I thought it would be good to keep a ‘swipe file’ of ads that I encounter that I found compelling.
1 – Compass
What is strategy? The etymology of the word has two parts with PIE roots – strategos was Greek for ‘general’, or the art of the general, and it was a combination of ‘stra-‘ (stretch, structure, stratos, strong, stride, strict) and ‘ag-‘ (agility, act).
Here are some definitions from acaemics, according to wikipedia:
A philosophy is about inquiry, about a sense of how things work, how the world works, an idea how things should be. It’s about ideals. A philosophy is embodied, a strategy is enacted, executed.
What are principles, anyway? I can think of two definitions. One describes axiomatic truths or fundamentals – ie principles of design, principles of music. They’re kind of like rules, but maybe less dogmatic. We mean different things when we say “he is a man of philosophy”, “he is a man of principle”, “he is a man of rules(?)”, he is a man of discipline. Each thing means something slightly different in a very subtle way.
The other thing about principles – I’m thinking about Ray Dalio now, who has his principles published at principles.com. He describes principles as concepts that can be applied over and over again in similar circumstances. There are parenting principles, management principles, skiing principles and so on.
Casually, I find that people often use the phrase “so what’s the plan?” when discussing something that’s to happen next. What’s the plan for the dinner party tonight? People make weekend plans. (In contrast, people tend to have a ‘life philosophy.’ We tend to ask “what’s your philosophy…” over drinks in the evenings.)
Sometimes we ask, what’s your plan for the future? What’s your plan for the next 5 years? But those tend to be grasping at straws a little, and we don’t expect people to have great answers to those things.
I find it interesting to think about when we ask questions like “what’s your strategy”. I’ve definitely asked it before – I think when people tell me that they intend to make something, implement something, when they want to become something. You want to become a successful writer? What’s your strategy?
It seems to me then that strategy is all about implementation. You embody your philosophy and then execute your strategy, which will involve making plans and so on. The strategist figures out what to do, and what she will do if things change. She will identify what is important and what is not important, what to do with the limited resources that she has, and how to deploy them.
President Kennedy illustrated these three elements of strategy in his Cuban Missile Crisis Address to the Nation of 22 October 1962:
Diagnosis: “This Government, as promised, has maintained the closest surveillance of the Soviet military buildup on the island of Cuba. Within the past week, unmistakable evidence has established the fact that a series of offensive missile sites are now in preparation on that imprisoned island. The purpose of these bases can be none other than to provide a nuclear strike capability against the Western Hemisphere.”
Guiding Policy: “Our unswerving objective, therefore, must be to prevent the use of these missiles against this or any other country, and to secure their withdrawal or elimination from the Western Hemisphere.”
Action Plans: First among seven numbered steps was the following: “To halt this offensive buildup a strict quarantine on all offensive military equipment under shipment to Cuba is being initiated. All ships of any kind bound for Cuba from whatever nation or port will, if found to contain cargoes of offensive weapons, be turned back.”
Henry Mintzberg described five definitions of strategy in 1998:
are a great marketing opportunity.
I don’t feel like it’s even necessary to make a distinction between “growth hackers” and “marketers”.
A growth hacker to me is simply somebody who found a way to acquire more-than-expected number of customers with less-than-expected resources.
It’s like calling yourself a “viral marketer”. Viral is what happens when your work resonates with people and takes off. It’s not something you can manufacture consistently.
As a general rule I think growth hackers are just people who’re better at connecting the dots- either through superior pattern recognition and insight or sheer brute force (or a combination of both). I think of Chamath of Facebook. Giving away $10 per PayPal account was a growth hack. Giving away free Dropbox space was a growth hack. But to call yourself a Growth HackER feels really presumptuous. I’d say it’s a title that others bestow upon you, rather than something you call yourself.
Oh well. Semantics is typically a circlejerk, anyway. Have we gotten to the stage where we get sick of saying that we’re sick of talking about growth hacking, and do some real work? Hope so!
Your answer to What is the greatest word of mouth story of all time?
Your answer to What is referral marketing?
Your answer to What is the best niche for referral marketing?
Your answer to How do I design a referral program?
Your answer to How did Carousell grow without any marketing?
Your answer to What are some must follow internet marketing blogs?
Your answer to What’s your favorite blog to follow for marketing tips?
Your answer to Why is email marketing the king?
Your answer to What are the most useful apps for Shopify?
Your answer to What’s the hardest part about inbound marketing?
Your answer to What startups have come out of a very small niche?
Your answer to Why do marketers make so much?
Your answer to What is the social landscape?
Your answer to How do I promote a web-based debate startup?
Your answer to What is content marketing?
Your answer to What is marketing?
Your answer to What are the most effective ways to promote blogs?
Your answer to What is social media marketing?
Your answer to What is social media to marketing?
Your answer to How should I get started learning more about marketing?
Your answer to Why do stores have sales?
Your answer to In what ways does a marketer contribute to society?
Your answer to Is social media marketing going to sustain?
Your answer to The best market strategy for anti-aging products?
Your answer to Is SEO a waste of time?
Your answer to What’s the most effective way to market to Military wives?
Your answer to What are some of the most epic product fails?
Your answer to How can one advertise any software for free?
Your answer to What’s the smartest maneuver you’ve ever seen in marketing?
Your answer to You got an awesome product. How do you market it?
Your answer to How do I become an ad man?
Your answer to What are the biggest lessons from Seth Godin?
Your answer to How does Red Bull manage to sponsor so many huge events?
Your answer to What is ‘Marketing Solutions’?
Your answer to What is the importance of accurate timing in marketing?
Your answer to Is good marketing the most important factor of success?
Your answer to What was Viagra’s initial/launch marketing strategy?
Your answer to What was Google’s initial marketing strategy?
Your answer to How to go viral on social media?
Your answer to How do I market a magazine?
Your answer to Why does popular music predominantly target teenagers?
Your answer to How should I market my Slogan Company?
Your answer to The Mind: What is an idea?
Your answer to Why is digital marketing so cluttered with middlemen?
Your answer to How do you define engagement “content marketing”?
Your answer to Coke and Pepsi: is the ROI on their marketing respectable?
Your answer to Should i detail all my services on my brochure?
Your answer to How do you prove a social media campaign was successful?
Your answer to How did you convert to Google, the search engine?
Your answer to What are your favourite marketing blog posts ever?
Your answer to What is the best slogan ever created?
Your answer to What are the worst advertisements ever?
Your answer to What are the most overpriced items that people buy?
I’m going to use these to influence some of the blogposts I write next.
Uber seeks full-time Regional Content Marketing Managers to create, manage, and distribute web content in each of our operational regions. The ideal candidate understands how content works across a customer journey to fulfill both regional business objectives and local user needs. The Regional Content Marketing Manager will be the strongest advocate for transforming global insights and initiatives into impactful city-based content.
What You’ll Do
What We’re Looking For
CONTENT DESIGN & CONTENT STRATEGY
OPTIMISATION AND CONTINUOUS IMPROVEMENT IN CONTENT
Key Skills And Experience
Uber – Marketing manager
About The Job
As a Marketing Manager, you’ll be responsible for implementing and advising on strategic initiatives that drive acquisition and engagement of riders and driver-partners. You’ll own projects that span growth, brand, content, product positioning, user lifecycle management, and retention for both existing and newly-launched regions.
Your responsibilities will include:
WHAT YOU’LL DO
A Mix Of Day-to- Day Activities And Broader Projects Could Include
WHO YOU ARE
IN THIS ROLE, YOU WILL:
AS OUR IDEAL CANDIDATE, YOU HAVE:
One of the best blogposts I’ve written in my life is An Epic List Of 47 Referral Programs, where I simply curated several pages worth of Google results. I thought I’d try to do the same thing here.
I’m a content marketer, I’m based in Singapore, and if you’re interested in chatting about content marketing you can hit me up.
Let’s start with an overview of the Google search results.
SBR – Why Singaporean businesses fail at content marketing  , by Graeme Somerville–Ryan
What’s holding Asia’s businesses back from content marketing? by Andrea Edwards
Now this looks like a meaty post.
I don’t want to reinterpret the post too much – I think it’s primarily focused on large, existing brands, while I’m primarily familiar with new and growing tech startups. Will have to talk to some agency friends to get a better sense of how larger companies work.
A couple of other links:
Last updated Dec 2016 – I’ve left out anybody who hasn’t updated in over a year.
Click2View – still active, look like fun folk. Apparently have their own craft beer called Click2Brew.
Proof Perfect based in Kampong Bahru. Updated recently. Their Facebook Page is “SingaporeCopywriters” – well played!
Mutant based in Telok Ayer. Updated recently.
TBC / WIP
The most popular post are “Uber’s Six Personas“, followed by “Tobi Keynote at AccelerateOTT“, “Ev Williams – XOXO, About, In Praise of Airbnb’s Marketing, Nipples, and Death Is The Most Certain Possibility.”
To 10x my traffic.
Of course, 10x-ing is easy to do when you’re just starting out.
But let’s just demonstrate that it’s doable.
After all, if it’s easy to do, why haven’t I done it already?
I can publish absolutely anything I like. I can publish stuff about sex, porn, drugs (all of which I find legitimately interesting.)
I can publish a lot of posts at one go. I think this is going to be a quick and easy way to get a lot of traffic at the start. I’m going to publish a bunch of things with keywords that I find interesting.
Question: Should I do some keyword research first, or should I just go with what I’m personally interested in?
Keyword research is probably the smart thing to do, but for the sake of experiment (and laziness) let’s first test the null hypothesis and see what happens when you work on a blog by trusting your intuition.
I’d like to believe that I’ve developed a bit of a good sense over the years, but maybe I’m completely wrong about that. Let’s test it and see.
The first thing I’m going to do is to publish as many “short posts” that I can in the next couple of days, with some gut-instinct choices for keywords and titles. Let’s try and do, say, 100 posts. Of… 100-300 words each? Okay, that might take a little longer than I’d like. Let’s do 50 posts.
I’ll update this post as I think about what to publish, and I’ll measure how long it takes me to publish each post.