Emotionally, Then Technically

  
0:00
-5:03

I hosted a Live interview with Andrew Tate from Animalz.

(link to interview)

Animalz does content for companies like Zendesk, Google, Intercom, and Profitwell. 

I was curious about their general philosophy and approach, and one question I asked about indirectly was clickbait. 

"What is the informational value of content, vs. the emotional value of content?"

My question was around whether or not content should be highly connective or highly technical.

Of course, this is situation dependent. But what I learned was interesting:

  1. The context for which informational does well is for people who already know a lot about a subject.

  2. And the context for when emotional information does well is for people who are newer to a subject.

This intuitively makes sense, and, for a company, you could break this down as “top of funnel” vs. “bottom of the funnel.”

But I think this goes beyond content. 

We’re attracted to things through their conceptual ideas, through more ethereal concepts that ignite in us some type of pull. This is why advertising is story-based, or comedic.

You want to attract someone with something emotional.

But once someone is already invested, they want to go deeper and get more technical. 

Once you believe in the story of a Ford Mustang, then you can learn about its engine performance. 

Once you learn about engine performance, then you can learn about the specific details of a specific clutch you can purchase.

And it just keeps going deeper. 

Myths are universal because they attract a wide audience. 

Technical writing about the programming language Swift is highly informational and thus available only to that sub-group who has gone down the rabbit hole and been attracted in the first place.

While software is highly technical, it’s initial marketing should not be.

A brand sits at the top.

Attracting people needs to come first. 

And those that fall deeply in love invest more in the details.

Products are built emotionally, then technically. 


I’m David, and you can check out some of my work – Hit reply to chat more about your brand or community or anything else that you’ve got questions about.

🏴 Refreshing media for those who care enough to be different –  Death to the Stock Photo (500k subs)

  • A chat room for the hottest brands around the globe –  Jacuzzi Club

  • Check out what I’m reading – A$A Reading List on Telegram.

  • Created the Mystery USB (sold out in a day)

  • Crowdfunded a Road Trip around the U.S. (2x)

Counterintuitive Brand Signals: Pricing in a Down Market.

  
0:00
-8:13

Warren Buffet, on bear markets, said: “Only when the tide goes out do you discover who’s been swimming naked.”

What he failed to mention is that…

“And who’s been swimming with life vests and Jet Skiis.”

As I said in 2 New Brand Obsessions, when the down market hits, there is both a race to the bottom and a flight to quality.

People want to get the most bang for their buck, so they buy cheap goods, or goods that they feel are a real value for their dollar. They want to buy goods that last, or, services that provide more than just one benefit. Multi-purpose SAAS companies, for example, can do well, as they provide a whole suite of products for the same capital.

If you don’t currently have any demand, due to physical restrictions or otherwise, I recommend you adapt your business as quickly as possible to fit in the new world. This must be incredibly painful, and I’m so sorry about how difficult this must be.

But, and it’s a big but… If you do still have demand for your products…

Counterintuitive: I recommend that you think of increasing your price (+extending your benefits) and limiting your supply.

Which probably feels like the exact opposite of what you should do.

See, pricing is all about signals. Ditto for brand building. 

A celebrity showing off your product is a signal. Same with a quote from a prominent investor. 

But same with a 50% off sale.

And right now, the market is looking for symbols of quality to chase with their dollars. 

But as the tide goes out, they get harder to find. Many signals that looked positive ended up naked. Everlane comes to mind, which cratered as soon as the market turned. 

In this next short window of 12-18 months, you will see brands win by using the ultimate status symbol:

They will limit supply, showcase increased demand, and raise their prices. 

By creating...

  • A waitlist for their product

  • Backorders

  • Pre-orders

  • Invite-only

  • Exclusive 

They are letting the market know that "We are so crushed by demand, that you better buy this value now." This can be real or manufactured.

So watch for these restrictions and how people flock to them. Can you say... Clubhouse?

What happens then is a self-fulfilling prophecy, in which buyers follow buyers and more follow them. 

The reason this doesn’t happen as much during the peak of bull markets because, in a frothy bull market with lots of capital, you stare at the full ocean. There's so much noise that consumers can't tell who's naked and who's prepared. Who's cheap or who's valuable. 

But now that the tide is out, it’s just the valuable and the naked that remain. 

P.S. (not financial advice) Watch this will play out in stocks, too. Counterintuitively, you might want to buy those hitting all-time highs, not those that look cheap...


I’m David, and you can check out some of my work – Hit reply to chat more about your brand or community or anything else that you’ve got questions about.

🏴 Refreshing media for those who care enough to be different –  Death to the Stock Photo (500k subs)

  • A chat room for the hottest brands around the globe –  Jacuzzi Club

  • Check out what I’m reading – A$A Reading List on Telegram.

  • Created the Mystery USB (sold out in a day)

  • Crowdfunded a Road Trip around the U.S. (2x)

Podcast Remixes and "Meaning Wave"

Happy Friday.

I just thought you should know about this… A whole new genre is born.

The series of podcasts and posts written by Naval has been remixed into music.

Looks like many other prolific figures got the same treatment.

Talk about an epic niche.

“Meaning Wave”

That’s mostly it for my post.

There’s probably something interesting to say about how great works get remixed and in today’s age, that’s a positive trait multiplied on the internet. In fact, in an ideal world, your work gets done in a decentralized way, it’s translated, remixed, and spread for you.

Brb, time to go brainwash myself while I work…

Have a good Friday,

David


I’m David, and you can check out some of my work – Hit reply to chat more about your brand or community or anything else that you’ve got questions about.

🏴 Refreshing media for those who care enough to be different –  Death to the Stock Photo (500k subs)

🌴 A chat room for the hottest brands around the globe –  Jacuzzi Club

📲 Check out what I’m reading – A$A Reading List on Telegram.

💾 Created the Mystery USB (sold out in a day)

🚗 Crowdfunded a Road Trip around the U.S. (2x)

2020 Killed Large Gatherings. It's happening online, too.

I’m not sure if you’ve felt this subtle shift happening online, but it’s worth paying attention to.

People are wanting more private spaces to hang out, and that privacy is broken after you cross about 100 people in any group, and maybe even less than that.

One of the best groups I’m in is ~30 people. The signal quality and closeness are huge. Shout out to Adrian at The Proof.

Another 40 or 50 people and I think it’d lose its feel.

More and more, I’m seeing restricted access as a key selling point for companies and communities.

The old way of thinking about size = quality is being disrupted.

Today groups that are thriving set boundaries.

Boundaries, remember those?

We lost them as we shifted to completely open forums where everyone can jump in any conversation and say anything.

While that has value as a broadcast medium, that’s very different than a closeness and connection medium, where real opportunities and connections happen.

On the outside, we can’t gather in large groups, and interestingly enough, the digital spaces are following suit.


I’m David, and you can check out some of my work – Hit reply to chat more about your brand or community or anything else that you’ve got questions about.

🏴 Refreshing media for those who care enough to be different –  Death to the Stock Photo (500k subs)

🌴 A chat room for the hottest brands around the globe –  Jacuzzi Club

📲 Check out what I’m reading – A$A Reading List on Telegram.

💾 Created the Mystery USB (sold out in a day)

🚗 Crowdfunded a Road Trip around the U.S. (2x)

Counterintuitive ideas about building digital communities.

  
0:00
-11:44

In this audio note, I talk about the dynamic of building an online digital community in terms of building quality. This is mostly for higher-quality, curated online communities that are thinking about their growth.

I also talk about a counterintuitive challenge that community builders face, and how to get around it.

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