Growth Marketing Playbook

When it Comes to Growth Marketing Let the World Tell You Wants Gonna Work!

Growth marketing, what’s gonna work? Truth is no one knows what going to work for your products or services, not even you, but if you’re open-minded and willing to try things and willing to work through this framework that I’m gonna gift you, we will find tactics that will work, and you’ll be able to grow your business!

Before we dive into this post, I want to start with the right mindset, please answer the following question for yourself, which is more important?

• More users
• More revenue

Growth Marketing — When you use traditional marketing, psychology, and technology to achieve the ultimate business growth in the shortest amount of time.

You need not use all of the strategies I’m gonna layout below, but if you can find a way to use some of them you will see growth in your business. Before we dive in let’s just cover some basics.

When you merge these three disciplines together, you can tap into tried-and-true psychological triggers and marketing tactics that are proven to work, and multiply them using the power of modern technology to achieve exponential results.

Disciplines of Marketing

Marketing — 4 P’s

• Product — Understanding the product so you can market it well.
• Place — Where are you going to sell this? Who is your ideal customer and where do they hang out?
• Price — There’s always a bell curve so you want to find that sweet spot.
• Promotion — Is there a reason why they will buy it now? Make a list of reasons why your customers will take action now.

Now while you don’t necessarily need to have a background in marketing in order to use growth marketing, it’s important to understand the fundamentals of the 4 P’s, so that you can tweak them using the growth hacking strategies I’ll show you throughout this post.

Disciplines of Technology

The second discipline of growth marketing is Technology. This is an important piece that separates growth hacking from pretty much every other type of marketing out there and will allow you to effectively turbo-boost your growth.

We talked about how you have to understand the product in your marketing. With technology, you have the power to actually change the product and make it market itself.

• Technology is data-driven so setup good analytics.
• With technology, you can shape the product.
• We can leverage technology and actually change the product to grow itself!
• Utilize programmers.
• Use APIs and create automation.
• Use sophisticated software to do things, stay away from fly by night solutions.

I’ll go through a whole series of “Product Tactics” later, but for now, it’s important to start thinking about how you can leverage data, utilize engineers, and tap into integrations and API’s in order to amplify your growth.

Disciplines of Phycology

Make use of phycological triggers and always present the truth in the best possible way, by using some or a combination of the following triggers. “People do have free will, but once you start growth hacking, they don’t use it as much as
they think they do.”

• Self — People don’t care about your product or you, 🥺 they care about themselves. So, get into their show. Don’t show off with awards, e.g. speaking directly to your audience’s pain points at the top of your landing page.
• Progress — People are obsessed with progress, so ask yourself what are they trying to achieve? Video games are a good example of how to use progress. e.g. “progress bar” of how complete your LinkedIn profile is; e.g. progress
  of how many friends you’ve referred to an app.
• Time — The most valuable resource and everyone has an unknown finite amount of it. Time scarcity = discount or how much time you save them. e.g. Rhinolaces.com “countdown sale” bar dynamically refreshes each holiday.
• Contrast — It’s not what something is it’s what it’s next to. e.g. The product is now $10 and its use to be $35. Contrast with competitors. In reserve, we can use popcorn at the movies. They sell a small, medium, and large for 8/8.5/9, and with no contrast they got you to buy the large.
• Fear — People are driven by fear. Like FOMO = Fear of missing out. Also, security companies may use the increase in crime stats to sell more installations. e.g. Kanye’s popup shop “only here for 2 weeks!”; e.g. fear-based headlines to get you to watch a whole news program.
• Social Proof — People like social interaction and social acceptance, people want to hear that people agree with them. People follow the herd mentality. Show them how many other people are using your product, make them feel safe. Use testimonials. e.g. useproof.com plugin.
• Logic — People buy with emotion, but they want to justify the decision with logic. You need to put enough logic around your product so that people can check that box off once they’re already sold emotionally. Lead with emotion and then show them the logic. e.g. slack.com/features

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