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Web2 vs Web3 Marketers

I just had an epiphany. You’re here with me the very moment it’s happening.

It’s like a shift in perception.

I finally get it.

Better if I start from the beginning…

Web3 is not here yet. So there is no such thing as a Web3 marketer. It’s bullshit. But it’s coming. And there will be marketers.

So now’s the time to get a jump on it. A chance to set the standard for the future of marketing.

All the Web2 marketers and people just getting interested in marketing are in charge of discovering and creating the concepts and tools that will persuade the future citizens of the web.

When I first started out promoting and marketing web3-related services, no matter where I looked I ran into roadblocks. Everyone said Twitter is the best place to advertise NFTs, but Twitter rejected my NFT ads. Other people said to use Discord, but there is no ads platform for Discord and it’s swarming with bots!

As someone incredibly indebted to Web2 marketing for allowing me to have a dream life, I could not stop trying to adapt Web2 strategies to Web3.

During the NFT frenzy of 2021, that site was bringing in half a dozen clients per day. The quality of submissions was not the best, but they all wanted the tools I created.

Then, as the tides went out (and crypto prices plummeted), my website traffic slowed down. And shortly after, the cost of my Google Ads quadrupled.

The timing was crushing. The Luna crash happened just a few months after the birth of my son. I was already stressed bringing home a tiny fragile human for the first time. On top of that, I couldn’t stop thinking about my staff and how to save their jobs.

With no clients coming in and no leads, I felt like what started as a rocket ship was now crashing into the Ocean.

For the next few weeks, I tested many types of advertising. I posted on Reddit, I did mass DMs on Discord, I paid for Twitter influencer tweets, I ran display ads on Bitmedia and Coinzilla … I even A/B tested Facebook ads.

In the last 9 years as a successful online marketer, I had never had this much of a problem buying traffic before. I was stumped.

With the stress showing on my chewed fingernails, my wife finally asked me “What are you going to do?”

I normally have a poker face that doesn’t show when I’m stressed (so as to not spread it to others) but I couldn’t form it this time.

I told her that I tried everything.

She said, “what about your writing?”

“What do you mean?”

“We always said your writing would be the thing to make us rich.”

Why don’t you write about everything you know?”

In the moment I was not happy about this comment. (I may have even said ‘stupid idea’ under my breath — in my head)

But I decided to try what she said.

I went back to revisit all the many years of marketing books on my kindle. I always highlight the most important ideas. I reviewed everything, looking for ideas that were timeless. The concepts that were based on human nature, not platforms.

I spent a few days meditating and writing down everything I learned from the hundreds of clients I had worked with during the NFT gold rush. That equated to hundreds of hours of zoom calls with creators, artists, and developers.

With the sounds of a baby crying, of parrots fighting, of construction machines churning … I sat down and wrote my first Medium article.

It was no masterpiece. It was choppy in places, disjointed, but there was value in it. And I made a point to explain and teach things that nobody could discover by searching online.

When I finished it, I blasted it to all the people who had ever submitted to my agency or signed up for my newsletter. All in all, it was about 800.

The next day I woke up with a notification from Medium.com.

Someone had clapped for my article.

The feeling I got from that clap was more visceral than it should have been. But it was nothing compared to what happened next.

It was awesome getting that clap, but I needed to stop playing it over in my head and get to work. I was not ready to give up on NFTs. And I had four employee’s with their own families and needs.

When I opened my business email, I was shocked to find two new submissions. In the previous 3 weeks, I had spent over $1,800 on paid ads and had nothing to show for it.

After replying to them, and discovering more about their projects, I realized these were professional-level projects. These weren’t amateur artists trying to do a cash grab.

The next day, the Medium.com algorithm decided to show my article to 70 more people. And I received three new client submissions.

The following week, I decided to write about all the little ninja moves I discovered and invented during my time as an NFT marketer.

Days after releasing my next article, I recieved a clapping ovation from 50 readers. A week later it had been read over 3,000 times for an average of seven minutes per reader.

I don’t have to say it, but these articles saved my business and the jobs of 4 people. And I’ve never gone back to paid ads.

I don’t get as many submissions as I did with PPC Ads, but now I only work with high-caliber projects. I get to work with super talented people, who understand about building and earning real value.

What I realized about Web3, is that it requires more authenticity than Web2. Now that the riff-raff is gone, those of us left are responsible for building strong and authentic communities where trust can thrive.

One aspect of marketing that will never go away is to know your customer. And my new high-quality customers are telling me they’re not the type to click on flashy ads. They probably never click on the top searches on Google. They’re too smart to open their DMs, and they never use Facebook to discover NFTs.

That’s why tools like Medium, Discord, Twitter & Twitter Spaces have risen to the top for marketing NFTs. You can’t advertise on any of these. With Web3, you either stay on the fringes or you get personal.

In this new version of the internet, to break through you have to put yourself out there. You have to start earning trust one community member at a time.

But don’t worry. Just like ideas, trust is contagious.

See you on the other side :)

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