All categories/Marketing and growth
Marketing and growth
Positioning, ads, content, campaigns, channels. Audience and message before creative.
36 entries here · one process per category, checkpoints written per job
- Positioning: one sentence of differenceTwo years in and users cannot tell us from competitors.
- Audience: findable or it is fictionA detailed persona that is useless for targeting.
- Selling points: specs into reasonsMany specs and no idea which to lead with.
- Channel choice: one done wellA limited budget and too many channels.
- Campaign design: decide the prize firstA promotion where the boss wants noise.
- Budget split: 70/30, not evenSeveral channels competing for one budget.
- Content calendar: a month of topicsDaily posting and daily panic about topics.
- Competitor analysis: moves not marketingOnly their public marketing is visible.
- Ad creative: three variables at a timeCreative underperforms and the cause is unclear.
- Influencer partnerships: choosing and judgingInfluencer quotes with no way to judge value.
- Owned audience: value before sellingA group that turns into ads and people leave.
- Referral campaigns: not treating people as trafficA referral campaign with a fear of becoming spam.
- Landing page: one change at a timeLow conversion and an urge to redesign.
- SEO content: written for people firstSearch traffic wanted and the content is unreadable.
- SEM structure: three tiersSearch ads spend a lot and convert poorly.
- Naming and tagline: sayable, memorable, registrableNaming a product and writing its tagline.
- Measuring results: beyond ROIThe campaign ended and effectiveness must be stated.
- Growth hypothesis: state the betGrowth that feels like gambling.
- The one claim: what users repeatToo many claims and users remember none.
- Pain copy: what happened yesterdayPain copy that says 'inefficient' and 'costly'.
- Headlines: three directions, three eachHeadlines that are either flat or clickbait.
- Product page: answering return reasonsA beautiful page with high returns.
- Poster copy: one thing seen firstToo much on the poster and nothing reads at a distance.
- Push notification: worth tappingPush notifications with low open rates.
- Email marketing: subject lines decideBulk email with low open rates.
- Short video copy: the first three secondsViewers leave in the first seconds.
- Campaign rules: nobody has to askUnclear rules flooding support with questions.
- Slogans: sayable out loudDozens of taglines and none work.
- PR statement: facts without defenceA public statement is needed during criticism.
- Testimonials: choosing and shapingCustomer quotes that all sound fake.
- Case studies: project into storyCase studies that read as a chronology.
- Copy self-check: cut half and rereadCopy that feels bloated with no clear fix.
- Partner pitch: numbers, not sentimentA recruitment pitch full of passion and no enquiries.
- SMS and in-app messages: short enough to finishMessages read as spam.
- Livestream script: clarity over pressureLivestream patter that is all filler.
- Crisis response: apology or explanationUsers are angry about a product issue and a social response is needed.
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- Writing and copy47
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