9/ Biggest kick you can get online is the sense that you have discovered a rich new vein few know about. I last had that with tvtropes.
-
-
Replying to @vgr
10/ If you're trying to establish a source with a "rich vein" brand perception, the last thing you want to do is clickbait/oversell up front
1 reply 1 retweet 0 likes -
Replying to @vgr
11/ Instead you need to *validate* the reader's default that most things are not worth the click, and let *them* decide you're an exception
1 reply 0 retweets 0 likes -
Replying to @vgr
12/ You're appealing to deal-hunting instincts really. Conveying a sense that your stuff is a "steal" in terms of the discovery work needed.
1 reply 0 retweets 0 likes -
Replying to @vgr
13/ In information abundance world apparent-secrecy-through-apparent-obscurity is a gold standard. Produces steady, near-zero-cost WOM.
1 reply 1 retweet 1 like -
Replying to @vgr
14/ Surprisingly, rich-vein marketing is easy to do accidentally by focusing on quality and neglecting/going-slow on marketing. But...
1 reply 0 retweets 0 likes -
Replying to @vgr
15/ ... You can ruin it by getting panicky and doing Random Acts of Overt Marketing. So best to understand what you're doing.
1 reply 0 retweets 0 likes -
Replying to @vgr
16/ I've been calling this model "slow marketing" (as in slow food). But a better term might be antimarketing: things that gain from noise.
2 replies 2 retweets 2 likes -
Replying to @vgr
17/ Almost all the tactics of slow/antimarketing are via negativa (removing or even reversing elements from classical marketing)
1 reply 1 retweet 1 like -
Replying to @vgr
18/ This is why so many offline marketers fail online or only create fads via overwork, while total nerds accidentally succeed via neglect.
2 replies 0 retweets 0 likes
19/ You can fake this btw (cf: recent potato salad kickstarter) but not long term. Long term faking = cry wolf failure.
-
-
Replying to @vgr
20/ Adding an item 20 because I'm OCD, but then, so are all people on whom slow marketing works and who can work it :)
0 replies 0 retweets 1 likeThanks. Twitter will use this to make your timeline better. UndoUndo
-
Loading seems to be taking a while.
Twitter may be over capacity or experiencing a momentary hiccup. Try again or visit Twitter Status for more information.