🥗Unlimited Content?! Here's How

Hey there, and welcome back for another bite to chew on

This week we’re talking about content.

… and more specifically, we’re talking about how you can create unlimited content!

Why?

Because one of the primary issues we hear from brand founders is that they lack enough (good) content to scale their brand.

So, in this newsletter, we’ll show you how you can create an abundance of content - so that you don’t have to worry about content volume again.

The newsletter will be divided into two sections - which is the sourcing part. And then the “What the hell should my content be about” part

But before we dive in, we just wanted to give you this weeks free resource about setting up, testing, and scaling your Meta ad account.

Click the button below to grab it 👇👇

PS: If you found it helpful, tweet at me and let me know.

PPS: If you want to spread this to as many people as possible, go re-tweet, like, and comment this tweet

Ever thought about why people buy other people drinks at the nightclub?

Or why you can get free samples in certain retail stores?

The reason is simple.

They give something of value first.

And then know that you’ll give something of value back to them… even if they don’t ask for anything in exchange.

This is the law of reciprocity - and it works in all facets of life. Both business and personal

You might be thinking, “Ok, but what does that have to do with getting content.”

The answer is simple. It has everything to do with it

One of the primary tactics that we’ve used this year to get an abundance of good, authentic, and high-quality content is by seeding out a ton of products to creators without expecting anything in return.

Like, nothing.

We send them the product, and that’s it.

If they like it, they will make content for us without us having to ask for it nor pay them - because they’ll feel like they owe us something.

If they don’t like it - well… then all we’ve lost is the COGS + Shipping.

Companies like Gillette have used similar strategies since the 1990’s and with great success.

In fact, we just wrote a thread about how they’ve used the law of reciprocity to make $60mm per yer. Click here to read the thread

The best way to get real, authentic content is from your best customers.

They’ve tried your product, they know you, AND they are happy.

… and there are a few ways to go about asking them for content

If you have a community of some sort, you can simply ask a question there, and you’ll get lots of content simply by posting and offering a gift card of $XX.

But if you don’t have a community (yet!) then what you can do is:

1) Filter by your best customers. For example, the ones that have purchased the most frequently or the ones that have the best LTV

2) Shoot out an email to them and ask if they want to share their opinion

3) Use a tool like VideoAsk (by Typeform) to make it as easy and frictionless for them to create and send a video to you.

What you can also do is ask your customers if they’d be willing to hop on a zoom call with you, where you record their answers to your questions.

We’ve found this conversational approach to give us the best quality of content

Tactic #1 costs both time and a little bit of money - but works very well

Tactic #2 costs more time than money - but also works very well

The last tactic you can use costs more money than the other tactics but doesn’t cost you that much time.

This tactic is about using existing creator networks and getting creators to apply to work with your brand (inbound)

This can either be done through the use of an agency or a SaaS tool.

Whenever we’ve been time-strapped, we’ve used a SaaS tool called Insense to easily hit publish on a campaign and then get a ton of applications within a day.

It’s 100% worth it to check out. Especially if you are time-strapped and want to find the most time-efficient way of sourcing content creators for your brand

Click here to check them out

Alright, so that was the sourcing part.

Now onto the other side of the table - which is…

How do you come up with a shit ton of new creative ideas?

One sentence that we hear a lot from brand founders and creative strategists is: “We can’t come up with new concepts/angles for our product / offer”

… and then we look through the angles they’re running

… and we see the same 3-5 angles and are like: “You haven’t tried hard enough.”

Here’s a good example from Magic Spoon - who has found 32 different ways to market their cereal

Just wanted to highlight that.

THEY SELL CEREAL.

If they can find 32 different ways to market their cereal, you can find 32 different ways to market your product too.

Here’s how you can do it too:

- Read through all of your reviews

- Find the phrases that your customers use to describe their problems and the reasons why they bought

- Turn those phrases into ad hooks

- When done with that, take those same reviews and get ChatGPT to come up with new angles + find angles you haven’t noticed

In case you’ve been sleeping under a rock for the last 2 weeks - remember to listen to our latest podcast with Nik Sharma

In case you haven’t been sleeping under a rock and HAVE already listened to the podcast episode - let us know what you think about it by replying to this email.

This episode is sponsored by TapCart - the leading mobile app for Shopify merchants

As always, thank you for reading along. We appreciate and love you.

And we look forward to seeing you again on Sunday

All the best,
Ron & Ash