Top of Funnel as a Loss Leader

Top of Funnel as a Loss Leader

Hey Everyone,

Hope you're having a great week. I’m doing an AMA on GrowthHackers on Tuesday, May 29. I’d love to answer questions on content strategy, writing, growth, etc. The more specific, the better.

Here are a few things I've been reading, writing and pondering lately. Enjoy!

1. Top of Funnel Content Creates All Kinds of Problems—But You Should Create It Anyway

Most people think about top of funnel content all wrong. It’s not about the pageviews or the leads. It’s a loss leader for the middle and bottom of the funnel content that actually drives conversions.


2. Why Winners Keep Winning

This post is fantastic. Nick Maggiulli uses some simple math (side note: math makes for great content) to explain how a little luck can go a long, long way.

We like to think in America that most things come down to hard work, but a few lucky (or unlucky) breaks early on can have lasting effects over decades. If we look at luck in this way, it can change the way you view your life…


3. Why You Should Stop Being So Hard on Yourself

This is a real problem in the startup world. All the talk of “hustling” and “grinding” ignores our need to strike a balance between hard work and relaxation. I really liked this take.

“Self-criticism can take a toll on our minds and bodies,” said Dr. Richard Davidson, founder and director of the Center for Healthy Minds at the University of Wisconsin-Madison, where he also teaches psychology and psychiatry.

“It can lead to ruminative thoughts that interfere with our productivity, and it can impact our bodies by stimulating inflammatory mechanisms that lead to chronic illness and accelerate aging,” he said.

4. The Rise of the Relationship Era

I thought this was a really smart piece from ProsperWorks CEO. Morgan Norman. Technology is finally getting out the way, making it easier to have better relationships with your customers and partners.

Today's breakout companies have taken relationship building to a new level. Instead of connecting with their customers through the broad brushstrokes of brand marketing, companies like Box, Zendesk and Nest are using technology to build intimate, personal relationships with every customer. These relationships have fueled each company to new heights, disrupting entire industries virtually overnight.

Have a great weekend!


PS - I’m looking to partner with a few great businesses to sponsor this newsletter. It reaches a bunch of smart folks from places like Google, Apple, Spotify, New York Times, Marriott and Harvard. Shoot me an email if you're interested in working together.

PPS - I created an email course called 5 Days to Better Content Marketing. More than 300 people have already taken it. You should check it out too.

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