I read these two great books last week and would recommend them both
1) Growth Hacker Marketing by Ryan Holiday. This is a short book, which I like. You can put the audiobook on 1.5x and bang it out in a couple of hours
It looks at how everything is marketing now, and how you can use generate attention and demand in a new way
2) Confessions of an Advertising Man by David Ogilvy. If you don't know who David Ogilvy is, you should. He's known as the father of advertising for a reason
This book is essentially his brain dump of what works, what doesn't and why. It's based on older concepts but the principles definitely still hold true. There are some things that don't translate to modern marketing channels - especially social media - but that's to be expected
Note: this is an old book and I do not agree with how it's written and the way he talks about men, women and the roles of each. That part is wild
1) Growth Hacker Marketing by Ryan Holiday. This is a short book, which I like. You can put the audiobook on 1.5x and bang it out in a couple of hours
It looks at how everything is marketing now, and how you can use generate attention and demand in a new way
2) Confessions of an Advertising Man by David Ogilvy. If you don't know who David Ogilvy is, you should. He's known as the father of advertising for a reason
This book is essentially his brain dump of what works, what doesn't and why. It's based on older concepts but the principles definitely still hold true. There are some things that don't translate to modern marketing channels - especially social media - but that's to be expected
Note: this is an old book and I do not agree with how it's written and the way he talks about men, women and the roles of each. That part is wild
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I put way too much alpha in this new thread - please check it out and drop some engagement 🤝
👉 https://x.com/alexonchain/status/1875931096413851759
👉 https://x.com/alexonchain/status/1875931096413851759
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Five years after the Uniswap airdrop, projects are still trying to replicate that moment
What they don't realize is Uniswap created an unforgettable moment - that's why it was so special, it had an emotional appeal
Reverse engineering or directly copying the mechanisms without understanding the emotional impact - which is what actually made it work - is a sure fire way to fail
You replicate by understanding the principles that led to this moment, instead of copying the mechanism. In fact, if you understand the principles, you would also realize that copying is futile if you want the same result
I recently finished reading 'the power of moments', and it helped me clarify some of my views on what can make a company stand out. So I did a write up with crypto examples
Test your attention span on this one: https://x.com/alexonchain/status/1879190825386602884?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
What they don't realize is Uniswap created an unforgettable moment - that's why it was so special, it had an emotional appeal
Reverse engineering or directly copying the mechanisms without understanding the emotional impact - which is what actually made it work - is a sure fire way to fail
You replicate by understanding the principles that led to this moment, instead of copying the mechanism. In fact, if you understand the principles, you would also realize that copying is futile if you want the same result
I recently finished reading 'the power of moments', and it helped me clarify some of my views on what can make a company stand out. So I did a write up with crypto examples
Test your attention span on this one: https://x.com/alexonchain/status/1879190825386602884?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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This thread is worth a quick read. It takes a look at a bunch of new growth hacks in a new viral app
These are super interesting because they use what are essentially basic principles and techniques but in new, novel ways. Clean UX, well integrated tutorials, smart rewards and a viral product idea
Note there are also a number of dark patterns (potentially unethical design tactics that mislead you for the business' gain). I find these interesting, but I not recommended to replicate
https://x.com/thomasschulzz/status/1879240978244289000?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
These are super interesting because they use what are essentially basic principles and techniques but in new, novel ways. Clean UX, well integrated tutorials, smart rewards and a viral product idea
Note there are also a number of dark patterns (potentially unethical design tactics that mislead you for the business' gain). I find these interesting, but I not recommended to replicate
https://x.com/thomasschulzz/status/1879240978244289000?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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I've combined all the road to intern posts into one article to make it easier to reference in the future
Enjoy!
https://x.com/alexonchain/status/1880292571680837921?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Enjoy!
https://x.com/alexonchain/status/1880292571680837921?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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I've talked to a lot of founders that want to join the founder-led marketing trend, but don't know where to start. What should they talk about?
Aside from giving insights and BTS into what you're building, commentary and thought-leadership around industry moments is a big part of the game. And it's getting easier and easier
This week has presented countless opportunities to share your take and show you care about what's happening in crypto
If you're struggling with this, you need to recondition your approach so when something big happens, your natural reaction is to post about it
This week was crazy. I'm sure there will be more
https://x.com/alexonchain/status/1880774211746345140?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Aside from giving insights and BTS into what you're building, commentary and thought-leadership around industry moments is a big part of the game. And it's getting easier and easier
This week has presented countless opportunities to share your take and show you care about what's happening in crypto
If you're struggling with this, you need to recondition your approach so when something big happens, your natural reaction is to post about it
This week was crazy. I'm sure there will be more
https://x.com/alexonchain/status/1880774211746345140?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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The key: you have to be vulnerable
Show your true self. Share your real opinions. Don't be afraid for some people not to like it
If everyone likes you, you're doing something wrong
I've seen tonnes of hot takes about $TRUMP, somehow taking 36 different sides of the argument. No one has tarnished their reputation based on what side they're on
Be real, be vulnerable, be fast, be divisive. Fence sitting won't get you anywhere, you need to have an actual opinion. And if you don't, I'm not sure you're actually a founder
Show your true self. Share your real opinions. Don't be afraid for some people not to like it
If everyone likes you, you're doing something wrong
I've seen tonnes of hot takes about $TRUMP, somehow taking 36 different sides of the argument. No one has tarnished their reputation based on what side they're on
Be real, be vulnerable, be fast, be divisive. Fence sitting won't get you anywhere, you need to have an actual opinion. And if you don't, I'm not sure you're actually a founder
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"Every moment in business happens only once.
The next Bill Gates will not build an operating system. The next Larry Page or Sergey Brin won't make a search engine. And the next Mark Zuckerberg won't create a social network.
If you are copying these guys, you aren't learning from them.
Of course, it's easier to copy a model than to make something new.
Doing what we already know how to do takes the world from 1 to n, adding more of something familiar.
But every time we create something new, we go from 0 to 1.
The act of creation is singular, as is the moment of creation, and the result is something fresh and strange." - Zero to one by Peter Thiel
This as true in marketing as it is in business. You have to break the script and create something new to stand out
If you try to copy something that works, it won't work the same. You need to study the mechanics and the fundamental reasons why it works, and then apply that to your new thing
Go 0 -> 1
The next Bill Gates will not build an operating system. The next Larry Page or Sergey Brin won't make a search engine. And the next Mark Zuckerberg won't create a social network.
If you are copying these guys, you aren't learning from them.
Of course, it's easier to copy a model than to make something new.
Doing what we already know how to do takes the world from 1 to n, adding more of something familiar.
But every time we create something new, we go from 0 to 1.
The act of creation is singular, as is the moment of creation, and the result is something fresh and strange." - Zero to one by Peter Thiel
This as true in marketing as it is in business. You have to break the script and create something new to stand out
If you try to copy something that works, it won't work the same. You need to study the mechanics and the fundamental reasons why it works, and then apply that to your new thing
Go 0 -> 1
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Looks like Tribe, a new socialfi app, is getting a lot of attention tonight
Might be worth trying! It's essentially friendtech on Solana
Link here if you want to give it a go: https://www.tribe.run/join/c1ddc3
I'll also answer any and all marketing questions in my tribe 🫡
Might be worth trying! It's essentially friendtech on Solana
Link here if you want to give it a go: https://www.tribe.run/join/c1ddc3
I'll also answer any and all marketing questions in my tribe 🫡
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Skill-stacking is severely underrated
If you want to become more valuable, more useful and earn more money, you need to be skill stacking
Do you think you can be the best social media manager in the world?
Or the top community builder there is?
Probably not. And there are diminishing returns if you try to get there
Instead, what if you're a top 10% social media manager who is also great at crisis communications and video making?
That's objectively easier to achieve and also more valuable to a business
Focus on being great at multiple high-value complementary skills instead of being the best at one
If you want to become more valuable, more useful and earn more money, you need to be skill stacking
Do you think you can be the best social media manager in the world?
Or the top community builder there is?
Probably not. And there are diminishing returns if you try to get there
Instead, what if you're a top 10% social media manager who is also great at crisis communications and video making?
That's objectively easier to achieve and also more valuable to a business
Focus on being great at multiple high-value complementary skills instead of being the best at one
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Got questions about social media, growth, community building or anything else?
Answering the best ones here only
Lmk: https://ngl.link/alexonchain
Answering the best ones here only
Lmk: https://ngl.link/alexonchain
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This is funny, a few lessons and tips in here
1) if this is real and you're about to have the meeting, you need to be transparent about it. Explain the concept and why you thought it was a good idea. Show the engagement and response (if it's good) to back up your point. But ultimately if they're not comfortable with this direction, apologise and be forthcoming with wanting to reach an agreement and workflow to prevent this happening again
2) If you're running socials for someone else and you don't know their risk tolerance and their preferences then you're doing it wrong. You need to be aligned with anyone whose opinion matters. If you're not and you do something wrong, you'll get a nasty surprise
3) I wrote a long post on this on Twitter recently. You need to build trust and mutual understanding. Ultimately there should be some agreed written guidelines about what is and what isn't okay, aligned with anyone who matters in this context
Do not just yeet memes because you think they're funny. Funny isn't the only way to market something. You need to factor in what your employer(s) think and want. If you strongly believe you need to do something in a certain way, persuade them about it first
1) if this is real and you're about to have the meeting, you need to be transparent about it. Explain the concept and why you thought it was a good idea. Show the engagement and response (if it's good) to back up your point. But ultimately if they're not comfortable with this direction, apologise and be forthcoming with wanting to reach an agreement and workflow to prevent this happening again
2) If you're running socials for someone else and you don't know their risk tolerance and their preferences then you're doing it wrong. You need to be aligned with anyone whose opinion matters. If you're not and you do something wrong, you'll get a nasty surprise
3) I wrote a long post on this on Twitter recently. You need to build trust and mutual understanding. Ultimately there should be some agreed written guidelines about what is and what isn't okay, aligned with anyone who matters in this context
Do not just yeet memes because you think they're funny. Funny isn't the only way to market something. You need to factor in what your employer(s) think and want. If you strongly believe you need to do something in a certain way, persuade them about it first
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It's a very broad question, I'll do my best to answer it succinctly but still be helpful:
- If the product isn't good, or the niche isn't interesting, you're going to have a harder time by default
- Post great content. It needs to be either: useful, entertaining, educational, funny, or many of them at once
- A big part of social isn't just pulling ideas out of thin air. You do cool things and then you talk about them. Think about what your company is doing or could be doing that would get people excited. Do that, prepare a content plan and let it rip
- I would find a growth channel that isn't being used right now. A new type of content, a new place to cross-post, anything to stand out and be creative
- Focus on building a strong base. 100 engaged followers will take you much further than 10,000 that don't pay much attention. Do anything good to build those early relationships. Figure out how you can get mission-aligned KOLs to be early supporters. Build a strong base, not a big one
And to get your content to resonate with web3, you need to deeply know your audience. It's the same with any marketing. Talk about what they care about, in a way that resonates with them, in the places that they hang out
Good luck!
- If the product isn't good, or the niche isn't interesting, you're going to have a harder time by default
- Post great content. It needs to be either: useful, entertaining, educational, funny, or many of them at once
- A big part of social isn't just pulling ideas out of thin air. You do cool things and then you talk about them. Think about what your company is doing or could be doing that would get people excited. Do that, prepare a content plan and let it rip
- I would find a growth channel that isn't being used right now. A new type of content, a new place to cross-post, anything to stand out and be creative
- Focus on building a strong base. 100 engaged followers will take you much further than 10,000 that don't pay much attention. Do anything good to build those early relationships. Figure out how you can get mission-aligned KOLs to be early supporters. Build a strong base, not a big one
And to get your content to resonate with web3, you need to deeply know your audience. It's the same with any marketing. Talk about what they care about, in a way that resonates with them, in the places that they hang out
Good luck!
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Sorry, this might hurt a bit
If you don't know how, you shouldn't be doing it. Brands don't need to be funny or making memes to grow, that's only one path to success
Now I agree it's a strong one and can have outsized returns if you do it well. But if you don't do it well it's incredibly cringey and hurts way more than it helps
My advice if you're not confident in your approach is to:
1) study successful meme accounts and figure out why they work. Try to internalise the recipe for a good meme and tune your taste
2) ingrain yourself in the culture and follow the inner circle. Make sure you understand references, trends and timing
3) make a burner account and practice. Post and be critical of your work. Reply guy popular accounts and try to be funny. Figure out what does and doesn't work
If you don't know how, you shouldn't be doing it. Brands don't need to be funny or making memes to grow, that's only one path to success
Now I agree it's a strong one and can have outsized returns if you do it well. But if you don't do it well it's incredibly cringey and hurts way more than it helps
My advice if you're not confident in your approach is to:
1) study successful meme accounts and figure out why they work. Try to internalise the recipe for a good meme and tune your taste
2) ingrain yourself in the culture and follow the inner circle. Make sure you understand references, trends and timing
3) make a burner account and practice. Post and be critical of your work. Reply guy popular accounts and try to be funny. Figure out what does and doesn't work
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Just dropped a new social media audit - I hope you find this useful!
Any engagement is appreciated 🙏
https://x.com/alexonchain/status/1887887763816488971?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Any engagement is appreciated 🙏
https://x.com/alexonchain/status/1887887763816488971?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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Live roast happening now:
https://x.com/alexonchain/status/1889736540202606938?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
https://x.com/alexonchain/status/1889736540202606938?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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MegaETH is a really great case study for growth recently. They've done lots of smart new things and their approach to community building / management is really interesting and effective
Check out this article by Sandra if you haven't been able to keep up!
https://x.com/sandraaleow/status/1889658182458597445?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Check out this article by Sandra if you haven't been able to keep up!
https://x.com/sandraaleow/status/1889658182458597445?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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Study Bybit's crisis management today
Excellent write up: https://x.com/casatay/status/1893042590246904088?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Key principles: https://x.com/alexonchain/status/1893132608789532891?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Excellent write up: https://x.com/casatay/status/1893042590246904088?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
Key principles: https://x.com/alexonchain/status/1893132608789532891?s=46&t=7cmhHfEjGY8z6mLxCb0dlg
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Trying out the onchain instagram (zora on base)
Playing with new socialfi channels is fun, plus it's a great way to connect with new people
And they announced an airdrop this week, might be worth yeeting some photos on there!
If you're not already signed up: https://zora.co/invite/alex_onchain
Playing with new socialfi channels is fun, plus it's a great way to connect with new people
And they announced an airdrop this week, might be worth yeeting some photos on there!
If you're not already signed up: https://zora.co/invite/alex_onchain
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