📺 Unlock Netflix's Growth Secret, The Art of Prompting & More!

Good Evening, Growth Hackers 🌇,

Ready to rev up your marketing engine?

We're back with another edition of your weekly GHTV newsletter, curated to fuel your marketing prowess with the industry's best.

Let's ignite the engines of growth. Here's our lineup for this week:

🔎 Growth Strategy Channel
Growth Loops

🤖 AI Marketing Channel
The Art of Prompting

🛍️ CPG/DTC Channel
Fishwife: Sustainability & Innovation

🐦 Marketing Twitter Channel
Twitter This Week

🔎 Growth Strategy Channel: Growth Loops

Lights, camera, action. Let's dive into the world of Growth Loops - the better looking cousin of Growth Funnels. Say goodbye to the old ways of linear, siloed thinking and hello to continuous, compounding growth.

Growth Funnels, once upon a time, stood as the heroes of marketing strategy. They marched in, structured your growth, and organized your teams. Yet, the picture they painted resembled more of a factory assembly line than a dynamic growth process. They divide your strategies into rigid silos, often setting teams against one another. And, let's not forget, their lack of a return loop meant a constant struggle to keep pouring in more resources for the same output.

Enter stage right: Growth Loops. They operate as a system where your product, acquisition channels, and monetization strategies are all part of a high-energy dance. Each movement feeds the next. The result? Sustainable, compounding growth that hits the right notes over and over again. They aren't your run-of-the-mill tactics but high-stakes maneuvers that give you an edge in the game of growth.

But, don’t just take my word for it. Let's look at Netflix. Once upon a time, Netflix faced a massive challenge of getting eyeballs on its growing library of content. Enter their Growth Loop. When a user watched a show and rated it, Netflix used this data to improve its recommendation engine. The better the recommendations, the more content users watched, and the more data Netflix gathered to perfect its algorithm. In turn, users found content that kept them glued to the screen, spending more time on the platform, and more users flocked in to experience this personalized content haven. And thus, a self-perpetuating growth loop spun into motion, turning Netflix into the global streaming giant it is today.

So, how can you put on your own show-stopping performance? Start by identifying the key elements of your product that can feed into one another. Next, link these elements in a way that the output of one stage becomes the input of the next. Remember, your goal is to keep the loop spinning with its own momentum. Avoid overcomplicating the process with too many loops. Stick to 1-2 major loops that can drive your growth in the long run.

Now, take a bow. You're ready to step into the spotlight with Growth Loops. It's your time to turn the growth of your product into a blockbuster.

🤖 AI Channel: The Art of Prompting

Whether it's drafting compelling copy, analyzing customer sentiment, or identifying trends in data, a well-crafted prompt is the steering wheel guiding the LLM to deliver valuable insights and outputs. With the right prompting techniques, you can transform you LLM from a mere tool into a strategic ally.

LLMs, like eager apprentices, are raring to assist but require clear instructions to shine. Here’s how you can guide them towards success.

1. Make the Objective Clear: Just as a sailor needs a compass, LLMs need clear directives. Use prompts like, "You're an expert in X," or "Think through this step by step." This gives them a sense of purpose and direction.

2. Be Specific and Illustrative: If you had to instruct someone via email, you'd give them context, a clear goal, and examples of success. Treat LLMs the same way. For instance, instead of saying, "Write a poem," say, "Write a haiku about a tranquil summer afternoon."

3. Load Relevant Context: Detailed prompts can be taxing to write each time. Save yourself the trouble by storing your detailed prompts and loading them into the LLM's memory whenever you need a specific task completed. For instance, if you want ChatGPT to help improve your writing hooks, load a list of successful tweet examples into its memory.

4. Encourage Queries: A detailed prompt isn't always enough. Encourage your LLM to ask for more information by including, "Ask me questions if you need more info," in your prompt. This will enable the LLM to request additional context, thereby enhancing its output.

🛍️ DTC Channel: Fishwife

Fishwife, the underdog who's become the heavyweight champion of the seafood ring. They've brought a welcome splash of color to your pantry staples. Think tinned fish, but with a twist.

Founded in the stormy year of 2020, Fishwife turned the tide by serving up ethically sourced, premium tinned fish. They caught the wave of consumers seeking out the comforts of pantry staples while also wanting to limit their grocery store trips. The net result? A year-over-year growth surge of 207% in 2022. Quite the catch, wouldn't you say?

Fishwife isn't just a name. It's a legacy. A nod to the fishermen's wives and daughters of the 16th century, who hawked their goods at marketplaces with a strength and resilience that could rival the sea. And the brand has adapted that same chutzpah, channeling it into its mission and ethos.

So, what makes Fishwife the pearl in the oyster of the DTC world? It's all in their commitment to sustainability, quality, and transparency. Partnering with well-respected seafood distributors, they've made it their mission to ensure that their products don't just taste good, they do good. A promise they've sealed by pledging to be completely plastic-free and using only recyclable cans and boxes.

But Fishwife isn't just a seafood brand. It's a community. It's the whispers of celebrity endorsements, the loud praises sung by renowned chefs, the silent nods of approval from influencers. It's the rallying cry for a cause that's as deep and vast as the ocean.

Fishwife's success story brings to light three pearls of wisdom for marketers:

1. Innovation is key. Fishwife continually experiments with new flavors and offerings, keeping customers on their toes. They've proven that, while remaining true to core values, there's always room for creativity and novelty.

2. Storytelling matters. Fishwife weaves a captivating narrative around their products. They're not just selling fish—they're selling an experience, a cause, a legacy.

3. Transparency wins hearts. Fishwife shares detailed information about their sourcing and production methods, creating a bond of trust with their customers.

Let Fishwife's tale inspire you to sail uncharted waters, to anchor your brand in values, and to make waves with your marketing strategy.

EXTRA:

You have a consumer packaged good brand? Check out this consumer behavior data set. Illuminating (via @joshua_schall).

🐦 Marketing Twitter Channel

Ai dirty little Twitter growth trick: copy a format and apply it to your brand. It works. (@businessbarista)

Inside look into Figure’s (a humanoid robot 🤖 company) PR track record (@adcock_brett)

13 reliable and amazing methods for unblocking creativity (@george__mack)

Not strictly marketing, but amazing insights into how Naval is running his most recent venture, AirChat (@arjunkhemani). A real Cowboy culture

Knowing these 9 biases will make you a better marketer (and person) (@PaddyG96, this guy does YouTube growth consulting for the Noah Kagan, RedBull and Mr. Beast #respect)

Meme of the week courtesy of the great @MehtabKarta 🤕

And there you have it – another edition of Growth Hacker TV!

We hope our insights and ideas have sparked your curiosity and left you eager for more.

Don't forget to stay tuned for our next edition, packed with more marketing gold.

Until then, grow boldly and innovate relentlessly!

- E & the GHTV Team