39 Lessons on Marketing, Creating, and Building in Public

Inspired by the masterclass conversation between @david_perell and @mkobach on The North Star Podcast.

[THREAD]

1/ The best big-brand social media market? @cashapp

Why?

• Instead of buying ads, they give away money.
• Direct giveaways build community more than ads.
• But, the return is harder to quantify than ROAS.
• An example of #SuperCashAppFriday here https://twitter.com/CashApp/status/1289229747981934595?s=20

2/ What great social media marketers understand:

• Repeated exposure is indistinguishable from truth.
• The best marketers use multiple angles of exposure.
• The caveat: last-click exposures become overvalued.
• In most cases: the opposite of a great idea is a great idea.

3/ What makes a great ad

• Good ads make you feel something.
• Great ads ~resonate~ through your whole body.
• Resonance is an indescribable, full-body experience.
• Great ads connect the dots you couldn't connect in a way you can't explain.

4/ The key to social media marketing - have fun!

• Too many social media accounts are boring.
• Experiment, try new things, use it as a playground.
• An example: At @fast, @mkobach created an entire new tweet format that blew up https://twitter.com/fast/status/1291770352016793602?s=20

5/ The importance of building in public

•  @mkobach gives weekly updates on @fast's strategy
• This transparency resonates and builds trust.
• People are interested in your journey, especially when you're trying new things.
• An example below https://twitter.com/mkobach/status/1292629407270666241?s=20

6/ Twitter as a resume

• Twitter is the resume of the 21st century.
• Matthew landed the job @fast after building a long-term relationship with his own accounts as proof of work.
• Your twitter should show people everything you know and everything you find interesting.

7/ Paid vs. organic marketing

• Picture two axes: time horizon and money raised.
• More money raised, short time horizon -> paid.
• Less money raised, long time horizon -> organic.
• Organic builds long-term customer relationships.
• Understand where you are on this matrix.

8/ How to provide value on Twitter

• Simple. Be helpful to others.
• Helpful, non-self-serving accounts are well-respected.
• Find ways to think "what could I tweet that is helpful?"
• Example - @david_perell's writing tips https://twitter.com/david_perell/status/1254258945255862278?s=20

Following @mkobach and @david_perell is the best thing you can do to learn about marketing, writing, and learning.

Listen to this awesome conversation in full here https://open.spotify.com/episode/0TZswUS76aIY3TQUnZ1OpB?si=S5GCnYYbRUWNwMs5of7tSA&context=spotify%3Acollection%3Apodcasts%3Aepisodes

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