BC MARKETING

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Jack Butcher
@jackbutcher 3 years, 6 months ago 583 views

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Why promoting yourself/your business/your ideas feels uncomfortable:

You must repeat things that are obvious to you until they become obvious to others.

This is why most people hire marketers or outsource the amplification of their message.

The problem with that is no one is an invested as you are, and no one knows your message like you do.

And why those who break through their discomfort reach an escape velocity that eludes most.

This is a difficult and unnatural process, hence the upside on the other side.

Another way to think about it is the famous shelf analogy:

No one wants a drill they want a hole, no one wants a hole they want a shelf, no one wants a shelf they want to a place to put books to look smart, etc.

People care about the 2nd, 3rd, 4th order effects of your work.

And the further away from the perceived benefit you are, the harder it is to market what you do.

I have a narrow and incomplete perspective on this but want to share incase it can be helpful:

Start by helping one person, and pay a massive amount of attention to how they feel as a result of having worked with you.

That's the feeling you're marketing.

Originally, when I worked as a designer/consultant, that feeling was:

"I feel much more confident in my ability to explain exactly what I do as a result of building out this visual narrative."

Until you have this locked in your marketing will feel like an absolutely brutal process.

It's a chicken and egg scenario, hence why the "permissionless" approach is a great way to start - market by solving the problem vs. talking about solving a problem that you haven't solved.

More from Jack Butcher

Jack Butcher
@jackbutcher

Why you need to be selfish: (thread)

I have had countless conversations with people looking for a way to build a brand/audience/community online.

Here's the one thing I think everyone asking that question should be thinking about.

You need to be selfish.

Why?

Because (at a high level) if it helps you, it will eventually help others.

At a tactical level, it's provides the motivation to keep going.

The lack of instant feedback on what we share publically is enough to extinguish most projects before they even get moving.

But allow me to reframe the idea:

You need to do things that benefit you even if no one sees them.

Did posting @visualizevalue images into a void 18 months ago do anything for my career as a designer?

Yes.

Would I have kept going if there wasn't some selfish drive to be more competent? (and make more money, work with better clients, etc)

No.

Jack Butcher
@jackbutcher

Building a Personal Monopoly: (thread)

How to combine competence, curiosity, and character to create a category of one.

↓

1/ Competence

If we want anyone to spend their time, attention or money on anything of ours, we must first be competent.

Lots of people are competent, so there's lots of competition here.

Let's say this is "school teachers"

2/ Competence + Curiosity

If we add curiosity to the mix, competition starts to thin.

This separates the generalist practitioners from the irrationally passionate.

Let's say this is "school teachers who are curious about learning innovation"

3/ Competence + Curiosity + Character

Now combinatorics put us in category of one territory.

Let's say this is "school teachers who are curious about learning innovation, building a gamified school inspired by SpaceX's Ad Astra." (real example: @anafabrega11)

4/ Making it Tangible

All this is great until it comes to communicating it to the rest of the world.

Which is why bad packaging kills amazing ideas.

Writing, design, marketing — our job here is to lose as little as possible in translation from the intangible to the tangible.

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Jack Butcher
@jackbutcher

Circle of Competence 101:

@SahilBloom x @jackbutcher

↓

1/

A Circle of Competence is the set of topic areas that align with a person's expertise.

If the entire world of information were to be expressed in a circle, an individual's Circle of Competence is the small sub-circle that represents their expertise.

2/

The idea surfaced in the 1996 BH annual letter.

"You don’t have to be an expert on every company...you only have to be able to evaluate companies within your circle of competence. The size of that circle is not very important; knowing its boundaries, however, is vital."

3/

A Circle of Competence is built over time.

It is built through experience, reading, dedicated study, and effort.

It is dynamic, not static.

It can expand as you deepen your knowledge in new areas. It can contract if you fail to nurture your existing areas of expertise.

4/

To engage this mental model in your life, there are two key processes to go through:

(1) Identify what falls within your circle
(2) Identify the boundaries of your circle

(1) is all about figuring out what you know, while (2) is about humbly admitting what you don’t.

Jack Butcher
@jackbutcher

10 ideas that changed my life: (thread)

Illustrations by @visualizevalue

1/ Get more done by doing less.

2/ You can't get better unless you get started.

3/ Zoom out. It's getting better. (IP via @behaviorgap)

4/ 'Normal is an illusion. What is normal for the spider is chaos for the fly.' — Charles Addams

Jack Butcher
@jackbutcher

Hindsight in 2020: (10 thoughts)

Relationships > everything:

My relationship with @celiapreihs is the foundation of all the good things in my life, and has amplified the quality of hundreds of relationships with people I've got to know and learn from this year.

Shiny objects make us duller:

The grass is always greener until you're standing on it. "No" is still the highest ROI word in my vocabulary.

The internet is very, very big:

Make something work for one person (could also be yourself), then work on distribution.

Scale is seductive but you can't get it if you don't have something people want.

You can't please everyone:

If you could, there would be no point anyway - it's tough when someone doesn't love your work but it's how markets function.

The blows hit harder in the early rounds, just keep getting up.

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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

CHRIS HERD
@chris_herd

In the last 12 months I've spoken to 1,500+ companies about their plans for remote work in 2021

Here are a few 'request for startup ideas' based on what I've heard

[ a thread ] 💻🏠🌍

⭐️ Personal Branding: The best companies in the world will empower individuals to create and grow their personal brands

Companies who elevate their people will dominate in talent attractions and retention

🤖 Personal RPA: Robotic process automation will transform work for individuals.

No-code tools that enable workers to build bots that automate menial parts of their roles will be huge

🎮 Gamify Work: Tools that help people remain more engaged and empower them with a deeper feeling of achievement as they make progress and complete tasks

Teams will be rewarded as they progress and contribute more frequently due to faster feedback loops

🧘‍♂️Health & Wellbeing: Worker burning out due to overworking is going to be a big problem of remote work

Companies are looking for products that help workers avoid this by taking care of themselves better & being more mindful

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Omoalhaja
@omoalhajaabiola

1 Cold Email, 10 closed deals

This email is based on “actions’ your prospect took. These actions might be a product launch, a new offer, a new blog, a press release…any action that might represent an opportunity for you to help.

Having action gives you a reason to email and

makes the email itself feel less cold and unsolicited.

You have to do some leg work in order to find relevant actions you can email them about.

Here is one way to find “actions” that you can use as a reason for your email:

Use LinkedIn or a Google Search to find businesses

you’re interested in working with. Compile a list of the names of the businesses, web address, and contact information of decision makers.

Identify potential needs of these businesses and how you can fill those needs. Can you write blog posts? Articles? Facebook Ads? Video

Scripts? Emails or Sales Copy?

Use a Google Search to determine “new” things that have shown up on their website lately. You can also use social media or LinkedIn to see what these businesses have been up to recently.

To do this, type “site:URL” into a Google search, using

the URL of the business you are looking to work with.

Next, select tools, and pick a recent time frame (1 month usually works well) to see what new things they’ve been working on or releasing.

Skim the search results for recent happenings, events, launches, or publications

Chris Hladczuk
@chrishlad

David Ogilvy is the King of Copywriting.

And in 1982 he writes a 38 lesson manifesto titled

"How to create advertising that sells"

Here are the top 7 tips that you can use today:

We Make the Wrong Promise

A promise is not a random claim or stupid slogan.

It is a benefit for the consumer.

And the product delivers that benefit.

Awards are Dumb

"Pursuing creative awards seduces creative people from pursuing sales."

Translation:

If your job is to sell, focus 100% of your energy on selling the product.

Not selling yourself to voters to win an award.

"Nobody was ever bored into buying a product."

Give it some magic and charm.

The iPhone vs. Blackberry is a modern

Steve Jobs killed BlackBerry.

By creating a cult and inventing new rules

Here's the breakdown and why it matters\U0001f447
— Chris Hladczuk (@chrishlad) December 7, 2021

Hit the Headline

"On average, 5 times as many people read the headline vs. the body."

People are scared of writing clickbait titles.

But the truth is that clickbait exists only when you fail to keep your promise to the reader.

h/t @nicolascole77

George Mack
@george__mack

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.

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Kentaur Wolf2
@fragma_dia2

Хајде да направимо мали осврт на случај Мика Алексић .

Алексић је жртва енглеске освете преко Оливере Иванчић .
Мика је одбио да снима филм о блаћењу Срба и мењању историје Срба , иза целокупног пројекта стоји дипломатски кор Британаца у Београду и Оливера Иванчић

Оливера Илинчић је иначе мајка једне од његових ученица .
Која је претила да ће се осветити .

Мика се налази у притвору због наводних оптужби глумице Милене Радуловић да ју је наводно силовао човек од 70 година , са три бајпаса и извађеном простатом пре пет година

Иста персона је и обезбедила финансије за филм преко Беча а филм је требао да се бави животом Десанке Максимовић .
А сетите се и ко је иницирао да се Десанка Максимовић избаци из уџбеника и школства у Србији .

И тако уместо романсиране верзије Десанке Максимовић утицај Британаца

У Србији стави на пиједестал и да се Британци у Србији позитивно афирмишу како би се на тај начин усмерила будућност али и мењао ток историје .
Зато Мика са гнушањем и поносно одбија да снима такав филм тада и почиње хајка и претње која потиче из британских дипломатских кругова

Најгоре од свега што је то Мика Алексић изговорио у присуству високих дипломатских представника , а одговор је био да се све неће на томе завршити и да ће га то скупо коштати .
Нашта им је Мика рекао да је он свој живот проживео и да могу да му раде шта хоће и силно их извређао

Jig's Patel
@jigspatel1988

Thread on
"Intraday Banknifty Strangle based on OI data"

(System already shared, today just share few examples)
(1/n)

-Trade timing after 9:45

-Check Banknifty change in OI data at 9:45, and identify the highest OI built up in call side and put side

-We will sell both strikes with combined premium as SL on both legs.
(2/n)

28th June 2021

BN open-35440
At 9:45 trading at 35350
Highest OI in call side at 35500 CE and 35000 at put side
Strike selection 35500 CE- 35000 PE
(3/n)

29th June 2021

BN open-35323

At 9:45 trading at 35112

Highest OI in call side at 35300 CE and 35000 at put side

Strike selection 35300 CE (232) - 35000 PE (150) Combined premium 382 , Both legs SL 382
(4/n)

30th June 2021

BN open-35030

At 9:45 trading at 35002

Highest OI in call side at 35000 CE and 35000 at put side

Strike selection 35000 CE(176)- 35000 PE(213) Combined premium 389 , Both legs SL 389
(5/n)

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What The Trans!?
@WhatTheTrans

A thread on how absurd the UK is on transgender issues and how the UK got so transphobic

In 2015 Parliament held an inquiry looking into the state of Transgender equality. Trans people of all stripes outlined many different problems across many, many different areas.

As a result Parliament created a list of recommendations including legal recognition for non binary people, gender recognition act reform, allowing 16 year olds to change their legal gender and reform of NHS gender identity services.

The government under Theresa May ignored everything that was recommended except for Gender recognition act reform. This act came into law in 2003 and gave trans men and women (but not non-binary people) the ability to legally change their gender on their birth certificates.

The process at that time to change your birth certificate under the GRA was to make an application to a panel of cisgender people who would decide if you were sufficiently trans based on your payslips, photo ID and bank statements. You would not get the option to speak to them.

(Also this process cost £140 which is just a tax on being trans)

Andrew Chen
@andrewchen

👇Thread.

Published a new essay: The red flags and magic numbers that investors look for in your startup’s metrics – 80 slide deck included!

This was a deck that I created on my (longish) interview process with @a16z. It was a long path, starting with meeting folks at the firm 10 years ago. But the purpose of the deck was to explain how I would use my superpower in an investing context

Here's what I explain in the deck. As investors (whether angel or VC) we're often confronted with an up-and-to-the-right graph. Is it going to go up? Or down?

One solution to forecast these growth curves is the Growth Accounting Framework, where you add up New+Reactivated and subtract churned users. In each time period that gives you the difference in monthly actives.

The problem with this is that it's a lagging metric, not a leading one. We need to go one level deeper and look at the underlying loops that drive these numbers, to understand the quality.

SK
@sk_diary1

Andhakasuravadha Samharamurti -#story #Thread
Sculpture of Bhagwan Shiva as the destroyer of the Asura Andhaka - Cave 29,Ellora caves

Asura Andhaka hangs on to a trishula held by 6-armed Shiva.

Once Parvathi & Shiva were relaxing in the pleasant gardens of Mount Mandhara.

Bhagwan Shiva sat down there to enjoy the happiness.Parvati closed the eyes of Shiva playfully & darkness covered the whole universe.Parvati was perplexed & her palms were wet with perspiration.A few drops of her sweat mixed with sweat from Shiva’s body& fell to the ground.

From this sweat,a fierce creature was born,it started to roar.Child was born blind as Shiva's eyes were closed so was named as Andaka.Andha means darkness&also ignorance.Around the same time Asura Hiranyaksha was performing rigorous tapas Shiva for a boon of powerful son.

Bhagwan Shiva was pleased by tapas of Hiranyaksha & blessed him with darshan.Hiranyaksha asked for a powerful son,Shiva told him that he cannot have his own son,but can adopt a blind child who would become very powerful later.Shiva gave child Andaka to Hiranyaksha.

Hiranyaksha returned to his kingdom with Andaka.Later after the vadh of Hiranyaksha, Andaka is said to have lived with his cousins.He was ridiculed,so dejected Andaka went to forest.He did severe tapas for over many years towards Brahma Dev. Brahma dev appeared before him.