Here are 10 lies you've been told about marketing:
Don't. People will reflexively discard it as spam.
Instead, delay your welcome email by 15-45 mins.
The delay removes the subscriber's mental connection between signup and your email, bypassing their reflex to ignore.
This might lead to more opens.
Imperfect reviews are more valuable—and generate more sales—than 5-star reviews.
Here's why. When a review weighs the cons versus the pros yet concludes the product was worth purchasing anyway, people see the review as real and authentic.
So don't bury slightly negative reviews.
Most newsletters shouldn't be sent weekly.
High cadences force newsletter writers to rush and publish lower-quality information.
Instead, consider only sending when you truly have value to add.
Every company is different. The referral programs that grew Airbnb & Dropbox don't work for most companies.
Instead, find your social loop:
E.g. An eCom pet store should get dog owners to post photos of their dogs on IG with you tagged.
Try connecting without a message—we’ve found that people think you're less fake. People accept the request more often.
In contrast, a templated message looks like automation and triggers people’s reflex to ignore you.
Most startups never get ads to run profitably.
They're usually worth testing because they're quick to experiment with and scale.
But if they don't work, don't be afraid to ditch them entirely.
Focus on SEO, referrals, product-led growth, and social content.
Word of Mouth (WOM) is far more realistic and applicable to most startups.
WOM is the result of a product that:
Create something that people can't help but share.
You don't need a TechCrunch article. You need an audience — which can be built alongside your product:
A group of core fans is worth more than an article written by someone who hardly knows you.
Most startups actually find it significantly more useful to create content (guides, social media posts, case studies, YouTube videos) to show their value and to help others.
This generosity—ironically—leads to a high-performing funnel:
Quality, helpful content (not SEO-focused content) leads to trust and sales.
Even the best products need marketing to effectively reach the right people at scale.
Tip the first domino for the rest to fall.
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