TLDR MARKETING 2025-01-27

Grab your copy here 🤙

FRUSTRATED WITH TODAY'S ‘ATTENTION ECONOMY'? YOU'RE REALLY GOING TO HATE WHAT COMES NEXT

The ‘intention economy,' fueled by AI, will create a digital marketplace where companies commodify and sell predictions of users' future actions. Companies can map evolving thought patterns to forecast behaviors by analyzing conversational data, offering unprecedented targeting capabilities for advertisers. Researchers from the University of Cambridge warn that this evolution will erode privacy, enable subtle manipulation of beliefs, and undermine democratic norms. With AI chatbots acting as intermediaries, this marks an important shift from the attention economy, turning personal motivations into a powerful and profitable currency.

SUBSTACK ADVERTISING IS TURNING WRITERS INTO PART-TIME SALES REPS

Substack writers are taking on advertising sales, managing deals directly with brands, often through DIY methods like Google Docs. Ad prices vary widely, with small mentions costing around $100 and larger sponsorships reaching up to $20K. While Substack focuses on subscription revenue, some writers, like Alex Kantrowitz of Big Technology, earn more from ads. New platforms like Beehiiv offer semi-automated ad networks, but many writers prefer handling deals independently, despite the operational challenges.

WHEN SHOULD YOU INVEST IN PAID MARKETING?

Premature investment in paid marketing often leads to high costs, poor results, and unsustainable growth. Companies should ensure product-market fit first, with churn below 25% and retention metrics in place. Landing pages must be optimized for clarity, speed, mobile use, and conversion. Organic marketing like SEO and product-led growth is crucial for sustainable traffic before investing in paid channels. Paid marketing requires technical preparation, reliable data systems, and a budget of at least $75K over 6 months to achieve scaled growth and acceptable ROI.

F* EASY CONTENT - 3 TECHNIQUES TO MAKE YOUR NEXT ARTICLE STAND OUT

Most content fails because it's too simple to create, forgettable to read, and lacks depth. Techniques like weaving strong opinions throughout, sharing personal anecdotes to ground ideas in real-world experiences, and writing "How I" pieces that showcase firsthand problem-solving elevate content from generic to compelling. While more time-consuming to execute, these methods create a distinctive voice.

products get noticed. Learn more about advertising with TLDR.

THREADS IS OFFICIALLY GETTING ADS

Meta has announced a small-scale test of ads on Threads, starting with select brands in the US and Japan. The image-based ads will appear in the home feed and will be tailored using user activity across Threads, Instagram, and other external sites. Meta will give users tools to manage and customize their ad experience within the app.

WHICH AI TO USE NOW: AN UPDATED OPINIONATED GUIDE

AI capabilities are advancing rapidly, making it difficult to identify the best tool for individual use. Top choices include ChatGPT, Claude, and Gemini, each with unique strengths. ChatGPT excels in Live Mode and reasoning, Gemini integrates with Google Workspace and leads in image generation, while Claude is valued for its insightful interactions. Emerging players like DeepSeek and Grok also offer niche advantages.

HOW THE CURSE OF KNOWLEDGE RUINS BRANDS' VALUE (AND HOW TO AVOID IT)

Dropbox struggled to communicate its value due to the "curse of expertise," where deep knowledge made simple explanations difficult. A new explainer video featuring a "magic pocket" story drove significant growth by making the message relatable and clear. Examples from Rolls-Royce, Volvo, and JFK's moon pledge show how focusing on key benefits, crafting compelling narratives, and delivering unexpected messages can improve communication.

THE TRUTH ABOUT GETTING PROMOTED IN PRODUCT MARKETING

Promotions in product marketing depend on strategy, timing, and visibility. Ensure you work for a company that values career growth and has a supportive manager who advocates for team members. Focus on impactful work rather than mastering every skill - excel in one or two high-value areas like product launches or positioning while maintaining broad exposure elsewhere. Build visibility, influence, and strategic thinking, as these skills are essential for long-term career growth. Periodically assess your environment and create a plan to close skill gaps and align your expertise with your target role.

HIRE BRAND FIRST

Why you should hire a brand marketer before a product marketer.

KIND EMBRACES GEN Z TREND BED ROTTING IN NEW CAMPAIGN

Kind Snacks leans into the bed rotting trend with a playful “Bed Rotting Essential's Kit” on TikTok Shop.

WHY EMAIL OPEN RATES WERE NEVER ACCURATE

A reminder that email opens are one small piece of the email data puzzle.

NETFLIX: BIGGEST QUARTER EVER

Netflix gained 19M new subscribers in Q4 2024.