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LAForeverHall's profile
Liz
Liz
Liz
@LAForeverHall

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Liz

@LAForeverHall

ArIeS. InFp. ChAoTiC NeUtRaL. RaVenClAw. Investor, marketer, performance artist. My investing articles: https://lizardbrain.substack.com/ 

Joined March 2012

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    1. Liz‏ @LAForeverHall Mar 8
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      2. For e-commerce companies, this is not hard to pull off. Watch and read their ads. Buy things. Get on their mailing list. Then study the cadence, tone, and copywriting quality of the emails they send you. Don’t know how to analyze copy quality? Buy Tested Advertising Methods.

      2 replies 0 retweets 17 likes
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    2. Liz‏ @LAForeverHall Mar 8
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      3. One rule: focus on the customer. Not yourself. What you can do for them is more interesting to them than what they can do for you. More strongly: focusing on what you can do for the customer IS focusing on what the customer can do for you. You get more by giving more.

      1 reply 3 retweets 15 likes
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    3. Liz‏ @LAForeverHall Mar 8
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      4. Demand can be conjured by making the customer the hero. What benefit will the customer get from buying the product? Is that benefit being explained clearly? Is the advertiser using the proper emotional hooks to make the customer want to buy its products? It’s not about you.

      1 reply 0 retweets 16 likes
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    4. Liz‏ @LAForeverHall Mar 8
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      5. Markets don’t suddenly get efficient away from the stock market. Perceived customer benefits are good enough. A skilled marketer can conflate perception with reality to generate sales in absence of a unique customer benefit. How? Capturing the customer's emotion & identity.

      2 replies 0 retweets 13 likes
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    5. Liz‏ @LAForeverHall Mar 8
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      6. If a copywriter knows your beliefs and how they tie into your identity, they can be used against you. Political campaign mailing lists are a goldmine to copywriters because the campaigns have already done all the hard work for them. Fortunes have been made from their rental.

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    6. Liz‏ @LAForeverHall Mar 8
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      7. Used to work in investment newsletters and this was a common tactic there. Often, the emotional hooks are used to sell products that are actually good for customers. But the quality doesn't sell itself. It's the emotion that does. Marketing is manipulative at its core.

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    7. Liz‏ @LAForeverHall Mar 8
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      8. You can follow along with a company’s marketing by getting on their mailing lists. A/B testing is industry standard - multiple ads compete against each other to create a “control” that it uses regularly. If you can spot good ads, you can spot inflection in its sales momentum

      1 reply 0 retweets 10 likes
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    8. Liz‏ @LAForeverHall Mar 8
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      9. Alternatively, you can find out which companies are underearning by mismanaging their mailing lists. This is also opportunity, b/c subtle changes in advertising can lead to huge changes in performance. In copy specifically, it’s not uncommon for the best ads to 10x the worst

      1 reply 0 retweets 11 likes
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    9. Liz‏ @LAForeverHall Mar 8
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      10. An example of this was with stock of TheStreet before it was acquired by $MVEN. $TST was kinda a mess of newsletter company; VERY underoptimized vs. the industry. But it had good distro and reach! BARELY TRYING, the company had ~$20 mil of newsletter subscription rev in ‘18

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    10. Liz‏ @LAForeverHall Mar 8
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      11. In comparison, the largest company in the industry can do $20 mil in a week. The ad I wrote about in my copywriting article did $4 or $5 million, written in approx two weeks, for a publisher with sales in the low millions. For $TST there was CLEARLY room for improvement.

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      Liz‏ @LAForeverHall Mar 8
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      12. But before any of this could come about, $MVEN bought $TST for a song compared to what it could have been worth with some TLC. If I had confidence in $MVEN it would be a screaming buy on the potential value of $TST alone. $TST could be worth $100s of mil in the right hands.

      10:39 PM - 8 Mar 2020
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      • AReviewOrTwo 🎙 Piyush Maverick Tainguriya Customer Support🎙 Catherine Baab-Muguira mspacey ryan sporkchop Reddy
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        2. Liz‏ @LAForeverHall Mar 8
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          13. Even so, it was a good flip. Bought $TST shares at $5.70 in early June and sold them for $6.10 a few weeks later. Not the home run I wanted, but the annualized return was OK. $TST was right in my wheelhouse with domain knowledge but you can do this with any ecommerce biz.

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        3. Liz‏ @LAForeverHall Mar 8
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          14. With investment newsletters, one sales funnel looks like this. Prospect clicks on ad. Ad takes them to a page full of copy. If they buy, immediately upsell them to another newsletter. Then they get emailed ads for more products. There should ALWAYS be another product.

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        4. Liz‏ @LAForeverHall Mar 8
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          15. One differentiatiator between newsletter companies is the quality of the narrative of the ads. $TST's are generally not great. Lots of basic association with the "Cramer" brand but there is a lack of SCARCITY, URGENCY, and NARRATIVE. The best cos excel at these.

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        5. Liz‏ @LAForeverHall Mar 8
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          16. Compare and contrast. One of the best ads of any medium, ever, in this YouTube video... And $TST's campaign linked from their front page. These two aren't directly comparable but $TST has nothing like the ad on YouTube. https://www.youtube.com/watch?v=RN5BLQLA4FA … https://subscription.thestreet.com/action-alerts-plus?OID=037527 …

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        6. Liz‏ @LAForeverHall Mar 8
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          17. That's the difference between a billion dollar enterprise and a company making $20 million barely trying. Is the YT ad hyperbolic? Yes. Was it effective? One of the most effective, ever. Even had TV spots! With invisible products, narrative is key.

          1 reply 0 retweets 7 likes
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        7. Liz‏ @LAForeverHall Mar 9
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          18. PS guys just because I’m referencing this stuff and explaining it doesn’t mean I like it. It just exists and since it exists it’s important to understand how it works. If market opportunities exist b/c of it, there’s no reason you shouldn’t trade on it b/c someone else will

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        8. Liz‏ @LAForeverHall Mar 9
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          19. Operational improvements in marketing flow through the financials and these inflections can be profitable if you spot them. Financial statements are usually the OUTPUTS of value drivers, not the drivers themselves! Spotting changes in the drivers b4 they show up = edge.

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        9. Liz‏ @LAForeverHall Mar 9
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          20. Operational improvements aren’t the only way to synthesize marketing with investing, though. Another way to do so is using your marketing skills to assess how a company is doing in the metagame of narrative management. But that’s a topic for later today...

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        10. End of conversation

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