10 marketing tips:
1. If you can’t own the “big thing” in people’s minds, own something else.
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2# in a market doesn’t win by claiming the same ground as the leader. Study Apple’s “Think Different”. They claimed creativity and differentiation. Own a word, a feeling, a niche.
2. Superior technology does not win.
Craigslist, an ugly webpage from 1995, beat polished rivals. Nintendo ships weaker hardware than Sony and Microsoft on purpose, and the Wii outsold both. The Switch did it again. VHS beat the technically better Betamax. Minecraft looks like it was carved out of soap and it necame the best selling game of all time. None of these won by being the most impressive product. They won because networked users became their de facto sales force.
3. Popularity adds to those network effects.
Sociologists once conducted an experiment with music. In some versions of the experiment people could see how many times each song had been downloaded. When downloads were visible, hits consolidated. People gravitated toward what they saw that others liked. Many people came to Solana because it is where they saw everyone else going, whether for memecoins, NFTs, or otherwise (and were delighted by the best UX in crypto). Perceived popularity created more popularity, which resulted in momentum and increased network effects.
4. The goal of marketing is not simply awareness.
Awareness is the top of a funnel. The ultimate goal is happy customers who become advocates and do your marketing for free. Shouting at strangers is only useful to convert them into customers, making your existing users so happy they do the shouting for you is arguably an even larger part of the equation for success. Word of mouth is the strongest form of marketing. People buy products they see people they trust believing in.
5. Network effects compound and build moats
Newspapers didn’t die because news was easier to read online, but because classifieds, their real moat, got eaten by Craigslist. Phones and chatrooms were worthless until enough people joined that joining became worth it. People bought PCs to be compatible with everyone else on PCs. If your product has no network advantage, you’re stuck competing on features , and features are very easily copied.
6. Dominate a niche, then expand outward.
A product for everyone is a product targeting no one. Crypto is a top tier offender. New projects try to conquer the world before winning a single existing user base where they already live. If you’re building a new global financial system, start with remittance users, traders, creators getting tipped, etc. Win them completely. Then move to the adjacent niche.
7. Every company should become, at least in part, a media company.
Go direct. Build owned distribution. Renting your audience from platforms and press means someone else owns it. Study Apple, Nintendo, Google, Sony, etc.
8. People want to stand FOR something.
There’s a fine line between naming problems and being a cynic. Spend more time describing what you are than what you’re not. If you criticize competitors, make it clearly in service of defining yourself. If you do stand against something, Wall Street, banks, whatever, make the alternative you represent clear.
9. You’ll get bored of your message before the market ever hears it.
Your team will be sick of the tagline before most of the market has seen it once. People often need to see your brand and USP 7+ times before it even starts to exist in their mind beyond “an ad i saw”. Consistency compounds along with network effects.
10. Be human. People bond with people.
Winning brands today aren’t the ones best at drilling jargon into your skull about being cheap and convenient. They’re the ones that feel human. Admit mistakes instead of spinning them. Customers whose problem gets handled honestly will often end up MORE loyal. An accessible founder who owns an L in public earns more trust than an ivory tower brand. People forgive fallibility but not fakeness.