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
Scarcity creates value
Scarcity creates tension
Scarcity creates word-of-mouth
Scarcity sells

Limited number of physical pieces
Limited number of NFTs
Limited number of events
Limited spots in your community
“Drops” are the new marketing

A drop is a product (often separate from your brand) that creates viral moments in your community

I'd suggest creating a "Drop Roadmap" launching 3-4 drops per year

Goal: to create trust and spread the word

Point: drop the ads, and build drops
Follow me @gregisenberg for more threads like this

I won't let you down
I'll be writing more on my newsletter on how to build community based products and startup/marketing insights

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Recap:

A few marketing tactics & frameworks for 2021:

- Create scarcity
- Build media arms
- Co-create with creators
- Define your social statement
- Don’t trust yourself. Trust your community
- Connection > attention

More from GREG ISENBERG

More from Marketing

A thread of marketing tools. Some you may have heard of, some you definitely haven't.

Each link is an affiliate link. The 98 tools linked to here are just a small part of the 5k+ tools listed on https://t.co/3wamEl3B3Q

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Logic Hop

https://t.co/yohwqYclMi

Logic Hop brings content personalization to WordPress. Personalized marketing is suddenly easy: more sales, more leads, and more revenue. Plus, integration with the services you already use.

2/99

Improvely

https://t.co/bXiZPYQk4Y

Improvely shows you where your conversions and revenue are coming from so that you can spend more time on marketing that works, and stop wasting money on poorly converting traffic

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HumCommerce

https://t.co/vgdCvgajpx

An analytics tool which records ALL visitor activities. It even tells you keywords for which you’re ranking on Google and Bing!

4/99

OptInMonster

https://t.co/m7Tvrgwue3

Powerful lead generation software that converts abandoning visitors into subscribers with our dynamic marketing tools and Exit Intent® technology.

5/99

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"I really want to break into Product Management"

make products.

"If only someone would tell me how I can get a startup to notice me."

Make Products.

"I guess it's impossible and I'll never break into the industry."

MAKE PRODUCTS.

Courtesy of @edbrisson's wonderful thread on breaking into comics –
https://t.co/TgNblNSCBj – here is why the same applies to Product Management, too.


There is no better way of learning the craft of product, or proving your potential to employers, than just doing it.

You do not need anybody's permission. We don't have diplomas, nor doctorates. We can barely agree on a single standard of what a Product Manager is supposed to do.

But – there is at least one blindingly obvious industry consensus – a Product Manager makes Products.

And they don't need to be kept at the exact right temperature, given endless resource, or carefully protected in order to do this.

They find their own way.