Date read: 09-04-2024

Author: Jason Levin

How strongly I recommend it: 0/10

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I didn’t realise it when I bought this book, but it’s not a “book”, but made up of several interviews. This kind of books should be abolished, in my opinion. Most of them have no value, the interview questions are typically bad, there’s nothing actionable, and it’s more often than not simply lead generation. Only marketers write this kind of book.

Save your money.

My notes

The sin committed by most advertisers on the content front is that they compromise entertainment value for information value. “If it’s funny, people won’t focus on the product we’re trying to sell.”

The thing they fail to realise is that in the age of social media, messaging is secondary to entertainment value. With every post on social media tied to a creator account, users now take it upon themselves to find out on their own, who the people making their favourite content are.

The long and short of it is that the modern consumer is in control of what ads they watch, so ads must be so entertaining the viewer will watch them whether they care about the product or not.

Memes that aren’t funny. Instead, a meme ad shows a benefit of the product or a reason why people should consider the product. You still want the meme to be silly and irreverent—but you’re not going to make people laugh out loud with a meme ad. And that’s ok. That’s not the purpose.

The purpose of a meme ad is to get people’s attention—so they read the ad copy, click, and enter their email or buy a product

People are already conditioned to read memes. As a marketer, you’re funneling that conditioning and attention into a product.

Also, there’s something to be said for being a “cool brand.” I think if you execute it correctly, using humor and entertainment in the form of memes, then your content strategy can make you a brand that people actually want to hang out with and be around, whether it be on Twitter, on social, or even translating over into real life.

Funny marketing has been around forever. It’s got a very long history, hundreds of years going back to when ads were just in the newspaper, heard on the radio, or seen on TV. So in 1923 you might have shared a funny newspaper ad with a friend down at the saloon, and now we now share funny memes with our friends online. Memes are just the latest, most scalable iteration of humor-based marketing.

In the simplest terms, though: memes get eyeballs and eyeballs make money