BC MARKETING

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Jack Butcher
@jackbutcher 5 years, 6 months ago 948 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.

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Jack Butcher
@jackbutcher

10 reasons your product will fail.

Words: @BrianNorgard

↓

1. Too complex

2. Can't be easily described

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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Jack Butcher
@jackbutcher

Building Principles:

↓

1/

Value = doing things that other people don't do, won't do or can't do.

"You get paid in direct proportion to the difficulty of problems you solve" — Elon Musk

2/

Service is high-touch result generation (building experience), product is low-touch result generation (scaling experience).

3/

In a world of infinite distraction, focus is the only path to freedom.

4/

Sell time to buy experience, sell experience to buy time.

“If you don't find a way to make money while you sleep, you will work until you die.” — Warren Buffett

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

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.

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My last email had a 48% open rate.

With iOS15 putting fear into every email we send, I thought I'd break down how I've been able to increase my open rate by 12% on avg.

Gimme 4 min...

1. Emoji Identity

This is something I stole from Morning Brew.

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And so I did the same.

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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:

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Make the first piece of information powerful.

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Just looks like a regular ad, doesn’t it. Well it isn’t 👇

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Marketing 101

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

// 🧵

Reminder: brand strategy should be done WITH your Head of product and Head of Ops vs presented to them.

This creates buy-in and alignment on why this is important from day 1.

Brand strategy is NOT a marketing plan.

Brand strategy is WHY you will win.

Marketing plan is HOW: levers you will pull to hit your goals.

Step 1: Review Competitive Landscape

Do tear downs.
Understand leading value props.
Interview users of your competition to understand what’s working, what’s not.

Know who the players are and where they play vs where you will play.

Step 1b: Create your “ONLY” statement

Complete this sentence

We are the only brand that does x, y and/ or z.

Are you better, faster, cheaper? What makes you different and how would you say that efficiently.

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Again sharing bank nifty intraday weekly straddle. How to play by selling straddle.
Mostly will work on Monday to Wednesday. Sometimes on Friday.
Why to pay your money to learn this if u can get it here.
U need only practice.
Let’s go.

Say bank nifty future is at 32000.
Sell both 32000 call and put.
Considering current volatile market lest say premium on Monday morning is 350 on both sides.
Sold with 700 points combine premium.
If bank nifty will trade in narrow range say +\- 100 hold it.
If moving 200 points

then exit previous sold straddle. Sell new one. Let’s say BN moved +200
Now sell 32200. If bank nifty will move here within range then u will get profit through theta decay. Follow same procedure for next 150-200 pts move.

This is only for single straddle sell position.

Now in second case sell three straddle. 31900/32000/32100
In case of 100 points move no need to change.
If 200 + then future is 32200.
Exit 31900 and sell 31200 straddle.
If moving another 100 then exit 32000 and sell 32300. Continue same with 100 points move.
If no move then

it will consolidate between 32000-32200 or 32100 to 32300 and u will get theta decay.

This is for normal move. Sudden big move may come anytime. So keep SL in system.
If u r selling at 350-350 then keep SL in system 475 for both legs.
Practice it. No need to attend webinar.

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Mata Sundari Gurdwara in Delhi.

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🛠️ OPEN BUSINESS IDEAS 🛠️

Below a list of business/product ideas I had or read about.

They are worthless if they remain ideas and if you don't overcome the challenges in building them, so feel free to copy / tweak / implement them!
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Better: use one and make a MVP during the #24hrstartup challenge!

😻 Product Hunt Time
A clock that displays the time it is @ProductHunt
Also displays what you should do and where you should post, at each specific time during your launch

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A lot of awesome books are not available as audio.
Crowdfund the money to buy the audio rights + a voice actor

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@MauriceJCasey

I am reading through reams of late-1920s communist poetry and easily my favourite title so far is: "To a Lady who Rejected a Poem about Spring as a Petit-Bourgeois Deviation"

The last lines:
"So here's my hat into the air,
Three cheers for your amazing hair,
For coal mines, and for turbines, too,
For steel, the Comintern and you!"

A not exactly graceful (though possibly satirical) title: "Lines Disassociating Myself from Yessenin and Supporting the Otherwise Unfounded Legend that I am a Foremost Proletarian Writer"

An excerpt:
"Goodbye verses of Yessenin
Goodbye literary slop-
You are not the line of Lenin
You are not the line of WAPP

Never shall I moan a
simple lyric from the heart
I'll devote my new corona
to the proletarian art"

The poet was Joseph Freeman, who published much of his revolutionary verse in the New Masses, a stylish journal of the interwar American literary Left.