F*ck Memes: Foundational Marketing Templates for Early Stage Founders - Claire Kart | RISC Zero

thanks thanks so much um so yeah the title here is a little bit spicy but what we're going to do is pretty foundational stuff so if you're an early stage founder um most likely you are in charge of a lot of your marketing this talk is intended to help you know teach you some actual basic skills so it's not going to be as spicy as the title implies um but yeah [ __ ] memes or why you need a marketing strategy so to get into it this is what we're going to cover today brief introduction little bit about like what actually is marketing right it's kind of Il defined because it's quite Broad and then um something I like to call the founders dilemma marketing foundations and then time for questions so before we get into it hi I'm Claire CLA cart I lead marketing right now at risk zero um I have been in web 3 kind of as like a Community member since 2011 and um as a professional since 2017 so I've worked with a ton of early stage Founders um whether that be as an advisor like an investor a board member or an actual operator inside of a company and the talk today is really geared towards like what I see as these common problems that Founders face common misunderstandings that they have and then some actual tools that I think can help support you on your journey to taking your product to Market so you know these talks generally tend to be super super technical we're going to use a little bit of a different side of our brain and then you're going to go home with some homework work um up here is my Twitter I really love connecting with early stage Founders I will follow you back and DM you so if you have questions like I really am a practitioner out there trying to make marketing better in web 3 so I'm super happy to connect with any of you um this is not a show to follow me on Twitter it's more just like I really do love to know who's listening to my talks and if you have marketing questions and I can help answer them I'd be more than happy to do that all right so uh yeah like what is marketing right and the reason why put this up it seems so basic but my first conversation with Founders is always like they're panicked right they see all this marketing they don't know how much it cost people are pitching them like these crazy agency retainers and they don't know what to do they feel lost um I think when we break it down like marketing shouldn't be intimidating right yes it's been around for a really long time yes it's a very deep discipline you know there are people who get their phds in different facets of marketing right just like Tech um but at its core it's really just like creating and sustaining a market for a product or service so it's pretty simple um in web 3 like it's activated across like different channels and certain strategies obviously if you go to another industry marketing is going to look totally differently so it adapts based on whatever the industry is and if you want to read more I will share this deck after and there's like kind of a long thing on my thoughts on marketing which you might find interesting um but let's talk about a little bit of a history so so the photo you see up here is actually like a illustration of the old Bazaar in Istanbul but there's also an old Bazaar in Belgrade so marketing started out in these like ancient Market places right places where people would actually go to sell and buy goods and you have this kind of vibe of like social Lively competitive you know customers are interacting with the people who are selling it the people who are making it and they're going through this very traditional marketing process of becoming aware of the product then doing some kind of Investigation trying to become more educated going through their consideration phase and then ultimately becoming a customer and then maybe a repeat customer right so we see like the modern marketing funnel working in these early markets and if we go to today this is a crypto conference but it kind of looks like an ancient bizaar right it's social it's Lively it's competitive it's the same thing people are walking around they're talking to people they're trying to become aware educated and then make a purchase decision and then maybe become a repeat customer so in many ways like the marketing that we do every day in web 3 you could say it goes back like 8,000 years it's really old but there's this other aspect which is this mess um so yes marketing fundamentals are there but early stage Founders face this very fragmented very Global very 247 environment that they have to navigate this is really really challenging you know which conference do you go to which Hacker House do you sponsor which podcast do you try to go on which platform do you prioritize right a year ago was Mastadon it's X it's foraster you're one person maybe have a small team how do you build a strategy so that you can tackle this very challenging landscape so this is what I like to call the web 3 Founders dilemma and um these are real numbers no I'm just kidding they're not they're made up but 0% of web three founders are marketers okay someone's going to see this talk and then tell me a web three founder that's a marketer I'd love to meet you that's awesome most folks are not right most folks are technical they're Engineers they're Builders 100% of those folks need to do marketing so this is a huge gap and it's a huge dilemma and when you're that one person you haven't hired your team yet you have to do it all yourself so my recommendation is have a have a plan because most Founders kind of fall in the Spectrum right there're sort of two types of web three founders um and like I said I don't hate memes I actually love memes I made these memes because memes are great at communication but if we just rely on memes you know you're going to kind of end up spinning your wheels right because memes are actually like kind of hard um because they're actually the best form of marketing but let's get into the two types of Founders so first we have what I like to call the D gen reply guy um he thinks marketing is really good and that hype is the best on Twitter all day in every conversation you might think this is good but in 3 months and six months that person is exhausted and they Wonder like the attention that I got was it the right attention or people actually adopting my product they don't know and the problem is it's 24/7 and it's Global so do you just keep doing that indefinitely that's not a marketing strategy then you have the other type of founder who I like to call the professor this person is deeply technical they think the best communication is like a 80 page white paper and you know they're just sitting around they're waiting for the perfect tweet they got to think about it and that's okay too but the problem with that is the Market's moving really fast no one's waiting for you to think of your Tweet and so if your whole strategy is like I'm going to communicate like a researcher you might be missing out on users and this person stays up at night thinking why don't I get invited to the right conference is why am I not on the right stages why do people not talk about my product why do people not know what I'm building because what they're building probably is really cool and there are probably people who want to read their white paper but they don't have a marketing strategy no one knows about what they're building so you're probably somewhere in here right most people are not the total reply guy or the professor but these are two common types I see all the time when I meet with Founders is they either like cannot send a tweet because you know it's not thoughtful enough or they feel like they need to send every single one and what I always tell them is let's take a pause let's build a marketing strategy and then put it into place to help you kind of grow um you know your your voice online and help you actually do your marketing so this might seem intimidating if you're an early stage founder but you can totally do this right you're going from this process of like you're not thinking about marketing you're just building it's early maybe you're building your protocol maybe you're building your proof of concept maybe you're just trying to get investors on board with your idea you don't need to do marketing that's totally fine then you kind of enter this phase where you're like well I know I need to do marketing my investors have told me I'm thinking about it but I'm feeling just worried I don't know where to step in right do I just tweet all the time like what do I do now you're here you're attending the talk right so you're on the journey and then next we're going to get into some Taste of how to build your marketing strategy um you know to come in front of a room of I don't know like 50 awesome Founders I can't help you all build your marketing strategy right here right this is something that's a little custom it's one-onone it's based on your business but what I hope is that some of these templates can just be powerful tools that you come back to when you're ready and that this talk gives you a taste of how a professional marketer how a CMO would approach things if they were at your project advising you helping you so before we kind of get into the templates um curious just like take a show of hands um how many people in here are like a web three founder good amount of people how many people are like working at early stage projects and they're facing these challenges about marketing more people cool okay into the rest of you hi um all right cool so um this is the QR code to my marketing templates um this is actually something I'm like actively building out I had a first version and I'm kind of reversing it but if you go here you'll see a lot of my templates I actually have on deck for this week to like upload a bunch more like I said I retooled some of them but basically when we think about marketing you know that slide I showed with like the crazy landscape of all the icons we can boil this down into something that you can definitely approach so it's really about thinking about the five W's and here I feel like my second grade teacher right like I feel like in elementary school they're always telling you okay it's about the five W's the who what where when and why but if you boil it down to something that's simple it really is effective because those are the questions you need to answer in order to Market to your audience so the two that I want to give you a little taste of and again it's just a taste first is um what I call Essence this is the who of your project who are you and who does your company want to be and I think this question is a little like weird to ask because it's like what do you mean who it's about what we're building yes it is about what you're building but if your brand has an inconsistent voice in the market if you don't know who you are you're going to miss the opportunity to talk to your audience and a lot of your marketing is going to be like kind of all over the place and very confused so while it feels a little weird to ask like who is your company it's actually a super powerful tool and kind of a fun exercise because it's also creative then we'll get into positioning which is the what this is what all of you I think might be a little bit more comfortable with this is what the founders I work with are usually more comfortable with this is like oh yeah I'm building a DA solution you know it's cheaper it's this it's that this is kind of the what right but it's the what in a really structured way um that will help you approach it as an exercise the other ones are also in there as worksheets if you want to do them the where this is just like where do you place your message right do you spend all your time on foraster do you spend it all on Twitter do you not spend any time on social you just go to conferences like what does this look like for you what is making a plan look like for you timing when our industry is really driven by conferences so you know understanding the time to put your message in Market is very important and then lastly the why this is the messaging piece so you know given everything you're working on it's really cool great A lot of people are working on a lot of things why should anyone care about you and this can be a hard question answer because I think a lot of Founders are like well you know they're very invested in what they're building but the people who you're selling to are not invested in what you're building yet and through this process you get them invested in what you're building all right so this is like word salad but this is the typical exercise I would take a founder or founding team through when talking about brand essence you can look up here there's some words that are like that's kind of a weird word um you know like I don't know cute cute is up here um but there's a lot of descriptive words this is a pretty well-used template in like marketing circles and if you go into the templates it kind of steps you through it like almost like a worksheet right about how do you actually do this with your team with Founders that you work with and support but it's a really fun exercise what you do you get a bunch of people in a room you know you get people who really have like some sense of like ownership or cultural buy into the project and you kind of just like present these words to them and let them have fun with them and leave it a little bit open it's like an open door right and just put the challenge out to them like which of these words seem to relate to our project and how and you get people talking record it take notes you know do whatever you may but use these words as a conversation starter so you know one founder might come and say um I don't know where's a word in here that I've seen a lot of Founders want to talk about uh elegant okay I'm going to go all the way in the middle column up there e elegant so elegant might sound a little like hm elegant okay but you know a lot of us are working in math in cryptography right and the idea of like elegant mathematics is very appealing to some founding teams they founded their solution because they thought other Solutions were clunkier and they wanted to do something really elegant with the math that they were using turn it into code and create an elegant solution so you just don't know like what's going to resonate with your founding team but this exercise helps like really pull it out right and then you're going to have words where people are like that word has nothing to do with what we're building and that's that's an opportunity for conversation too so you know you kind of say like okay tell me more about why that has nothing to do with our company um and you'll learn a lot through how they don't Define themselves so you know there's some obvious ones up here right like romantic is up here I hope no one's company feels their romantic maybe you do I don't know but there's other ones that might be like a little bit you know like hm I don't know like practical practical is up there right some Founders might be like no my solution isn't practical it's for big brains only it's super deep Tech there's only five people in the world who will understand it whatever it may be they might not feel it's practical so you go through this exercise of using this as a way to have a conversation with Founders to uncover really the essence and soul and emotions of the project that you're building it's a little bit hard to keep stepping you through it verbally I think if you go to my templates you'll see like it talks you through the workshop but once you get these words you also lead a session around storytelling right like you might say to one of the founders or CEOs like tell me a story about your childhood that's connected into what you're building today and you're going to hear like amazing stories about where their passion and drive comes from why this is Meaningful to them you want to pull those stories forward so you can start to create this brand Essence that will help you stand out in the market all right so Essence very very fun very creative um I'll say on a personal note the few Founders that I've done this with recently at the end of it have like literally been brought to tears because their feeling is that like they really feel like someone sees them right they've worked so hard to build this thing and the thing now has a personality and that personality can then you can build off of it into well what does the brand look like like what are the visual of this brand and then how does this brand talk right is it authoritative is it friendly is it understanding is it funny is it rude like is it all Pepe memes or is it some other type of brand right and those are the questions you can begin to answer with this exercise okay so shifting gears this is the positioning exercise again you know this is like maybe several hours and then like a day or two of work afterwards to come up with the end result but this can give you a taste of how to do positioning so um this is like you know I if you if you go to school and study marketing this is the image you'll see most frequently when you're talking about actual like commercial marketing right like how to take something to Market and that's because this is the underpinning not just of marketing strategy but really like all of commercial strategy some of this might already be in your head if you can answer these questions right now like good for you I'm so happy for you that's amazing most people struggle a little bit because they have to make choices right so for the let's let's go through the example for web 3 developers that's the target audience best chain I made that up is the rollup is a service that is the easiest to use so they can get to Market fast with hosted support easy Integrations and low overhead this is a super concise tidy thing that you can come to again and again when you're like what exactly are we building and this will inform everything from how you communicate about yourselves to like how you build your product right let's say an engineer comes to you and they're like hey I have this amazing breakthrough but then you're like okay but this isn't going to help people get to Market fast so even though it's an amazing breakthrough you know maybe we need to pass on it right I I don't know the answer to that but the point is is all web 3 Founders have really limited resources like you're so overworked you're tired you have way too many things on your plate so what tools can help you focus on what's really going to move the needle for your business um the other thing here I think that is like a pretty common Pitfall is the target the audience generally when I meet with Founders they tell me I ask them who needs to know about your product and they tell me everyone everyone needs to know about my product okay everyone that's a really big task right and as a marketer what I think is people don't learn about things for free it takes time and money and effort so if your answer to me is everyone that's going to cost a lot of money and a lot of time and Seed stage Founders pre-seed Founders they don't have that time and money so if you can get super focused on who you're for you'll be much more effective in getting traction with whatever you're building this is kind of General generalized web 3 developers you know you're going to want to click down into that right like what languages do they work in maybe what geographies are they in um what are some of their interests maybe what are their backgrounds right like were they working in devops before were they working I don't know are they part of the rust Community like who are these people that you're trying to reach and once you find that and kind of memorialize it in this you can be a lot more focused in your not just marketing efforts but all of your commercial efforts okay again if you go to the template tons more info um I hope this was a a good like taste of what this can do and then lastly you know I can't do a whole talk about marketing up here it's like a huge huge field and I thought let me focus more on the Practical Parts but these are just some reminders you know do your own research doesn't just apply to crypto trading and investing it also applies to doing marketing understand your audience as much as you can there's great resources out there like the Electric Capital developer report that actually provides real numbers about which communities of developers are growing what they're working on so there's you know compared to five years ago in web 3 there's a lot more data and information now that you can really use to supercharge your marketing efforts um number two content is still King you know if you approach marketing as like let me be helpful to my users they have problems let me solve them your content will be super successful and drive a ton of value for your business 20x this is the one Founders have the hardest time with um if you are not tired of your own message you haven't said it enough so when people come to me and they're like I don't want to put that in the blog again you know we say it all the time yeah that's the point you need to say it all the time because no one's paying attention to your project like you are they're paying attention to their life so until someone hears something 20 times it's not really going to penetrate and stick with them so I'll just say it one more time if you are not sick of your own message you're not saying it enough the person I love to reference here is Nick white like take a shot every time he says modular right you'll be drunk and I think he's a great example of like stick to the message and say it many times and then you can get traction and it'll be effective and you can go beyond that you can be more detailed you can be more nuanced but help kind of bring the audience along and give them that message that really sticks in their mind four know your users a little too well um you know people are more likely to engage with you of what you're sharing is relevant how do you learn if it's relevant you have to know the person when you're at conferences like get to know your users it might sound really simple but a lot of Founders they're concerned with like numbers like well how many views did the blog post get that's good but what's more important at the early stage is like do you know who they are do you know what problems you're solving for them you know do you know what kind of music they like to listen to like you should really know them as people and your marketing will get so much better um more is not always better and that's because early Founders are super Strat for time and they're really thinly stretched so all go back to the marketing strategy have a marketing strategy if you don't you're just going to be doing more more more and you're going to get really tired and in six months you're going to say you know what I'm tired of of marketing it's not driving any results for my business I don't have time for it anymore and then your whole project is in a bad situation so don't burn yourself out and then lastly DND your users um a huge number of users just turn off notifications they unsubscribe because you're bugging them make sure all your Communications are like super respectful of their time really relevant right don't email your whole marketing list that's users from all over the world that you know you're doing something in belri right it's a little tough most of them are probably not in Belgrade right because they're Global crypto is global so you have to think a little bit about how do I continue to build a relationship where people want to continue to engage with the message that I'm putting out okay so yeah this is my favorite phrase let's GTM right GM and let's GTM um I am super grateful to have had the opportunity to give this talk um if you message me I'll definitely respond I love connecting with early stage founders um and lastly I just wanted to thank the FIA organizers um I was telling my team earlier but I have applied to give this talk like many times over the course of four years and I think most stages are technical so I couldn't find a place to give the talk but I felt strongly that Founders could benefit from it um I'd love to hear your feedback on if it was good or bad but all that's to say um thank you all so much for watching my talk I've been wanting to do this for a long time and I'm very pleased I got the opportunity and just thanking the um the creators of of eth Belgrade for that so thank you all so [Applause] much oh my God what a session guys honestly Claire you know what it's interesting I'm marketer myself and I learned so many new things on your discussion there and and really I I think Guys somebody must have a question because I've got a couple questions myself actually so what I what I think is great about what you said is the space is really teed up perfectly for com people coming on board with those marketing techniques what do you think is the biggest mistake that brands are making today because at the end of the day they have to be noticed but they also have to have something consistent and grow the community Through the marketing techniques so what do you think of the biggest problems that brands are coming across into web 3 space I think the biggest problem brands are facing is They're copying everyone else and I understand why you know it's hard to know what good marketing looks like um there are some moments in the last few months that have been kind of viral and I think those are great but if everyone just tries to do that then all of a sudden it's not differentiated so so if you go back to like who is your brand and what are you building build your marketing off of that and kind of build this long-term relationship with your users you'll have way more success than people who kind of blip up for you know a day on Twitter yeah don't be distracted by the shiny objects yeah and and just following up on that because I'm I'm really stealing you here because you're not just giving an amazing session but really tangible Solutions and I'm sure there's a few Founders in here that were really taking notes taking photos and I think that's really important is to actually offer ways that you can build your brand as a non-m marketer and something that I always come across with with people and I love what you did with the memes there you know going all the way back to Richard Dawkins and the um you know the book the fact that the memes go back to 1976 um the the amazing thing about memes and meme culture today is that they really do transcend those language barriers of today you know anyone around the world can can understand the message and speaking of that what do you think is an important balance of of sort of more I would say sort of trending happy of um funny content and also serious markting techniques like what's your good balance on that side of things yeah sure so in um before I got into web 3 I was in more like a tra well traditional fintech startup right and you know we were we had a p&l to manage so we had like very disciplined marketing practices kind of the rule of thumb is 80% of your marketing should be like solid planned marketing right it's stuff you planned in advance 20% of it can be responding to a meme responding to a trend and of course like sometimes it's 7030 sometimes it's 6040 sometimes it's 9010 but if you stay focused on that 8020 you're building your strong Foundation really strategic and then you know you have moments where you're testing and responding to things and of course like once you see if that sticks you want to keep going right like maybe maybe Pepe memes are the right thing for your brand I don't know you can experiment and you can see yeah so 8020 I love that and I think like you said getting the balance is important because especially for D5 projects maybe slightly different for nft projects they can go all out me meme crazy but you know for more you know I would say Finance aligned Brands it's important to not kind of become a gimmick um and and and speaking of that actually what for for example I'm sure there this be my last question I'm promising I'm stealing you here and for the founders in the room what's the easiest way to start for example I have a technique I use I like to call them content calendars sort of content banking all of these content pillars that you have for your brand and then coming to that and obviously revisiting it and optimizing it because like we know not every campaign works and it's all about sort of cutting and pasting and what's sort of maybe a tangible solution that you use could be the content calendar or ways that you build that for some of the founders that are listening today yeah so there's a lot of tools out there um as you probably know they kind of range from like free Google Sheets which you know don't don't sleep on Google it's like a great product right um I've also seen people really successfully do it in notion I'm not a notion power user but I know a lot of people who like it and there are a lot of free templates and then there's some great like enterprise software tools so one I really like that I've been using lately is called assembly um it it just actually discovered it like a couple months ago and it's my new go-to um because it does a lot of content management and approvals so I think it just depends like don't get a solution that's too big for where you're at right now because you won't know how to use it and you won't invest time in it um so if you're just starting on Google Sheets like be excited excited color Cod it do all the things to make it feel like a great tool for you and and go with that amazing and I think it's so important you said that the premium version is always the one you go to First and for exactly for for Founders that are bootstrapping their agents or their new their new projects I think it's important to know it's not necessarily about spending lots of money on marketers I mean don't get me wrong there's people like you and I that are there to support them but it's actually just about doing it themselves first finding their own kind of route to the brand that they're building and I think that's really important that you said that it's not we're not saying go out there and spend money on marketers we're saying go out there and see what the space is and and where your brand wants to be in the future and I just want to say guys from from me that's probably one of my favorite sessions of this last couple days so massive Round of Applause for Claire guys whoa amazing thank you so much I'm going to see you backstage okay and we have one we have another session before we have um a break however we are 10 minutes ahead guys oh we have a question please sir oh Claire Claire we have a question we have a question I'm so sorry I didn't see you hey sorry it's really um it's like Bright Lights literally I'll be quick I I promise uh yeah it was great talk thank you a lot um I also have another question kind of in balance from a range of uh not communicating enough but only saying super relevant things and communicating too much uh but regularly in a way that platforms like what's a good cursor where do like is one of them acceptable and or I guess it's in the the middle somewhere but what what do you think yeah sure so you know there's I think there's a lot of talk in especially like Twitter and digital marketing about like oh the algorithm likes this and the algorithm likes that that's true I will say though the algorithm is always changing we have no insight into it it's a complete like blackbox there's people who try to like backend hack it by running experiments and then you know there's all these marketing blogs about like I ran this experiment and I think the algorithm wants this my advice to most Founders is like build your strategy and what feels right and sustainable for you long term I think there's no reasonable way to like H hack your way into building an audience I mean maybe if a hundred people do it like five of them will be successful but then 95% of them are going to fail so I don't advise my Founders to be like that that's too risky right that's too much of your time to potentially fail um so yeah I think to answer your question it's like somewhere in the middle if you're never communicating and every communication has to be like six months of writing and revision you know that's just not going to work for our industry on the other hand if you're like literally waking up in the middle of the night and checking Twitter and trying to tweet you know you're just going to get really burnt out so find something in the Middle where like you have short form Communications on Twitter you have like medium form Communications and then you have more long form Communications and if you do that mix where you're like engaging getting people interested you know helping them assess and then helping them actually make their their purchase decision like you'll you'll be successful and you won't burn out which is I think the most important thing I hope that that helps yeah hi hi maybe a tricky question or maybe something you've heard of uh a bunch of times so web 3 especially defi has a lot of sort of issues with well a lot of I think it's much harder to web to because of the anonymity the inherent anonymity and like I I feel it's very hard to figure out what your user group is or like who is actually using your product or protocol or dep U do you have any tips and tricks to for for figuring out who these addresses on the blockchain actually are um yeah okay so when I hear that question I think of it in two different ways you and I can talk afterwards if maybe the answer I'm giving is not the way you're asking it I think one about thing something that in marketing we call attribution right so attribution in traditional marketing is like you know he clicked on link and now he bought it and I can attribute that to a display ad right so you want to attribute your marketing spend the other thing that I think of is just like understanding a user journey and understanding like who are these users right so I think on the attribution part um I don't work kind of on that side of crypto but I know there are some tools that you can do for onchain attribution um can't think of them right now but I can go look them up um and then on kind of like the user journey and understanding your user piece this is really hard I think the thing that I would recommend that you do that I've had the most success with in telling Founders about is like you could literally tweet like hey I want to do 10 customer interviews can you get in touch if you use my product and it seems so simple but like people will reach out to you and don't set any incentives for them like just ask them for their time if they're really passionate about what you're building they'll give it and then from there you can start to kind of understand them more from like a audience profiling point of view right like who are they what are they interested in what other projects are they involved in um all of that stuff that might let you like communicate to them better so yeah I don't know which part you're asking about maybe somewhere in between but find me afterwards and we can talk about it more yep okay oh okay great marketing questions I love it hey uh do you think that building um that being a reply guy is a good way to Market yourself and also build the initial Community around your brand um I think it can be you know that's going to be my answer for most of this right it could also be okay to be uh the professor but it really depends I think the reason why I pulled those two examples out is when I meet with Founders they're not thinking about a marketing strategy they're just being who they are you know and that's not a criticism but like maybe you're a reply guy right then you go to found a company and then you're like the company reply guy you just have to wonder like is this driving the marketing results that I want the answer might be yes like the answer might be I'm seeing tremendous results from this but what I don't want is a Founder who isn't a reply guy to try to be a reply guy because they think they should then they end up just feeling like tired they're not making progress and then they don't want to invest in marketing so I think the answer is you know if you build your strategy if you understand who are our users what are we selling to them you know how do we want to show up and then you try to match things with that you'll have more success than you know kind of just like doing the thing that maybe seems more obvious yeah I I'll also say too like so I work more on the infrastructure side of crypto so the founders I work with tend to be like mathematicians and you know for a lot of them like they're just never going to be a reply guy like they they don't want to it it feels icky to them they don't like it they don't communicate that way and so the reason why I bring this up is just to say like neither one is right there's a spectrum of ways you can show up online tie it into your strategy and you'll have more success because you meet technical Founders and they're like well you know I can never be Anatolia I can never be merch so I'm just not going to say anything I mean that's not the right answer right so I think this is something that early Founders struggle with like emotionally they don't know what to do it's really a hard thing for them thanks for your question okay sounds good okay yeah sorry did I jump in line ah hi hi um it's kind of a two-part question you mentioned longterm what feels good longterm just slightly earlier so the first part is what does long-term even mean when we sort of have this joke that in crypto you know in a month or two you experience a year two or three or whatever and the so what does building for long-term marketing mean when the space obviously changes so quick when life changes so quick when your business changes so quick and the next part to that is with all the options that we have let's say Obviously smaller companies or or startups with all the different I'm thinking primarily now about social media channels or any sort of community building Channel whether it be Twitter or whether it be Discord or whatever it might be we can't be everywhere and we probably don't really want to be everywhere so how do we how do we balance where we need to be now I guess versus where to for lack of a better phrase what we would say in English skating to where the puck is going to be so to speak my audience is here now so I need to be here is it on Twitter or do I need to be know the the growth is happening on on telegram I need to be building my community on telegram but also I need to reach out to people on Discord just wondering how you feel about it's a lot of questions I squeezed in but thank you yeah yeah it's all good um so um I want to be respectful of the next speaker so I'll be a little bit brief but then I'll be out in the hallway we can talk more um so to first question of long term I mean there's different ways to think about this right like one could be like your funding Horizon like how much runway do you have right that could be your long term like I'm self-funding I have three months to do this so what does that mean what are you going to do in these three months what can you do to sustain it if that means like you are going to send every tweet you can and that's your strategy because you have three months and you want to try to see if you can get some traction you know that that's cool I support you you've thought about it right if your Runway is like three years I think trying to tweet 247 you're probably going to run out of steam um so there's kind of like one lens of like what's your kind of like Runway and then there's the other thing which is like Market cycles and Trends I think again I work in infrastructure in crypto right so the market Cycles tend to be a little bit more like they're a little longer Horizon in I don't work in like nfts for example which I mean it's like you know these crazy rides I don't I don't envy anyone who works in that I think it looks so hard as a marketer so I think it just depends kind of on like which part of marketing and crypto you're working in um but what I would say is like even for an nft project if you really know who you are you're going to take it to Market more successfully and whether your horizon is like one week or one month or 10 years you know doing these things really knowing who you are who you're for how you're going to talk will help you find your users versus like okay I'm just going to talk to all users right because talking to all users is really expensive um okay good oh yeah hey Claire this is really awesome I'm a marketer myself and I recently got into web 3 about a year and a half ago years ago we need way more of you yes thank you come on stage next year yes um my question is specifically if you have any take on copywriting because we obviously know that in web to copywriting is huge it's how people get to engage to understand things in web 3 however it seems like a lot of what is needed is technical writers and people who speak like grade 13 level writing which to be honest does not help with mass adoption or with investors really so do you have any predictions or what's your opinion on specifically copyrighting in the web 3 marketing world yeah okay this is a great question this is actually one of those like keeps me up at night questions so yeah there's a lack of technical writers in web 3 which is like a huge issue right we need more people who can technically right about it if we're going to onboard developers then you think about okay well how do we onboard users copywriting is so fundamental I think most teams don't have enough resources to have a dedicated copywriter right most teams in crypto are preed seed maybe some A's and then there's like a handful of series B companies typically in normal kind of like startup Tech you don't get to onboard a copywriter until maybe late a early b even seed depending on what industry you're in I would say the head of marketing whoever leads marketing needs to have certain skills that like you can't really Outsource so good brand skills good copywriting skills and like you're kind of doing that job um but like to bring it back to the templates not to be a broken record I think you know if you go through an exercise of the brand Essence which like you're marketer so you're familiar with all that stuff then you figure out what your tone of voice is and then you develop some kind of writing guide you can try to scale this across people in your team because most likely you can't hire a copywriter yet so yeah you're welcome okay I have to go thank you all oh a massive round with Clause I think that was the longest session anyone has done this last two days guys massive round with Clause thank you so much Claire absolute pleasure