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
Scarcity creates value
Scarcity creates tension
Scarcity creates word-of-mouth
Scarcity sells
Limited number of physical pieces
Limited number of NFTs
Limited number of events
Limited spots in your community
“Drops” are the new marketing
A drop is a product (often separate from your brand) that creates viral moments in your community
I’d suggest creating a “Drop Roadmap” launching 3-4 drops per year
Goal: to create trust and spread the word
Point: drop the ads, and build drops
Follow me @gregisenberg for more threads like this
I won’t let you down
Recap:
A few marketing tactics & frameworks for 2021:
– Create scarcity
– Build media arms
– Co-create with creators
– Define your social statement
– Don’t trust yourself. Trust your community
– Connection > attention
