In this week's newsletter: Do You Miss 50% of The Marketing Magic Formula?
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Weekly Briefing No. 183
by Edwin Abl

Hey — It's Ed. Welcome to my weekly briefing. 

Quick Reminder: You are receiving this email because you subscribed to my weekly newsletter. It's not a link dump of "hey, here's what I'm listening to and reading." It's 7+ articles, with summaries, notes, views, and commentary, spanning topics on leadership, B2B SaaS marketing, SaaS GTM, sales, well-being, or other interesting finds from around the web. Occasionally, I send long-form articles on leadership, marketing, and personal growth.

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==> In this week's briefing: 

  • Advanced time management principles 
  • Nine secrets to success and happiness 
  • Do you miss 50% of the marketing magic formula?
Thank you for subscribing 🙏. 


1. I’m re-reading: Snow Leopard - How Legendary Writers Create A Category Of One by the team at Category Pirates. The significant learning for me with this book is how to think of its application to your content strategy, and I wish I had read this eight years ago. I hope I read this because it highlights what you need to do as a SaaS business to scale content angles, distribution and engagement. 

In short, There are five levels to becoming a legendary writer, creator, and “thought leader” in your field.

Level 1: Consumption
Level 2: Curation
Level 3: Obvious Connection
Level 4: Non-Obvious Connection
Level 5: Category Creation

2. Advanced time management principles.  

3. Time management is a challenge that never ends. This week, I received great advice on differentiating between “urgent” and “important”. Here’s how to put that concept into action - focusing on what’s essential and not just what’s urgent. 



4. How do you deal with products with two audiences/types of users? 

5. Here is how Superhuman found product market fit. What’s interesting is the term coined “high-expectation customer framework”. It gets to the detail of how you position your product or brand with emotion, plus segmented precision. 

🟢 Questions to cover: 

❓Who is the customer that needs/wants your service or product most?
❓Why does your product or service matter to them?
❓How do they feel about your product or service?
❓What is it's a true benefit to them?
❓Will your product exceed their expectations?

The High Expectation Customer Framework.

6. This is a powerful reminder of why it's not wise to react too quickly to changing marketing spending right now. Brands that increase spending in a downturn capture most of the growth during the recovery. And as competitors scale back, even just maintaining your spending will win you an extra share of voice.



7. Nine secrets from Neil Pasricha in building resilience and happiness: 

✅ Add a DOT-DOT-DOT 
✅ Shift the spotlight 
✅ See it as a step 
✅ Tell yourself a different story 
✅ Lose more to win more 
✅ Reveal to heal 
✅ Find small ponds 
✅ Go untouchable 
✅ Never, never stop

More here



One more thing...Thanks for reading.

Enjoy your day. And if you like this newsletter and want to support it, forward it to a friend 🤝, tweet me 👏, or if you’re seeing this newsletter for the first time, you can subscribe here.



 🤔 Do You Miss 50% of The Marketing Magic Formula?

The average CEO misses 50% of the marketing magic formula.

Because great marketing has two parts:

1. Sales Activation, i.e. Demand Generation 
2. Brand Building, i.e. Scaling an audience 

Here are three strategies that can work extremely well:

- Field Marketing 
- Outbound SDR
- Linkedin Ads 

Most CEOs get marketing focused on these levers but miss (or don't invest enough time) eliciting emotions and building an audience with marketing (helping the brand). 

Here are six emotional outcomes your audience should feel:

- I feel safety 
- I feel excitement 
- I feel connected
- I feel power 
- I feel enjoyment 
- I feel in control 

Suppose you align with marketing and believe in brand building. In that case, you will start building future leverage for the 50% magic formula; what you want:

- Audience building
- Emotional connection with your audience
- A "pull" effect into your pipeline 

It takes time, but if you want to help build your brand in a way that aligns with the product, audience, and goals. It would be best if you started now. 



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This newsletter is my passion project. I hope it helps you gain deeper insight and equips you to learn at the pace needed to keep up. Many readers have asked about how we can work together. In case you’re interested, I do three things.

(1) DUE DILIGENCE FOR INVESTORS & CEOs: A bespoke framework and capability model ‘DEMAND KARMA’ that delivers DD services to investors, VC firms and CEOs. 

(2) ADVISORY: Retained advisory at funded scale-ups. A simple monthly fee. Helping CEOs build a scalable marketing machine.

(3) MENTORING: Designed for people looking to get to the next level — Director, VP and new CxO. My sweet spot is helping to mentor developing VPs / "Head of"  / aspiring leaders to step into the CxO role.

If you’re interested, let’s jump on a call to see if you’re a good fit. 

Click here to schedule a call.
Copyright © 2020 Edwin Abl, All rights reserved.

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Edwin Abl · 32 Lavender Sweep · London, London SW11 1HA · United Kingdom