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...

Over the last 5 years, I’ve helped build courses taken by 40,000 students w/ $30M+ in revenue.

Today we’re launching a *free* cohort-based course on How to Build a CBC!

At the end of this, you’ll have a full course ready to launch.

Apply here: https://t.co/kp2vyBWE9K

Read on

A CBC on CBCs is a bit meta. But it's the best way to teach a complex topic that benefits from hands-on projects, peers, feedback.

@patel0phone and I have been working 1:1 w/all-star instructors (like @APompliano @lennysan). Now we're ready to apply these lessons to your course

Our system is proven yet flexible.

It's not one-size-fits-all. We teach underlying skills & create an accountability system so you build a course that's uniquely yours.

It’s the same process I’ve used for @alt_MBA @david_perell @fortelabs

Structure and accountability:

The course creation process is complex. There are lots of interconnected
decisions & second order effects.

We help you make sense of it with:

+ Step by step process
+ Clear deliverables
+ Feedback from us & peers
+ Gut checks
+ Weekly homework

On a weekly basis, you'll know what to work on and why--so you can efficiently & effectively create a high quality course you're proud of.

It's an iterative process to get ideas out of your head, share feedback, discuss, build, refine, lock it in. Piece by piece, brick by brick

Books you MUST read to get gud at copy:

1. Scientific Advertising by Claude Hopkins
2. How to Write a Good Advertisement by Victor Schwab
3. A Technique for Producing Ideas by James Webb Young          
4. Influence by Cialdini                  
5. My Life in Advertising by Hopkins
6. Obvious Adams by Robert Updegraf

7. Turning Pro by Steven Pressfield
8. The Dip by Seth Godin
9. Irresistible Offer By Mark Joyner
10. The Great Formula By Mark Joyner
11. Great Leads
12. breakthrough advertising

Other notable mentions:

The Baron letters By Halbert
Alchemy by Roy Sutherland

Marketing isn’t a scam

Marketing makes change happen. Marketing makes your creations known

I'll share some tactics & frameworks I use

How to get lucky in marketing in 2021:

How marketing has evolved:

Marketing used to be a contest for attention

But now, marketing is a contest for CONNECTION

Whoever owns the connection, wins

Turn your product into a social statement

Products that make you feel good or defend you from being cancelled, spread fast

Ex: Make clothes out of recycled plastic

Point: People want a chance to show they stand for something

Are you working with creators?

Some of the world’s biggest brands were catapulted in the 1960s via TV

Brands bought TV ads. Captured attention

Working with creators is like buying TV ads in the 1960s

Point: Co-building with the right creators is like fishing with dynamite

Avoid ads. Build media companies

Prediction: every public company will own a media arm

It’s a magical shortcut to building true fans

Ads just don’t hit the same way

@jayhuffmandotco @alexgarcia_atx Was it Tiny Grocer??

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.