1. Don’t treat the official 'courtesies' as your marketing copy; excellent projects will have at least two sets of copy.

When reaching out to potential investors, community users, and KOLs, you need more direct information transmission.

Think about what kind of information will elicit a response from the other party (that's right, you might not get any response. It's not that the other party can't see it; they're just too lazy to reply or don't know how to respond).

The more power someone has, the more precious their time and energy become. Those without power will care more about trivial gains.

Similarly, for people who are of great help to your project, remember that you can't let them think too much. The more verbose the statement, the easier it is for them to ignore. The key is to directly make them interested.

You can try:

[Directly describe the usage scenario]

We are a product that uses digital currency to play cards with friends.

[Give specific examples]

We can achieve an annualized return rate of 80% without loss of principal.

[Describe your most impressive endorsement (impressive investors)]

We are a project invested in by Binance.

[Comparison with established products]

The trading tool created by the four of us can generate a monthly income of 1 million USD, while a similar project with 100 people hasn't earned as much as we have.

2. Where does free exposure come from?

Let me give an example. When I was an investment manager, I handled a dying project without a promotional budget. I helped it reach 3 million users and turn the crisis around by leveraging all possible free traffic.

Here are some small tips:

[Prioritize tapping into the founder team's communication points] Look for possibly traffic-generating tags and news points within the founding team.

[Seeking all free reports] People must always think in reverse. If you want traffic, others want it too. If you have a good story, they will help you promote it even without paying.

At that time, we had no budget, so I found the founder's tags, such as starting a business in the suburbs, beautiful bosses, interviewing top wealthy individuals, etc. When I chatted with entrepreneurial media, they were all special reports (slightly boosting our visibility).

The competition among domestic application markets is fierce, and budgets are tight. Participate in all free Android application markets and don't scoff at marketing activities. After winning a few golden awards from application markets, natural traffic will bring in hundreds of thousands of users, and then continue to seek reports using those tags.

3. Spending money on ads is always the lowest form of customer acquisition. Spending money on ads is about spreading valuable Game points.

If you have nothing, spending money to hype your project is just wasting the investors' money. If I were an investor and found that a project was blindly spreading without a marketing framework, I would basically give the project a death sentence.

The so-called Game points are like punchlines in a stand-up comedy; you must embed an assumption at the beginning to get users into your rhythm. When you want to reverse and explode the humor (TGE), that's when users will follow your changes and shift their emotions.

You must, must, must prepare the operation tasks two months in advance and invest in technology (we'll discuss the fourth point later).

Top KOLs and the community are used to set the tone for the project, giving the public the simplest and most straightforward understanding of it.

Mid-tier KOLs are responsible for creating a lively atmosphere.

Let users and KOLs follow the trend.

Never do things while peeking at the results. No valuable person likes to waste their time on your project in the community. This circle is here to make money; if everything is unrelated to profit, there must be a cake to talk about dreams, otherwise, it’s no different from a scam.

4. You must tilt at least 70% of your technical support towards your marketing activities in the beginning.

The first version is called MVP, used to secure investors and attract real users to determine whether your entrepreneurship is valuable.

The second version must build a user system (think about whether it can grow). When you get a sum of money and want to promote on a large scale, it’s definitely not just about bringing a bunch of people to play your MVP. The likelihood is low that they will stay, except for those beautiful applications with great UX.

Users are very picky. When a user first interacts with a product, whether they can continue with you for a long time depends on their first intuitive feeling: Is the UI interactively comfortable? Is there profit here for me? Do I have the desire to share?

I believe that by now, those with a bit of intelligence have understood.

With the same marketing budget of 200,000 USD, we gained 1,500 seed users.

One is continuous growth with a user system.

One is a product without a user system, where users lose patience and money is wasted.

The effects are worlds apart. Founders who are technically oriented often underestimate this part, thinking they can just iterate slowly. Sorry, users are hard to attract, and if they feel they can't benefit, they will leave quickly and for good. Overestimating your image in Web3 is a must-learn lesson for every arrogant founder.

People in this circle are the most impatient group; everyone remember this.

So what exactly is a user system? We will discuss that in point five.

5. What exactly is a user system?

There are actually many concepts about user systems, but it's really unnecessary to look into them. I summarize it as follows:

Stimulate your users' key behaviors in your product, designing to induce them to help your product grow spontaneously without overextending their social network, and continuously show off their growth to others in the product's development.

It sounds a bit convoluted, doesn't it? Let me use @chipchipgame as an example.

We are a product that uses digital currency to play cards. What are the key behaviors of our users?

Recharge and generate more revenue (so we need to stimulate. We designed a points system. Even if you come every day, if you generate more revenue, you will have more points than others).

‘Design to induce them to help your product grow spontaneously without overextending their social network.’

Our product focuses on designing a way to help users quickly invite friends to play cards at one table. As long as their friend comes in to play cards, this person will be permanently bound to them without overextending their social network, leading to spontaneous user growth, and users who initiate growth will benefit.

‘And continuously show off their growth to others in the product's development.’

The CHIPCHIP product has a VIP system, with special future airdrop expectations, and the difference in rewards for how many coins can be obtained later is significant.

The class representative should use this well.

It's written too long for everyone to digest later.

If everyone enjoys this series, I will continue to produce it. I hope every boss can create an impressive product that can withstand both bull and bear markets.