3 tips in 3 mins: write copy you'd like; fastest path to growth, you don't need more code
Hey, Yasin here!
I’m just back from a cycling trip from Bordeaux to San Sebastián. My first ever cycle beyond the local shops. It was beautiful and brutal in equal measure.
I could try and create some tenous link to a business lesson, but that’d only serve to bastardise it. If you’re doing/have done a similar trip, reach out! I’d love to ehar about it.
This email is a 3 min read.
A copywriting tip
Move away from ‘what copy should I write?’ and towards ‘what copy would I like to see?’
This SOUNDS small, but really is the difference between copy that moves people and copy that flops.
And remember, we’re in the attention economy, so as consumers we like things that are differentiated AND shine a light on our desires.
So be different. Zig when others zag. Do what hasn’t been done before. But use your own tastes as an anchor to your radical ideas.
2. A growth tip
Increasing prices is the easiest path to increased growth.
More than decreasing churn.
Or doubling the number of users.
Because it’s the easiest way to influence margin. And when margin is tight, growth is slow.
Here’s how the math works:
You make £10k/mo selling cat hats. It requires 7k to fulfill those orders.
Your current profit is £3k.
If you double your revenue to £20k/mo, your profit rises to £6k.
If instead you halve your churn, from 3 to 6 months, after quite some time your profits will rise above £6k.
But by doubling prices, you go from £3k to £13k in profit.
By doing this, you can now rest assured that as you turn up the dial on ad spend your massive margin will keep you safe even as ads get more expensive.
So you become more profitable AND can grow faster. Beautiful.
3. A product tip
Ask yourself this: ‘How can this be done without the help of an engineer?’
If ad spend is the lazy (wo)man’s way to market, code is the lazy (wo)man’s to build product.
When all creativity ceases to exist, ad spend and expensive code come out to play.
And it often leads to crappy features that take way too long to build.
Why?
Because if I ask you ‘what would you change about X product to make it better?’ and don’t provide any constraints. You’ll always come up with some half-baked answer.
And when we have great developers at hand, it’s easy to flippantly give them work that’s meaningless at best, detrimental at worst.
By weaving no-code/low-code experiments into your product cycle you raise the bar on what is an acceptable feature to go after. And you validate your ideas so that when you pass them to the dev team, everyone knows its something worthwhile to go after.
Another question I’ve found really helpful: ‘how can we validate this in a week, instead of a month?’
You get 1000s of emails and you chose to read mine all the way to the end. For that, I’m bloody grateful. 🙏
See ya next week!