BC MARKETING

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Jack Butcher
@jackbutcher 5 years, 10 months ago 1019 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

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 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.

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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Zach Weinersmith
@ZachWeiner

Hey, for people interested in this stuff, here's a thread about a change we made to running our facebook account:

So, about 5 years ago, we got on facebook. Why? Well, facebook has a big audience and they like to consume on facebook. So, we started posting comics there, even though we got paid nothing and facebook made money off the free content.

Why? Because back then, once in a while, you would say "also hey, I sell books" or "hey, I'm going to be signing at this event" and your facebook followers would actually see it.

Effectively, the implicit old arrangement was "facebook lets me reach readers efficiently, and I supply facebook with free content they run ads on."

Over time, like a bad business partner, facebook basically made it impossible to reach your audience without *paying them*. Thus, you supply them free content on which they run ads, and you get nothing in exchange.

$Luke Cannon \U0001f426$

Luke Cannon 🐦
@lukecannon727

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

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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

GREG ISENBERG
@gregisenberg

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

Ari Paparo
@aripap

Based on my many years experience, I’ve developed 24 laws of ad tech product management. These are “laws”, meaning they are always true, everywhere. Thread...

1. If you add something to targeting, it also must be in reporting.

2. The answer to the question “Do you need to forecast this?” is always yes.

3. The answer to “Is this forecast working well?” is always no.

4. If you give an agency customer two options, they will always choose “both.”

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First the very basic : The Dow theory, Everybody must have basic understanding of it and must learn to observe High Highs, Higher Lows, Lower Highs and Lowers lows on charts and their

Even those who are more inclined towards fundamental side can also benefit from Dow theory, as it can hint start & end of Bull/Bear runs thereby indication entry and exits.

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@iManasArora

My course is now available for FREE on youtube.

Channel link: https://t.co/BJqESqFVko

$Anu Satheesh \U0001f1ee\U0001f1f3$

Anu Satheesh 🇮🇳...
@AnuSatheesh5

Thirumalai Murugan Kovil
#Panpoli
#TamilNaduTemples 🚩

Thirumalai Murugan Temple is located in Tenkasi district of Tamil Nadu. Muruga is worshipped as Thirumalai kumarasamy. Temple is situated near Kerala border and known to be where Shri Murugan gave darshan to Rishi Agasthiar

Devi is worshipped in the temple as Thirumalai Kaali amman

Sthala Puranam says that, there was a priest named Poovanbhattar of Thirumalai Kaali amman. Murugar appeared in a dream of the bhattar and said to find a Vigraham, lying in particular place which is of Thirumalaikumaran

Bhattar conveyed the news to the Pandalam Raja and they went to find out the vigraham. Surprisingly ants showed the way to find the Vigraham. Thus Murugan vigraham was found and Prathista was done here. There is a lake with pure water on the top of the hill

which is said to be created by Agasthiyar. It is believed that kannaki of
Chilapathikaram visited here before going to Kerala. Sapthamathrukkal also worshipped Murugan here. Kanthashashti Thiruvizha is very famous here.

Om Muruga
Muruganukku Harohara
🙏🕉🙏

Anu Satheesh
@AnuSatheesh5

Sri Mridanga Saileswari Temple Muzhakkunnu, Kannur KERALA

The temple is established by Parasurama and it is one among 108 Durga temples.
Devi will answer all the prayers of her devotees who pray to her with utmost devotion lighting the ghee deepam.

It is the family diety of Kerala Varma Pazhassi Raja.
Devi is present in three forms Kali, Saraswati and Lakshmi.

Legend...👇
Once a Mridungam ( musical instrument) shaped rock fell from heaven here.
@SriramKannan77

Devi originated in the form of Mridangam and Parasurama captivated the essence of Devi into a Vigraham. Vigraham is made of Panchaloham.
Kathakali, an art form of Kerala originated here.

Temple Vigraham was stolen 3-4 times, but because of power of Devi all the attempts were failure. Police records says that Whenever the thieves try to steal, they lose their senses, and they will be in a confused state. So they will abandon the idol.
🕉