BC MARKETING

George Mack
@george__mack 4 years, 7 months ago 749 views

Marketing is the ultimate meta skill.

Lifehack: Most people are awful at marketing.

More from George Mack

Flying is accidentally the best ever environment for DEEP work and reflection.

Writers like @rickygervais do their best work on airplanes.

Here's 6 reasons why.

THREAD...

What looks like a bug - can often be a feature.

“A change of perspective is worth 80 IQ points.”

The restrictions we face on airplanes is what makes the experience so liberating.

AIRPLANE FEATURE 1 - HIGH EXIT COSTS

You can't find any escapes.

If you try to escape, you face death.

Negative incentives are built into the system.

"Incentives are a super power." - Charlie Munger

AIRPLANE ADVANTAGE 2 - NO INPUTS

There's no newsfeeds to refresh. No emails to reply to.

It's like knowing your heroin dealer is in a coma.

Boredom is built into the system.

Your monkey mind can't access dopamine - so it starts creating its own.

It is a distraction-free environment:

1. No socialising - You don't know anyone. No small talk.

2. No sound inputs - The engine acts as white noise.

3. No visual inputs - The seating structure means you see barely anybody.

George Mack
@george__mack

Josh Waitzkin might be the most INTERESTING person alive.

He doesn't have Twitter. And he barely uses the internet.

I've compiled my favorite 5 MENTAL MODELS of his below.

THREAD...

WAITZKIN MODEL 1 - DEPTH OVER WIDTH

His life so far:

1. Chess prodigy + National champ

2. 2x world champion in Tai Chi push hands

3. The 1st black belt in Jiu-Jitsu under Marcelo Garcia (GOAT)

4. He's now in an unknown ocean town mastering surfing + advising elite investors

The Waitzkin paradox:

He's achieved more WIDTH across disciplines in 43 years than most could in 100 lives

How?

His obsession with DEPTH over WIDTH.

His life is the testimony to deep work and singular focus.

He spends 5-10 years of his life dedicated to each craft

Even when he approaches a new discipline, he goes for DEPTH within the DEPTH

E.g. Chess

Most just play countless games

Instead, Josh insists on having only 3 pieces on the board - King & Pawn vs King

He drills micro positions until he understands them from first principles

“I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times” - Bruce Lee

Waitzkin's theory is that once you've understood one thing so deeply in the discipline - you understand the principles

You can then copy & paste them

George Mack
@george__mack

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

George Mack
@george__mack

I get DM's from founders with the same specific problems.

Here's a public list of marketing tools I recommend:

↓

1. Twemex

Twitter Advanced search on steroids.

Whenever you visit someone's account, see their most popular Tweets of all time in order.

H/T @Julian for this

https://t.co/8P2YJ3Jrf0

2. Good UI

Historical log of successful and failed A/B tests from the likes of Amazon, Netflix, Google

3. Blisk

See how your website looks across every device.

Got an Android user complaining how your website looks but you only have an iPhone? Use Blisk.

4. Really Good Emails

Struggling with email ideas?

Library of thousands of quality emails to get inspo from.

George Mack
@george__mack

THREAD: The top 0.1% of ideas I’ve stumbled upon on the internet.

The rabbit holes (without the distractions).

1. Directional Arrows of Progress

“Study the undeniable arrows of progress.” - @wolfejosh

• The future is kinda like a crossword puzzle.

• Nobody is going to spell out for you - but clues exist.

• Wolfe uses the trend line of history as clues for the future.

• E.g. Look at this directional arrow of progress

• Every time the computer gets more powerful, smaller and closer to our bodies.

• Wolfe used this trend line to bet that Brain-Machine interfaces will be huge and started funding companies in the space.

2. The Cobra Effect

”When a measure becomes a goal, it ceases to become a measure” - @G_S_Bhogal

• British colonialists tried to reduce the snake population in India.

• They offered bounties for dead cobras with cash given out to the killers

• The incentives back-fired...

• The local population started breeding cobras & killing them.

• When the government discovered this, the reward program was scrapped.

• The cobra breeders then released their $0 snakes into the street, making the problem much worse.

More from Marketing

$Cody\u26a1\ufe0f\U0001f976$

Cody⚡️🥶...
@thecodycarnes

How to destroy your competition with Cold Email

Want numbers like this?

I am going to show you exactly how to GUARANTEE your cold emails will convert.

// THREAD //

First, I am going to show you the structure of a killer cold email.

---
{{Quick Question about Company_Name}} <-- Subject line

Hey {{Name}}, [[first line}} <-- individual personalization is key

We just helped ___, a business like yours, do x in y days <-- Case study

I'm 100% certain we can do something similar for you.

Do you have time for a call this week? <-- CTA

--------

Let's break this down.

Our main goal is to not sound automated. (even though it was in a way)

How do we do that?

Highly Personalized First Lines.

We have their:

- Company Name
- First Name
- LinkedIn Profile

I use https://t.co/cotgiyqqLE to scrape this. (not aff)

The better the first line, the better the cold email will convert.

We need 10/10 first lines.

A good offer + a bad first line = 60% open & 8% reply rate

A good offer + a 10/10 first line = 80% open & 20% reply rate

Run the numbers.

Amanda Goetz
@AmandaMGoetz

Marketing 101: building a personal brand

- what does personal brand mean
- why should you care
- how to distinguish it against the company you work for
- how to do it w/ support from your boss
- how to build yours

A thread 🧵

Personal brand has a negative stigma in some circles.

Personal brand does NOT mean you are a self centered narcissist.

Personal branding is intentional use of your time, voice, channel and platforms.

Why intentionality is important:

How you invest your time = How you will spend your life

Social media can become passive and addicting without true meaning and intention.

Don’t waste your life reading other people’s highlight reel, make your own.

Being a creator > being a consumer

How can you be intentional?

Similar to building a brand strategy: know what you stand for as a person

What lights you up? (Your mission)
What value do you want to bring to the table? (Value props)
How do you deliver it? (Voice and tone)

Reminder on brand strategy 101 ⬇️

How to build a brand strategy from 0-1: a beginning guide

// \U0001f9f5
— Amanda Goetz (@AmandaMGoetz) August 10, 2020

Wes Kao
@wes_kao

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

Sahil Bloom
@SahilBloom

Storytelling is a superpower.

A key to unlocking growth in your writing, startups, marketing, business, or career.

THREAD: 10+ principles of effective storytelling (that you can start using today):

Clarity of Purpose

The best storytellers always define a clear purpose prior to crafting their story.

What is the story trying to achieve? What does success look like with this story?

Commit to answering these key questions before doing anything else.

Define the Audience

Every great story begins with a well-defined audience.

Who is the audience? What do they consciously (or subconsciously) want from the story?

Be deliberate with this exercise.

Be honest with yourself. The audience may look different than you expect.

Establish Structure

“People have forgotten how to tell a story. Stories don’t have a middle or an end any more. They usually have a beginning that never stops beginning.” – Steven Spielberg

Stories need structure.

Clear narrative arcs (like Pixar’s “hero’s journey”) work well.

The Story Spine

Playwright Kenn Adams created a neat framework - “the story spine” - for establishing structure:

Once upon a time there was [blank]. Every day, [blank]. One day [blank]. Because of that, [blank]. Until finally [bank].

Fill it in and watch your story take shape.

$Alex Garcia \U0001f50d$

Alex Garcia 🔍
@alexgarcia_atx

Copywriting is a superpower.

Learn it and you can sell just about anything.

Use these 7 threads to master copywriting in the next 5 min 🧵

1. How to Write like an

Curious about how a company with a $1.6+ trillion market-cap writes persuasive copy?

Use these 7 tips to write like an Amazonian \U0001f9f5 pic.twitter.com/tKLAxyUCVb
— Alex Garcia \U0001f50d (@alexgarcia_atx) April 11, 2021

2. 13 ways Apple Persuades Readers With Their

Curious how a company with a $2+ trillion market-cap writes persuasive copy?

Here are 13 ways Apple persuades readers with its copywriting \U0001f9f5
— Alex Garcia \U0001f50d (@alexgarcia_atx) April 26, 2021

3. Master Business

Want to master business writing?

You should.

Top business ppl like Jeff Bezos, Warren Buffett, and Sherly Sandberg have mastered the art of business writing.

One Bezos shareholder letter and you'll notice it.

It can be taught.

Give me 5 min \U0001f9f5
— Alex Garcia \U0001f50d (@alexgarcia_atx) April 16, 2021

4. 8 Timeless Copywriting Tips From David

50 Marketing Threads That Will Teach You More Than Any Marketing Class \U0001f9f5
— Alex Garcia \U0001f50d (@alexgarcia_atx) May 9, 2021

Battle was between the Maratha Warrior Baji Prabhu Deshpande and Sidi Masoud of Adil Shahi Sultanate.

In 1660, the Maratha King Shri Chhatrapati Shivaji was trapped in the fort of Panhala, under siege and vastly outnumbered by an Adilshahis army led by Sidi Masoud.

2/25

And while everyone is thinking that finally the Maratha king will be subdued, Shivaji planned to escape to the fort of Vishalgadh. It was administered by a Maratha chieftain named Range Narayan Orpe under Shivaji.

3/25

For months the siege warfare continued as Shivaji made sure that the food source of the Besieging army drops down, due to which they will initiate a general assault on the castle.

4/25

Shivaji, Baji Prabhu, and around 600 of their best troops, hardened mountaineers of the Maval region, would dash through the Adilshahis force at night.

A man named Shiva Kashid, who resembled Shivaji in appearance, had volunteered to dress like the king and get captured.

5/25

Erik Torenberg
@eriktorenberg

1/ Some initial thoughts on personal moats:

Like company moats, your personal moat should be a competitive advantage that is not only durable—it should also compound over time.

Characteristics of a personal moat below:

I'm increasingly interested in the idea of "personal moats" in the context of careers.

Moats should be:

- Hard to learn and hard to do (but perhaps easier for you)
- Skills that are rare and valuable
- Legible
- Compounding over time
- Unique to your own talents & interests https://t.co/bB3k1YcH5b
— Erik Torenberg (@eriktorenberg) November 22, 2018

2/ Like a company moat, you want to build career capital while you sleep.

As Andrew Chen noted:

People talk about \u201cpassive income\u201d a lot but not about \u201cpassive social capital\u201d or \u201cpassive networking\u201d or \u201cpassive knowledge gaining\u201d but that\u2019s what you can architect if you have a thing and it grows over time without intensive constant effort to sustain it
— Andrew Chen (@andrewchen) November 22, 2018

3/ You don’t want to build a competitive advantage that is fleeting or that will get commoditized

Things that might get commoditized over time (some longer than

Things that look like moats but likely aren\u2019t or may fade:

- Proprietary networks
- Being something other than one of the best at any tournament style-game
- Many "awards"
- Twitter followers or general reach without "respect"
- Anything that depends on information asymmetry https://t.co/abjxesVIh9
— Erik Torenberg (@eriktorenberg) November 22, 2018

4/ Before the arrival of recorded music, what used to be scarce was the actual music itself — required an in-person artist.

After recorded music, the music itself became abundant and what became scarce was curation, distribution, and self space.

5/ Similarly, in careers, what used to be (more) scarce were things like ideas, money, and exclusive relationships.

In the internet economy, what has become scarce are things like specific knowledge, rare & valuable skills, and great reputations.

$PC\U0001f30e\u262e$

PC🌎☮
@pc_432

Moderna CEO Stephane Bancel was previously CEO of bioMerieux in France from 07-10.

Alain Merieux, who owns bioMerieux, was instrumental in the creation of the Wuhan Institute of Virology P4 Lab.

The same people who helped create the virus, also helped to create the vaccines...

Moderna partnered with French Pasteur Institute in 2015 to develop mRNA vaccine technology.

Pasteur Institute partnered with the Wuhan P4 Laboratory in 2017 along with the Merieux Foundation to study emerging viruses...
https://t.co/yFsHwrNYaK
https://t.co/9M5lydBKhM

Nobel prize winning scientist Luc Montagnier asserts that Sars-Cov-2 is man-made and originated from the Wuhan Institute of Virology.

Montagnier did extensive work with the Pasteur Institute in France which was partnered with the Wuhan P4.

Merieux Foundation & the Chinese government have worked together since 1965, and partnered to study emerging pathogens in Africa in 2015.

Their research included "PATHOGENS CARRIED BY BATS" that provoke respiratory diseases.

🚨🚨🚨
https://t.co/gVwpT0ssqI