Messages should be simple, and the value clear to the customer.
A price is not an offer.
No one buys what they don't understand.
No one understands what comes with too much information, or noise: stay concise.
If you can't write it simply, you don't understand it well; ask for help and study it.
You'll never win by doing the same as others; seek to differentiate.
The best marketing doesn't feel like marketing.
Don't look for customers for your products, find products for your customers.
It's okay to be different and even provocative; the fact of not buying does not exist. It's better to have ten people who love you than a hundred who are indifferent.
A well-executed poor plan is better than an excellent plan that never gets executed: always have a bias towards action.
All predictions about behavior are false: publish, collect data, iterate, analyze.
All predictions are false; the world and humans are complex: when you start making predictions, you start being wrong (bureaucrats and MBAs are specialists in this).
The competitive advantage you perceive does not always match the customer's perception. When both perceptions align, you make a sale and gain a new follower.
Less content of better quality; effects are not linear: one video can bring 50000 views where 100 videos might bring 100 views each.
Seek what interests you and market what you like: passion and honesty are contagious.
Never say your product is the best: let the customer say it.
In a sea of similar content, authenticity is a beacon.
A good sales message often has this structure: Customer has a problem, leading to a state of ______; Your company has the solution. In seeking this solution, the customer reaches a new state of ______
The customer doesn't want to hear about you or your company first, they want to hear about themselves, then about you.
What you see around you was created by people no more talented than you, just not accepting the status quo and daring to sell something different.
Read books.
If something would seem great in your product, start by describing your "dream development" and then see how it can be made real, not the other way around, where one looks at what can be done and then dreams about the basics. First, look at the ideal, then move towards it.
If you're talking with a customer, always make them talk more than you.
In content, write in an active, not passive, voice.
If you're afraid to do some content or project, remember that you’ll be cosmic dust one of those days.
Keep the faith.
Voss