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.
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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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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.Show this thread -
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 …Show this thread -
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.
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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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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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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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End of conversation
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