TACTICS
3 B2B marketing tactics for 2025

1/ 10-Minute YouTube Expert Videos

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness and acquisition

Here’s the breakdown:

• Focus on creating engaging 10-minute expert videos. These are the real MVPs in capturing attention.

• Hook viewers within the first 60 seconds. Trust me, if they aren't hooked, they’re gone!

• Invest in a good thumbnail. A catchy thumbnail can be your best salesperson.

• Keep them on your channel by offering eye-catching and informative content consistently.

Remember, these videos keep working for you, generating leads month after month without any extra effort!

2/ Short Form Video Content

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness and acquisition

Here’s the breakdown:

• Aim for a captivating first five seconds. That's your golden window to grab attention.

• Utilize tools like vidIQ or TubeBuddy to discover trending topics and surf the wave of what's hot.

• Convert long-form content into multiple short clips. It's like our gold nuggets, gold bar framework!

This tactic keeps your content fresh and relevant across different platforms.

3/ LinkedIn Carousel and Content Mix

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness and acquisition

Here’s the breakdown:

• Mix up your LinkedIn posts with carousels document, videos, and infographics.

• Start with a simple post. If it performs well, turn it into a carousel; if that works too, convert it into an infographic.

• Think of it as testing the waters before making a big splash.

This allows you to polish your content piece by piece, maximizing engagement and reach.

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CLICK WORTHY
ICYMI

• ChapterChat - My favourite book summary podcast.

• CastMagic.io - My favourite AI for content creation.

• Beehiiv - My favourite newsletter platform.

• Marketing to social media users in 2025.

• Social media marketing trends for 2025.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics to win back your customers

1/ Turn Your Users into Win-Back Champions

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Retention

Here's the breakdown:

• Use your active users to reach out to those who've slipped away.

• Send them a message like, "Hey, [User] misses seeing you here. Why not come back for 3 months free?"

• The result? 29% of lost users won back in just 24 hours!

2/ Monitor Your Competitors' Issues

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Retention

Here's the breakdown:

• Keep an eye on your competitor's technical issues on platforms like GitHub.

• Reach out with a solution to their common problems. Example: "Having nightmares with [Competitor]? We've got your back!"

• This tactic helped win back 28% of former users plus new users.

3/ Prove You’ve Listened and Changed

💸 Cost: Medium
💪🏻 Effort: Medium
🎩 Stage: Retention

Here's the breakdown:

• Instead of desperate come-back pleas, show how you've truly listened to and acted on feedback.

• Craft a message like, "We heard you and made some changes. Check out what's new!"

• It's like when your friend sincerely changes; this approach feels genuine and effective.

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CLICK WORTHY
ICYMI

• ChapterChat - My favourite book summary podcast.

• CastMagic.io - My favourite AI for content creation.

• Beehiiv - My favourite newsletter platform.

• Marketing to social media users in 2025.

• Social media marketing trends for 2025.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 ways to build trust for your web visitors

1/ Testimonials

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Activation

Here’s how to make testimonials work for you:

• Highlight Key Phrases: Find the most compelling part of a customer review and feature it as your headline.

• Ditch the Sliders: Place testimonials in an easy-to-read format and avoid those pesky sliders that no one interacts with.

• Call to Action: Invite potential customers to learn more about how you’ve helped others just like them.

2/ Show off client logos

💸 Cost: Low
💪🏻 Effort: low
🎩 Stage: Activation

Boost your credibility by showcasing logos of recognizable clients:

• Visibility is Key: Place logos above the fold on your homepage for maximum impact.

• Keep it Fresh: Update regularly with new clients to reflect your ongoing success.

3/ Third-party reviews

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Activation

Use reviews from trusted platforms to enhance your credibility:

• Leverage Review Sites: Even if you're not on Amazon, use sites like G2, Clutch, or Trustpilot for reviews.

• Integrate Stars: Those little star ratings are digital gold—make sure they’re visible.

(Bonus) Case studies

Transform your success stories into powerful case studies:

• Say No to PDFs: Convert them into web pages that are easy to navigate and search.

• Show Real Results: Use metrics to prove your impact, like helping Company X increase revenue by 237%.

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CLICK WORTHY
ICYMI

• ChapterChat - My favourite book summary podcast.

• CastMagic.io - My favourite AI for content creation.

• Beehiiv - My favourite newsletter platform.

• Marketing to social media users in 2025.

• Social media marketing trends for 2025.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 psychology of pricing

1/ Font size matters

💸 Cost: None
💪🏻 Effort: Low
🎩 Stage: Conversion

Here’s the breakdown:

• Bigger fonts = more expensive. Smaller fonts = more affordable.

• Make your premium product prices bold and slightly larger.

• For discounted items, use a smaller, lighter font.

Action Steps:

1. On your website or in marketing materials, tweak the font sizes of your product prices according to their positions in your pricing tiers.

2. A/B tests these changes to see what works best for your audience.

2/ Lose the dollar sign

💸 Cost: None
💪🏻 Effort: Low
🎩 Stage: Conversion

Here’s the breakdown:

• Dollar signs trigger the "pain of paying."

• Removing them can make prices seem less daunting.

Action Steps:

1. If you're in the restaurant or e-commerce business, experiment with listing your prices as plain numbers. Instead of $10.99, try $10.99.

2. Monitor your sales to see if this small tweak makes a difference.

3/ Color-code for discount

💸 Cost: None
💪🏻 Effort: Low
🎩 Stage: Conversion

Colors can greatly impact how we perceive prices. Red, for instance, is seen as a signal for bargains and sales.

Here’s the breakdown:

• Red is universally associated with discounts and bargains.

• Highlight your sale prices in red to capitalize on this subconscious association.

Action Steps:

1. Edit your price tags online and offline, ensuring that sale items are marked in red.

2. For digital products, use red color codes in your discount emails and banners.

(Bonus) Simplify the math

💸 Cost: None
💪🏻 Effort: Low
🎩 Stage: Conversion

Customer's brains love simplicity. Did you know that while buy 1 get 1 free and 50% off two items are the same deal, people prefer the former because it feels like they're getting something for free?

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CLICK WORTHY
ICYMI

• ChapterChat - My favourite book summary podcast.

• CastMagic.io - My favourite AI for content creation.

• Beehiiv - My favourite newsletter platform.

• Marketing to social media users in 2025.

• Social media marketing trends for 2025.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics to boost user engagement

1/ Achievement system

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Activation

Remember Duolingo's streak system? It keeps users coming back by making daily usage a game. You can do the same with your onboarding process.

Here’s how:

• Create small, achievable goals for new users.

• Offer digital badges or rewards as they complete these goals.

• Make it fun and engaging to motivate continued use.

Steps:

1. Identify key milestones in your onboarding process.

2. Design badges or rewards for these milestones.

3. Integrate a simple tracking system to monitor user progress.

2/ Guided walkthrough

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Activation

Tools like Intercom use chatbots to walk users through their features, while Superhuman goes the extra mile with personal onboarding specialists. Whatever suits your scale, the principle remains the same: guide users.

• Use chatbots or interactive tutorials to show the ropes.

• For high-value clients, consider dedicated onboarding support.

Steps:

1. Develop a user-friendly chatbot script or interactive guide.

2. Train a specialized onboarding team if you opt for personal support.

3. Monitor and refine the process based on user feedback.

3/ Predesigned templates

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Activation

Notion makes life easier for new users by providing a variety of valuable templates right away. Imagine a smooth start if your users didn’t face a blank page.

• Offer templates that cater to various user needs right from sign-up.

• Ensure these templates are easy to customize and adapt.

Steps:

1. Analyze common use cases and design templates for each.

2. Make these templates accessible during the onboarding process.

3. Continuously update templates based on user feedback and new trends.

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CLICK WORTHY
ICYMI

• ChapterChat - My favourite book summary podcast.

• CastMagic.io - My favourite AI for content creation.

• Beehiiv - My favourite newsletter platform.

• Marketing to social media users in 2025.

• Social media marketing trends for 2025.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

FRAMEWORKS
6 proven ad creative frameworks

1/ The 3 Fs: Feeling, Felt, Found

Here's the breakdown:

• Feeling: Share a relatable story that mirrors your audience's pain points.

• Felt: Explain how you "felt" the same way, making a personal connection.

• Found: Finally, reveal what you "found" as the solution.

Actionable Step:
Craft a short story that your audience can relate to and feel like you're one of them. Then, transition into how your product or service was a game-changer for you.

2/ The 4 Ps: Picture, Promise, Prove, Push

Here's the breakdown:

• Picture: Show the dream scenario and what they could gain.

• Promise: Make a clear promise relating to that dream scenario.

• Prove: Back it up with testimonials, stats, or client stories.

• Push: Include a clear call-to-action.

Actionable Step:
Start by illustrating your product's benefits with engaging visuals. Then, make bold promises backed up with real-world proof. Finally, finish with a strong CTA urging them to act now.

3/ Problem-Solution

Here's the breakdown:

• Identify a common problem your audience faces.

• Present your product as the solution.

Actionable Step:
Write a short ad that starts with a common issue your target audience faces and then smoothly transitions to how your product provides the perfect solution.

4/ 3-Reason Why

Here's the breakdown:

• Give three strong, concise reasons why your product is the best choice.

Actionable Step:
Pitch your product by listing the top three reasons why it's better than the competition in a brief, bullet-point format.

5/ Before-After-Bridge

Here's the breakdown:

• Before: Show what life is like without your product.

• After: Show the transformation after using your product.

• Bridge: Explain how to get from 'Before' to 'After.'

Actionable Step:
Create ads showing a clear transformation, with before-and-after images, and make it clear how your product makes this change possible.

6/ Competitors’ Reviews

Here's the breakdown:

• Look at your competitors' reviews and learn from them.

• Use their customers' complaints to highlight your strengths.

Actionable Step:
Scan competitor reviews for common complaints, and then create ads showcasing how you tackle these exact issues.

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COPYWRITING
“Ideal for” headline copywriting formula

Target your exact persona by mentioning it explicitly in the headline, along with the key product feature. Make sure to use the subheadline to mention how that feature is related to the outcome they care about most.

How to make it stronger: Appeal to your audience's ego by including the trait they like identifying with (e.g., 'Newsletter for indie creators').

Formula: [Key feature/product type] for [target audience]

Example:

• Advanced analytics for Shopify e-commerce.

• Premium hair tonic for post-partum hair loss.

• Christian community for kingdom entrepreneurs.

CLICK WORTHY
ICYMI

• ChapterChat - My favourite book summary podcast.

• Instagram will show your friends what Reels you like.

• LinkedIn highlights its advanced ad targeting tools.

• Pinterest publishes key color trends for 2025.

• [Infographic] How the next generation will drive AI adoption.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics you can implement this week

1/ Optimize your 404 page for conversion

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Acquisition

Here’s the breakdown:

• Step 1

  Replace the "Page Not Found" with an engaging message. Think of it as a second chance to wow your visitors.

• Step 2

  Add a call-to-action (CTA). Whether it's a special offer, a popular product, or a sign-up form, guide them smoothly back into your sales funnel.

• Step 3

  Use friendly, relatable language to maintain a positive vibe. Imagine you're talking to a friend who’s just lost in your space.

Quick Tip: Test different CTAs to see which ones convert best. Tools like Hotjar or Google Analytics can help you track their performance.

2/ Pop-up forms at the perfect time

💸 Cost: Medium
💪🏻 Effort: Low
🎩 Stage: Acquisition

Here’s the breakdown:

• Step 1

  Use scroll pop-ups and trigger them at 47.7% scroll depth.

• Step 2

  Keep it straightforward. A simple "Subscribe to our latest updates!" can work wonders.

• Step 3

  Always include a 'close' button to avoid annoying your visitors. Happy users are returning users!

Pro Tip: Tools like Sumo or OptinMonster can implement this in a jiffy and track the success of your pop-ups easily.

3/ Ideal time for push notification

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Retention

Here’s the breakdown:

• Step 1

  Schedule your push notifications between 3 PM and 6 PM.

• Step 2

  Use them sparingly and strategically. Too many can feel like spam, but just the right amount? Pure gold.

• Step 3

  Always add a clear, compelling CTA. For example, “This is an Exclusive offer just for you. Grab it before it’s gone!”

Insider Info: According to Leanplum, this time window boosts purchase rates by 2.7 times! Imagine what it can do for your bottom line!

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COPYWRITING
“Explainer” headline copywriting formula

This formula allows you to support the benefit you're selling by briefly describing how the product makes it possible. The second part of the headline strengthens and makes it more convincing.

Try this formula: [Achieve desirable outcome] by [how product makes it possible]

Example:

• Attract more customers by highlighting why people trust you

• Be a better marketer by subscribing to SecretFrameworks newsletter

• Say good by to bald spot by using Issential hair tonic

BOOK SUMMARY
This is marketing by Seth Godin

Learn how to build genuine connections, understand your audience, and create impactful work.

Here are some things covered in the book:

1. Understanding your audience and focusing on the smallest viable market.

2. Telling a story that resonates with your audience's narrative and dreams.

3. Building trust through permission marketing and authentically connecting with your tribe.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• A marketer’s guide to CES 2025.

• Getty Images and Shutterstock are merging into one

• Meta has added a new Testimonial feature for Instagram Ads.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics you can implement this week

1/ Warm up new LinkedIn accounts

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Awareness

Here’s the game plan:

• Day 1-5

  Send less than 10 connection requests per day to avoid LinkedIn jail.

• Day 5-10

  Gradually bump it up to 20 connection requests daily.

• Day 20-25

  Go for around 50 connection requests a day.

Why it works: Treat your LinkedIn account like a baby; you wouldn’t ask it to run a marathon on day one. Slow and steady wins the race!

2/ Warm up users before emailing them

💸 Cost: Medium
💪🏻 Effort: Medium
🎩 Stage: Activation

Here’s the game plan:

• Step 1

  Use Custom Audiences on Meta to show them some love.

• Step 2

  Run a low-budget brand awareness campaign.

• Step 3

  After warming them up, hit their inbox with relevant content or offers.

Why it works: Just like no one appreciates a proposal on the first date, customers need some preliminary interaction before they're receptive to emails. Think of it as buying someone a drink before asking them to dance.

3/ Introduce your paid offer in your welcome email

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Revenue

Here’s the game plan:

• Step 1

  Keep your welcome emails engaging and personalize them if possible.

• Step 2

  Pitch your paid offers directly within these emails.

• Step 3

  Include a time-sensitive discount, like “20% off our premium plan for the next 12 hours.”

Why it works: Welcome emails often have open rates of up to 50%. Use this opportunity to pitch offers while you have your audience's full attention.

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Read the case study

COPYWRITING
“Ideal for” headline copywriting formula (expanded)

It's worth trying in less established niches where use cases are not easily understood yet.

Try this formula: [Key feature/product type] for [target audience] to [what it's used for]

Example:

• An online community for Christians to worship together

• An online wallet for trader to store their NFTs

• A weekly newsletter for marketers to learn content marketing

BOOK SUMMARY
What Got You Here Won't Get You There by Marshall Goldsmith

This book offers practical strategies to overcome self-sabotaging habits and achieve personal growth.

Here are some things covered in the book:

1. Methods to curb interrupting others and name-dropping to assert dominance.

2. The "feed-forward" approach focuses on future improvements rather than past mistakes.

3. Steps for practicing humility and fostering strong relationships through active listening and meaningful contributions.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• Meta’s AI-generated bot profiles - Rejected

• What experts say about influencer marketing in 2025

• Google Ads rolls out Brand Report for enhanced advertiser insights

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 viral marketing tactics you can implement this week

Each tactic is ranked based on cost and effort, so you can choose what works best for you. They're also categorized according to the AAARRRA Growth Conversion Framework to help you determine which metrics you'll be improving.

1/ Viral waiting lists

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Acquisition

Here's the breakdown:

• Set up a simple landing page.

• Allow people to sign up using their email.

• Enable people to move up the list by inviting their friends.

Steps:

1. Create a landing page using platforms like Carrd.

2. Add a sign-up form (tools like Beehiiv or Google Forms are great).

3. Send confirmation emails with referral links.

4. Track who brings the most friends and reward them with VIP status.

Pro tips: You can use an all-in-one platform like Perkzilla for steps 1 to 4.

2/ Limited early bird pricing

💸 Cost: Medium
💪🏻 Effort: Low
🎩 Stage: Activation

Here's the breakdown:

• Offer a special limited-time price.

• Make it clear there are only a few slots at this price.

Steps:

1. Decide on the special price.

2. Set a stock limit on your product (e.g., "Only 10 left at this price!").

3. Promote it across your social media and newsletter.

4. Watch as people rush to get the limited deal.

Pro tips: It has to be really limited.

3/ Template libraries

💸 Cost: Low
💪🏻 Effort: High
🎩 Stage: Retention

Here's the breakdown:

• Create a library of templates that users can clone.

• Use long-tail keywords with 'template' to boost SEO.

Steps:

1. Identify common tasks or needs of your users.

2. Create templates for these tasks (document templates, email drafts, etc.).

3. Upload these templates to your website.

4. Promote them as free resources to attract traffic.

Example: Notion templates, Xero templates, Hubspot templates

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COPYWRITING
“Enabler” headline copywriting formula

A very straightforward formula - just say what your product enables users to do in simple terms. Works best for products with a simple use case.

Try this formula: [Key benefit of your product or service]

Example:

• Sound clear in online meetings

• Land your dream customers

• Build beautiful custom WordPress login page

• No more hair loss with just 3 bottles of Issential hair tonic

BOOK SUMMARY
Businesses Don't Fail - They Commit Suicide by Larry Mandelberg

This podcast delves into why businesses fail and how they can avoid self-inflicted pitfalls by fostering internal strengths.

Key insights discussed:

1. Age vs. maturity: A business's longevity doesn't always equal wisdom.

2. Arc of success: Understand the five stages businesses undergo from ideas to maturity.

3. Values, vision, and mission: Building strong frameworks for decision-making and organizational culture.

4. Effective internal communication: Enhancing listening, speaking, and observing to foster open dialogue.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• Ideal sizes for Each LinkedIn Ad Format.

• New app for tracking social media, news, blogs, and more, will launch in 2025

• Bluesky now has a mentions tab in your notifications

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

FRAMEWORK
5Fs goal planning framework

Various studies indicate that approx. 92% of people don’t follow their New Year’s resolutions. Also, 23% of people quit by the end of the first week and 43% by the end of January.

One of the reasons is wrong goal planning.

Here’s how I plan for my goal each year:

• Break it down to 5Fs: Faith, Family/Friends, Fitness, Finance, Future.

• Make sure it’s a SMART Goal: Specific, Measurable, Achievable, Relevant, and Time-bound.

• Input goal > output goal: e.g., Get 10,000 YouTube subscribers by Dec 2025 (output goal–can’t control). Post 1 videos and 3 shorts on YouTube every week in 2025 (input goal–this is better)

Faith (spirituality or mental wellness)

This is the most important thing for me because I am first a Christian, then an entrepreneur.

Input: Spend at least 15 mins worshipping, reading the bible and praying daily.
Goal: Complete New Testament (MSG) by the end of 2025

Family/Friends (relationship)

We tend to ignore this and not set a relationship goal.

However, according to Bronnie Ware's book The Top Five Regrets of the Dying: A Life Transformed by the Dearly Departing, one of the top 5 regrets is “I wish I had stayed in touch with my friends.”

I do not want that to be one of my life regrets.

Input: Get in touch with at least 3 family members or friends every week.
Goal: Have 12 in-person meetings by the end of 2025

Fitness (health and diet)

In this fast-paced social media hustle culture, we tend to sacrifice our health to gain wealth, which we then use that wealth to regain our health.

I struggle with this a lot, especially after becoming a girl dad. But 2025 is going to be different.

Input: 15-minute row, 30 push-ups, 180s abs roller with an increment of 10% every month.
Goal: 67kg by the end of 2025 with less than 12% body fat.

Finance (income, savings, or investment)

As my wife always said, money is the most important. If you have 99 problems, money will solve 100.

Input: Dollar cost average S&P500 index fund with 20% of my monthly income.
Goal: Consistent 52-week investment in an index fund.

Future (any goal that requires more than 1 year to achieve)

Certain things take time.

As the saying goes, you can have a baby by having 1 mother and waiting 9 months, but you can’t make it faster by having 9 mothers and 1 month.

Input: Dedicate 30 minutes a day focusing on an activities that will bring me closer to the goal (specifics TBC)
Goal: Pivot away from a full-service business into a recurring, more scalable business. Learn GenAI for Image and Video. Generate additional source of income.

TACTICS
3 marketing tactics you can implement this week

1/ Personalized email subject line

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Activation

Here’s the breakdown:

• Craft email subject lines that speak directly to the recipient.

• Use their first name or reference a recent interaction.

• Tools like Mailchimp or Constant Contact make personalization easy.

Actionable Steps:

• Open your email marketing tool.

• Select a recently segmented audience list.

• Add placeholders for their first names in the subject line.

Example: "Hey [First Name], if you are a marketer, you need to know this."

Why it works: Personalized subject lines have been shown to increase open rates by 25%.

2/ Behaviour-base recommendation

💸 Cost: Medium
💪🏻 Effort: Medium
🎩 Stage: Retention

Here’s the breakdown:

• Use data to recommend products based on past purchases or browsing habits.

• Platforms like Shopify or WooCommerce offer plugins to automate this.

Actionable Steps:

• Install a recommendation plugin on your e-commerce platform.

• Configure the settings to suggest products based on past purchases.

• Test and track which recommendations are performing best.

Example: "Loved those running shoes? Check out these matching socks!"

3/ Personalized messages on social media

💸 Cost: Low
💪🏻 Effort: High
🎩 Stage: Activation

Here’s the breakdown:

• Send personalized messages to followers who engage with your content.

• Address them by name and mention something specific they've interacted with. 

Pro tips: This works because nobody wants to do it. After all, it’s hard. (related article–I recommend this to any entrepreneur friends)

Actionable Steps:

• Identify your top-engaged followers.

• Send them a direct message thanking them for their engagement.

• Include a personalized recommendation or offer.

Example: "Hi [First Name], thanks for loving our post on fitness tips! We think you'll enjoy this post as well. Anyway, here’s a promo code for you if you want to try our pre-workout. NAME20"

Why it works: Personalized messages make followers feel valued and can increase the likelihood of conversion.

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COPYWRITING
Effortless outcome headline copywriting formula

Try this formula: [Achieve desirable outcome] while you [effortless activity]

Example:

• Drive subscription revenue while you sleep.

• Learn Japanese while you browse.

• Profit from Forex while you sleep.

BOOK SUMMARY
The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

Master the art of marketing, highlighted by timeless principles for success!

Here are some key insights:

1. Align your brand with a unique attribute that matches your identity and market.

2. Admit limitations with authenticity to build trust through the Law of Candor.

3. Embrace the Law of Singularity: focus on one impactful action.

4. Experiment, adapt, and learn from setbacks to drive growth.

5. Maintain clarity and avoid brand dilution by focusing on core strengths.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• LinkedIn is testing ‘Boost’ posts feature.

• Threads is finally launching a heavily requested feature.

• This year’s most overhyped marketing trends, according to CMOs.

• Google Imagen 3 - Google’s highest-quality text-to-image model.

• Social media ad spend by platform.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics you can implement this week

Traditional funnels have been the go-to for ages, but they’re not cutting it anymore. They create strategic and functional silos, and they only work in one direction. Growth loops, on the other hand, are self-sustaining and compound over time. Think of them as a perpetual motion machine for your product growth.

Here are 3 actionable steps to start implementing growth loops into your marketing strategy:

1/ Utilize User-Generated Content (UGC)

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness, Revenue, Referral

Here’s the breakdown:

• Encourage users to create content based on their experience with your product (reviews, photos, testimonials).

• Run contests or give incentives (like discounts) for stellar content.

• Share and repurpose this user-generated content across your social platforms, ads and website.

UGC not only builds trust but also keeps users engaged and attracts new ones through authentic word-of-mouth.

2/ Embed Referral Programs

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Referral, Acquisition

Here’s the breakdown:

• Develop a simple yet rewarding referral program. (like the one at the bottom of this email)

• Offer attractive incentives for both the referrer and the new user.

• Make it super easy to share referral links via multiple platforms.

Referral programs effectively create a loop where your users become your marketers, bringing in more quality leads without extra marketing spend.

3/ Create Compounding Content Strategy

💸 Cost: Medium
💪🏻 Effort: High
🎩 Stage: Awareness, Acquisition

Here’s the breakdown:

• Develop evergreen content that remains relevant over time (guides, tutorials, insightful blog posts).

• Optimize this content for SEO to drive continuous traffic.

• Repurpose them to social media posts, videos, podcasts and newsletters.

• Promote these pieces regularly and update them to keep the momentum going.

Well-crafted content that compounds offers sustained growth and can become a primary source of organic traffic, converting casual visitors into loyal users.

Growth loops are like the compound interest of the marketing world. Start small, keep it consistent, and you'll see exponential results over time.

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COPYWRITING
“Cut time in half” headline copywriting formula

Try this formula: Cut [activity] time in half

Example:

• Cut your property selling time in half.

• Cut your content creation time in half.

• Cut your website loading speed in half.

BOOK SUMMARY
The Innovation Stack by Jim McKelvey

This book revolutionizes the way we think about solving problems by layering solutions to build groundbreaking innovations.

Here are some highlights from the book:

1. Creating a whole new system of unconventional solutions like the example of Square's mobile payment system.

2. Embracing a culture where disruptive thinking and adaptability are encouraged.

3. Viewing setbacks as stepping stones and promoting resilience in the entrepreneurial journey.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• You can now run Meta ads to send traffic to your Facebook and Instagram pages.

• Google CEO: Search will change profoundly in 2025.

• YouTube publishes the annual global culture and trends report.

• LinkedIn added a new “Save” button to posts.

• Instagram added a new chat theme, “Mariah Carey”.

• OpenAI added a “Santa Claus” voice for ChatGPT.

• Instagram now showing post views.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

EXAMPLE
We grew 982 subscribers in less than 2 months. Here are the numbers.

I thought we would hit 1,000 today. 😢 

As promised, here is the breakdown:

1/ Employees from well-known brands have started to notice us.

Here are some top companies’ employees reading this newsletter: DHL, Google, Trip.com, Nestle, Philips, Accor, etc.

2/ 54.3% of you are marketing professionals, and 70% are managers, directors, C-Level or owners.

3/ Most of you want to generate more leads, increase conversion and boost revenue.

Summary:

• $2,063.80 ad spend

• 982 subscribers

• $2.1 CAC

• $261.48 revenue generated

• $1.84 true CAC

• 7 sponsors including Hubspot

I am quite happy with the progress, but my goals are:

• Reach $0 true CAC by increasing revenue generated within the sign-up flow.

• Generate more subscribers from social media, SEO, and referrals.

TACTICS
3 marketing tactics you can implement this week

1/ Align your ads with your landing pages

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Acquisition

Here's the breakdown:

• Make sure your ad content matches your landing page exactly.

• If your ad promises a “50% off premium hair tonic”, your landing page should say “50% off premium hair tonic,” not “The #1 award-winning herbal hair tonic ever invented”.

• Creates a seamless experience for the visitor, increasing the chances of conversion.

2/ Speed up your website

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Acquisition

A fast-loading website is crucial. Research shows that if your site loads just one second faster, it can boost your sales by 13%.

Here’s what you can do this week:

• Optimize images using TinyPNG or something similar.

• Use Content Delivery Network (CDN). It helps deliver your content faster.

• Simplify your site’s design: Cut out unnecessary elements, animation or interaction.

The most visited website in the world looks like this:

3/ Reduce friction in the checkout process

💸 Cost: Medium
💪🏻 Effort: Medium
🎩 Stage: Revenue

Make checkout as smooth as possible. Every extra step can cost you sales.

Here’s what you can do:

• One-click checkout. Amazon 1-click buy is the best. Alternatively, if you are using Shopify, you can use Shop Pay. For the rest, consider Apple Pay or Google Pay.

• Auto-fill options. If your customer shops using their browser, this should not be a problem.

• Clear instructions. Just tell them what to do every step. Example.

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COPYWRITING
The Art of Storytelling: Lessons from South Park

A few months ago, I watched this video, which uncovered a simple storytelling framework from Trey Parker and Matt Stone, the creators of South Park.

There are many storytelling frameworks (e.g., the Hero’s Journey), but I often find them impractical or difficult to apply in my writing.

After I found this framework, writing engaging copy became much easier.

• The usual and boring way to tell the story: “This happens, and then this happens, and then this happens.”

• The South Park way: "This happened, therefore that happened, but something else happened, therefore this happened."

Why it works?

Because there’s tension, there’s an open loop. And our brain craves to close that loop.

I use it all the time, even at the beginning of this newsletter section.

BOOK SUMMARY
Impromptu by Reid Hoffman

This book explores the benefits and challenges of AI in various sectors like education, healthcare, the creative world, and personal life. It emphasizes personal agency and responsibility in actively shaping an AI-driven future.

Key highlights:

1. The impact of AI on education, with examples like NewGlobe in Kenya empowering teachers using tablets.

2. The role of AI as a creative partner is to enhance human creativity.

3. AI's influence on lifelong learning, adaptability, and maintaining human-centric skills like empathy and collaboration.

4. Ethical considerations, transparency, and holding AI companies accountable for their practices.

5. Blending human creativity with AI to unlock new levels of innovation is important.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• TikTok launches direct messaging ads.

• Infographic: How to write engaging LinkedIn posts.

• Meta launches ‘Threads for Creators’ hub

• YouTube shares top trends and takeaways from 2024.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics you can implement this week

1/ The most effective way to find winning copy.

A simple copy change in your landing page can increase your conversion by 10-20%. But, doing A/B tests on your website/landing page may not be practical (and expensive).

Here’s a solution for you: Test the copy on Facebook.

It costs a few dollars for tens of thousands of impressions.

Actionable:

1. Have at least 10 Facebook ads (or however many copy variations you can think of).

2. Only one change should be made between the versions (change the copy but keep the image/video and audience the same).

3. See which ad has the highest CTR.

4. That’s your winner.

Pro tips: You can use the same tactics to optimize any copy (e.g., blog title, image subject lines)

2/ Give something for free is good, but here’s how to do it right

Giving away content or lead magnets for free is a great way to increase brand awareness and generate leads.

Before giving away anything for free, it’s a good idea to ask for a small commitment from the user (e.g., in exchange for an email address).

This will help you build your marketing email list.

I also gave free access to my community, which contains marketing resources, in exchange for email. Join my free community.

3/ 2 questions = 16% increase in conversion

Hootsuite asked their landing page visitors 2 questions.

The insights they gained and applied resulted in a 16% lift in conversions. What are these questions:

1. Do you have enough information to make a purchase?

2. (if No) What other information would be more helpful?

With their survey results, Hootsuite took action and revamped its landing page.

I did something similar in my welcome email sequence. I asked:

1. What makes you subscribe to my newsletter?

2. What would be in it if we could create the perfect newsletter for you? How would it help you?

Based on those answers, I decided to remove several sections from my newsletter. I understand that what you guys want is just actionable tactics.

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COPYWRITING
“Benefit with feature” headline copywriting formula

Try this formula: [Achieve desirable outcome] with [what your product enables]

Example:

• Fuel decision-making with rapid, remote testing

• Lose 10-15 pounds in a month with 1 daily serving of X

• Be the smartest marketer in the room with actionable tactics from SecretFrameworks.

BOOK SUMMARY
Everybody Lies by Seth Stephens-Davidowitz

This book delves into the unique insights gained from our digital footprints and the truths they reveal about human behavior.

Here are some things covered in the book:

1. How online anonymity reveals true feelings and anxieties that people wouldn't share publicly.

2. The significant implications of using digital data for leadership and understanding employee needs.

3. The ethical considerations and balance required in using personal data responsibly.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• 2025 social media usage trends.

• LinkedIn provides data-backed advertising tips.

• Google tightens ad design guidelines.

• New report on Google Search data.

• TikTok’s 10 tips for creating long-form videos.

• LinkedIn shares research “The Impact of B2B Influencers”.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics you can implement this week

1/ Setup retargeting throughout your customer journey

The most common retargeting is cart abandonment. But here are some retargeting that you can set up:

• Retarget unsubscriber

• Retarget website visitors

• Retarget the previous buyer

Pro tips: Don't use a conversion campaign unless you are retargeting for a repeat purchase on your website. Use brand awareness instead. It’s cheaper.

2/ Use video ads to lower your cost-per-click

Create many low-production quality videos to be tested. Change the hooks (the first 3-5 seconds), the call to action (CTA), etc.

You can consider increasing the production value when you find one that wins–meaning it has a high click-through rate (CTR) or low cost-per-click (CPC).

If you are B2B, show how your product works with a voiceover.

If you are B2C, make an animated video or create a Buzzfeed-style image video.

You can use Fiverr for both.

3/ Warm up cold leads through social media ads

We know warm leads are better than cold leads. Pre-targeting is a way to warm up leads before a cold outreach.

Here is the step-by-step:

1. Take your list of [email contacts - you can get it from Fiverr for less than $50].

2. Upload and create a custom audience on Meta or LinkedIn.

3. It will match some of those prospects.

4. Run brand awareness ads for 2 weeks.

5. The ads should be about what you will discuss when you cold email them.

This should increase your open rates, click-through rates and chances of getting a reply.

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Plus, complete the quiz after signing up and they’ll recommend the best AI tools, guides, and courses – tailored to your needs.

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COPYWRITING
“Benefit and result” headline copywriting formula

Try this formula: [Main feature] and [benefit/result of that feature]

Example:

• Manage your digital assets and collect royalties every day

• Launch faster and convert more.

• Get weekly 3 actionable marketing tactics to generate more leads

BOOK SUMMARY
Wellbeing: The Five Essential Elements

Discover the keys to achieving fulfillment in your life with insights from this book.

Here are some elements covered in the book:

1. Career Well-being: Finding purpose and using your strengths in your work to elevate job satisfaction and mental health.

2. Social Well-being: Cultivating meaningful connections that bring joy, support, and a sense of belonging.

3. Financial Well-being: Prioritizing experiences and spending wisely to feel secure and enriched.

4. Physical Well-being: Making daily choices that improve your diet, exercise, and sleep quality.

5. Community Well-being: Engaging in activities that contribute to your community and boost your own sense of purpose.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• Google’s AI search summaries now have ads.

• Top 10 graphic design trends I may try in 2025.

• TikTok launches AI-powered video-generation tool.

• Perplexity AI brings ads to its platform.

• Google Slides releases new templates.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

TACTICS
3 marketing tactics you can implement this week

1/ Features people in your ads

An agency that managed over $10M of ads budget found that ads with people drove a 62% higher conversion rate than those without people.

They did this test after researching WeWork’s ads vs. other coworking spaces.

2/ Ditch UGC, do EGC

User-generated content (UGC) recently gained huge popularity because of TikTok. UGC content works well because it’s raw, and it doesn’t really look like ads. However, consumers are getting smarter and more familiar with UGC, which resulted in a decrease in conversion.

Employee-generated content (EGC), however, has started to gain momentum.

Try it. Get your employees or yourself to post behind-the-scenes information about your business, meetings, training, lunch, etc.

I noticed this, especially for e-commerce brands that posted their warehouse and packing process.

3/ Do these to increase your IG followers and engagement

Post 20 slides carousel post.

Recently, Instagram Chief Adam Mosseri said, "Why [do] carousels often get more reach than photos? Two main reasons. One, multiple pieces of media are going to mean more interactions with your carousel posts, and more interactions is going to mean more reach on average. And two, if someone sees your carousel post but they don’t swipe, we’ll often give that carousel a second chance and automatically move to that second piece of media for the viewer.”

Post on Threads

I don’t know why, but it just works.

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COPYWRITING
“All in one place” headline copywriting formula

Try this formula: [Do all activity] in one place

Example:

• All marketing case studies in one place

• Get all your personal care tips in one place

• Keep all your notes and knowledge in one place

BOOK SUMMARY
Trust & Inspire by Stephen M. R. Covey

Stephen M. R. Covey's Trust & Inspire redefines leadership by creating a collaborative and empowering work culture.

Here are some key takeaways:

1. Building trust through consistent actions and open communication.

2. Inspiring teams by connecting tasks to a larger purpose.

3. Empowering individuals with the autonomy to own their work.

4. Encouraging innovation by fostering an inclusive environment.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• YouTube announces new shorts-focused ad options.

• TikTok adds new gen AI video creation tools.

• Now you can boost more post type on Instagram

• Infographic on who is still using Facebook

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

MARKETING
6-Step Social media strategy by Gary Vaynerchuk

As a marketer, one of the hardest things is to keep up with the ever-changing landscape of marketing.

1. Which platform to use?

2. Which format to post?

3. Which paid acquisition channel is the best?

4. and more…

…but one thing that never changes is the strategy, the framework that applies to every platform.

Here is the strategy that I am going to use for 2025, as shared by GaryVee (link to his slides below):

1/ Cohort development

Who do you want to reach?

For me, Course creator, entrepreneur and marketer

2/ Platforms and culture

Primary platform: LinkedIn, Thread, X

Secondary platform: IG, TikTok, YouTube

I chose those because I want to (first) focus on a text-based platform because I want them to subscribe to my newsletter.

3/ Strategic organic content (SOC)

A framework on how to make creative that people want to consume.

• Format size and dimension

• Unique in-app features

• Hook and copy

• Culture and trends

• The best format to use

• The best placement to leverage

4/ Amplification

How to effectively run a paid campaign using Brandformance process

Validated performance can be measured by:

• How many views does it get compared to the average on your account?

• The type of engagement it gets (comment, like, share, save etc.)

• How many sales do you get for posting organically?

Then, take that overperforming organic content, add some sales-focus elements and use it as ad creative.

This saves you time and money for creative A/B testing.

5/ Video people want to watch

I am no expert on video commercials, but this is something I am trying to get better at in 2025.

6/ Post-creative strategy (PCS)

Gathering feedback and insights from consumers. PCS insights make your next SOC even better.

Bonus: Comment as Creative (CasC)

Strategic copywriting in the comment section to build awareness and relationships.

You can access the slides here (no email required)

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TACTICS
5 marketing tactics you can implement today

Here are 5 marketing tactics you can implement today that will cost you $0:

1/ Audience swap

Actionable step:

1. Find businesses or creators that have a similar following or no. of subscribers.

2. Contact those who have an ideal customer profile (ICP) similar to yours.

3. Work out an agreement. For example, they send 1 email to their list about your product/service, and then you do the same.

2/ Partnership

About 30% of my agency’s clients came from partnerships with other agencies.

I made a point to find agencies in another specialty that worked with our ideal clients (we focused on content and performance marketing, so I tried to find PR agencies or web/app dev agencies) and offered them 50% off any client who they referred to us’ first-month retainer if they sent us clients.

3/ Building in public

Sharing your daily learning, wins and losses on Twitter, LinkedIn or Instagram can build momentum and following.

Think of it like a live behind-the-scenes documentary.

I am doing it right now as I run my agency and build this newsletter. BIP is powerful.

4/ Honeypot marketing

Say you’re selling a subscription box service for new moms with all sorts of goodies for infants, from food to toys, clothes, and more.

Get a few moms to join one of those “new mom” Facebook groups with 100k+ women and simply comment, “Looking for feedback, has anyone heard of this company XYZ? I see they have 50% off your first box, but I’m skeptical. Any insight would be appreciated!”

With this, you just attracted 100k potential buyers with honey…

5/ Referral rewards

If you’ve subscribed to this newsletter for a few weeks, you know I’m a huge fan of referrals.

Incentivize existing customers to invite new customers, and what could be better than that? It turns your brand’s most loyal fans into disciples, spreading the good word about your product or service to the world.

I know this one isn’t technically $0 cause you have to give something away, but it could just be a digital product or community access etc.

Oh, & speaking of referral program, I just launched one for this newsletter!

Simply invite one friend, follower, or coworker to join this newsletter, and you can claim a gift (detail below this email.)

BOOK SUMMARY
How to be an ally by Melinda Brianna

Melinda Brianna Epler's book, How to be an Ally, provides practical advice for fostering a stronger, more inclusive workplace.

Here are some highlights from the book:

1/ Understand your privileges and learn about discrimination and bias.

2/ Promote employee resource groups (ERGs) to support diverse employees and drive positive change.

3/ Actively advocate for marginalized colleagues beyond just silent support.

4/ Tackle implicit biases with awareness and self-reflection.

5/ Use mentorship and sponsorship to uplift underrepresented employees.

👇 Click to listen to the full episode

COPYWRITING
Effective headline formula that converts

I recently came across an interesting Facebook group post by Alen Sultanic.

According to Alan, the formula increases one marketer’s opt-in rate by 71% and conversion rate by 63%.

So, let's start with a decent headline idea and then improve on it. He gives this example:

How to lose 20 pounds in 20 days or less using a little-known herb only found in the Amazon rain forest.

It's a decent headline, no? It's got a nice outcome, but the outcome isn't as compelling as it needs to be.

A compelling outcome will build on two things:

• Where we are to where we want to go.

• Who we are and who we want to become.

Here is the magical headline formula that helps you achieve both:

How to go from [feeling], [what problems they are aware of but cannot solve], to, [outcomes they want], by, [mechanism], in, [timeline].

How to go from having belly fat, feeling tired and fighting cravings to easily losing 20 to 30 pounds in the next 3 months using this little-known herb from the Amazon rain forest.

CLICK WORTHY
ICYMI

• ChatGPT can now search the web in real time.

• YouTube introduced several new features.

• Gen Z broke the marketing funnel.

• X revamps its ads platform with new UI/UX.

• If you want to rank in ChatGPT Search, you need to be indexed by Bing.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

MARKETING
11 lessons we can learn from Tesla's marketing strategy

Unlike giants like Volkswagen, Ford, and Toyota, which collectively spend over $30 billion on advertising annually, Tesla spends $0.

Why? Because for Elon Musk, innovation trumps advertising.

Here's how Tesla's unique playbook can inspire founders and marketers:

1/ Focus on high-ticket offers first

Start with a premium sports car, use the profits to fund affordable models, and continually drive prices down.

Similarly, as an agency owner, I focus on selling my agency services and then keynote speaking/training.

From 2025, I will then launch my course and community.

2/ Build in public

Engage fans by sharing the journey, creating a fiercely loyal community.

Attention breeds trust.

I love this concept. That’s why I shared my journey, learning, mistakes and wins freely to you guys. I recently shared how I run my paid acquisition.

3/ Be category king

…Or create your own category. The Framework Guy–That’s mine.

Tesla wants to be the world's fastest, safest, longest-range electric car.

People want the best.

4/ Use social media

Elon uses(bought) Twitter/X to communicate, share memes, and build buzz.

5/ Have a newsletter

Tesla offers unique experiences as lead magnets; for example, “sign up for a chance to race a Tesla semi-truck!”

We don’t own our social media following. That’s why I have my own newsletter, which I can use to connect with you anytime.

6/ Pre-launch teaser

Surprise announcements keep Tesla trending on social media and in headlines.

7/ WTH moment

Like launching a Tesla Roadster into space, leaving unforgettable imprints and fusing Tesla's narrative with SpaceX grandeur.

8/ Spectacular Events

Tesla’s events are spectacles. Think Apple, but with more showmanship and a blockbuster reveal every time.

9/ Word-of-mouth wins

Tesla's referral program turns customers into advocates, incentivizing them to share their positive experiences to increase sales naturally.

10/ Customer service as marketing

Exceptional customer service goes viral, enhancing Tesla's reputation through word-of-mouth and social media testimonies.

11/ Reducing purchase friction

Tesla streamlines the buying experience, allowing customers to configure and order vehicles online in mere minutes, setting a new standard. Bye traditional dealership.

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EXAMPLES
20 companies’ taglines and what they really mean

• Apple: "Think Different" celebrated visionaries and referenced IBM’s “Think” campaign. It contributed to Apple's stock tripling in a year.

• Bounty: "The quicker, picker, upper" uses consonance to convey efficient cleaning.

• California Milk Processor Board: "Got Milk?" promoted milk as a healthful beverage choice nationwide.

• De Beers: "A Diamond is Forever" captured the idea of eternal relationships and discouraged diamond resale.

• Dollar Shave Club: "Shave time, shave money" humorously highlights cost savings and convenience.

• Dunkin’ Donuts: "America Runs on Dunkin’" underscores its coffee helping busy Americans on-the-go.

• General Electric: "Imagination at Work" embraces company culture over the former tagline "We Bring Good Things to Life."

• L'Oréal: "Because You’re Worth It" focuses on the personal image gained from the product.

• Lay’s: "Betcha Can’t Eat Just One" highlights the irresistible nature of the snack rather than its taste.

• M&M’s: "Melts in your mouth, not in your hand" differentiates the product with its hard shell feature.

• Mastercard: "There are some things money can’t buy. For everything else, there’s Mastercard." This tagline highlights priceless experiences.

• Maybelline: Though changed, "Maybe she’s born with it. Maybe it’s Maybelline" remains iconic for its message of inherent beauty.

• McDonald’s: "I’m Lovin’ It" promises taste and convenience over health.

• Meow Mix: "Tastes so good cats ask for it by name" cleverly associates brand recognition with a cat's meow.

• Nike: "Just Do It" inspires action and overcoming obstacles.

• State Farm: "Like a good neighbor, State Farm is there" stresses community focus and personalized service.

• Tesco: "Every Little Helps" applies to value, quality, and corporate responsibility.

• The New York Times: "All the News That's Fit to Print" insists on factual and educational content over sensationalism.

• US Marine Corps: "The Few, The Proud, The Marines" emphasizes exclusivity and loyalty ("Semper Fidelis").

• Verizon: "Can you hear me now? Good." Highlights reliable service coverage.

MARKETING
3 fears stopping people from opting in

Over the past decade, I found that all visitors to our sites have three main fears that keep them from opting in.

If we can address these fears, our conversion rates will increase.

Here they are:

1/ Fear of Poor Investment

Question: "Is this a good use of my time or money?"

Solution:

• Craft compelling copy.

• Offer free trials.

• Showcase testimonials.

• Clearly explain your unique value proposition with proven results.

2/ Personal Fear

Question: "Can I trust this person or business? Is this a scam?"

Solution:

• Build trust through repeated exposure.

• Provide third-party reviews.

• Offer PayPal or well-known payment providers.

• Develop a strong social media presence.

3/ Social Fear

Question: "Will this improve or degrade my social standing?"

Solution:

• Share testimonials from relatable individuals.

• Highlight results that enhance social standing, like financial gains or expertise improvements.

Review your landing pages and ensure these fears are addressed.

Testimonials are versatile tools that mitigate all three fears, while free trials can effectively tackle two of them.

BOOK SUMMARY
Big Potential by Shawn Achor

Shawn Achor's "Big Potential" flips the script on success, showing how helping others unlocks your own potential.

Here are some key takeaways:

1/ Success isn’t a limited resource; collaboration boosts individual success.
2/ The SEEDS model: Surround, Expand, Enhance, Defend, Sustain.
3/ Positive decisions and relationships amplify your potential and create a ripple effect.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• TikTok launched its updated marketing education platform.

• Threads reached 275 million users (follow me here).

• LinkedIn added a lead gen objective to boosted posts.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

EXAMPLE
How we grew 200 subs in 2 weeks

8 October 2024, I decided to start paid acquisition using the Meta platform.

Here’s everything I learned after spending $659.53 on ads:

1/ Broad targeting works but not too broad.

We started the campaign with 2 ad sets (2 audiences) with Advantage+ turned on.

• Without interest (broad)

• With interest (marketing)

Without interest (broad)

vs.

With interest (marketing)

I decided to continue with the interest audience because it’s cheaper to acquire subscribers (25 vs. 11 with equal ad spend), even though the broad audience has a slightly better open rate and click rate.

2/ Conversion pixel matters

In the first 4 days of the campaign, I made a terrible mistake. I set up my conversion pixel on my welcome page, which is typically correct for most people.

It doesn’t apply to me because my sign-up flow is as follows:

Conversion pixel should ALWAYS be set up on the setup on the page after the conversion event (subscribe) happens.

Findings: Because of this mistake, our cost per conversion was 10x more expensive. 🥲

3/ Landing page conversion rate > Ads performance

Changing our landing page copy increased our opt-in rate from 36.25% to 45.45%.

Initial landing page: 36.25% opt-in rate

Headline: Actionable marketing tactics for B2B agency
Subheadline: Weekly curated marketing tips and trends to help grow your agency to 6-figure and impress your clients.

Current landing page: 45.45% opt-in rate

Headline: Actionable marketing tactics in 5 mins
Subheadline: Weekly curated marketing tips and trends to help grow your brand online, generate more leads and boost your revenue.

Findings: Copy that focuses on the benefits and headline that answers “What will I get?” perform better.

4/ Ugly ad works

We ran our ads with at least 5 creatives at all times. All of our creatives are based on proven ads by top newsletter companies.

We swiped 200+ ads from 52 companies. Then, we change the copy and adapt it to our branding.

Look at these 3 creatives: the uglier it is, the better it performs. Coincidence? I am not sure.

Summary:

• 14 days

• $659.52 ad spend

• 222 subscribers

• $2.97 CAC

• $152 revenue generated

• $2.29 true CAC

I am quite happy with the result, but I aim to reach $0 true CAC by increasing revenue generated within the sign-up flow.

TACTICS
Spy on your competitors’ Google and YouTube Ads

Many of us know about TikTok's ads library and Facebook's Ads Library; recently, Reddit also launched its own ads library.

However, very few people know that Google has an ads transparency page that shows every ad your competitor runs on Google and YouTube.

Here’s how:

1/ Search for your competitor on Google.

Most companies run ads against their name or brand to control what people see when they search for it. In this example, let's use Monday CRM as the competitor.

2/ Find one of their ads and click on the three dots at the end of the URL.

3/ Click the “See more ads” link in the pop-up that appears.

4/ Search through a treasure trove of ad ideas. 

You can filter by the date they have been running, the locations they are shown, and the ad format (text, image, or video).

Bonus Step: When I tried using the Chrome browser, it turned blank images for all ads. If you have this same issue, copy and paste the URL into another browser (Safari, Firefox, Edge, or whichever) and it should work fine.

BOOK SUMMARY
22 key insights from Scientific Advertising

A short, easy-to-read, and to-the-point, value-pack book.

All the modern advertising giants– particularly the internet gurus – swear by this book.

Although written in 1926, almost everything Hopkins says is as relevant today.

1/ The purpose of advertising is to sell

Ads are like having multiple salespeople that sell 24/7 at scale

Ads should give audiences enough to take immediate action (if necessary, offer incentives or highlight the cost of inaction)

2/ Write for one person, not a crowd

The only readers you will get are interested people. Do not take their attention for granted. If you lose them, they may never come back.

3/ You cannot sell to thousands until you learn how to win one.

4/ Don't try to be funny

5/ Don't boast or show off

6/ Don't attack your competitors or point out others' faults

7/ Focus on new customers and unconverted prospects

8/ Your image should help you to sell better

9/ Copy length is irrelevant

No one reads ads for entertainment, long or short. The more you tell, the more you sell. Present to the reader every critical claim you have.

10/ Only write headlines that attract your target audiences.

People pick out what they want to consume based on headlines. They are busy. They don't want headlines to be misleading, so make sure your content is worth their time.

11/ Be specific

"The best in the world," "Lowest prices in the world," or any other superlatives are usually damaging. They suggest looseness of expression and a tendency to exaggerate. A broad claim may lead your target audiences to discount all the statements you make.

12/ The best ads ask no one to buy

People don't like to be sold, but they like to buy. Your ads should offer information and show advantages.

13/ Always check your ads before publishing

A salesman's mistake may cost little. But advertising mistakes may cost a thousand times more.

14/ Always test your ads

Testing lets thousands decide what millions will do.

15/ Use a strategy that has the lowest cost-per-acquisition

16/ Offer trial period

There are two types of trials:

1. Pay, then use it for a week. If you don't like it, refund it.

2. Use for a week. If you like it, pay and keep it. (Recommended)

17/ Price your product/service right

People judge primarily by price. Cheap is not always a good strategy.

People want bargains but not cheapness. They want to feel they can afford to eat, have, and wear the best stuff (not cheap).

Suppose you sell women's clothing in installments. The appeal is to poor girls who desire to dress better. Women don't want to be treated as poor girls.

A product that costs more than the ordinary is perceived as above the ordinary.

A painting in the British National Gallery is advertised in a catalog as costing $750,000. Most people first pass it by at a glance. Later, they read the catalog and learned what the painting costs. They return then and surround it.

18/ People are selfish

Make it more about them, less about you.

People don't care how much you know until they know how much you care.

19/ Changing people's habits is very expensive.

Selling to those who have purchased or used similar solutions is easier.

20/ Sell pain-killer, not vitamins

"Prevention is better than cure" doesn't work in advertising.

Tell people what to do, not what to avoid. People will sprint away from pain and jog towards pleasure.

21/ Don't give the product you want to sell for free

It's hard to pay for something that once was free. If you are giving freebies, try to personalize the gifts. When people know something belongs to them, they try to get it.

22/ Make sure you have a good offer

• Bad product = bad advertising, not going to work

• Bad product = good advertising, might work for a short while

• Good product = bad advertising, not going to work

• Good product = good advertising (we should aim for this). A good product sells itself.

Get the PDF copy of the book here

COPYWRITING
Copywriting technique to boost content engagement

Are you struggling to keep your readers hooked from start to finish?

Brian Dean from backlink.io uses ‘bucket brigade’ to keep readers engaged and move down your content.

So, what exactly are ‘bucket brigades’?

They're strategic phrases designed to make readers curious and eager to continue reading. Think lines like, "Here's the deal," "But here's the kicker," or "Want to know the best part?", “You might be wondering.”, “Want to know the best part?.”

These are super handy and worth trying out in your next piece. Maybe even jot them down on a sticky note for easy reference!

CLICK WORTHY
ICYMI

• Bluesky got half a million new users in one day.

• Threads launched mobile analytics.

• YouTube expanded Shorts to a 3-minute limit, new templates and more.

• Meta introduces new FB local tab, messenger communities, AI integrations and more.

• Threads and X release features to help you grow your accounts.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

FRAMEWORK
The Hook Framework

I stumbled upon a framework by Nir Eyal that boosted product retention and growth around seven years ago. It's called the Hook Framework.

The framework thrives on creating habitual use through a four-step loop—Trigger, Action, Variable Reward, and Investment. Once users complete the cycle, they're more likely to start it again, building loyalty.

Here’s the breakdown of each step:

1. Trigger: This is the nudge your users need to think about your product. For those starting out, it can be external, like emails or social media reminders. Eventually, you'll aim for internal triggers, like an emotion or routine.

2. Action: Make sure the user's motivated to take the next step—this needs to work for both parties. If there's a disconnect, they might tune out.

3. Variable Reward: Give them something extra! The surprise factor is powerful, much like a slot machine. It fuels their desire to reengage.

4. Investment: Engage them in a way that’s not always about buying but maybe sharing data or committing to a routine. This step makes them anticipate more interactions.

Here’s an example using Beehiiv, the email marketing platform I use to send this newsletter:

1. Trigger: Daily email update on no. of new subscribers

   

2. Action: The Beehiiv dashboard encourages users to write weekly newsletters—reasonable action for someone growing their newsletter.

3. Variable rewards: After 24 hours of sending my newsletter, Beehiiv will send an email to show its performance. This gets me excited every time.

   

4. Investment: Beehiiv has weekly streak tracking. Users are more likely to see the next trigger, and the loop reinforces itself.

   

EXAMPLE
The Iconic VW “Think Small” Campaign

A quick breakdown of the iconic Volkswagen 'Think Small' campaign, created by Julian Koenig, DDB, in 1959. At a time when large, flashy cars were all the rage, this campaign took a brave step with its minimalist and smart advertising approach to promote the compact Beetle.

Here are a few key points:

• Goal: To reposition the Volkswagen Beetle in the American market, encouraging consumers to 'Think Small' instead of conforming to the trend of bigger vehicles.

• Audience: People who are practical, cost-conscious, and those who appreciate clever and honest marketing.

• Unique Elements: It used irony and self-deprecating humor, unconventional in an era dominated by grandiose car ads. The minimalist design with plenty of white space made the product stand out.

• Call to Action: Encourages the audience to rethink their perception of what a car should be – practical and smart – exactly what the Beetle represents.

The campaign left a lasting impact and set a template for Volkswagen's future advertising.

TACTICS
1 marketing tactic you can implement this week

When was the last time you sent an email or posted a social post simply saying thank you?

Not asking for anything. Not promoting anything. Not sharing a testimonial…

…But just doing what a good friend would do, simply saying thank you for something.

In marketing, there’s an old saying that “people buy from people” because humans are likely to have a stronger connection with another human than a brand.

Actionable: I want to encourage you to email your client/prospect or post on social media tomorrow with 5 to 10 things you are thankful for this week.

Don’t put a link to purchase at the bottom of the email.

Don’t say you are thankful for your VIP customers.

Pro tip: You could use a website like Winsor to automatically send a personalized (using AI) video saying thank you to each customer/subscriber or use a handwriting service like Scribe Handwritten to physically send handwritten thank you notes to all of your customers if you have their address 😁 

Research shows handwritten notes can double future spending.

COPYWRITING
‘A better way’ headline

Create your product's value proposition around the one differentiator that's crucial to your target audience. In 1-2 words, highlight how it's better than others.

Formula: {Achieve desirable outcome} {in a better way}

Sponsored by SecretFrameworks

88 Ogilvy’s iconic ads collection

If you’re a marketer, your master swipe file isn’t complete without Ogilvy’s most famous ads.

And it's not overselling it to say that David Ogilvy is the most famous and most successful of all the "Founding Fathers" of modern advertising.

This collection includes most of his winning ads across many brands, including:

• Rolls Royce

• Hathaway Shirts

• Schweppes

• Zippo Lighters

• How to create advertising that sells

It includes 88 total ads. And this is your opportunity to own all 88 – for life.

CLICK WORTHY
ICYMI

• TikTok launched automated ad targeting.

• Reddit introduces AI-powered keyword targeting features.

• Instagram DMs add the ability to save customer details.

• Threads is working on a new community feature ‘Loop”.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.

EXAMPLE
Apple’s ‘Think Different’ campaign breakdown

"Think Different" campaign is one of the most iconic in advertising history.

Here’s the copy for the campaign:

"To the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes The ones who see things differently they're not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. But the only thing you can't do is ignore them because they change things. They push the human race forward, and while some may see them as The crazy ones, we see genius because the people who are crazy enough to think they can change the world are the ones who do.״

In 1996, Apple acquired NeXT, the company Steve Jobs founded after leaving Apple 11 years prior. During these times, Apple faced significant financial challenges and was desperate for an initiative that would change the company’s course.

Steve Jobs came up with that initiative: The “Think Different” campaign.

This campaign transformed Apple's public image and marked the beginning of a new era for Apple. It resonated with visionary thinkers, innovators and people who want to challenge the status quo.

It’s not selling a product but an idea. A movement.

Another big goal of this campaign was to differentiate Apple from its competitors.

This campaign was a direct response to IBM's “Think” Slogan.

TACTICS
4 proven email tips to build bonds with your audience

Insights shared by Chris Von Wilpert, a renowned SEO and content writing expert. Noah Kagan of AppSumo credits his initial success to leveraging Chris’s strategies.

4 tips to enhance your email engagement and create lasting bonds with your audience:

1. Frequency

Why it works: We like, know, and fall in love with people we see frequently. Think about office romances—they happen because people see each other all the time.

Action item: Send daily or at least weekly emails to stay top-of-mind with your audience.

2. Depth of Emotional Experience

Why it works: People bond over shared deep emotional experiences. Consider soldiers in a foxhole during the war—they form incredible bonds because of their shared experiences.

Action item: Weave emotional stories into your emails and offer to connect on a deeper level.

3. Fundability

Why it works: We resonate with people who are relatable and fundable. If you share your struggles—like learning guitar—fellow enthusiasts will empathize with you.

Action item: Be transparent and share your journey in your emails.

4. Proximity

Why it works: Proximity breeds familiarity. The most popular college kids often live in high-traffic areas—near elevators or common rooms.

Action item: Ensure your presence is felt in your audience’s email inbox, Facebook feed, LinkedIn feed, etc.

TACTICS
From bankruptcy to 1.6 million subscriptions with this tactic

Back in the late 80s, Sports Illustrated faced an uphill battle, struggling to boost magazine subscriptions.

Marketing Manager Martin Schopen stumbled upon an idea—offering a football phone with every subscription. This seemingly simple addition drove a staggering 1.6 million new subscriptions between 1986 and 1991, saving the magazine and creating a cultural phenomenon.

Reflecting on this, it’s clear that a unique, tangible premium can sometimes be the difference between failure and phenomenal success.

🤔 Question: What’s the “football phone” you could add to your offer to skyrocket your conversions?

BOOK SUMMARY
Mastery by Robert Greene

I just finished reading Mastery by Robert Green last week. It's officially shot up to my top five favorite books—seriously amazing! There are so many highlights to go through that it'll take me longer to note them all than it did to read the book.

One part that really hit home was about two types of failure.

1. Failure when you're too afraid to try or always waiting for the perfect time. That kind of failure is destructive since there's nothing to learn from it.

2. Failure that comes from taking risks and bold moves. Even if you fail, what you learn outweighs any hit to your reputation.

I'd love to hear if any of you have read it or if you have other book recommendations that greatly impact you. Hit ‘Reply’.

TACTICS
3 marketing tactics you can implement this week

These are the 3 tactics you can implement immediately for your business or clients. Each tactic will be ranked based on the cost and effort needed so you can choose those suitable for you.

They will also be categorized according to the AAARRRA Growth Framework, which will let you know which metrics it will improve.

Get a free press release with HARO

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness

Here’s the breakdown:

1. Go to Connectively (previously known as HARO)–a platform that connects journalists and experts.

2. Create a free profile.

3. Search for relevant queries or keywords.

4. Send your pitch (a free account gives you 10 pitches.)

Host your own podcast

I started a podcast around 5 years ago, which allows me to invite my ICP as guests for my show. In 2020, I had the opportunity to interview 8 Forbes’ 30 under 30 awardees.

I just started another podcast, The SecretFrameworks Show, which uses Wondercraft–it’s AI software that can clone your voice and edit and publish your podcast to multiple platforms at once.

Here’s what it sounds like:

Double your sales with handwritten notes.

💸 Cost: Low
💪🏻 Effort: Medium
🎩 Stage: Awareness

Here’s the breakdown:

1. Go to Wondercraft.ai

2. Create your account

3. Start a project (this will be your podcast name)

4. Start a new track

5. Use the AI to generate the script for the podcast based on a blog, YouTube video, newsletter etc.

6. Edit and add music

7. Export and publish

Notes: Launching my podcast on Apple and Spotify took me less than 2 hours; if you want the detailed steps, Hit ‘reply.’

Conduct survey

The most efficient way to conduct the survey is through a 1:1 online meeting (Zoom) to record. Otherwise, you can consider Google Forms.

Survey responses provide insights for segmentation and enable you to gather feedback for product improvement.

I did a survey when you first subscribed to this newsletter. It allows me to segment my subscribers, understand your challenge and further improve my ideal customer profile (ICP).

Here’s what my survey looks like:

💸 Cost: Low
💪🏻 Effort: Low
🎩 Stage: Activation

Here’s the breakdown:

1. Go to Google Forms or Typeform

2. Create a survey

3. 8-11 questions, try to stick to short entries, multiple choices or dropdown.

4. Tell them ‘Why’ this is important

5. Incentivize them with something to increase the completion rate

Note: Every question should be deliberate. It should provide insights or information needed to improve your product/service. Example: Question 6 on my welcome survey gives me an idea of the biggest challenges you guys face.

CLICK WORTHY
ICYMI

• Instagram’s ‘best practices’ tell creators how they should post.

• YouTube expands Shorts to 3 minutes, new templates and more.

• Pinterest releases 2024 Halloween Trend Report.

• Meta introduces a new ‘Movie Gen’ AI model to create videos from text prompts.

• Ahrefs launched an AI overview tracking feature.

• TikTok’s AI ad platform is here.