Wes Kao 🏛

Some folks say “Avoid jargon! People don't know what x means!” 

Actually the best marketers use jargon to repel folks who aren’t a fit–and to attract the right customers.

Here are 3 examples of jargon used effectively:

This isn’t about using big words or acronyms to sound sophisticated.

It means using industry terms when it makes sense to.

And not “dumbing down” your content to cater to the lowest common denominator.

@EmilyKramer teaches B2B marketing. 

On her landing page, she doesn’t shy away from using marketing jargon like PMM, OKR, KPI, funnel, positioning, or growth levers. 

Those terms might be confusing for some people… 

But her target audience are senior marketers who get it. https://t.co/lymsyVtYJ9

Evelina at @parabolestudio teaches data storytelling for analysts & data scientists.

Her copy speaks to data scientists by mentioning Tableau, Power BI, and Nancy Duarte.

She mentions design terms like "visual perception" and "information hierarchy" too. https://t.co/AffHl1ke99

@tdavidson teaches a finance course for founders.

Instead of appealing to everyone, he filters out finance novices who don’t understand convertible notes, SAFEs, or options. https://t.co/zwZ4i8duRi

If you use jargon in your marketing, beware of getting feedback from friends who don’t fit your target customer profile. 

They might advise you to remove jargon simply because they don’t understand it.

Instead, ask one of your actual target customers.

PS If you’re an expert with tactical knowledge to share, consider teaching on @MavenHQ. 

It's a highly-leveraged way to scale your impact. 

Get started for free: https://t.co/N3r3d9AsiZ

Co-founder @MavenHQ. Previously co-founder of altMBA

I don't know who needs to hear this but if you feel self-conscious talking about your work.... you are probably exactly the kind of person who should talk more about your work 💜

PS When you’re ready to share your knowledge, teaching online is a highly-leveraged way to grow your impact. Get started for free: https://t.co/N3r3d9AsiZ

Next time you think your product has a problem--stop.

It's not a bug, it's a feature.

A simple framework for turning problems into solutions: 🧵

Marketers are often put in a tight spot.

Here’s a common situation:

CEO: "We have a product launch coming up. We need you to make people want this.”

You: “Umm I wish you had looped me in earlier. If it had x or y feature, it would be a lot easier to market.”

But it’s too late to change the product…

So what do you do?

Turn bugs into features.

In engineering, a bug is an error or defect.

The inside joke is engineers will claim a bug is actually a feature. That’s often not true with software.

But in marketing, we actually CAN turn bugs into features.

The best marketers and brands do this regularly.

The things you thought were errors, constraints, or liabilities can actually become selling points.

For example, I used to think being an introvert was a bug.

I wished I were more extroverted like other leaders and founders.

By thinking introversion was a bug, I kept beating myself up & lamenting my circumstances.

But when I challenged myself to turn a bug into a feature…

I realized being introverted contributed to my success–it allowed me to bring a different POV in a world full of extroverts.

The goal is to see your product–or yourself–with fresh eyes.

Features that you thought were initially bad might end up being what you emphasize.

Those features might be perfect for a specific customer or scenario.

Instead of rushing to change your product, you save time by working with what you already have.

You increase perceived value by owning the narrative.

Here are three examples:

Avis: Turning #2 into the winner

In the 1960s, Avis was the #2 car rental brand (behind Hertz at #1).

Back then, it was blasphemy to market anything but being #1 in your category. https://t.co/mw0EXnw7r4

But Avis turned the fact that they were #2 from a bug into a feature. 

They messaged that #1 brands don’t try as hard.

They said that because Avis was #2, they’d go the extra mile for you.

This frame shift caught customers’ attention and built trust in Avis.

Simplehuman: Trash cans as status symbols

If you think your category is boring, try marketing trash cans.

Simplehuman, a premium trash can company, turned a basic category into a design-driven, luxury experience.

Some sell for over $150—and they have a cult following. https://t.co/hBXFIy7lF3

Ugly fruit: Defects into selling points

One-fifth of all fruit and vegetables are thrown out because of small imperfections.

This causes a lot of waste.

So a French supermarket turned a bug into a feature. https://t.co/agMLwPNTxZ

They marketed ugly fruit as quirky, irreverent, interesting.

This gave customers a story to tell when their friends came over & saw a weird apple or funky looking banana.

They repositioned a bug as a feature.

The ugly fruit was a hit and sold out faster than normal fruit.

So how do you turn a bug into a feature? Own the narrative.

If you're going to do something anyway, frame it as an intentional choice.

There are many opportunities to turn bugs into features in daily work & life:

Bug 🚫: "This product is too basic. It doesn't offer enough features."

Feature ✅: "We do one thing–and one thing only: Help you get X done.”

Bug 🚫: "This sucks because there are major quality control issues..."

Feature ✅: "These ceramics are hand-made, so each piece is unique and will have minor differences."

Bug 🚫: "I don't want to do X. I don't enjoy it."

Feature ✅: "I could do X. At the same time, that's not highly leveraged and you mentioned wanting me to focus on Y. With Y, I recommend doing..."

Bug 🚫: "Ugh. Writing a 10 page proposal is a lot of work.”

Feature ✅: "I wouldn’t want you to have to read a 10 page proposal. How about I create a 1-page summary and we can go from there?”

When you feel frustrated by the product you have to market, think about how you can turn a bug into a feature.

Is your product “too simple” compared to competitors?

Maybe simplicity is exactly the value proposition that a specific customer archetype is looking for.

Or vice versa.

If your product is “too complicated” compared to your competitors, maybe there are customers who want a comprehensive, heavy-duty product.

To apply this framework, ask yourself:

1. What do you think you have to hide?

2. Is it something you can emphasize instead?

When you have a constraint, don’t automatically look to downplay it.

Lean into it. Turn a bug into a feature.

If you enjoyed this, I write threads dissecting entrepreneurship, education, and marketing every week.

Follow me @wes_kao to catch them in your feed.

PS This lesson is part of our free program on building a successful cohort-based course. If you're interested in teaching on @MavenHQ, join here: https://t.co/N3r3d9zUtr

Emily Kramer

Christian Wattig

Amanda Natividad

How to monetize your expertise:

On Thursday, I’m hosting a Q&A with
• @emilykramer, fmr Head of Marketing at Asana
• @ChristianWattig, Head of Training at DataRails
• ​​@amandanat, VP of Marketing at SparkToro

Learn how they turned their insights into revenue streams.

We’ll cover how to:

• Identify the juiciest topics for your audience
• Turn your hard-earned knowledge into a course
• Market your course authentically
• Start small and iterate

Join us on Thursday, March 2, 6-7pm ET

https://t.co/YiF6rjROuC

Living in the past is sad.

That’s why I try to be “nostalgic in the moment.” 

What does this mean?

Nostalgia is the feeling of being wistful about the past. It’s a bittersweet (happy and sad) feeling.

Some people like being nostalgic. They like thinking about old friends, old memories, and times that have come to pass.

But I’ve always disliked it.

Why? It felt unsatisfying to yearn for something that doesn’t exist anymore.

Thats why I’m nostalgic in the moment. 

When I’m experiencing something, I’m grateful and nostalgic for it WHILE ITS HAPPENING. 

This helps me appreciate the moment now, instead of waiting to appreciate it later when it’s gone.

To be clear, I’m not saying you shouldn’t think of old happy memories. I love looking at photos and thinking of good times.

But for me, there’s a difference between

“Yeah, those times were awesome” 🥹😊

vs

“Sigh, those times were awesome…” 🥺😔

If there’s a beautiful scene you’re living, don’t wait until you look at pictures next year to remember how much fun the moment was. 

Don’t wait until you wish you could go back. 

Be nostalgic in the moment.

Sharing spiky POVs on business, marketing, education | Co-founder @MavenHQ. Previously co-founder of altMBA

Maven 🏛

Happy Halloween from your friends at @MavenHQ 👻 https://t.co/6jZ8R65gTH

Most of us ask for things all the time…

But we don’t think about why the other person would say yes.

How to get buy-in from anyone:

You need buy-in for crucial moments & in daily work:
 
• Getting a warm intro
• Pitching your idea
• Applying for a job
• Closing a sale
 
Notice how these are all situations where the person COULD say yes…
 
Or they could ignore you, which is a polite way to say no. :]

Let’s invert the problem.

Why do people say no?

They say no because they don't see how a situation is beneficial to them.

You wouldn’t do something if there's no upside for you.

Too often, when you write or speak to others, you're only thinking of why an idea is good for you.

This is the most important time to position why an idea is good for THEM.

The truth is, a lot of your requests--for customers, leads, or cross-functional team members--are probably a bit selfish. This is normal.

To counteract your default "me"-centric viewpoint, you have to actively and consciously choose to see things from the other person's point of view. 

Then use those insights to frame your idea.

To increase the chance of getting a yes:

1) Write the ask
2) Highlight parts that benefit you
3) Highlight parts that benefit the other person

You may be surprised how much of your note is self-serving. 

The key is to edit so the final version is ~90% about the other person.

For example, here’s a cover letter I edited for a friend.

🟨 = about themselves (bad)
🟩 = about the other person (good)

After the exercise, they were shocked at the page full of yellow highlights.

Their pitch email was entirely about themselves! https://t.co/FD9sOHh5SI

Bottom line: If you can't think of why it would be rational for them to give you an enthusiastic yes...

Go back to the drawing board.

Be glad you caught yourself before hitting send because you still have time to improve how you frame your idea.

Right now, you probably have a situation where you are hoping for a yes.

You’re going to have to ask for it. Show people what they gain, not what you gain. Give them a reason to say yes to you.

Give it a shot and let me know how it goes.

PS While you’re here…
 
There are 100+ courses on @MavenHQ starting soon on topics like career growth, leadership, writing, and more. Check it out: https://t.co/8qSCZJryAV

What’s one thing that’s conventional wisdom in your craft, but you don’t do it & still get outcomes that are just as good?

I’ll go first: I don’t have a set time to write, never have. Been writing my newsletter for 12 years, wrote 47 articles in 2020, and thread/wk for 9 months

@TheLanceSun @thatroblennon I went to an event a few months ago and my conclusion was: “I’m so grateful to live in the age of the internet where I can meet most of my friends online first, then in person.”

@callumpbirch I jokingly say a bunch of small things are my dream (“It was my dream to go to Target this weekend! And I did.”)

It’s a mental hack bc I’m constantly achieving my dreams. Little wins stack & compound. More importantly, it tells your brain you’re someone who achieves their goals

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