I don’t understand why people say that marketing is hard.

Just design a landing page, do customer research, create brand awareness, A/B test pricing, differentiate from the competition, rank for keywords, grow an audience, get word of mouth, reach product/market fit, run ads, improve retention and profit. 

It’s not like you have to be an expert to do it.

Andrea Bosoni

First-time founder: “I want conversions.”

Me: “It’s a new product so you’ll probably need to get some brand awareness first.”

First-time founder: “I want conversions.”

Me: “For a complex product like this people will need multiple touchpoints before they’re ready to buy.”

First-time founder: “I want conversions.”

Me: “You’ll also have to think about a way to differentiate your product from the competition.”

First-time founder: “I want conversions.”

I'm a marketer, of course I never share a link with UTM parameters in it.

I'm a marketer, of course I never click on sponsored results on Google.

I'm a marketer, of course I check every website's domain authority.

I'm a marketer, of course when I open Instagram I look at the ads and ignore the content.

I'm a marketer, of course every time I read some copy I think that I could have written it better.

You must be willing to fail to get good at marketing.

Everyone I know who ends up getting some results started by reverse engineering why things didn't go as planned.

The website that struggles to convert visitors.

The article that doesn't rank even on page two.

The post that never gets more than a few likes.

Most people stop there get discouraged and give up.

But those failures are necessary and it's only thanks to them that you can learn what really works.

I can tell you what marketing will look like in 2034.

You will still need to understand your customers' needs.

You will still need to create a strong brand identity. 

You will still need to get people's attention.

You will still need to educate, entertain, and engage.

You will still need to build trust with your audience.

Channels and tactics change all the time but principles remain the same.

I asked a founder when they were going to start marketing their new product.

They had been working on it for 6+ months now. 

They told me that they just needed to add a critical feature first.

I started laughing thinking that they were trolling me.

But they gave me a terrible look and asked what was so funny.

It turns out they were dead serious.

A landing page that converts at 2.5% can be better than one that converts at 5%.

It all depends on where the traffic is coming from!

Imagine the first one gets most of its visitors from informational blog posts.

While the second one gets most of its visitors from the company email list.

I'd take converting cold traffic at 2.5% vs. converting warm traffic at 5% every single day.

Too many people compare apples with oranges.

I think that the for you algorithm that most social media platforms are adopting is a disaster.

It's terrible for companies and creators: people who choose to follow you don't see your stuff anymore.

It's terrible for users: your feed becomes a mix of sensationalism and clickbait.

What I'd like to see is 2/3 of the content from people you follow and 1/3 from people outside your network.

Last summer a friend asked me what to do to learn marketing and I told him to start a side project.

He had to:

- Define a unique value proposition
- Create a landing page
- Research keywords to find ideas
- Get content indexed on Google
- Grow a social media account
- Partner with other small creators in the niche
- Try running some paid ads
- Test how changes affect conversion rate

Ultimately he shut it down but I bet he now knows more about marketing than most people out there.

Introducing Zero to Marketing AI.

It’s a tool that will take your customer acquisition to the next level.

I’ve spent months training the system using proprietary data from the world’s best marketers.

The result is a unique software that will do all the heavy lifting for you.

You just have to input your site and the number of desired conversions per day.

The system will automatically create the perfect strategy tailor made for you.

Just click on execute, sit back and watch sales come in.

I watched the wrong video for too long and now YouTube thinks I'm interested in making money online.

My feed is flooded with gurus who want to teach me how to start a 9-figure agency.

It's crazy how much power algorithms have over us.

I've reached the point where I'm afraid to consume something because I don't want them to think I'm interested in that topic.

If you're a first-time founder and want to make your life extremely difficult go ahead and start a marketplace.

You'll have double the acquisition problems.

You'll have double the retention problems.

You'll have double the customer support problems.

Oh, and your margins will be terrible.

Every once in a while I talk to someone who got PTSD from it 😂

No, seriously, don't do it.

My content creation process: I go for a walk in the park, pull out my phone, scroll social media, spot something interesting, write about my experiences/opinions/results about that topic, post.

The most common question I get from new founders struggling to grow is how to tell if they have a product problem or a marketing problem.

I always tell them the same thing. Look at retention data.

Are there at least a small percentage of customers who are very happy with the product and keep using it (SaaS) or come back to buy more (DTC)?

It doesn’t have to be all of the customers. It doesn’t even have to be the majority of them.

But you need to have at least some of them and they need to have a good lifetime value that makes sense for your business.

If that’s the case then you have a marketing problem.

You’ll need to talk to them to understand who they are and what they want. 

Then revisit your positioning, your messaging and the channels you’re using to find more people like those happy customers.

There are only 4 reasons why a product doesn't sell online:

- Wrong offer: you're focusing on the wrong benefit for the wrong people

- Wrong messaging: you're not communicating the value proposition clearly enough

- Wrong timing: you're ignoring the long sales cycle or narrow buying window

- Wrong traffic: you're getting the wrong visitors to your site

Fix them before concluding that a product is bad.

You'd be surprised how many founders never search for their own product name.

I reminded a friend of doing it this morning and we found:

- An affiliate bidding on branded queries
- Someone who registered the same domain but with a different extension
- A couple of fake bad reviews on a third-party service

All of this stuff can have an impact on sales.

Your brand is your most important asset and you need to take care of it.

Overrated:

Focusing too much on launches
Trying hard to go viral
Getting featured on press

Underrated:

Collaborating with small creators 
Doing side project marketing
Building in public in relevant communities

A realistic timeframe to see if a new marketing strategy is working is at least 3-6 months.

It really depends on the product of course. 

For a B2C impulse purchase it will be way shorter than for a complex B2B product.

But on average you'll need at least a few months and some KPIs other than just conversions to monitor.

Quantitative data like clicks from search, conversion rate by channel, etc. 

But also qualitative data like questions from visitors, brand mentions on social media, etc.

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