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THREAD: The top 0.1% of marketing mental models.
Compressing a 6-year career into the best 8 ideas:
Compressing a 6-year career into the best 8 ideas:
1. Contrast Is A Drug
• 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
• 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
2. The Best Content Involves A Red Pill
• "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)
• "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 irony is that the red pill metaphor is itself a red pill - once you see it, you can never unsee it.
• 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:
• 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:
• Society's Blue Pill: Writing is a boring activity from school
• @david_perell's Red Pill: Writing online is the fastest way to accelerate your career
• @david_perell's Red Pill: Writing online is the fastest way to accelerate your career
• Society's Blue Pill = Trust the traditional finance system
• @APompliano's Red Pill = Blockchain is the future
• @APompliano's Red Pill = Blockchain is the future
3. The Law Of Shitty Clickthroughs
• 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
• 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
• Most of the rewards of marketing channels go to early adopters
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.
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.
4. The Most Underrated Marketing Channel
• "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.
• "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.
@TaylorHoliday has a fantastic "3 M framework" for unboxing:
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
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
5. Weird > Average
• 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.
• 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.
• In contrast, if you design for the extremes - it can then cross over to the mainstream.
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
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
6. Costly Signalling Theory
• "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:
• "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:
7. Linear Commerce - The Merging Of Media and Commerce
• "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"
• "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"
You can already see this playing out...
• Nelk Boys + Logan Paul launching 8 figure clothing brands organically.
• @balajis idea of a "founding influencer" to enhance distribution.
• Hubspot acquiring The Hustle.
• Nelk Boys + Logan Paul launching 8 figure clothing brands organically.
• @balajis idea of a "founding influencer" to enhance distribution.
• Hubspot acquiring The Hustle.
• Paid advertising is just acquiring attention
• 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)
• 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)
8. Simplify
• "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...
• "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...
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It contains:
1. Clouds - Mental Models + Big ideas
2. Dirt - Tactics + Leveraged tools
100% high signal. 0% spam.
Check it out ---> http://bit.ly/MentalModelsBD
It contains:
1. Clouds - Mental Models + Big ideas
2. Dirt - Tactics + Leveraged tools
100% high signal. 0% spam.
Check it out ---> http://bit.ly/MentalModelsBD
Notion document with all the resources here: https://www.notion.so/The-top-0-1-of-marketing-mental-models-f87ee1ea752f416887291c4b921cbd2f
when in need of ideas.
