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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
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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
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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.
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13/ In information abundance world apparent-secrecy-through-apparent-obscurity is a gold standard. Produces steady, near-zero-cost WOM.
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14/ Surprisingly, rich-vein marketing is easy to do accidentally by focusing on quality and neglecting/going-slow on marketing. But...
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15/ ... You can ruin it by getting panicky and doing Random Acts of Overt Marketing. So best to understand what you're doing.
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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.
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17/ Almost all the tactics of slow/antimarketing are via negativa (removing or even reversing elements from classical marketing)
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18/ This is why so many offline marketers fail online or only create fads via overwork, while total nerds accidentally succeed via neglect.
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19/ You can fake this btw (cf: recent potato salad kickstarter) but not long term. Long term faking = cry wolf failure.
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