• 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
THREAD: The top 0.1% of marketing mental models.
Compressing a 6-year career into the best 8 ideas:
• 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
• "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 best content creators on the internet all have their own red pill, which makes their content so enticing.
E.g. @jockowillink's red pill:
• @david_perell's Red Pill: Writing online is the fastest way to accelerate your career
• @APompliano's Red Pill = Blockchain is the future
• The first banner ad ever had a clickthrough rate of 78%.
• In 2021, the average varies between 0.05%-0.16%.
• "Over time, all marketing strategies result in shitty clickthrough rates." - @andrewchen
GymShark = Used influencer marketing before the term existed
PayPal = Used "Earn $ for signing up" before the term existed
Go fast. Entropy will occur - and only the wealthy can afford to keep playing.
• "Your unboxing experience is the only marketing channel with a 100% open rate." - @TaylorHoliday
• When I first read this, I felt like such a moron.
• I'd spent years neglecting the most important marketing channel.
1. Mission - Help customers understand why you exist
2. Magic - Unexpected moment that delights the customer
3. Money - How do we turn them into a repeat purchase or referral
• If you optimize for the mean, you optimize for nobody.
• The average person doesn't exist - it's just a blended mean of 7 billion people.
• If you design an idea for them, you design an idea for nobody.
E.g.
TikTok 2016 = Lip Syncing for teenagers
TikTok 2021 = Global short form video platform
GymShark 2012 = Vests for gym bro's
GymShark 2021 = Fitness attire for everyone
• "The most efficient way to send a wedding invitation would be by email." - @rorysutherland
• A beautiful handwritten invitation by post contains the same message as an email - but the cost and effort signals how serious you are
Contrast below:
• "Brands will develop publishing as a core competency, and publishers will develop retail operations as a core competency". - @web
• This foresight from @web will be looked back upon like "software is eating the world"
• Nelk Boys + Logan Paul launching 8 figure clothing brands organically.
• @balajis idea of a "founding influencer" to enhance distribution.
• Hubspot acquiring The Hustle.
• If there's an organic media machine that acquires attention for free, they rely less on paid advertising
• And if the organic media machine ever uses paid advertising, it's miles cheaper (I've seen this on so many ad accounts)
• "The more you simplify, the better people will perform. People cannot understand and keep a track of a long complicated set of initiatives...
Use a framework people can repeat without thinking about." - @rabois
You can change the world through a sentence...
It contains:
1. Clouds - Mental Models + Big ideas
2. Dirt - Tactics + Leveraged tools
100% high signal. 0% spam.
Check it out ---> https://t.co/gZLFoqxVV0
More from George Mack
More from Marketing
Being creative is draining.
Here's my cheat sheet so you'll never run out of marketing inspiration.
12 easy ways to generate content ideas:
1/ Look at replies.
LinkedIn, Twitter, your private Slack for customers — wherever your community is most engaged.
What questions did they ask? What was most liked or shared?
2/ Talk to your personal Customer Advisory Board.
You have a few customer BFFs, right? Email or text them hello.
See how they're doing, ask what's on their mind, or get their opinion on a recent post you
3/ Read through customer support tickets.
Look for common and recent pain points. Write something that guides readers to the solution.
4/ Ask your sales team for FAQs.
Or skim their notes in the CRM. Uncover reasons customers don't sign on.
Let that guide your next playbook or case study.
Here's my cheat sheet so you'll never run out of marketing inspiration.
12 easy ways to generate content ideas:
1/ Look at replies.
LinkedIn, Twitter, your private Slack for customers — wherever your community is most engaged.
What questions did they ask? What was most liked or shared?
2/ Talk to your personal Customer Advisory Board.
You have a few customer BFFs, right? Email or text them hello.
See how they're doing, ask what's on their mind, or get their opinion on a recent post you
Actual marketing hack: Create your own personal Customer Advisory Board.
— Amanda Natividad (@amandanat) June 15, 2021
1. Get to know 3-4 of your customers.
2. Befriend them naturally.
3. Run ideas by them \u2014 copywriting, blog topics, events, etc.
3/ Read through customer support tickets.
Look for common and recent pain points. Write something that guides readers to the solution.
4/ Ask your sales team for FAQs.
Or skim their notes in the CRM. Uncover reasons customers don't sign on.
Let that guide your next playbook or case study.
You May Also Like
Funny, before the election I recall lefties muttering the caravan must have been a Trump setup because it made the open borders crowd look so bad. Why would the pro-migrant crowd engineer a crisis that played into Trump's hands? THIS is why. THESE are the "optics" they wanted.
This media manipulation effort was inspired by the success of the "kids in cages" freakout, a 100% Stalinist propaganda drive that required people to forget about Obama putting migrant children in cells. It worked, so now they want pics of Trump "gassing children on the border."
There's a heavy air of Pallywood around the whole thing as well. If the Palestinians can stage huge theatrical performances of victimhood with the willing cooperation of Western media, why shouldn't the migrant caravan organizers expect the same?
It's business as usual for Anarchy, Inc. - the worldwide shredding of national sovereignty to increase the power of transnational organizations and left-wing ideology. Many in the media are true believers. Others just cannot resist the narrative of "change" and "social justice."
The product sold by Anarchy, Inc. is victimhood. It always boils down to the same formula: once the existing order can be painted as oppressors and children as their victims, chaos wins and order loses. Look at the lefties shrieking in unison about "Trump gassing children" today.
Funny there are those who think these migrant caravans were a FANTASTIC idea that's going to take the immigration issue away from you.
— Brian Cates (@drawandstrike) November 26, 2018
Like several weeks watching a rampaging horde storm the fences & throw rocks at our border patrol agents & getting gassed = great optics!
This media manipulation effort was inspired by the success of the "kids in cages" freakout, a 100% Stalinist propaganda drive that required people to forget about Obama putting migrant children in cells. It worked, so now they want pics of Trump "gassing children on the border."
There's a heavy air of Pallywood around the whole thing as well. If the Palestinians can stage huge theatrical performances of victimhood with the willing cooperation of Western media, why shouldn't the migrant caravan organizers expect the same?
It's business as usual for Anarchy, Inc. - the worldwide shredding of national sovereignty to increase the power of transnational organizations and left-wing ideology. Many in the media are true believers. Others just cannot resist the narrative of "change" and "social justice."
The product sold by Anarchy, Inc. is victimhood. It always boils down to the same formula: once the existing order can be painted as oppressors and children as their victims, chaos wins and order loses. Look at the lefties shrieking in unison about "Trump gassing children" today.
