Just over three years ago, my co-founder, Julian, DM'd me and said, "We should start a newsletter that highlights the best conversations from our Slack community." We had maybe a couple of thousand people in our Mailchimp account at the time 🙈
It's wild that this is the 100th edition being sent out to 61,880 people. 300 unique growth insights later, we're still going strong.
Thank you to every single one of you for supporting us to this point. I'm humbled to be in your inbox each week, especially with the mass proliferation of newsletters lately. We'll keep striving to make this the most useful growth newsletter out there. We have ambitious goals for 2023 and beyond. Thanks for coming along on this journey with us.
This week we cover content distribution, motivating like Beyoncé, and podcast roadshows.
As always, if you don’t find this valuable, you can unsubscribe at the bottom of this email. If you like it, tell your friends to subscribe here. It's the number one way to support the newsie.
–Neal |
Together with Reintech.
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Basically, you pay us a fixed monthly fee per developer and we handle contracts, basic HR, and payroll. You negotiate salaries directly with the developers and get their full loyalty.
If interested, get a video of the complete platform walkthrough in your inbox.
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Want to sponsor Demand Curve? Here's what you need to know (booked out 8+ weeks).
The Un-Ignorable Challenge is coming 👀 Paid advertising is no longer in vogue. Not when budgets are tightening across the industry.
Organic social is the hottest way to distribute content, build trust, and get customers. But it's really hard. You have to stand out among millions of others shouting their stories.
The hardest part though? Staying motivated.
That's why we've partnered with buyers psychology expert, Katelyn Bourgoin, to create the next iteration of our beloved audience building course—The Un-Ignorable Challenge.
It teaches the WHY and not just the HOW to create thumbing-stopping content. It teaches how to build an audience of future buyers, not just vanity followers. And it uses psychology to keep you motivated and in the game. On Jan 2nd at 9AM PT, we open up registration for 125 spots in the first cohort. The early bird sold out in <60 minutes.
Join the waitlist and get a head start on everyone else. 1. Create once, distribute ♾️ times Insight from Demand Curve. Content marketing of the past: - Do keyword research.
- Create an article for those keywords.
- Wait and repeat.
- (Plus link to the article in a tweet and send it to your newsletter.)
Content marketing now: - Do audience research (SparkToro, perusing social, subreddits, etc).
- Create an article targeting that audience.
- Share the article in your newsletter.
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Create 5+ tweets, LinkedIn posts, TikTok videos/Instagram reels/YouTube Shorts.
- Drive users to your newsletter.
- Engage with commenters.
- See which posts get the most engagement and look for frequently asked questions.
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Create an article based on those, and repeat.
In short, turn every piece of content into numerous smaller pieces and re-use them across channels—tailored to that specific medium and audience.
Drive those people back to your newsletter. You own your email list. It isn't gated by algorithms. It can't be taken away if you were to get banned or if the social network becomes less popular (imagine having a huge Facebook audience!). |
2. Be like Beyoncé: motivate with mystery Insight from Neal O'Grady. Would you rather win a trip to Hawaii? Or a ✨mystery prize✨ of the same value? Turns out that people are more motivated by a mystery prize than they are when they know what the prize is. People love to dream.
Beyoncé knew this when she released her album, Renaissance, this past summer. She gave people the option to buy a $40 "mystery box."
People were generally told what was inside: - Collectible box
- CD
- 4-Panel Softpak
- T-shirt
- Photo booklet
- Mini poster
They also had the option of choosing between four different "poses." This was Beyoncé's pose on the T-shirt—but there was no way of knowing what that meant! |
What could a loyal Beyoncé fan do but to buy all four?
That means loyal fans ended up buying four copies of her album for $160, when her album normally sells for just $18. That's a 9x increase in order value.
She sold out of all of her mystery boxes in under two days. And the album ended up being one of the biggest of the year, and one of her biggest of all time. Use mystery to motivate your customers. We did this with Un-Ignorable as well. During the early bird sale, we promised a "mystery bonus." And we sold out 50+ seats for the course in less than an hour. |
3. Go on a podcast roadshow to Baader your Meinhof
Insight derived from Casey Hill. 200 podcasts in five years. That's how many Casey Hill booked for him and his team. The result? According to them, $1,080,000 in revenue and dozens of sales every month. Why does this work? A few reasons.
Reason one brings us to one of my favorite phenomena: The Baader-Meinhof phenomenon (or the frequency illusion/bias). Imagine you just hear of someone. Then you start seeing them on LinkedIn. Then Twitter. A friend brings them up. Then they're speaking on your favorite podcast.
"WOW, this person is EVERYWHERE! They must be huge."
After you notice something for the first time, you're more likely to take note of it the second time, then more likely the third time, and so on. You believe it must be getting more and more popular or common when in reality, you're increasingly tuned to noticing what was already there.
For example, you'll never see so many motorcycles until you start riding motorcycles. When the Bonjoro team was on 200 podcasts across the industry, it became increasingly hard for a podcast listener to not notice them. And once they did, they started noticing them across every podcast in the industry.
"Wow, who are these guys?" Podcasts are also excellent affinity builders. Listening to someone speak for 60 minutes is way more impactful than casually reading their social posts for months. Check out Casey's LinkedIn post where he breaks down his process for getting on podcasts. |
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News you can use:
The holiday week is a notoriously slow news week. It's mostly 2022 recaps. Here are some highlights: More privacy laws are coming in 2023 in California, Virginia, Connecticut, Colorado, and Utah. This will be California's second round of privacy laws. The states of Ohio, Michigan, Pennsylvania, and New Jersey have their privacy legislation “in committee.”
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In case you missed it, Amazon avoided a massive 10%-of-revenue fine from the European Commission by agreeing to not use non-public user data to get a competitive advantage.
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A poll showed that 1/3 of Britains have a less favorable view of Twitter since Elon took over. The latest on that is he has agreed to step down once he finds a replacement CEO.
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To celebrate the 100th issue of the Growth Newsletter, I'm writing a piece on how we've grown to this point. Subscribe here to get notified when it's done.
State of Marketing Trends Report 2022* Prioritize your strategies and outperform your 2023 goals with data from over 1,600 marketers across the globe. covering areas like content, social media, email, digital advertising, and influencer marketing. Plus industry predictions from leaders like HubSpot, Litmus, Rock Content and Wistia.
Get the free report → *Sponsored by Hubspot |
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Top new marketing jobs If you're looking for a top growth role, check out the opportunities below from our job board. |
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What did you think of this week's newsletter?
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If you enjoyed this, please consider sharing it with a friend. The number one way to support us is to share us with fellow founders and marketers.
Who's Demand Curve? We’re on a mission to help make it easier to start, build, and grow companies. We share high-quality, vetted, and actionable growth content as we learn it from the top 1% of marketers. We democratize senior growth knowledge. How we can help you grow: -
Read our free playbooks, blog articles, and teardowns—we break down the strategies and tactics that fast-growing startups use to grow.
- Enroll in the Growth Program, our marketing course that has helped 1,000+ founders get traction and scale revenue.
Check out our Sprints, short, video courses laser-focused on a topic in growth.
Want to build an audience of buyers? Join the waitlist for the Un-Ignorable Challenge. -
Hire our agency, Bell Curve, and we'll grow your startup for you.
Engage with our audience by sponsoring Demand Curve.
See you next week.
— Neal, Grace, Joyce, Dennis, and the DC team. |
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