- Trends: Rolling Stone LOVES Creators!
- Gangster Marketing Strategy of the Week: Lyft driver’s menu of rides
- 1-Minute Coaching Session: Discouraged with your content? Try the Law of 100
- What I’m Into This Week
Rolling Stone LOVES creators!
Rolling Stone magazine recently published its first-ever “Creator Issue” featuring, as you can see, YouTube superstar Mr. Beast on the cover drowning in a pile of cash.
So why the love for creators all of a sudden?
Three words: new.revenue.stream.
Rolling Stone has long been a music industry and cultural commentary institution in the publishing world. Until now, their primary source of revenue has been print advertising. However, with a print circulation of 500K subscriptions, clearly that doesn’t scale.
Theys started their pivot to live events by sponsoring a series of concerts at South by Southwest last year, giving their parent company Penske Media its highest profit margin in 20 years. Next they bought a majority stake in the Life Is Beautiful music festival in Las Vegas. So, with those wins they are seemingly merging their media and live event success to host a live event just for content creators this month in Los Angeles.
The message for us in all this is large media companies are looking to build relationships with content creators and invest in content creators. I say, rock on.
😎 Gangster Marketing Strategy of the Week:
Lyft driver’s 'list of rides' creates word of mouth marketing
I just love stuff like this.
This is exactly what I mean by “gangster marketing.”
So a Lyft driver named Cameron decided to add some humor to his passenger’s riding experience by posting a tongue-in-cheek list of “ride options” for his car. As a former rideshare driver myself, I can tell you he is spot on with the clichés.
Then it listed the 10 ride options Cameron offers:
Welcome to Cameron's car!!!
To ensure the best ride possible for you, I have prepared a menu of the various types of rides I offer. Just choose one (or don't, that's an option too) then sit back, relax and enjoy the ride. :)"
1. The Awkward Ride - You ignore this menu completely, then we will sit in silence for the remainder of the ride.
2. The Funny Ride - I tell you jokes or entertaining stories from my life.
3. The Silent Ride -
4. The Creepy Ride - I don't say anything but I keep staring at you in the rearview mirror.
5. The Karaoke Ride - We rock out to hits from the 80s, early 2000s or literally whatever you want.
6. The Bubbles Ride - We blow bubbles the whole time
7. The Small Talk Ride - We talk about how crazy the weather's been lately and I ask if you caught the game last night.
8. The Therapy Ride - You vent to me about your problems and I listen.
9. The Drunk Ride - You throw up in my car.
10. The Cliche Ride - You ask me how long I've been driving for Lyft.
Nobody asked him to do it.
Corporate didn’t have to sign off.
He just did it, and it was good. AND look at the word-of-mouth marketing this created in the Facebook post’s comments:
“OK, the Bubbles Ride sounds fun, but also maybe a little dangerous. And the Drunk Ride is the main reason I've never wanted to be a Lyft or Uber driver. I may have unintentionally taken a both a Therapy Ride and a Creepy Ride before.”
"I'm sure this wasn't the intention but this is a great example of disability accommodations that everyone can enjoy," wrote one person. "Being able to choose how much energy I expend is so helpful."
"There should be a feature on both Uber and Lyft indicating what type of ride a rider wants or expects," wrote another. "I usually don't talk, but sometimes the driver keeps persisting and I feel awkward at times."
"It clears the air, takes the awkwardness out of it, and establishes expectations for the ride, on both sides," wrote another. "Great idea."
If I were the Lyft CMO, I would put this on the company website and give this guy a bonus. Great job Cameron! I hope I get you as a Lyft driver one day.
⏱One-Minute Coaching Session: Try the Rule of 100 Before You Give Up on Your Content Business
Noah Kagan is the founder of email list building software Sumo, and discount software marketplace AppSumo. (If you’ve ever seen a social sharing widget or email signup box with a little white crown on it, that’s Sumo.) He recently shared a “law” you should consider as a content creator. We all want instant success, and it is easy to get discouraged when you think you should get 10K subscribers in 30 days. So how do you keep your eyes on the prize and stay encouraged? Try the Law of 100: Do not give up until you’ve created 100 pieces of your content of choice: 100 podcast episodes, 100 vlogs, 100 blog posts, etc. So many people give up too soon, and this will help you hang in there. The second thing this does is allows you time to learn what works and what doesn’t work, and then improve a little bit with each new piece of content you create.
What I’m into this week
🎧 Listening: After watching the fantastic “WeCrashed” series about WeWork on AppleTV, I’m listening to the podcast, also called “WeCrashed”. It has a lot more interesting details that weren’t in the series, and you hear from real-life former employees about how crazy it actually became. Listen here.
📺 Watching: The final season of Ozark on Netflix. I finished on Saturday, and wow. If you haven’t seen it, I dare you to try to watch just one episode.
📖 Reading: The Boron Letters by Gary Halbertson