Your proof is the headline above the headline.
If you have a book called “how to market a book” and it has 14 reviews.
No one is going to read it.
Not because the content is bad (they won’t even have read it.)
And not even because the headline is bad (it’s actually fine).
But because the context clearly disproves the authors claim.
It’s just like the 100 DMs a day I get of people telling me they can help me grow my social media following…who have less than 1000 followers.
They fail the most basic test of competence: “Why should I listen TK you?”
It’s why most people businesses don’t grow. It’s why most people content gains no traction.
Because they’re missing the big obvious:
They’re not that good at the thing they claim to be. Because if they were - they’d be speaking under a different context. And their stuff (even if the same) would hit.
Which brings me back to the worlds simplest advertising framework:
1) Do shit
2) Talk about what you did
(Not what you might do, or other people should do).
The secrets to being legit: Speak in facts and you remain above question.
There’s a proven growth playbook for newsletters:
0 → 100 - Tell friends & co-workers
100 → 5k - Publish on Twitter & LinkedIn
5k → 10k - Cross-promos & recommendations
10k → 100k - Paid acquisition + all of the above
Don't overcomplicate it.
The biggest mistake I see leadership teams make is not sharing the context behind strategy changes.
At The Knot we used a framework called KUBA.
K: let them know what is changing
U: help them understand why
B: help them believe it’s the right thing
A: enable / empower them to act
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Age at first $1 Million:
• 20 Beyoncé
• 23 Steve Jobs
• 26 Bill Gates
• 26 Michael Jordan
• 26 Jay-Z
• 27 Elon Musk
• 29 Naval
• 30 Warren Buffett
• 32 Oprah
• 34 Gary V
• 33 Jeff Bezos
1 important lesson from each:
Remember, ethics should be a guiding principle throughout your business journey, and by leading with integrity, you can create a positive impact in your industry and inspire others to do the same.
As an online coach or service provider, prioritizing ethics in your marketing practices is crucial. Transparency, honesty, and respect should be at the core of your approach.
By leading with integrity, you'll maintain your sense of self on your journey to success.
By selling ethically, you'll attract higher quality clients, who do the work and want to continue working with you longer.
Why can two people tweet the exact same thing and one post goes viral while the other flops?
Because it's not just the message that matters—it's the messenger
Smart marketers use pre-suasion to make people receptive to their messages *before* they hear them
What you hold on to, mentally, is 1 of 3 things:
1. Accelerators: pushing you forward
2. Stabilizers: holding you steady
3. Anchors: dragging you down
Examine quickly & move on it:
- Cut the anchors
- Hold the stabilizers
- Feed the accelerators
You've got things to do.