Growth Hacker's Digest - Edition 6
Happy New Year! I hope you had a blast over the holidays.
I had a pretty fun holiday diving in the seas of Moalboal, Philippines:
And yes, I used that exact same plane to fly over there 😉
I also spent some time working on an hour worth's talk in a local school. I talked about how P&G and top tech startups design new businesses with the right market research. If you're interested in those slides, send me an email and I'll be happy to share it with you.
In the GrowthHackerKit world, I’ve released a new lesson in GHK, which is “How to Create Customer Personas” by Scott @ BirdLeaf.io. Coming from P&G, I’m a big believer in creating hypothesized customer personas upfront before doing any customer engagements. When done correctly, this frames your future conversations with your customers and you will know them to point where you know a) what their real pain is, b) what their compensatory behavior is (which indicates pain), and c) what watering holes / channels will work best for them.
As for the digest, we’ll discover how content goes viral with the help of Noah Kagan, how to build a multi-million dollar consultancy with Thomas Ptacek, how to ggenerate ~$500k of infoproduct sales by Brian Harris, and how to get good at making money by Jason Fried.
Kenn from GrowthHackerKit | @kennyfrc
New at GrowthHackerKit
by Scott @ Birdleaf.io
by Thomas Ptacek of Matasano & Starfighter.io
Freelancers often think about how to break out of the feast & famine cycle. In this list by Thomas Ptacek, he lays out a roadmap to help freelancers get there. I think the most important aspect (and where freelancers commonly get stuck) is item #3, which is to specialize or to niche down. This feels scary because intuitively, it seems to make much more sense to offer broad services in order to take in more clients. This is wrong as it commoditizes your service. Think of your practice as a product: the more differentiated and unique it is, the more leverage you have in terms of rates and the better your close rates will be. When some freelancers state that they can't find clients because of that specialization, it's actually NOT the specialization itself but rather it's the lead generation process that's the problem. Nevertheless, I advise you to take Thomas' advice into heart and complement it with Brennan Dunn's material.
by Jason Fried of Basecamp
Speaking of Basecamp, here's a classic article by Jason Fried. The most important lesson here is to practice on smaller, simpler businesses, then ladder up to more complex businesses. I can't recommend this enough. Take all the top entrepreneurs that you admire and all of them have started small earlier in their lives. Take Elon Musk. He's best known for Zip2, Paypal, SpaceX, and Tesl; but before that, he too has started small: as a child, he built an arcade game called Blastar and during college, he repurposed a fraternity house into a low-end nightclub. Even if you're busy coding a product now, it's not a bad idea to practice your business skills by learning copywriting and pitching with simpler products.
by Noah Kagan
There are only two ways to increase traffic: either through paid advertising or through value-based outreach. By value-based outreach, I mean either a 1-to-1 or a 1-to-many engagement where you deliver value to the customer either through direct experience of the product (like how the Pinterest founder went to coffee shops, and engaged his target there directly) or through how-to educational marketing. Noah in this article shows us how content marketing is done with the help of the Buzzsumo founders. There's one more aspect that is left out though, which is to speak using the voice & tone of your target market. Brand resonance is KEY as it spells the distinction between an Amy Hoy (who closes Bootstrappers) and a Sean Ellis (who closes Aspiring Startup Founders).
by Bryan Harris of VideoFruit
I just love the level of transparency in this article. He drills it down to the point where he shows the exact activity in the exact date all laid out in a sequence in a calendar image. While this is for an infoproduct, I highly recommend to build and keep a mailing list, especially if you're a SaaS business. This is how you as a brand can connect and build a relationship with other people. In fact, this is how Basecamp built their initial traffic. And this is the new strategy of Hiten Shah and Neil Patel in their new startup, Quicksprout.
Date: January 18, 2016