1/

Bruce Greenwald EPV valuation:

Get a cup of coffee.

Today I will help you understand the Earnings power value framework and how you can implement it in your valuation analysis.

@contrarianEPS @10kdiver
@FI_InvestIndia @Dinesh_Sairam

2/

Before proceeding, let me tell u a thing. We make two assumptions when using this approach. Those are

1. Current profits are sustainable.

2. No growth (More about this later)

Let's get started.

3/

Imagine, you have 50 lakhs of cash. You invested 30 lakhs into bonds, gold, real estate, and crypto. You plan to invest the balance of 20 lakhs into a business.

4/

An owner of a food business in your town planning to sell his biz for 15 lakhs as he was about to retire. You thought to buy that biz.

Looking at the accounts, you have understood that the biz is making 2 lakhs profits yearly.

5/

As an investor, you demand a minimum of 10% yield from the biz.

Why? Simple. The risk-free govt bond yield is trading at 6%. Since you are taking some risks, you demand an additional 4% return.

67 Lessons on Marketing Strategy

Inspired by the conversation between @mkobach and @rachelmercer

Notes 👇

What is Strategy?

• Strategy is defining the problem you are trying to solve and the plan to get there
• Many people put strategy on the backburner
• Without strategy, it's hard to know if what you are doing is successful

What is Strategy? (Part 2)

• Strategy is like running
• You can't just start running
• You need to decide where you are going to run to and if you have the stamina to get there

What is Strategy? (Part 3)

• Strategy is the rock, pebbles, and sand in a jar story
• Is it the new shiny object (eg. TikTok) a rock?
• Or is it unnecessary and just taking up space you don't

What is Strategy (Part 4)

• Strategy is the foundation for which success can spring from
• The strategy is the GPS, the destination is tactics
• No right way to do strategy

⚡️ The SaaS SEO MBA ⚡️

The internet's best resources of SEO for SaaS companies.

https://t.co/ojxkjoPoRP

Here's what's inside...

If you build a great product and no one knows, did it happen?

@mkobach
@JunaeBrown
@AmandaMGoetz
@JuiceboxCA
@KyleTibbitts
@jenalyson
@tobydoyhowell
@ThatChristinaG
@markritson
@TheCoolestCool

10 LESSONS from 10 of the BEST Marketers👇🧵

1/ Understand Culture First

"Marketing is effective when it’s a reflection of culture. Have to understand culture and society to understand marketing"

@mkobach

2/ Four Keys

• Make your audience feel like they know u— inside look into lifestyle or clear buyer persona

• Create shareable content—audience promos for u

• Authenticity

• Interactive strategies since everything is digital. Create EXPERIENCES

@JunaeBrown

3/ Pillars of Content

Every piece of content have 3 things:

- PURPOSE
- GOAL
- DISTRIBUTION STRATEGY

@AmandaMGoetz

4/ Clear Value Prop

"If you can’t describe in one tweet why someone should follow your brand on social, you can bet the average social user can’t find the reason either."

@JuiceboxCA

How to write a cover letter?

Here is a general structure you can use.

🧵👇

◻️ 1. Opening

- Dear Sir / Madam
- Dear *company name*

◻️ 2. Reason for writing

- I am writing to express my interest in the position of...
- I wish to apply for the position of...
- I am writing in response to your advertisement for...
- I am writing to enquire as to whether there are any vacancies...

◻️ 3. Introducing yourself

- I am currently working on... / I am currently studying...
- At present, I am working for... where I am responsible for...
- I have been working in my current position for the past(time)

◻️ 4. Talking about your education/experience

- I graduated from University X with a degree in...
- The nature of my studies has prepared me well for a position such as...
- As you can see from my CV, I have worked for... and gained experience in... working on...

How to Sell Anything Online

-A Thread-

Retweets appreciated!

Guaranteed 🔥🔥🔥🔥

1) Set Goals in Writing

- Before you sell anything there needs to be a plan.
- Create the plan and make your goal BIG!
- You are not just an designer, writer, marketer, programmer. If you are in this sales industry you are supposed to close deals. This is the end goal.

2) Establish Trust

- Can you sell things without trust? Sure. will you do it consistently, NO!
- Pay attention to everything. Use all the information.
- Take your time building the sale. Your client is not in a rush and if they are, slow them down. Lead them. Be yourself.

3) Build Value

- Be an expert in your field. Show them why your product is the best. Don't tell them, SHOW THEM!
- Be a trend setter. DO NOT be like every other salesman.
- People want a good deal, so help them find one. But do it on your terms.

4) Identify a Need

- If there is no need then you have little chance to sell anything.
- QUESTIONS. QUESTIONS. QUESTIONS.
- Ask them... mean them... listen to their answers. Listen to what they aren't saying. Pay attention to EVERYTHING!

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

1 - Why do I care about new customers when my industry obsesses with catering to best customers via omnichannel theory?

Good question!

It goes back almost 30 years.

2 - Ok, I was working at Lands' End in 1991. One of your Circulation Managers had a challenge. She had two segments of customers she mailed, and one she didn't. She knew how the mailed segments performed, but needed an estimate for the segment she didn't mail.

3 - Estimating segment performance for an un-mailed segment was easy ... I had done this work at the Garst Seed Company in the late 1980s. So I performed the exercise for her.

4 - And my results were accurate enough that I was asked to analyze other issues.

We had a division that mailed 2 catalogs in a quarter. What would happen to the two catalogs if a third catalog was mailed?

I recommended a strategy ... an A/B test.

5 - Say the first catalog generated $5,000,000 in sales and the second catalog generated $5,000,000 in sales. What would happen to the 2 catalogs if a 3rd catalog was mailed, and how much would the 3rd catalog generate?

The 20 Commandments of Email.

Lessons from making over $50 Million for clients and building a 7-figure email marketing agency from scratch.

//THREAD//

1) Treat your subs with respect

People didn't sub to your list to be spammed.

People subbed to your list because you have something to offer and they're interested in you.

Keep it that way.

2) Test Everything

-Subject lines
-Email length
-Sending times
-Copy
-Angle
-Preview text

"Never stop testing and your advertising will never stop improving."

-David Ogilvy

3) Have Systems

-Welcome flows
-Purchase flows
-Abandonment flows

These will keep earning money forever.

You need sleep.

Systems don't.

4) Leverage List Segmentation

Never blast your whole list.

That's just asking to land in the Spam folder.

Focus on people who actually open your emails and click on your links.

An engaged list > A huge list.

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

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.

1. “Why Would This Ad Appear On The Front Page Of The Irish Times On January 23rd 2020” ? 🧵1/18 🕵️🔎

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

2. If I was looking at this ad for the first time I wouldn’t pay much attention to it unless I wanted to test drive a Ford. Something then jumped out at me. 201 Event. Swap it round and you get Event 201. A test drive for Event 201 🤔

3. Just in case you don’t know what Event 201 is and when it took place. Event 201 took place on October 18th 2019 in New York. It was attended by the WHO, WEF, Bill & Melinda Gates Foundation & John Hopkins Center for Health

4. The John Hopkins Center for Health Security who ran the event receives funding from WHO, BMGF, FDA, Homeland Security and The Rockefeller Foundation to name but a few.

5. Please read this (Part 1) to understand what happened at Event 201

Why digital advertising is broken and how we’re fixing it: (thread)

1/ Attention is a scarce asset. Yet, today’s advertising platforms are built on a model of interruption, forcing brands between you and your intention.

2/ Though ads are everywhere, people don’t trust them. Study after study shows, when you pay to reach people in an interruptive way, less than 5% pay attention.

3/ In today’s interruption-based ad model, the more money you spend, the more people you annoy. Advertisers are trying to solve this problem by spending more money and showing more ads but that only makes it worse.

4/ Ads interrupt us everywhere, leading to more people tuning them out. This is not a content problem. This is not a targeting problem. It’s a context problem.

1/ One of the best things I did in 2020 was to join a growth marketing program called @growclass

I’d seen it hover around online, I saw some friends talking about it. But I thought, wow, that looks great but it’s too expensive for me at the moment.

[continue thread ...]

2/ Then I kept coming back and getting more nervous because the more I looked at it the more I wanted to join.

It finally came to a point where I felt an irresistible urge to join the program. And I remember I was on the landing page 10 minutes before the program closed.

3/ And I immediately thought to myself: “I need to learn how to make people interested in career coaching feel like Growclass made me feel just now”.

4/ Then I tried to think about it as an investment. “If Growclass helps me gain 10 more students over the next 12 months, it will pay for itself.”

5/ Well things have changed significantly since then.

I was inspired by others to raise my prices significantly. Now my prices are triple what they were when I first started (and waaaay undercharging).

But the copywriting and website tear downs have made a big change for me.

The essence of Customer Relationship Management is to segment your customers as high value customers and low value customers, develop systems and procedures to take good care of the high value customers. 1/n

The belief is that 20% of the customers give 80% of the business and hence need to be nurtured.

Now where have I seen this philosophy being applied?

2/n

Let me roll the years back. I lived in a rural area. My father, being the local Executive Engineer in Electricity Board, was considered to be a mini VIP and in turn a high value customer. 3/n

We had nearby a tailor, named Aruchami. This guy had a small tailoring shop with a single sewing machine. He will make personal visit to 10 or 15 important clients in the area, take measurements at our houses, collect the materials and deliver the finished dresses in person 4/n

A kind of customized personal service. Our work used to get precedence over the other relatively non affluent working class people, whom he used to run around in circles to the extend of positively discouraging them. 5/n

Books you MUST read to get gud at copy:

1. Scientific Advertising by Claude Hopkins
2. How to Write a Good Advertisement by Victor Schwab
3. A Technique for Producing Ideas by James Webb Young          
4. Influence by Cialdini                  
5. My Life in Advertising by Hopkins
6. Obvious Adams by Robert Updegraf

7. Turning Pro by Steven Pressfield
8. The Dip by Seth Godin
9. Irresistible Offer By Mark Joyner
10. The Great Formula By Mark Joyner
11. Great Leads
12. breakthrough advertising

Other notable mentions:

The Baron letters By Halbert
Alchemy by Roy Sutherland