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THREAD: Turkeys don’t vote for Christmas. It’s 6pm on a Friday evening, everyone is sat around a table at a nice restaurant in London. The head of Marketing from some big company is sitting down with his agency who invited him down to talk things over.

They insist on paying the bill, it’s a casual thing they say. Just a chat about ideas.

Wine starts flowing and jokes too. Everyone has a good time.

Especially the agency, they just signed a new client retainer for £5,000 a month.

Easy pickings.

Too often we see Marketers signing agency contracts because of a few casual chats, usually following some conference waffle sales pitch about how everything in Marketing is dead now and only they have the solutions in this “new world”.

The point here is that turkeys won’t vote for Christmas.

They won’t sell you the best option, they’ll sell what’s best for them.

But the problem isn’t the agencies, its Marketers.

Agencies will try to sell you what they sell, of course they would. Marketers of all people should be aware of this. It doesn’t really matter if you get on really well and they paid for your meal and they are young, millennial, white and middle class and do digital.

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

Compelling copy combined with good storytelling is an unfair advantage.

An unfair advantage that the Wall Street Journal used to drive $2 Billion in revenue over 28 years using the same sales letter.

Here are 7 copywriting tips to help you write sticky stories 🧵

1. Use Familiar Words

Every audience has words familiar to their interests.

Injecting these words into your stories connects the familiarity gap.

And unfamiliar words create seclusion.

Gary Provost with a great example:

2. Inject Real Stories

Your story is your social proof.

The more a consumer can see that you were once in their shoes, the more that consumer will see you as the guide they’ve been looking for.

Customers want to know you’ve walked a mile in their shoes.

3. Your Brand Isn’t The Hero

The customer is always the hero.

And their goal is the destination.

Your brand provides the map.

The visualization from start to destination is how you sell them.

4. Use Emotional Tones

Emotions are your best friend.

They’re what get people to take action.

And the best writers use emotional tones to transfer information through characters, plots, and conclusions.