If you want to launch a brand going into 2023, here's the playbook to set yourself up for success. This is a formula, and it works. Written out below, and I break it down fully in this TikTok video.
1. Curate Before Launch
An example of curation to brand a fan dropped in my comments that's a perfect example of this: https://www.instagram.com/undercoverosh/
One could also consider Sporty and Rich essentially posting 80s magazine scans their way into Ssense... but that's a whole nother rabbit hole.
While my examples are all physical things... this works just as well selling info or software.
Note - while the examples are large, you don't have to be. If you focus on thousands of followers... you'll have enough of a base to launch small comfortably. If you take your time and grow larger... even better.
2. Document Your Process
3. Build Email
4. Launch Smart
Here's examples of this video in different types of industry. I don't care what your feeling is on TikTok, if you want to understand content that drives sales in 2022, watch all of these.
Cereal: (their first hire besides the founders was a legit creator, which is why this crushed):
Backpacks (i love this one because the story is super normal but they make it seem epic):
Healthy Soda (leverages their Shark Tank experience):
Cocktail Cards (amazing Creator origin story template):
5. Document the Attention
6. Add Series, Repeat Your Message and Personalities
This kid is an amazing example of this. He repeats his process documentation and video ideas for each product release probably a dozen times, very creatively. A few examples below, plenty more on his profile
Speaking of TikTok
You may have noticed this newsletter has shifted from text and web links to essentially half text half TikTok.
I find TikTok to be an amazing storytelling medium, I can complement my writing with a video with screenshots quickly and effectively. The more I use the platform, the more into it I am, and it is without a doubt an absolutely unparalleled platform for brand building.
There is no other way on earth to go viral and generate sales with the same level of intensity and commercial follow-thru (ie, sales) whether you have 100 followers or 1m followers as you can on TikTok. It is unlike anything we've ever had in a marketing toolkit in our lifetimes.
I've been getting into this deeply myself because this is the first time as a marketer where I have realized deeply that anyone that is not participating in this medium does not understand it enough to direct growth on it.
This is not the case on Instagram or on most ad platforms, you can bleacher quarterback there (to some extent). On TikTok? Everything you think you know is wrong unless you have grown accounts on the platform that you are doing tactically.
There is no way I'm not going to be savvy to this with what I work on week to week, and I'm learning by doing, and will take those learnings to help scale the brands and personalities I work with.
If you're interested in the journey, I break down my learnings so far in this thread:
45 days of taking TikTok seriously: - 4500 followers - One video at 300k+ - 10 at 10kish - Most 2k+ I am focused in on a niche, just like I am on twitter, I'm not looking for 200k followers, I want people who want to build products. I am def finding them. What I'm learning: pic.twitter.com/0t3nLDaX48
September 27th 2022
On a commercial note, Russell is new to threading on Twitter but he's dropping massive Amazon value. He breaks down how to act on the TikTok to Amazon opportunity step by step:
Found on TikTok: this shower curtain biz has >10m views w/ only 4 vidz. I love it. Here’s how they can take a $31m/yr Amazon FBA brands' lunch money 🧵👇
September 28th 2022
🔌 Factories 🔌
I've been getting asked a lot about cosmetics factory options, definitely checkout Kasey Beauty https://www.kaseybeauty.com/
I also noticed they are on Pietra and have lots of low MOQ options listed in the platform.
Reminder, I do have a bunch of supplement vendors listed over on ProductWorld.
And lastly... cashmere?
🛠 Toolkit 🛠
SEO deep dive:
Learning SEO can have huge payoff, but it can be tough to know where to start. 10+ years into my SEO career, and these are 5 resources I still swear by for anyone looking to learn the craft 👇
September 19th 2022
Brand home page structure:
My favorite sequence on a new brand's homepage: - hero SKU product (usually kit) - single products catalog - free shipping/ 30 day money back - what makes this brand different - collections catalog (bestseller, new etc.) - one liner mission/ quote - UGC banner - reviews - FAQ
September 26th 2022
Builder's Build - We're back with nice bite-sized episodes. This week we have a convo on bootstrapping vs venture: https://builders.build/bb30-bootstrapping-vs-venture-capital-s3e6/
I appreciate you reading, and stoked to see what you create!
Check out 2 newsletters from my best friends James & Colin
NanoFlips - Learn the art of buying, growing and selling websites: https://www.nanoflips.com/
Free Smoke - A Cannabis Business newsletter by Colin Landforce: https://freesmoke.xyz/
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