Many of the technical founders I know really don't like marketing. And it's not that they don't understand it. They know how important it is to run an effective business. But they don't really know how to do it right. They don't know how to leverage their technical skills to make marketing easier. And they … Continue reading Marketing for Founders Who Hate Marketing
Category: Marketing
The Marketer’s Hierarchy of Needs: A Framework for Understanding Customer Intelligence
One of Podscan's main customer profiles that I've recognized over the last couple years building this business is marketers - people who think in marketing terms, who have marketing jobs and marketing goals. And in a way, even my other customer profiles - founders, builders, public relations experts, researchers - all of them have a … Continue reading The Marketer’s Hierarchy of Needs: A Framework for Understanding Customer Intelligence
The Podscan Ideas Vault: Engineering as Marketing
Today I'll be talking about a successful marketing project within my software business that turned out to be so successful that it spawned a business built on top of that business. And when this episode is released, it'll be one day since the platform has been live, so I'll be sharing the most raw and … Continue reading The Podscan Ideas Vault: Engineering as Marketing
The Power of the Dream Customer List
I recently learned of the “Dream Customer List” approach to sales and marketing, and I love it. The idea behind this list is simple: you think about who your best possible customer is, and you add a hundred real-world examples of them to a list. And by best customer, I really mean “dream big”: if … Continue reading The Power of the Dream Customer List
The Toxicity of Growth Hacks
One of the first things you learn about when you look into building an audience is the existence of growth hacks. You'll have a hard time finding a Twitter guide that doesn't mention the concept as a quick and easy way to grow your following. This is a problem. It's not an issue because they … Continue reading The Toxicity of Growth Hacks
How NOT to Use Twitter DMs
Too many founders use Twitter like they'd use Google. They find someone they'd like to talk to, send them a Direct Message, and never receive a reply. The culprit? Usually, the message itself. When it comes to DMs that do the job, you want them to be warm, low-effort, and short. Yet, in reality, most … Continue reading How NOT to Use Twitter DMs
Don’t blame the market; blame your marketing
Many unsuccessful founders believe their business failed because of a "market problem." They think it's "the market" that wasn't ready for their product or that "the market" made the wrong choice. This line of thinking is a dangerous —and most of the time completely false— perspective to take. It's not a market problem. It's a … Continue reading Don’t blame the market; blame your marketing
Consulting in Public
Building in public is becoming a popular way to build a business. But how about consulting in public? Can entrepreneurs go beyond talking about their business? Can they conduct their business out in the open? Rand Fishkin recently asked Patrick Campbell —who just sold ProfitWell for $200 million— to help him with their pricing. Immediately, … Continue reading Consulting in Public
Managing Expectations: Making Good (on) Promises.
https://youtu.be/91ZGnnR-O4U Expectation management. What is that? It sure sounds like mind control. I don’t think my expectations are anything that someone else can manage. Nobody can dive into my mind and magically alter what I believe will happen. The only thing you can do to impact what I expect is to make promises. There is … Continue reading Managing Expectations: Making Good (on) Promises.
How I Find Twitter Content Ideas
On Twitter's own blog, their "content idea" section suggests that you "tweet a GIF." Yeah. Let's come up with something better. I've been building an audience of over 50.000 on Twitter over the last two years. I will share the strategies and tactics I use to come up with relevant and helpful daily content to … Continue reading How I Find Twitter Content Ideas