of content, ask yourself, "how can I make the reader/viewer/listener go 'huh, I never thought of it like that before'?"
And this doesn't mean that you can never use previous information to get inspired. In fact, some of the greatest marketing campaigns are copies of campaigns from generations ago. But, it feels new to people today.
Take for example, Apple's "Shot on iPhone" campaign. This was actually first done by Vive in the 1890s:
Nobody alive today remembers this campaign.
So look at your audience today and create something they've never seen before. Give them that new content they crave for.
With that, let's get into what we have in store this week (lots of good stuff):
Marketing news from the past week
0 to $1M ARR in 12 months
How to not get replaced by AI writers
The dangers of using ChatGPT for SEO
How to beat bigger competitors
Ad from the past
Website of the week
Cool marketing jobs
And much more
🗞 In the news
🚀 All things growth & product
How to build a growth model, beehiiv's community led growth success, finding product-market-fit with network effects, and seven shipping principles.
💭 Guess the riddle
How did Yoda get his first lead?
Answer is at the bottom of this email
✍️ Content & copy
Key steps before scaling content production, how to make your writing easier to read, how to write authentic content, and how to write a case study.
⚙️ SEO
A case study on getting to 34M visitors/month, pace layers of SEO, the dangers of using ChatGPT for SEO, and Yandex's ranking factors leaked.
You probably heard about Yandex, it’s the 4th biggest search engine by market share worldwide. Yesterday proprietary source code of Yandex was leaked.
The most interesting part for SEO community is: the list of all 1922 ranking factors used in the search algorithm
[🧵THREAD]
— Alex Buraks (@alex_buraks)
3:03 PM • Jan 27, 2023
🎨 Branding & psychology
How the best brands operate and how to create high-priced products people want to pay for.
🧠 Extra stuff
High output marketing, DTC ecommerce myths, and how to beat bigger competitors.
📣 Ad from the past
(General Electric ad from 1981)
Give 'em options.
💻 Website of the week
🏝 Cool remote marketing jobs
Okay, that's it for now 🖤. See you next Tuesday!
What did you think of this newsletter? |
“No matter how slow the film, Spirit always stands still long enough for the photographer It has chosen." — Minor White
Riddle answer: He used the Sales Force