Before we announce the winners (down below), I just want to say thank you to SheerID, for sponsoring this newsletter and allowing us to give back to you, the community.SheerID is empowering Shopify stores to run discounts for communities like students, teachers, the military, and more.

Now, let's get people excited about your products through content!

In this newsletter, you’ll find:

🚈 How to get people to care about your product with content

🔥 Latest updates in DTC and social media

🎧 New episode with Alexa Kilroy is out now!

We now have a referral program to gain free access to resources, but more on that later!

If a pal forwarded this to you, subscribe so you never miss out. And be sure to follow us on Twitter and Instagram.

No one cares about your product.

Seriously.

As an entrepreneur, you believe that your product will change the world.

Guess what?People are lazy and honestly don't like change.

Getting people to change their habits or buy a new product is hard.

Marketers and founders have hope that their product is a game-changer.

That's why they want to work for the brand or start a brand.

But not everyone has that same hope or early-adoption mindset.

This is not a knock on people who don't, because let's be honest, not all new things are beneficial.

The people that don't adopt early help you learn how to communicate and improve your product so that more people use it or enjoy it.

This truth also means you have to work hard at your marketing to teach people why they should care about your product.

I have been inspired by the book Perennial Seller by Ryan Holiday a lot over this past month, and today I want to break down the core concepts of marketing your products.

1. Show and Tell

It may be boring to you to say the same things about your product repeatedly, but until you own the majority of your market, most people don't know your product.

You have to get in front of as many people as possible and show them how your product works.

Educate, educate, educate.

Get on TikTok, Youtube - heck in front of people on the street, and show them your product.

Most people reading this newsletter work at companies where the product solves a problem.

You also work at companies that don't own the majority of the market.That means there are still MILLIONS of people SEARCHING for the solution- your product.

If you want people to care about your product, you need to get in front of them and show them your product.

Find where your audience hangs out, and be there!

2. You can't rely on paid ads

I know this headline will ruffle a few feathers, but it is a hill that I am willing to die on.

Paid ads are great but think about this scenario.

If you turn off your ads and customers stop buying, you are highly leveraged and dependent on ad platforms.

You honestly don't have any brand loyalty with customers.

They will just bounce to the next product that gets in front of their eyes.

I am not saying you shouldn't use paid ads, but when you want to become the majority of the market, you need to be top of mind without paying for that attention.

Ultimately, word of mouth will be huge for you if you want strong conversion without paying for it.

Having a great product is a given, but there are other ways of getting people to share about your brand.

Create an experience worth sharing about with friends.

People want to share entertainment or something fascinating.

What content can you create that is either funny enough to share or educational enough to send to others?

For education, if you are a skincare brand, for example, instead of educating on your product, educate about something more general like five myths about acne.

Go beyond talking about your product and talk more about your industry.

This video might be more share-worthy because it breaks a myth or a preconceived notion.

For entertainment, you could go on the streets and interview people about their skincare routine - the answers could be hilarious and worth sharing.

Sponsorship

Create Discount Programs for Hundreds of Customer Communities with SheerID

Verified, brand-owned, opted-in zero-party data is every marketer’s dream in a world where we rethink 3rd party digital campaigns as regulations start to tighten.

Previously, only large corporations had access to this kind of data.

Now you can too.

Tap into hundreds of customer communities with discount programs from SheerID- like military, global students (193 countries), nurses, and more.

With SheerID, you can acquire new customers from tight consumer communities that share offers with other members and become your own brand advocates.

After working with brands like Nike, Amazon, Spotify, SheerID is turning its attention to helping grow any e-commerce store with a user experience that is secure (prevents discount fraud), simple (takes about 10-15 min to get a live discount set-up), and safe (no data sharing or selling, ever, the best part!)

I am working with SheerID because they are a great product that also is not profiting from bad ethics like selling data.

They are offering a full functionality 30-day free trial with up to 500 verifications ($625 value) and offer their verifications on a pay-as-you model after the trial for $1.25 per verification after.

3. Content to engage customers after the first purchase

Ultimately, to get the majority of the market, you need to limit churn.

The first two sections were about attracting new customers.

Although that is important, a main flaw of brands' content is that they don't create for the customers who have already purchased.

To keep people in your ecosystem, you need to create content engaging people who already understand your product.

Long-form content plays nicely in this part of the customer journey.

You could do interviews, live chats within your community, or other long-form education that allow you to talk to customers longer.

Because they already bought your product, they are open to having a more extended conversation with you than someone who doesn't understand your product or heard about your brand.

The long-form content nurtures loyalty and allegiance to your brand.

This phase is a turning point from become casual fan to lifetime customers.

You need to focus on building content to get people to become lifetime customers if you want the majority share of the market.

Your product value propositions are great for first-time listeners, but after that, customers need depth.

This area of content takes longer to develop, but ask your most loyal customers what they want for content.

Your audience will help guide you on what you should create for them.

Today's newsletter is a little more big-picture than it is tactical or direct examples.

I want to leave you with this.

Nobody cares about your product - YET.

Don't be disheartened by that statement.

This fact should inspire you to keep going - the market is still yours for the taking!

Keep putting in the work every day to educate people about your product.

Celebrate the wins along the way, and don't stop moving.

Now for the moment, you have been waiting for - the winners of the giveaway sponsored by SheerID.The winners of $100 to your choice of DTC store:Sarah Levinger

Ada from WanderThe grand prize winner of $350 to your choice of DTC store:

Tessa from Pela

Thank you to every single one of you for being a part of this newsletter.

I am beyond grateful for this community that we have built together.

Keep creating!

Matthew Gattozzi

In Other News

🗜️ Tydo dropped Tydo Tables, a content series interviewing great DTC operators.

🚁 Snapchat created a drone to help you create content.

📺 Pinterest Launches New ‘TV Studio’ App as it Looks to Expand on its Live Commerce Offerings

📷 TikTok deepens AR investment with Camera IQ tools

📳 Instagram Tests New, Full-Screen, Scrollable Display of Posts and Reels

How to Market Your DTC Brand

Today’s guest is Alexa Kilroy, Senior Manager of Creative Strategy at First Day.

In this episode we will discuss:

• How to build your strategy for marketing

• What platforms are working and not working for First Day

• Alexa’s process to test creative from start to finish

Welcome to Our Referral Program!

1 Referral = a private database of ad inspiration

2 Referrals = a private Slack channel with Goodo Studios to answer all your content creation questions directly

5 Referrals = a free product video for your company

Resources if you need them!

We do get a commission from these links but I wouldn't share anything that I didn't think was worth it to you.

Adbox - They do all of the hard work of finding great creative so you can get inspired. Learn from the top brands on all major platforms.

Adison - I love saving all of the amazing ads that I have found. Adison gives you the ability to save great Facebook ads with a click of one button on Chrome. It is incredible.

Triple Whale - Have an attribution problem? Triple Whale is doing some incredible things to help you get your data all in one place to make the best decisions for your brand.