Welcome to the 1,171 founders and marketers who subscribed this week!
Neal here again. You’re stuck with me now going forward :)
This week we have three insights lovingly stolen from three creators I respect: Justin Welsh, Katelyn Bourgoin, and Amanda Natividad.
We’ll be covering win-win relationships, delight, and zero-click content.
How to become a smarter marketer 🧠
“The more you learn, the more you earn.” –Warren Buffett
This definitely applies to digital marketing.
You need to have a solid knowledge foundation. And you need to stay up to date with “what’s hot” to be effective—and it changes fast.
So wouldn't it be great to have both?
Stacked Marketer is a daily newsletter that gives marketers an edge over the competition in just 7 minutes a day.
It covers breaking news, useful tips and tricks, and insights for all major marketing channels like Google, Facebook, TikTok, native ads, SEO and much more.
Many of us at DC read it :)
Build win-win relationships to fuel growth 🤝
Insight from Justin Welsh & Neal O’Grady.
Justin Welsh is a solopreneur who recently clocked $3M in revenue. It’s just him, some tools, and some contractors. 98% profit.
In his LinkedIn audience building course, Justin tells everyone the time of day he posts.
He also tells his students to be there at that time to leave comments.
Because of Justin's 300k+ followers, adding a comment on his post can earn insane engagement and reach. It can even outperform most people's own posts.
Yet at the same time, Justin creates an army of fans that all engage with his posts the moment they're out, thus driving engagement and increasing his following.
Which then makes it even more worthwhile to comment first.
It’s an amazing growth loop—he’s created a win-win relationship with his customers that doesn’t cost anybody anything.
Give value upfront with “zero-click content” 🪤
Insight from Amanda Natividad.
Ever see a social media post that reels you in with a strong hook?
You dive into the post trying to get the finality you’re now craving.
Searching, searching, and… it doesn’t come.
You have to click to their website and parse a 5,000-word essay to get your answer.
This is the opposite of delighting. It’s annoying.
This is also the opposite of “zero-click content." Clicking is a requirement to get value.
Zero-click content gives you value without needing to leave an email or post. Clicking is an enhancement to the experience, not mandatory.
This insight is also zero-click content. You already got value. If you want to learn further, you can click to read the full article from Amanda, but you don't need to.
Being successful in 2022 requires building trust, affinity, and relationships. Zero-click content does that. Tricking people to go to your website does not.
And on top of that, nearly every algorithm prefers content that keeps people on the platform.
Delight customers to build loyalty 😍
Insight from Katelyn Bourgoin.
Every time I’ve ordered an Apple product has been the same cycle.
Estimated delivery: two weeks
“What! I don’t want to wait that long… Fine, take my money.”
Four days later...
“Oh wow it came so early! Thanks Tim! I love Apple.”
When someone buys something, they expect a certain outcome. That outcome is based on what they’re used to (from life in general), and your marketing promises.
If you achieve it, they’re satisfied.
For example, a hotel room better have a bathroom and bed. If so, satisfaction. If not, fury.
But if I walked in and also saw a fresh bouquet of roses for my girlfriend, I’m now their biggest fan.
Going above and beyond expectations can delight customers. And studies show that delight—not satisfaction—drives brand loyalty. And loyalty drives revenue.
This is likely why Apple uses a worst-case shipping estimate. Most of the time, they delight people. The rest of the time, they purely satisfy them.
Delight your customers and they’ll start shouting your name from the rooftops.