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Dekker Fraser, MBA
United States
เข้าร่วมเมื่อ 24 มิ.ย. 2006
Welcome to the official TH-cam channel for Dekker the Marketer. This channel is committed to videos and course updates related to product marketing, digital marketing, B2B marketing, SaaS marketing, and other marketing management topics.
Dekker Fraser's Marketing Courses: www.udemy.com/user/dekker-fraser/
✓ Former VP of Marketing for a Google accelerator startup and Global Marketing & Brand Manager for Sony PlayStation
✓ Top-selling marketing instructor & coach with 700,000 enrollments
✓ Marketing thought leader & Silicon Valley marketing executive
✓ Marketing author ("Become a Product Marketing Manager" & "Product Launch: How to Go to Market")
✓ Kellogg MBA
➔ Follow me at www.linkedIn.com/in/dekkerfraser
Do LIKE, COMMENT & SHARE :) Don't forget to SUBSCRIBE to this channel and press the 🔔 BELL to get notifications of new videos with the latest marketing hacks.
Dekker Fraser's Marketing Courses: www.udemy.com/user/dekker-fraser/
✓ Former VP of Marketing for a Google accelerator startup and Global Marketing & Brand Manager for Sony PlayStation
✓ Top-selling marketing instructor & coach with 700,000 enrollments
✓ Marketing thought leader & Silicon Valley marketing executive
✓ Marketing author ("Become a Product Marketing Manager" & "Product Launch: How to Go to Market")
✓ Kellogg MBA
➔ Follow me at www.linkedIn.com/in/dekkerfraser
Do LIKE, COMMENT & SHARE :) Don't forget to SUBSCRIBE to this channel and press the 🔔 BELL to get notifications of new videos with the latest marketing hacks.
Simply Put Book Summary
Simply Put on Amazon: amzn.to/3WuJ08Q
Simply put. Why clear messages win and how to design them. One of the key lessons from this book is that people barely hear what you’re saying. The solution is to use simple messages because they’re stickier and more successful.
For example, the slogan “1,000 songs in your pocket” for iPhone or “Just do it” from Nike. Notice that Nike no longer even needs to use its logo for you to associate the slogan with their brand. Companies often get simpler over time. When a brand first launches, it has to always have the brand name next to the logo. Over time, however, the logo or slogan can stand on its own because people make the natural association with the brand name.
Messages without fluff are highly successful. Take for example how Trump’s speaking style has changed over the years. He’s dropped a lot of the intellectual words and now speaks in short, simple soundbites using concrete language.
This simplicity is effective because there’s a huge difference between the message you think you’re sending and what’s actually received. One reason communication fails is simple: Nobody cares about what you are trying to tell them, and they especially don’t care about what you’re trying to sell them.”
You’re fighting an uphill battle against apathy and disinterest. A good example of this comes from the book How Brands Grow where Dr. Byron Sharp debunks the myth that customers fall in love with your brand. They generally only care about your brand when they have an immediate need. People are too busy to care about you, and they don’t notice most things. So the biggest challenge is to simply get attention-breaking through the noise. People filter out MOST things so you have to figure out a way to get noticed.
You can do this by changing 2 things: what you say and how you say it.
Once you get noticed, the challenge then is being remembered. And there are 4 types of memory: sensory, short term, working, and long term.
And memory decays over time. This is a key reason why frequency or repetition is so important in marketing. In fact, the main function of advertising is to combat memory decay.
Only a fraction of your marketing is actually understood. At the top of the funnel are things that get noticed. A fraction of that is remembered in the middle of the funnel. And then at the bottom is a tiny fraction of things that are understood.
Normally people don’t care what you say. They just ignore you…tune you out. So many of the successful ads out there are just great at grabbing attention. Think about the Old Spice man on the horse. Or the viral video from DollarShaveClub.
There’s so much clutter and chaos in the world that very few messages get noticed.
We can combat this by understanding these two key human biases: First, we perceive tasks as more complex than they actually are. And second, we favor things that are easier to understand. The conclusion here is to simplify: create messages that are easily perceived, understood, and acted upon.
One demonstration of this is that people prefer names that are clearer and easier to pronounce. In my opinion, Vanta is an almost perfect example of branding. One reason is that the name is distinctive yet incredibly easy to pronounce.
Research shows that products with easy-to-read fonts are more likely to be purchased. Images with higher contrasted backgrounds are rated as prettier. And websites that load faster produce more sales. Easy things create positive feelings & drive action.
You have to prioritize the receiver: what are their goals, needs, desires? What’s in it for them? In my experience, most cold emails are incredibly self-centered and talk more about what the sender wants than what the receiver gets. Some of the best emails I sent were ones where I started off by offering money or a free gift card. This gets straight to the point of what's in it for you. If you work in B2B, you also need to understand that what the manager wants may be very different from what benefits the company. That’s why gift boxes and gift cards are often so effective.
Here are a couple messages that do a good job communicating what the receiver wants: FedEx: When it absolutely, positively has to be there overnight. Black & Decker: quick home repairs, do it yourself projects. Use on wood, metal, and plastic.”
Here’s a useful 3-step formula for marketing: (1) Start with a hook that communicates an emotional benefit (2) Then give an intro that discusses a functional benefit (3) Lastly, explain the details which cover a feature.
One way to test the cohesiveness of your is by replacing the word “and” with “so.” Here’s an example: “We are going to develop a loyalty program SO we’ll release a line of collectible coffee mugs.”
#copywriting #communication #marketingbooks #copywritingbooks #communicationskills
Simply put. Why clear messages win and how to design them. One of the key lessons from this book is that people barely hear what you’re saying. The solution is to use simple messages because they’re stickier and more successful.
For example, the slogan “1,000 songs in your pocket” for iPhone or “Just do it” from Nike. Notice that Nike no longer even needs to use its logo for you to associate the slogan with their brand. Companies often get simpler over time. When a brand first launches, it has to always have the brand name next to the logo. Over time, however, the logo or slogan can stand on its own because people make the natural association with the brand name.
Messages without fluff are highly successful. Take for example how Trump’s speaking style has changed over the years. He’s dropped a lot of the intellectual words and now speaks in short, simple soundbites using concrete language.
This simplicity is effective because there’s a huge difference between the message you think you’re sending and what’s actually received. One reason communication fails is simple: Nobody cares about what you are trying to tell them, and they especially don’t care about what you’re trying to sell them.”
You’re fighting an uphill battle against apathy and disinterest. A good example of this comes from the book How Brands Grow where Dr. Byron Sharp debunks the myth that customers fall in love with your brand. They generally only care about your brand when they have an immediate need. People are too busy to care about you, and they don’t notice most things. So the biggest challenge is to simply get attention-breaking through the noise. People filter out MOST things so you have to figure out a way to get noticed.
You can do this by changing 2 things: what you say and how you say it.
Once you get noticed, the challenge then is being remembered. And there are 4 types of memory: sensory, short term, working, and long term.
And memory decays over time. This is a key reason why frequency or repetition is so important in marketing. In fact, the main function of advertising is to combat memory decay.
Only a fraction of your marketing is actually understood. At the top of the funnel are things that get noticed. A fraction of that is remembered in the middle of the funnel. And then at the bottom is a tiny fraction of things that are understood.
Normally people don’t care what you say. They just ignore you…tune you out. So many of the successful ads out there are just great at grabbing attention. Think about the Old Spice man on the horse. Or the viral video from DollarShaveClub.
There’s so much clutter and chaos in the world that very few messages get noticed.
We can combat this by understanding these two key human biases: First, we perceive tasks as more complex than they actually are. And second, we favor things that are easier to understand. The conclusion here is to simplify: create messages that are easily perceived, understood, and acted upon.
One demonstration of this is that people prefer names that are clearer and easier to pronounce. In my opinion, Vanta is an almost perfect example of branding. One reason is that the name is distinctive yet incredibly easy to pronounce.
Research shows that products with easy-to-read fonts are more likely to be purchased. Images with higher contrasted backgrounds are rated as prettier. And websites that load faster produce more sales. Easy things create positive feelings & drive action.
You have to prioritize the receiver: what are their goals, needs, desires? What’s in it for them? In my experience, most cold emails are incredibly self-centered and talk more about what the sender wants than what the receiver gets. Some of the best emails I sent were ones where I started off by offering money or a free gift card. This gets straight to the point of what's in it for you. If you work in B2B, you also need to understand that what the manager wants may be very different from what benefits the company. That’s why gift boxes and gift cards are often so effective.
Here are a couple messages that do a good job communicating what the receiver wants: FedEx: When it absolutely, positively has to be there overnight. Black & Decker: quick home repairs, do it yourself projects. Use on wood, metal, and plastic.”
Here’s a useful 3-step formula for marketing: (1) Start with a hook that communicates an emotional benefit (2) Then give an intro that discusses a functional benefit (3) Lastly, explain the details which cover a feature.
One way to test the cohesiveness of your is by replacing the word “and” with “so.” Here’s an example: “We are going to develop a loyalty program SO we’ll release a line of collectible coffee mugs.”
#copywriting #communication #marketingbooks #copywritingbooks #communicationskills
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Really clever explanation and no unnecessary verbiage! Respect! + subscription
Everything is clear. Brief and clear. No water. Thank you)
Will I earn from running ads?
I have a question Reddit platform ads good for digital products? Please tell me. Thabk u.
I like it!
Thanks for the video! Loved it very much!
A good lecture that will benefit all who have followed this excellent explanation.
5:16 I don't understand here... In the previous section, the Map identifiers only recognized the full names and locations of your customers, but there are no emails or phone numbers. How can Facebook find the exact Facebook accounts of these customers?
what do you mean with "junk inventory"? I didn't get it!
You just indirectly created one of the best copywriting courses ever 😂
Thank you for explaining everything so clearly. Everything is very clear. Like for the explanation.
great video. What is the best rule to follow when is the right time to move an ABO campaign to CBO? Is there any rule on how many winning CREATIVE combos to generate first?
Thanks for sharing!
Of course!
Thanks thanks thanks 🙏🙏🙏
Great video, thank you!
Thank you for sharing this information by viewing it here🇧🇷
Também estou interessado no assunto, me parece ser um oceano azul. O Kwai também é uma rede social muito interessante de se trabalhar
Easy to follow your points, thank you for the review! Best of luck
Reddit ads good for drop shipping. Which type of product convert. If you reply it help a lot
I had success selling digital products
Everything is clear. Brief and clear. No water. Thank you)
how effective is this for getting followers? I currently have 50 followers and I want to use engagement campaigns to get to my first 1k followers so that future tweets have more success.
Everything is clear. Brief and clear. No water. Thank you)
Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!
Love your way of giving book summary. People love catchy powerpoints or animation for youtube videos, but for learners wanting to learn sth, nothing beats the listening while I can read combo😂 I can refer to the document for parts I have missed Good work for making summary. Hope your life grows 10x😊
Wow thanks a lot :)
Ugh, just fire!
Thank you! Great presentation 👏
Thanks for the video!)
Appreciate the non-fluff straightforward approach. Was a great review for me. Thank you!
Thank you
I feel A.I/ is just going to get better and better. We will become producers.
For sure!
And what’s funny is this video currently has 3000 views at the time I am commenting
Just wanna say hello 🙋♂️
Way too expensive. So tough. A.I. is the future and TH-cam is all in on that. So is Udemy. Thanks for confirming this for me.
Does Invideo have Chat GPT built in it? I think it actually uses Chat GPT now automatically, to generate scripts. Is that true?
I'm not sure exactly what's happening behind the scenes, but it does "text-to-video" while generating a script in the process.
@@dekkerfraser I saw something once, while using the software that said Chat GPT. So I think Chat GPT is built right in now. It wasn't before as far as I know. Thank you for your reply!
Very interesting concept! I think it is the future.
Thank you for sharing. I used Invideo myself. It is amazing.
Hello! Is it possible to promote a specific tweet that has already been uploaded on Twitter in order to increase engagement?
Yes
@@dekkerfraser could you please advise how? Even when the engagement is a goal - this is about creating a new tweet special for ads, not to promote existing tweet
This summary was great because the book was painful to read
U deserve more likes
You do outstanding book summaries! Have you done any by Seth Godin?
I’ve never actually read any of his books surprisingly!
Hey Dekker , really nice video ! I was wondering if I could help you with Best Quality Editing in your videos which visually appeal to audience and would increase average view duration and will also make a highly engaging Thumbnail which will overall help your videos to reach to a wider audience ? Pls let me know what do you think ?
Great 👍
do you know why my ad is "running" but i can´t see it moving :/
I really enjoyed the take on Facebook Ads in your recent video, Dekker. Have you considered exploring the Mystrika platform for cold email lead generation? It is helped me ramp up my sales and outbound lead gen remarkably. You are gonna love their analytics, it is so detailed!
I work in a sales-dominant b2b company and we found that brand awareness tofu content helps us a lot. No matter how hard we try, marketing does not generate leads with demand gen bofu content. But we make sales nonetheless. I keep promoting the free offer because fomo. 😅
Love to hear more details about this tofu content!
It's lead gen adds with focus on Jonah Berger psychology and a factor of urgency. Products can cost more than 1,000,000 per customer and buying process can take a very long time. Free offer is a test drive for a couple of weeks. We make sales and our sales people are happy with marketing work. I guess a key problem is that roi is hard to measure because people don't fill out forms.
Is it possible to tell me how I can add the previous events? Thank you!
Why you do not use analyse source ?
Appreciate this video Dekker. I have been running ads on X for quite some time. Now running X ads via Orange Trail agency ad account as they offer 50% ad spend bonus.
do you know ad agency because all my account was suspended for no reason on twitter :(
👇 Promo>SM
Hi, I want to start twitter ads for the first time, but when I go to ads manager it automatically directs me to simple ads, not advanced ads like in your video. Is there any requirement that needed to run advanced ads? Do I have to get a blue checkmark first or anything else? Or I must launch my first time simple ads so I can access the advanced twitter ads manager? thanks
Managers trying to take over agile... again! scrum did not work with all the pushing PMs into it. then SAFE, LESS bringing orgs into it. SW agile dev is a tema creating products, not a manager or SM telling them what to do nor any other leader. the general does not go into the battle fioeld unless if the general carries a sword and kills! Kent Beck got it right from day 1! This is yet nother bs.