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vgr's profile
Venkatesh Rao
Venkatesh Rao
Venkatesh Rao
@vgr

Tweets

Venkatesh Rao

@vgr

This is my conversational account. For my work follow @ribbonfarm, @breaking_smart, @artofgig. Tweets are 90% vacuous views, apathetically held. Mediocritopian.

Los Angeles, CA
venkateshrao.com
Joined August 2007

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    1. Venkatesh Rao‏ @vgr 28 Aug 2014
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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

      1 reply 1 retweet 0 likes
    2. Venkatesh Rao‏ @vgr 28 Aug 2014
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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

      1 reply 0 retweets 0 likes
    3. Venkatesh Rao‏ @vgr 28 Aug 2014
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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.

      1 reply 0 retweets 0 likes
    4. Venkatesh Rao‏ @vgr 28 Aug 2014
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      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
    5. Venkatesh Rao‏ @vgr 28 Aug 2014
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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...

      1 reply 0 retweets 0 likes
    6. Venkatesh Rao‏ @vgr 28 Aug 2014
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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.

      1 reply 0 retweets 0 likes
    7. Venkatesh Rao‏ @vgr 28 Aug 2014
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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.

      2 replies 2 retweets 2 likes
    8. Venkatesh Rao‏ @vgr 28 Aug 2014
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      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
    9. Venkatesh Rao‏ @vgr 28 Aug 2014
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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.

      2 replies 0 retweets 0 likes
    10. Venkatesh Rao‏ @vgr 28 Aug 2014
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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.

      1 reply 0 retweets 1 like
      Venkatesh Rao‏ @vgr 28 Aug 2014
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      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 :)

      9:28 AM - 28 Aug 2014
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