Ryan Deiss
@ryandeiss
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I tweet about bootstrapped growth and how to scale your company without sacrificing your soul. // Father of 4. Husband of 1.
Austin, TX
Joined September 2008
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Pinned Tweet
Here are (at least) 10 modern marketing commandments I wish someone would chisel in stone...
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This is quite possibly the most important blog post I’ve ever written:
http://t.co/ElowscqmhK
#CVO
http://t.co/s2PCww6tVL
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Copywriting tip from David Ogilvy:
"I don't know the rules of grammar . . . if you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think."
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I just found out my oldest son wants an Android instead of an iPhone.
This is worse than finding drugs in his room.
I have utterly failed as a father.
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For remote teams, INTERNAL marketing is just as important as external marketing.
Agree or disagree?
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What's the biggest mistake CEO's make?
Delegating the marketing strategy.
You can delegate 99% of the execution, but never, never, NEVER delegate the strategy-creation, itself.
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Some people want to invalidate online courses because “most people who start them never finish them.”
But the same can be said for exercise programs? Does that mean exercise is “broken?”
No. I don’t think so. I just think it’s hard.
And most things worth doing are hard.
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@ShaanVP
@johneeestar
No such thing as "too long"...only "too boring."
This was not boring. I read the whole damn thing.
It was informing and entertaining.
Nicely done.
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You need to learn copywriting. Platforms and markets will come and go, but if you can write good copy and craft a good offer you’ll probably always be in business.
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The most important skill any marketer can master is copywriting. All marketing comes down to the marketer’s ability to translate a “big idea” into a tight, easy-to-consume package. Translating BIG IDEAS into as few words as possible is the essence of great copywriting.
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1/ Do you want to launch a modern media company?
Here's a thread breaking down how we're doing it at (and how I've done it at all my previous companies)...
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@andrewchen
Using “lifestyle business” as a pejorative term to describe a profitable business that will “only” ever be a $20-$50mm in revenue is both pretentious and prickish.
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Am I the only bootstrapped founder who made more money when my business was small than I did when it was larger?
Scale is expensive.
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Step 1: Learn the box
Step 2: Know the box
Step 3: Master the box
Step 4: Break the box
People skip to Step 4 too soon.
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We just launched our first
#podcast
at
@DigitalMktr
! Listen & subscribe to Perpetual Traffic >
http://t.co/7GJSJLrZ6r
http://t.co/Zr68wgp2d6
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Who's sharing really great stuff on scaling bootstrapped businesses?
NOT startups and NOT side hustles (not that there's anything wrong with that). I'm talking about the nitty-gritty of scaling post-traction businesses without going the VC route.
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Hey course creators...
Stop using completion rate as a metric for course quality.
You don’t know why someone purchased, or the transformation they were after.
Sometimes one module...just one little nugget is more than enough.
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Am I the only one who feels like 2021 was harder than 2020?
2020 was crazy, but everyone knew it was crazy. We were all in it together. 2021 was still crazy, but we were all supposed to pretend it was normal.
If it didn't feel normal to you, be encouraged.
You aren't alone.
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1. Thou shalt build revenue FIRST and brand SECOND. Brand matters, but the primary goal must be sales. It's possible to sacrifice brand at the alter of sales and still recover, but you cannot sacrifice sales at the alter of brand and hope to survive.
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I'm making only one resolution in 2021...
Start fewer things. (<7)
Finish more things. (90%)
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@sweatystartup
Pro Tip: I drive smaller cars but I also drive with the windows down and my seatbelt unbuckled so I can be thrown from the car (and away from danger) if I’m ever in a car accident.
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Annual planning doesn't work.
Not for people.
Not for companies.
So instead of spending today planning out all of 2024, just set goals for Q1. (Repeat the process again at the end of March for Q2.)
It's the only thing I've tried that actually works.
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18. Thou shalt remember that humans only ever buy one of two things: 1) transformation or 2) identity reinforcement. Know which thou art selling.
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5. Thou shalt endeavor to piss at least a few people off. The opposite of love isn’t hate, it’s apathy. If your brand doesn’t have any haters, it almost certainly doesn’t have any raving fanatics, either. Great marketing DIVIDES!
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How Do You Deal With Competition? I'll give you three ways:
http://t.co/yJEetWcvF1
#DeissAdvice
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Every now and then I think I have an original thought.
Then I reread a book I read a few years ago, and nope...there it is.
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I don’t know who needs to hear this, but you should probably turn off the TV/social and go exercise for 30 - 45 minutes, instead.
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I’ll never understand why creators reject paid advertising as an audience-building tool.
So many great ideas die on the vine simply because smart creators believe “old school” marketing is beneath them.
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@Jason
The same reason some people pay $20-$40k for a wrist device that merely tells time.
Status signaling is expensive.
The better question is, why in 2020 is a college degree still a status signal?
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24. Thou shalt love thy customer and sincerely yearn for their happiness and success. Empathy is the most valuable skill in marketing, and the only one that can’t be taught)
The end.
For now. :)
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@awilkinson
You're missing the point,
@awilkinson
...
Clearly, when a founder stops panicking about their ability to pay their bills and feed their families, they lose all their "hustle" and "drive."
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"If you're competitor-focused, you have to wait until there is a competitor doing something. Being customer-focused allows you to be more pioneering." - Jeff Bezos
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I can’t trust anyone who spells copywriting...”copy-writing.”
There are some hills that are worth dying on, and this is one.
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2. Thou shalt write offers…not slogans. Slogans might win awards, but they don’t make sales. Great marketing inspires ACTION! It does not merely inform or entertain.
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Email came first. Now, paid email newsletters are a thing.
Blogs came next, so I’m predicting that paid blogs will be next. (Although they’ll likely be called something else.)
The old has a habit of becoming new again.
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Let’s pray that this is the last violent gasp of a dying ideology.
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Why aren’t more marketers doing direct mail right now?
Everyone is at home.
Everyone has time to read.
Even businesses are still checking their mail, but I bet it’s way, way down.
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Copywriting tip from David Ogilvy:
"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular."
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Believing you have invented something new is usually a sign you haven’t done enough research.
Find the giants, then stand on their shoulders.
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I'm looking for a
@notion
expert who can review our company's operating system template and give me some ideas and suggestions to improve it.
Who should I hire?
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Confession: I buy way more books than I can possibly read.
This article made me feel less guilty.
Thank you,
@anthilemoon
:)
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@austin_rief
@Sigalow
It’s absolutely possible to be successful and not talk about it.
What started as transparency has been corrupted into exhibitionism.
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“If you aren’t embarrassed by your old work, you aren’t growing.”
That’s what I’m telling myself this morning as I go back and read/watch some of older talks and trainings.
Oof.
Who’s with me?
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A reminder that excellence does not happen overnight.
Even super talented and gifted people suck the first few times they try something new. There's no substitute for reps & sets.
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Unpopular Opinion:
The ultimate sign of a healthy business is NOT revenue, growth, NPS, or even P&L profitability.
The ultimate sign of a healthy business is the ability to distribute big, fat chunks of cash each and every quarter.
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Now is the time for audience expansion. Attention is way up...costs are way down.
Those who don’t use this time to grow their audience and influence will come to regret it.
The key: Give big
Now is not the time for revenue extraction. Be generous, and the revenue will follow.
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You need to learn copywriting.
Platforms and markets will come and go, but if you can write good copy and craft a good offer you’ll probably always be in business.
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Take note: None of the worst case scenario predictions take into account humans being absolutely, amazingly-freaking awesome at solving problems (which we are).
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7. Thou shalt not stop marketing just because a lead is generated or a sale is made. Marketing shouldn't stop at the order just like date nights shouldn't stop after you get married. Never let the romance die.
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How can you deliver more sales from less spend?
I believe the next big thing in marketing is the email newsletter. That is, an email newsletter actually done well.
Email today is still the channel that drives the bulk of sales for the bulk of companies. Agree or disagree?
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6. Thou shalt be specific. Make specific in claims and deliver specific in content. If you want your brand to be respected, start taking stands and speaking in absolutes!!! (Like, for example, posting a self-aggrandizing list of "marketing commandments" on Twitter.)
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I’ve been working on this book for the last year and it’s finally here…
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The people saying...
"ChatGPT will KILL Google!"
...are the same people who said...
"Social media will KILL email!"
Don't be those people.
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Your favorite OG had an OG.
Learn from that OG.
Or better yet, learn from your OG’s, OG’s OG.
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Everyone wants to make money doing the fun stuff, which is why it’s so hard to make money doing fun stuff.
The secret is to make your money doing the hard stuff that no one else wants to do, so you can spend that money doing all the fun stuff that no one else is able to do.
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2. (cont...) Also, there’s a special place in marketing hell for advertisers and marketers who stack up awards for their “creativity” but who have never owned or influenced a sales number. They would do us all a favor if they stuck to finger painting.
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Today I turn 43.
I’m tempted to write one of those “43 Lessons” birthday posts but I think I’ll just play golf, instead.
Or maybe that is the lesson.
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3. Thou shalt balance data with gut. Data should rule the day 9 times out of 10, but sometimes you need to trust your instincts and do the things that can’t be tracked.
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UPDATE: We're making our entire library of trainings
@DigitalMktr
free for (at least) the month of March. I know it won't heal the sick or hug the quarantined, but if you're looking for a positive distraction, this should help:
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17. (cont...) Humans do not take action until they have first imagined themselves taking that action, so paint a story of a more glorious future and then paint them into it. Do this, and they will ask you to take them there.
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A lot of Twitter threadbois are waking up this morning thinking...
"I wish I would have invested more in my Instagram following..."
When what they should be thinking is...
"I wish I would have invested more in building up my email list."
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I just realized that this November will mark the 20th anniversary of my very first online sale.
At 39, that means I will have been doing digital marketing longer than I haven’t been doing digital marketing.
I’m so grateful to have been born where and when I was born.
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“Should we give an update on when water will be restored?”
“Nah, screw it. Let’s just lecture-tweet at people so they know to conserve water they don’t even have.”
Look, I know these are impossible times, but damn. Empathy.
Our water system has experienced rapid changes due to extreme weather. Water use surpassed typical usage by 250% over the past 24 hrs due to dripping faucets/pipe leaks/line breaks from freezing temps causing pressure & storage to significantly drop. Conserve water when you can.
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4. Thou shalt be willing to pay for attention and awareness. Paid vs. organic…inbound vs. outbound. This is not a debate. This is choosing dessert at a buffet. The answer is, "YES!"
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96% of all purchasing decisions start online. Even if you're brick and mortar, digital still applies to you.
Its important to remember that it doesn't matter what you're selling (B2B or B2C). Marketing today is digital. Period.
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Dating shouldn't stop when you're married.
Marketing shouldn't stop after the sale is made.
How are you "dating" your customers?
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10. Thou shalt deliver at least 2X what thou hast promised. Under-promise and over-deliver... don't let your marketing write a check that your product can't cash. (NOTE: It's in the spirit of overdelivering that I give you more than 10 commandments...)
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17. Thou shalt tell stories. Tell stories of transformation…stories of identity…stories of triumph over a common enemy.
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Major Announcement: Why
@DigitalMktr
Is Getting Out of the “Information” Business
http://t.co/IOz0NkMVaq
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One powerful way to engage customers is to tell them your origin story. Why did you start your business? Are you carrying on a family legacy? What did you envision when you started your business? What challenges were you facing or did you face as a result of starting it?
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Voice text messages should be illegal and the people who send them should be shamed.
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When are we going to start calling “creators” what they really are…
…entrepreneurs.
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14. Thou shalt not confuse the reason people buy with the reason people stay. Customers quickly forget the real reason they purchased the moment you scratch that first itch. That’s why it’s essential that you speak with BOTH prospects and customers when writing copy.
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@JamesonCamp
If you have the means, life is too short to live anywhere other than exactly where you want to live.
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“Contrary to popular belief, my experience has shown me that the people who are exceptionally good in business aren't so because of what they know but because of their insatiable need to know more.” - Michael Gerber, excerpt from the E-Myth Revisited
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Today was another glorious reminder of how much more enjoyable it is to be a dad than a Founder/CEO.
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I love getting "moved to BCC..."
So many people want to be in the loop. For me, it's hard to express the sheer, unbridled joy I feel anytime I am taken OUT of the loop. Who's with me?
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11. Thou shalt not chase shiny objects. Stop talking to marketers about what’s new and what’s hot, and start talking to and watching what your customers are doing.
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People often ask me, "what books are you reading?"
My answer is that I'm not reading. Rather, I am re-reading. I encourage you to go back and re-read books that have impacted you. There are books I've read 3 times or more and I pick up on new things each time I read them.
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13. Thou shalt talk to your customers. How can you know what your customers want if you don’t talk to them? Marketing isn’t "guess and test." Marketing is research, research, test, research, research, test, research, test, then scale.
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“Information wants to be free.”
No it doesn’t. Information doesn’t want anything.
“Information should be free.”
Who said? Certainly not the people creating and compiling the content.
I wish people would stop saying this stuff as though it’s fact.
Who’s with me?
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It didn’t work.
Whatever I thought I was doing to promote equality at my home and my work wasn’t enough.
I need to do more. We all do.
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Creating need can be done, but it’s hard. And expensive.
It’s far easier and more efficient to just sell people what they want, and then, only after you have scratched their itch, open their mind to what they truly need.
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Once you’ve mastered the skill of copywriting personally, there’s no additional cost of delivery.
Copy-write is the ultimate force multiplier. Everything is copy. Ads, email newsletters, and landing pages all involve copy.
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13. (cont...) You can’t call yourself a marketer if you haven’t talked to at least 25 customers.
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9. Thou shalt use as many words as needed... there’s no such thing as too long…just too boring.
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"Your brand is what other people say about you when you’re not in the room." - Jeff Bezos
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8. Though shalt deliver BIG ideas using as few words as possible (F = ma) - “When you have nothing to say, for the love of God don’t let someone convince you that you need to say it.” - Roy H. Williams
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The goal is NOT to build a team of "rockstars."
The goal is to build a company that doesn't require them.
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When he’s an adult and on his own, I guess he’s free to make his own choices. But as long as he’s living under my roof, he’ll have an iPhone like a civilized human.
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Don't ask "What should I get done this week?"
Ask, "What assets should I create this week?"
"To dos" come and go...assets stay even after you're gone.
So, what assets are you building this week?
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I check email, Instagram, and Facebook first thing every morning, and I bet I still get more done in a day than the VAST majority of people who write articles about their morning routines.
A thread about morning routines... 👇
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