Hey, for people interested in this stuff, here's a thread about a change we made to running our facebook account:

So, about 5 years ago, we got on facebook. Why? Well, facebook has a big audience and they like to consume on facebook. So, we started posting comics there, even though we got paid nothing and facebook made money off the free content.

Why? Because back then, once in a while, you would say "also hey, I sell books" or "hey, I'm going to be signing at this event" and your facebook followers would actually see it.

Effectively, the implicit old arrangement was "facebook lets me reach readers efficiently, and I supply facebook with free content they run ads on."

Over time, like a bad business partner, facebook basically made it impossible to reach your audience without *paying them*. Thus, you supply them free content on which they run ads, and you get nothing in exchange.

How To Promote Your Stuff On The Internet: A Thread

After all the recent online events/conventions, I realised that there are a lot of people who don't understand how to maximise their promotion potential, so here's a quick, basic thread on how to do that!! 1/13

1. POST YOUR LINKS EVERYWHERE. People are lazy and want to do things as easily as possible. Put your shop/website/patreon link in your Twitter bio, in your pinned tweet, in your IG bio, make links easy to find on your site, put your links everywhere, please oh my god. 2/13

If you're making a post talking about your shop, put a link to your shop in the tweet (or in the tweet below if you're worried about algorithms). Say "shop link below!". Make it as easy as possible to find your shop! The majority of people will not go looking for the link!! 3/13

2. POST YOUR EMAIL EVERYWHERE. Someone looking to hire you isn't always going to want to DM you, and if they can't easily find a way to contact you, they'll just skip you. Put it in your bio!! Put it in your pinned tweet!!! Put it in the header of your website!!! 4/13

3. Related: make a website. If you don't want to make a portfolio website, then make an Instagram or Tumblr where your work is clearly on display. People are lazy. People don't want to scroll through memes to find your work to see if they want to hire you or buy from you. 5/13

Marketing, Content, & Audience

Clubhouse highlights from @Julian, @shl, @mkobach, & @tobydoyhowell:

When building an audience, optimize for 3 things:

Volume
➡ How many followers?

Affinity
➡ How much do they prefer your tweet to the same one from someone else?

Recursive power
➡ How influential are your followers toward your goals?

Here's how to do marketing:

People follow to be entertained.

Entertain people & remind them that you exist.

You'll be top of mind when they want to sell an e-book or are frustrated by a slow check-out.

Don't make marketing more complicated than it is.

Forget funnels.

@mkobach just wants @Fast to be present to more people & knows 2M > 1M.

@tobydoyhowell just wants people to see MB everywhere & realize that the Brew is inevitable

Fact: people are more relatable than brands

Building your company around a personal brand(s) is a competitive advantage.

@Fast encourages & even helps people to build their personal brands

How to scale your business in 30 days

(If you are making below $1M in revenue)

//THREAD//

**disclaimer**

This thread has nothing to do with marketing OR sales.

There are way better threads and more qualified individuals who can help you.

This is for those who are strong at marketing and sales but weak at the operations side of things.

**disclaimer cont.**

This thread is mostly going to benefit the CEOs.

The visionaries.

Your strength is crafting the vision for the company, selling that vision, and continuously innovating your vision.

Read through this though so you understand what you need.

Craft your vision for the future of your business.

If you have not already done this for 2021, answer the questions on this Google Doc and then come back to this

Find an integrator

You have no business working IN your business.

Find someone who will.

Someone who can take your ideas and put them into action is the most valuable asset you can have when looking to scale.

An integrator will help double your business at a minimum.

Whether you like it or not.... you are ALWAYS selling

And many of you here have ambitions to make loads of cash, so you HAVE to understand this FUNDAMENTAL skill and get really good at sales

The following will help you

{THREAD} on How To Sell ANYTHING High Ticket (Properly)

Many of you know me for my fitness content or NRG or sarcasm primarily

But my good friends know I’ve been in the sort of “online business” sphere for a couple years.

Done a lot of different things, but the most natural of those- has been sales.

Got a lot of experience working for one of my mentors, would close his personal brand offers for him and managed that. And was the COO of the agency we built together from Aug ‘19-July ‘20, which is where I got GOOD.

Closed a few $30k deals on the phone/zoom there.

All that being said, I had to dial a lot back. Find focus. Do just a few things rather than being all over the place

So now, I’m focusing only on my fitness company, and the past few months have been building a small sales agency. (Along with a redacted project/lvrged ptnrships)

Anyway, let’s get into it. SALES-

First I’m going to say DO NOT use this if you are selling some bullshit. To actually sell requires belief in your product/offer, and I only do things with offers I genuinely have full confidence in.

This also gives you leverage...

I built communities that created 83m new customers in 2020 with this marketing framework

I'm curious your thoughts

A startup marketing manifesto:

Connect the disconnected

1. Find people who want to pursue a goal (ex: new immigrants in the US, learn tennis etc)
2. Accelerate them

This will do more for your business than you can imagine

Customers need to feel lucky. Like the chosen ones

Lucky to be a part of the community. Lucky to buy the product. Lucky to be a part of your story

If you nail the “luckiness” feeling, you can drive your marketing costs to zero

How to jumpstart & structure community:

- Masterclass for X
- Clubhouse for X
- Q&A platforms
- Small virtual events
- Gaming events
- Text your community’s leader
- etc.

Have a design aesthetic. Own it

Make sure your niche is in love with it

Daring design aesthetics pay dividends

All the ways you can sell lead generation as a service.

THREAD

1. Scrape emails and sell the lists.

> Approach marketing agencies

> Ask their target market

> Find out who they sell to

Use the following tools to scrape emails:

Ecommerce: BuiltWith

Literally anything else: IcyLeads

Finding owner contact info from BuiltWith lists: Anymailfinder

Icy Leads affiliate link

You sell the direct email addresses of founders, owners, CEO's, CMO's, partners, and presidents.

Nobody wants the info or support emails.

Direct emails.

This is why you use Anymailfinder.

Charge $1 per piece.

Upsell cold email as a service.

2. Cold Email

> Approach Marketing agency

> See who they sell to

> Scrape the lists

> Write the personalized emails for them

> Promise 10 sales calls per month with qualified prospects.

This is what I teach

There really isn't enough sociology in advertising nowadays...

"I am Myrtle, Goddess of logistics and distribution..."

"Look at what you could have won..."

5 Tactics I Used To Improve My Open Rate By 12%.

And Sometimes Even By 15-20% 🧵

Currently, my open rate ranges between 45-47% with nearly 15k subs.

My last email had a 48% open rate.

With iOS15 putting fear into every email we send, I thought I'd break down how I've been able to increase my open rate by 12% on avg.

Gimme 4 min...

1. Emoji Identity

This is something I stole from Morning Brew.

Morning Brew includes a "☕️" in all of their subject lines for good reason.

Because the repeated use of the "☕️" ingrains their identity in a reader's inbox.

And so I did the same.

Example: Morning Brew

Every email I send, the subject line starts with the "🔍"

And when you signed up for Marketing Examined, I let you know in the welcome email that each email subject line would start with the "🔍" " so that you would know it's me.

Example: Marketing Examined

2. Ask For A Reply In Your Welcome Email

The almighty spam and promotion folder where open rates go to die.

And where newsletters go to be forgotten.

One of the most effective ways I've found to combat this is by asking for a simple reply in your Welcome Email.

67 Lessons on Marketing Strategy

Inspired by the conversation between @mkobach and @rachelmercer

Notes 👇

What is Strategy?

• Strategy is defining the problem you are trying to solve and the plan to get there
• Many people put strategy on the backburner
• Without strategy, it's hard to know if what you are doing is successful

What is Strategy? (Part 2)

• Strategy is like running
• You can't just start running
• You need to decide where you are going to run to and if you have the stamina to get there

What is Strategy? (Part 3)

• Strategy is the rock, pebbles, and sand in a jar story
• Is it the new shiny object (eg. TikTok) a rock?
• Or is it unnecessary and just taking up space you don't

What is Strategy (Part 4)

• Strategy is the foundation for which success can spring from
• The strategy is the GPS, the destination is tactics
• No right way to do strategy

Based on my many years experience, I’ve developed 24 laws of ad tech product management. These are “laws”, meaning they are always true, everywhere. Thread...

1. If you add something to targeting, it also must be in reporting.

2. The answer to the question “Do you need to forecast this?” is always yes.

3. The answer to “Is this forecast working well?” is always no.

4. If you give an agency customer two options, they will always choose “both.”

THREAD: The top 0.1% of marketing mental models.

Compressing a 6-year career into the best 8 ideas:

1. Contrast Is A Drug

• Rolls Royce stopped exhibiting at car shows

• They started exhibiting at private aircraft shows

• "If you've been looking at jets all afternoon, a £300,000 car is an impulse buy. It's like putting the sweets next to the counter" - @rorysutherland

2. The Best Content Involves A Red Pill

• "If you want to build a good podcast, following, or blog - you've gotta create your red pill"

• Hand society something they're not hearing anywhere

• Society says blue pill. Your content says red pill.

(@finnscave via @ShaanVP)

• The irony is that the red pill metaphor is itself a red pill - once you see it, you can never unsee it.

• The best content creators on the internet all have their own red pill, which makes their content so enticing.

E.g. @jockowillink's red pill:

• Society's Blue Pill: Writing is a boring activity from school

• @david_perell's Red Pill: Writing online is the fastest way to accelerate your career

I took Ogilvy's course on Behavioural Economics and Comsumer psychology.

Here are the 10 important theory's I learned from it which you'd be a fool to miss out on:

Loss aversion theory:

The negative psychological impact we feel from losing something is about twice as strong as the positive impact of gaining the same thing.

Finding ₹100$ would makes us happy
Losing ₹100$ would makes us 2X unhappy

Sentence Framing:

The way you frame your sentences is very important. Make them forget about the negative thing by reiterating something which might be positive. We have a stronger bias for things that sound positive.

10% chance of death Vs 90% chance of survival

Goal Gradient Hypothesis:

Humans are hardwired for instant gratification.
as people get closer to the reward, they speed their behavior. So, reward people sooner instead of later

eg: Don't make a goal of reading 52 books a year, make it 1 chapter per day.

Mental Anchoring:

It's the phenomenon where our decisions are heavily based on the 1st piece of information we receive, regardless of whether the information is relevant or not.

Make the first piece of information powerful.

If I had to give a lecture series on marketing, here's 11 points I'd include:

1. Data is like protein:

It’s valuable - but it shouldn’t be your *only* input.

If all your decisions are guided by A/B tests, you’ll eventually end up with a porn site.

2. The infinite ROI skill stack:

A. Understand how people work - Lindy.

B. Understand platforms + culture - Ever-changing.

Live in the barbell.

3. The best marketers are open source for the *first time ever*

• You can visit ad libraries
• You can sign up to newsletters
• You can see the copy on their website

There's no centralised database like Github - but it's there for the resourceful

4. Copy or reverse-engineer

A. If you want to do good marketing, just copy the greats.

B. If you want to do great marketing, reverse engineer the principles behind great marketing.

Warning: You will then be copied.

5. Think with headlines first

Mr. Beast has full time staff who's sole job is to write headlines for YouTube videos.

If the headline is good, they then make the video.

This is the inverse of making the headline fit the story.

Think of distribution before creation.

⚡️ The SaaS SEO MBA ⚡️

The internet's best resources of SEO for SaaS companies.

https://t.co/ojxkjoPoRP

Here's what's inside...

Why digital advertising is broken and how we’re fixing it: (thread)

1/ Attention is a scarce asset. Yet, today’s advertising platforms are built on a model of interruption, forcing brands between you and your intention.

2/ Though ads are everywhere, people don’t trust them. Study after study shows, when you pay to reach people in an interruptive way, less than 5% pay attention.

3/ In today’s interruption-based ad model, the more money you spend, the more people you annoy. Advertisers are trying to solve this problem by spending more money and showing more ads but that only makes it worse.

4/ Ads interrupt us everywhere, leading to more people tuning them out. This is not a content problem. This is not a targeting problem. It’s a context problem.