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Jared Wolf
@jwolf
Crypto marketing has a marketing problem. Marketers in the industry get treated like high school art students (many justifiably) while engineers with 1000 mau’s get the hero-treatment. “KOLs” are the only class of marketers that get any respect and the good ones don’t want to talk about your project, they have better things to do… 99% of founders need to drop this whole “we’re gonna make it with zero marketing” to try and become the next Telegram and stop seeing it as a rite of passage. In reality, most technology companies need marketing to capture attention and drive revenue. How we can fix it🧵
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Jared Wolf
@jwolf
Beyond performance marketing (which I’ll ignore due to its inherent transactional value), effective crypto marketing can come in the following forms: 1. Good founder storytelling — why it was built 2. Good product storytelling — how it was built 3. Good brand identity — how it makes you feel Companies that manage to evade marketing build word-of-mouth or product-led growth loops (by default, the more you use Telegram, the more other people will use Telegram, and the more likely you are to refer it). Or they build self-sustaining distribution channels into their business model (think of berachain, where its ~ 300 projects are incentivized to market the brand at scale). Berachain also works because Smokey is building a consistent brand identity around their team and tech, they followed the fundamentals and defied the norms, with a committed team that’s fully aligned on its vision. This is rare.
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Jared Wolf
@jwolf
Many crypto companies fall into the “distribution channel” category — but never achieve traction like Berachain. They desperately cling to the hope of knocking the user-acquisition-via-growth-loop domino. But it never happens. I won’t name names but we know a few examples. In reality, these projects are likely missing a key part of the marketing puzzle mentioned above. Maybe it’s an undersold team, a poorly explained product, inconsistent branding. You built a nice domino set. If you want to knock that first domino you need to tell people why they should play.
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