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Instead of thinking about their product’s features and benefits and asking, “What’s the demand for mattresses?” Casper entered the scene and sold sleep. They asked, “How many people struggle to sleep at night?” Their ads feature soft, fuzzy bunnies and kittens crawling across their mattresses, tugging at the sheets. “We asked these creatures of comfort what it’s like to sleep on a Casper,” the narrator says. “Some things just don’t need words.” The ad closes with the animals angelically sleeping. Not once do you hear about the features and benefits of a Casper.
Demand-Side Sales 101: Stop Selling and Help Your Customers Make Progress
Bob Moesta
What to Send
There are two types of mailing lists:
Relevant Information
If you target a niche with a common interest, such as personal trainers or psychologists, providing ongoing content every 2-4 weeks is the best way to build a relationship. Think of your mailing list as a blog with a new post every 2-4 weeks (to gain SEO benefit from your newsletter content, you should also post it to your blog).
Start Small, Stay Small: A Developer’s Guide to Launching a Startup
Walling, Rob
After a lifetime of making money and observing better men and women than I fall by the wayside, I am convinced that fear of failing in the eyes of the world is the single biggest impediment to amassing wealth. Trust me on this.
How to Get Rich
Felix Dennis
...catch up on these, and many more highlights
Readwise