First Principles

If you don't have this, no amount of marketing, SEO, GEO, or whatever new acronym comes next is going to save your business.

People get lost in the technicals. Keywords, link building, JSON schemas. But I realized what all successful marketing is based on is a few first principles.

It's a quality of the founders we work with.

They have to come to us with these qualities first. We don't create them; we can only help them achieve an outcome.

After working with many customers, I’ve seen the pattern. The most successful founders set out to build something amazing, and they actually deliver on it. They genuinely want to help people. They are collaborative and don't see the world as a zero-sum game.

When they have built something truly amazing, my job is simple. I'm just helping them tell the world about it. We’re bridging the gap between what they have and the outcome a customer wants.

The tricky part is that often, great products can be used in many different ways. This leaves it up to people to interpret how to use them.

You can't do that!

You have to show them. You have to tell them, “You can use this for that very thing you want to achieve.”

For example, one of our clients is a online document translation service. Someone who works in the medical industry might be looking for a solution for translating documents securely while preserving layouts and format. You need to tell them explicitly that your service helps them do that compliantly! Don't just say you're an “online translation service.” That doesn't bridge the gap. It just creates more questions.

Another client makes chatbots. A bank isn't looking for a chatbot. They're looking for “SOC 2 compliant chatbots.” You need to say that upfront. Tell them you build compliant chatbot solutions for their industry.

This is the core of it all. But there's another piece that marketing often dehumanizes: collaborativeness.

As we build content, we're also building connections.

We’re sending emails, making friends, and finding ways to lift each other up.

The world of SEO talks about DR and backlinks. It's not about that. It’s about making friends and allies along the way, even with competitors. You’re often serving the same customers with different solutions. You can help each other.

There are technical things you need to do well. There are metrics you need to care about. But if you forget the first principles, you'll have your head buried in spreadsheets and forget that you're just being human. You're helping people. And you're making friends.

Ps. Our infrastructure allow us to scale the operation to an insane level. At present, we create hundreds of landing page and blog a day and sending >500 emails a day for building partnerships.