Update.

 

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SOCIAL MEDIA

Your Monday morning social media update

The days are growing darker, it’s hot chocolate with marshmallows season, and we’re all indoors spending more time on social media than normal.

And, like clockwork, social media companies are releasing updates to make sure we stay glued to those screens (or ad campaigns) as much as possible.

Here’s what happened over the weekend:

  • Twitter is introducing frequency caps for ads. A much-welcomed feature has arrived for those of you who advertise on Twitter. The company announced the addition of frequency caps, which will help determine ideal exposure frequency for your ads.
  • Is a Bitmoji update related to e-commerce? Snapchat released a clothing-related Bitmoji update, and this article from Social Media Today dives into whether it’s part of a bigger e-commerce push.
  • New features are coming to YouTube. New features are always coming to YouTube, but the ones announced on Friday should be interesting. Now, you can connect livestreams to Premieres, create trailers for Premiers, and schedule Premiers on mobile.

It wouldn’t be shocking to see a couple more advertising-related updates as we head towards the peak of the holidays – keep an eye out (or just open this email daily, and we’ll let you know).


COPYWRITING

Was it all a lie?

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It’s taught to copywriters from day one:

Customers care about outcomes and benefits, not features.

If you’ve spent any time wandering through the nooks and crannies of copywriting groups online, you’ll consistently see this advice come standard when a beginner asks for the cardinal rules.

And in many cases, it’s a smart route to take with your copy. But, Laura Roeder started a Twitter thread yesterday that challenged this idea, asking:

“We’re always told that customers care about outcomes/benefits not features. DON’T TALK ABOUT THE FEATURES! Yet when I look in my inbox, prospect Qs are almost 100% about features, not benefits. (I’m in SaaS.) What do you make of this?

It’s a topic worth discussing. Here are a few of the best responses:

  • It depends on how savvy the buyer is, and how common the product is. This advice comes courtesy of Peep Laja. If it’s an uncommon category, Peep says, then you can focus more on features.
  • It all depends on when and where. Seth Odell and Bob Hiler both mentioned that the features vs. benefits war might not need to have a clear winner – it just depends on the stage of awareness. Hook them with the benefits, follow up with the features.
  • Maybe features are for the best. Jonathan Markwell comments that in his experience, talking about features is the best way for customers to envision their own outcomes.

The Crew’s take: We’d agree with many of the commenters that there’s a happy medium between a boring list of features and a couple of eye-catching benefits. Figure out where your customer is and what they want, then go from there!


SPONSORED BY OKDORK

Employee #30 at Facebook shows you how to start a million-dollar business this weekend – with a taco-talking style

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How MrBeast goes viral every week, the 5 business apps he uses to run a $30M/year company, exercises to come up with profitable business ideas, and examples of startups making over $1M per year with great marketing.

We are talking about the YouTube channel of Noah Kagan.

This guy breathes business and has marketing flowing through his veins.

He worked for Intel, was employee #30 at Facebook, #4 at Mint. And one of his ventures, AppSumo, makes 8 figures per year with affiliate marketing.

He shares all this wisdom for free on his YouTube channel. Some examples?

  • I’m Worth $10,000,000+ (Here’s Every Business Idea I’ve Done)
  • What I Learned Working with Mark Zuckerberg
  • 10 Exercises To Come Up With Profitable Business Ideas
  • The 5 Business Apps I Use to Run A $30 Million/Year Company
  • 4 Newsletters Making Over $1 Million a Year
  • Lessons learned WORKING DIRECTLY WITH Tim Ferriss, Ramit Sethi and Tucker Max
  • How to live like a millionaire when you’re broke ($100 life upgrades)

Damn, there are too many interesting videos to choose from… Our favorite one? Roasting ‘Business Guru’ YouTube ads. Surprisingly, there are marketing lessons to be learned here…

If you want to deepen your business and marketing knowledge, while having a lot of fun, Noah Kagan is the man.

Get smarter the funny way.


BUSINESS

Business lessons from a monk that became a billionaire

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He’s the founder of 5-hour Energy and he’s the antithesis of a Silicon Valley entrepreneur. Steven Fortier shared some of Manoj Bhargava’s story and the business lessons he learned by studying this entrepreneur.

Here’s a little backstory:

Manoj was born in India and moved to the USA with his family when he was fourteen. He ended up studying at Princeton but dropped out to start living with monks in India.

Years later, he wanted to launch a drink that helped people stay focused and energized.

His experience with monks helped him to see things from a different point of view than most people.

+ All the competitors were selling big cans of beverages. But if someone was exhausted, why would they drink all that liquid? Tired doesn’t imply thirsty.

+ If he sold a normal drink, he had to compete with Coca-Cola and Pepsi for retailers’ refrigerator space. If he made something small that lived on the counter, he’d be “competing against keychains and batteries.”

So, the first energy shot was born. And the name, 5-hour Energy, shows Manoj’s pragmatism: “People had to make a buy decision in a split-second, so the product’s value should be dead obvious.”

Here’s what we can learn from this spiritual entrepreneur:

  • “If you want to take risks, go to Las Vegas”. According to Manoj Bhargava, an entrepreneur’s job is to mitigate risk.
  • The best strategy is to use common sense. When people ask Manoj why they were successful, he answers: “We weren’t that smart. The only thing we did was we just didn’t do dumb stuff.”
  • Experts are overrated. They are great for telling you what you shouldn’t do. But, they can’t show you what to do.
  • Long-term goals are overrated. “I get up in the morning and I work hard. That’s all. I don’t have a goal.”
  • Leadership is simple: “If you steal pencils from the office, everybody else will. That’s all there is to me in leadership.”
  • Learn by doing and learn from doers. If you want to be a plumber, learn from a plumber that actually fixes leaks. Not from a book about pipes.

ROUNDING UP THE STACK

MARKETING: Gunning for leads? Amanda Orson just shared a thread with some good tactics on finding businesses who may not have a great online presence.

SEO: People are reporting that a Core Web Vitals badge is starting to show up in the SERPs, a sign of what’s to come with Google’s 2021 ambitions.

MARKETING: There’s an interesting piece going around about building an antilibrary – essentially, a personal library of books you don’t read. Whether you think it’s powerful or just a hot, steaming pile of pretentious, it’s worth a read.


BRAIN TEASER

You know the drill. Which subject line from last week came home with the highest open rate?

🖥️ Big update.
🦕 Something big.
🥊 Google vs. Facebook.
🤠 Big.

Go vote on Twitter here!


POOLSIDE CHAT

Cool tech, (funny) business, lifestyle and all the other things marketers like to chat about while sipping cocktails by the pool.

Shaken, not stirred

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There have been plenty of movie release disappointments in 2020. And by disappointments, we mean movies that never got released in theaters.

A Quiet Place 2, Mulan, the list goes on. But perhaps most notably? The new James Bond film, No Time To Die, still hasn’t been released.

Bond fans have been waiting for it since the spring – and they’re still waiting. In the meantime, though, there’s some good news: 19 of the first James Bond movies are streaming for free on YouTube, at least in the USA.

If you’re a fan of the older movies, you’ll want to check it out. The Daniel Craig films aren’t in the lineup of free movies, but plenty of Sean Connery and Pierce Brosnan flicks are available to watch (with a few ads, of course).

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