Haier (she) 🎩

@haier

810 Following

1118 Followers

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Haier (she) 🎩

What do The Odyssey, Finding Nemo, and Uniswap have in common? ▶️ They all follow the Hero’s Journey, one of the most powerful storytelling frameworks ever. Facts don’t create movements, stories do. And in crypto marketing, the Hero’s Journey helps turn users into engaged advocates. Here’s how it plays out: 1️⃣ The ordinary world: users deal with inefficiencies or problems they may not even recognise yet. 2️⃣ The call to adventure: a new solution appears this is where your project steps in. 3️⃣ Crossing the threshold: users take their first step through onboarding and education. 4️⃣ The challenges & growth: very journey has obstacles. Usability, security, or complexity—support and success stories keep users engaged. 5️⃣ The transformation: users experience real impact. Their workflow, security, or financial freedom improves. 6️⃣ The return & advocacy: the journey comes full circle. Happy users don’t just stay they become evangelists.

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Your community shouldn’t be your sole audience! Most crypto projects focus on engaging their community but forget about reaching outsiders. Who is actually discovering your project for the first time?

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Haier (she) 🎩

Video marketing isn’t optional in Web3. 🔹 65% of global internet traffic is video. 🔹 Video content gets higher engagement than static posts. 🔹 Short-form videos hold 50%+ retention. And in crypto, where concepts are complex and attention spans are short, video bridges the gap. Best-performing formats: 🎬 Storytelling videos → Build trust & loyalty 📢 Explainer videos → Simplify complex concepts 🎮 Gamified content → Drive engagement 📈 Social & meme content → Boost reach 🎤 Event recaps → Show credibility 🎓 Educational deep dives → Establish authority 🔴 Live AMAs → Strengthen community TL;DR: Video wins when it educates, entertains & empowers.

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The power of a clear brief: why it can make or break your marketing strategy In marketing in general and in crypto marketing in particular a well structured brief is essential. Whether you are briefing your internal team, an agency, a freelancer or just mapping out a strategy for yourself a strong brief is the foundation for everything that follows. So how to craft the perfect brief? 🔹 Define the goal: More users, engagement, or token adoption? Be clear on objectives. 🔹 Know your audience: DeFi degens, builders, or newcomers? Precision matters. 🔹 Craft your narrative: What’s the story? What should your audience feel or do? 🔹 Pick the right platforms: X, Telegram, Discord, YouTube? Each requires a unique approach. 🔹 Set KPIs & benchmarks: Track success through engagement, conversions, or wallet connections. 🔹 Outline timelines: Set realistic deadlines and specify what’s needed. 🔹 Balance structure & creativity: Define must-haves while allowing creative freedom.

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The recent “death” of Duo the Owl had the internet in chaos but it also led me to come across their handbook (link in comments). And here are some lessons crypto projects can take from their growth strategy. 👇 🔥 Create habits, not just hype. Duolingo keeps users coming back daily. Crypto needs to build experiences people want to return to, beyond just speculation. 👀 Show, don’t tell. Great products don’t need instructions they should be intuitive. If users need a manual, you’re losing them. 📊 Experiment constantly. Duolingo runs hundreds of tests weekly. Crypto projects need fewer whitepapers and more real-time user feedback. 🦉 Build a brand, not just a product. Duolingo created a character-driven world. Crypto projects that master storytelling build stronger communities. ⚡ Jump on cultural moments. Duolingo doesn’t just market it participates in culture. The best Web3 brands don’t just announce they engage.

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“Don’t call it Web3 anymore, it’s crypto.” I was reading Jake’s post (a must-bookmark one tbh) and honestly didn’t expect this take. For me "Web3' covers everything about an ownership-based internet so why move away from it and call it just “crypto"? Genuinely curious to hear thoughts! https://x.com/jake_stott/status/1882452877635097071?s=46&t=Q_cDH29WGAt3Izkv7uthnQ

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Pass the pitch test! Explain your project to: ✔️a BTC Maxi. ✔️a crypto newbie. ✔️your normie friend. if one of them doesn’t get it, simplify.

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“Build it and they will come” is a lie. Today, I caught up with an amazing live session from last week with @emilyy : How to get users (DefAI edition) [link in the comments] tl;dr: users don’t just show up. You have to make them want to. And here’s how. 👇 1⃣ Strategy ≠ Tactics. Posting on X or running hackathons isn’t a strategy. Start with who you’re targeting, why your product matters, and how you stand out. 2⃣ Features don’t sell, benefits do. Users don’t care about your blockchain’s TPS. They care about how it improves their experience. 3⃣ Your first users: go direct. Cold outreach works when done right. Be direct, provide value, and make engagement effortless. 4⃣ Messaging must be consistent. If your brand positioning shifts constantly, users won’t trust you. Keep messaging aligned across channels.

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Let’s kick off the week with a meme, shall we?

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Haier (she) 🎩

Smokey The Bera, Berachain’s founder, shared his take on crypto marketing: tl;dr index on novelty. Here’s how Berachain approaches growth by leveraging novelty, community, and a distinct brand 👇 🔹 Meme culture: Berachain started as a joke NFT project (Bong Bears) and evolved into a DeFi OG community. 🔹 Community-first approach: it built Proof of Liquidity (PoL) that directly aligns with its community. 🔹 Branding as a differentiator: PoL isn’t just a technical feature it’s the core brand’s narrative. 🔹 Distinct identity: a mix of humor, inside jokes, and the bear mascot make Berachain instantly recognisable. 📌 Key takeaways: ✅ Novelty drives attention. ✅ Authentic engagement beats artificial hype. ✅ A strong brand is as important as strong tech. ✅ The best marketing is built into the product itself.

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GM with a different view!

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Haier (she) 🎩

Eating your own dog food? It means using your own product to prove its value and comes from the tech world in the 1980s. I first came across it in my Web2 corporate days, and it remains one of the most effective ways to build trust, improve your product, and connect with your audience. Here’s how to approach this exercise: 👇 1⃣ First-time customer Put yourself in your customer’s shoes, completely. Forget what you know as an insider. Ask: ☐ How would you search for the product? ☐ Is it intuitive and efficient? ☐ Did it meet your expectations? 2⃣ Review communication touchpoints Evaluate how your brand builds trust across marketing materials, the website, and customer journeys like email or app notifications. Ask: ☐ Does messaging align with your values? ☐ Are visuals professional and consistent? ☐ Does the experience feel clear and genuine? ➡️ Bonus tips! ✏️ Document everything ⏰ Revisit regularly 👀 Benchmark against competitors

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This should be printed and hung all over the house!

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GM! Are all ready for a new week? Let’s start with some inspiring reads! https://x.com/natonchain/status/1883151765563924490?s=46&t=Q_cDH29WGAt3Izkv7uthnQ

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Can’t resist recasting here from the AMA on /growth channel today with @apurvkaushal ! https://warpcast.com/dawufi/0x4be8501e

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ChatGPT down? Claude here I come!

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And here my main takeaways from the @worldofwomen space today with @emilyy ! CMOs in Web3 play quite a different role compared to traditional industries, and here’s why: 🚀 Be in the trenches. The best CMOs aren’t just strategising from their office but are part of the day-to-day “crypto chaos.” 🎭 Wear many hats. In crypto, CMOs often play multiple roles: strategist, mentor, meme builder, and sometimes product manager and business developer. 🌱 Act as a mentor. Guiding team members and helping them grow personally and professionally is key in a space where connections and collaboration are key to retaining and growing talent. 📅 Hire out of timeline. Crypto marketing isn’t that big, and sometimes the best hires come from spontaneous connections on social media! https://warpcast.com/haier/0x3fcecbdd

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Are CMOs really needed in web3? I have set a reminder to join our favourite @emilyy chatting about this later today! 👀 https://x.com/worldofwomenxyz/status/1881421165807444392?s=46&t=Q_cDH29WGAt3Izkv7uthnQ

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When your family is your product roadmap.

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