When you work with close to 50 companies across verticals like fintech, health tech, crypto, and B2B, you learn a thing or two. It’s about time we spilled the beans. We’ve distilled all of our learnings into 38 proven secrets of growth Marketing. What you’ll find inside:

• List of 25+ acquisition channels—so that you can quickly identify which growth channels might be most suited to unlock additional revenue growth.
• What it means to “front-load value”—and how the most likeable brands use it to quickly convert cold leads into raving power users.
• Why you should over-invest in visual design—and why it is generally smart to spend an uncomfortable amount of money here, even (especially?) for B2B product.
• How to optimise for tempo—because speed is a defining characteristic (if not the defining characteristic) of the leader in virtually every market you look at.
• Why the AARRR model is broken—and also what alternative, little-known mental model you should use instead, to unlock compound growth.

These rules are meant to be used as immediate points of reference to help you make both strategic and tactical decisions.

As a growth agency, Double has executed campaigns for some of the fastest growing tech companies in the world. Here are 38 Proven Marketing Secrets we learned along the way:

Focus on growth as your primary priority

Focusing on growth should be your primary goal. With increased user numbers, revenue, and brand recognition, other challenges become more manageable. Growth is the key to almost all solutions. Prioritize growth and distribution as it is more difficult to acquire users than one may think. Poor distribution, rather than the product itself, is the most common reason for startup failure. Therefore, give this the highest priority.

Sustainable Growth through Systems, Not Hacks

Successful growth is dependent on its sustainability. It is not enough to simply acquire users; growth marketing involves finding ways to generate structural, long-term growth. To achieve this, marketing must become predictable, systematic, automated, and repeatable.

The temptation to take shortcuts and use “growth hacks” should be ignored. Instead, growth marketing should focus on creating systems that drive user Acquisition, activation, and retention in a scalable manner.

How to think about user acquisition:

Explore all available distribution channels

It is important to explore all available options before settling on a single distribution channel. There are a multitude of both organic and paid channels available with over 25 to choose from. Taking the time to research and consider all the available options may lead to greater success in reaching your desired audience.

• Facebook & Instagram
• Amazon
• Influencers, bloggers & podcasts
• Affiliate marketing
• Publicity & PR
• Offline & Out-of-home advertising
• Trade shows Offline events
• Communities
• Engineering as marketing
• Embeds, widgets & “powered-by” loops
• Piggybacking existing platforms
• Google ads
• TikTok
• Programmatic ads
• Word of mouth
• Partnerships & biz dev
• SEO
• YouTube
• LinkedIn, Twitter, Reddit, Quora, Pinterest, etc. Referral schemes
• Outbound sales

Begin with outbound strategies

Initiating efforts with outbound tactics is recommended for startups. Outbound strategies involve the active propagation of your message to the target audience, such as paid advertising or outbound sales. Utilizing these strategies yields immediate results, and enables you to determine the success of your offer within a few days. In comparison, inbound channels like content marketing or SEO require months to provide feedback.

Outbound marketing is an attractive option for businesses due to its low barrier to entry

However, as a business grows, the competition and cost of outbound channels can be prohibitive. As the scale increases, targeting quality decreases, as it is necessary to widen the audience. This makes it increasingly difficult to attain high-quality leads.

Ultimately, outbound channels enable businesses to scale quickly, but the cost of this method can be high, often limiting profit margins. Pay-per-click (PPC) bidding is designed to allow companies to pay the maximum amount they can afford.

Inbound channels, such as SEO and content marketing, are known for their slow but steady growth

By contrast, outbound marketing tactics are seen as providing less valuable leads, as they do not involve individuals proactively seeking interaction with the brand. Although the rewards are often greater in the long-term, inbound marketing requires patience before results are seen; it may not be the ideal choice for businesses needing to achieve a specific growth target each month. However, it does provide the opportunity to develop a strong and lasting brand, as demonstrated by the success of companies like Hubspot and Intercom.

Product-driven growth is the final frontier for the world’s most rapidly expanding tech companies

By creating a dynamic core product experience, user acquisition is enabled, allowing for compounding growth as the user base increases. Examples of this include TikTok, Slack, Uber, Loom, Figma, Notion, Mailchimp, Coinbase, StackOverflow, Paypal, Airbnb, Amazon, and many more in both the consumer and B2B realms.

The ultimate objective is to unlock product-driven growth mechanisms, facilitated by “growth loops”, which we will discuss in further detail.

Copywriting is the essential skill for successful marketing

No matter the methods and systems employed, marketers must be able to capture attention and persuade customers to purchase a product. As such, copywriting–the art of writing to drive conversions–is the most crucial skill in marketing.

How to turn traffic into customers:

Ads shouldn’t look like ads

When people are on Google, Facebook, Instagram, or TikTok, they are looking for answers to their questions, to connect with friends, or to be entertained. As soon as a user realizes they are looking at an advertisement, the effectiveness of the advertisement is significantly reduced. To ensure maximum efficiency, advertisements should be crafted to look like content that people are already looking for and the logo should be omitted. This way, people will be more likely to discover the advertisement and engage with it.

The first two lines of copy are of utmost importance to the success of the entire piece.

If those lines fail to immediately capture the reader’s attention, then it is likely that the rest of the piece will go unread. To effectively draw in the reader, it is important to make a powerful promise, reveal a surprising discovery, or introduce news that challenges their existing perspectives. It is best to start in the middle of the action, as any delay in engaging the reader could result in the piece being disregarded.

We can make a significant impact by prioritizing the provision of value to our audience.

People are attracted to those who can help them become successful, and modern marketing allows us to reach large numbers of individuals with one effort. For instance, this advertisement provides immediate value to the reader and, aside from the initial effort of writing it, does not require any additional costs.

Providing value does not only come from selling a product

It also comes from giving people a new perspective and helping them to better understand the world around them. For example, Gary Vaynerchuck provides value by inspiring young people to work hard and hustle. Tesla showed the world that electric cars can be efficient and powerful. Steve Jobs demonstrated that design is vital in the success of a product.

These different perspectives can be hugely beneficial and empower people to be more successful. People appreciate when their mindset is shifted rather than being directly marketed to. Once people have subscribed to your worldview, the products you offer will seem like the logical next step.

For successful dating, it is important to obtain contact information if you meet someone new

Having their number gives you the opportunity to reach out again after they leave, allowing for a more relaxed and organic progression of the relationship. You don’t have to rush the connection, as you can take your time to build a strong and meaningful bond. There is no need to be overly aggressive.

Developing sincere empathy for customers is essential

Going the extra mile to understand customers’ perspectives can help determine the best course of action. Would you sign up for a whitepaper if you only had to provide your email address? Would you join a webinar if there were no additional incentives? Would you purchase a product without a free trial? If the answer is no, then why would customers?

Adopting a long-term approach is essential when dealing with buyers

Statistics show that only 15% of customers who purchase within two years make a purchase in the first 90 days. The other 85% of buyers tend not to make a purchase until after this period. Rather than attempting to force a sale which is unlikely to be successful, creating an atmosphere of empathy, trust and authority must be prioritised. Investing in building relationships is key, and the money will follow.

Branding is a highly effective tool

The success of iconic brands such as IBM and McDonalds demonstrate the power of brand recognition; it is not necessarily about providing the best product, but rather providing a product that is not likely to be perceived as terrible. When buyers consider product offerings, they often take into account the associated risk when deciding on a purchase; buying from well-known, established brands reduces the risk of disappointment. Therefore, it is important to focus on reducing the perceived risk associated with purchasing when competing with incumbents, rather than merely creating a better product. This is why branding is so important.

It is important to prioritize visual design when creating a brand

Investing more in this area than may feel comfortable will help you achieve the desired results. Visual design is the first thing that people will notice and is therefore key to achieving the desired perception of your brand. Consider investing in visual design to the extent that it reflects your desired future state.

Construct a comprehensive content network

Establishing a strong brand image is essential for every startup and having an abundance of content is a great way to do that. Content meshes are not designed to attract attention, but to strengthen the brand identity and optimize conversions. Invest in:

• Technical documentation
• Thought leadership content
• Case studies
• High-quality photography & video
• Excellent sales collateral
• Support resources

This will demonstrate to prospective customers that you are devoted to delivering superior quality products and services for the long-term.

Focus on the buyer

Most people are not interested in the solution that you offer; however, you should not create content with the intent to try and appeal to these people. To them, even the most concise copy is too lengthy, and the best copy is still dull. Do not write for your family, peers, or even yourself; write for the purchaser.

In order to effectively market our product, it is important to begin by identifying the problem that it can solve

If the customer does not have an issue that our product can address, we will have nothing to offer them. However, if they do have a problem, we can demonstrate our knowledge of the issue by providing an explanation that clearly illustrates our understanding of their challenge. This will help to establish trust and interest in our product.

In order to produce effective copy, one should adopt a legalistic writing style

Poor copy is often characterized by a lack of logical structure in the argument presented. Making assertions without providing adequate evidence to back them up or drawing conclusions without explaining the process of arriving at such conclusions are two key examples of this. To ensure that one’s audience is easily convinced of the validity of the story being presented, one should structure the copy in the same way a lawyer would structure a case.

Ensure the most compelling portion of your copy is not buried

Highlight the best lines of your copy, whether as a subheader or byline, and use this as an angle to lead with. This will draw readers in and draw attention to the story.

We can reframe our customers’ worldviews by telling stories

In some cases, education can be a hindrance to making sales. For example, consider a fitness trainer who offers me instruction on how to do perfect pushups for free. This is beneficial in that it eliminates any excuses for not exercising, but it also eliminates the need to purchase his paid course until I can do at least 100 pushups a day. This same concept applies to many other products. Therefore, instead of just providing education, we can provide our customers with reframes. By offering a different perspective, we help our customers develop a better understanding of how the world works. This can increase the likelihood of them purchasing our services or products.

Creating a comprehensive outlook of the world can be achieved by reframing

Assembling various reframes will give individuals a novel perspective. Notable examples of this include: Elon Musk, Naval Ravikant, Seth Godin, Warren Buffett, Tony Robbins, Hubspot, Apple, Microsoft, Salesforce, Donald Trump, Bernie Sanders, the world’s religions, Stoicism, and the Effective Altruism movement. Each of these offer a clear strategy to answer complicated questions about the world around us. When an individual selects to perceive the world through one of these lenses, it is likely that a specific product is purchased that is affiliated with that worldview. By selling a worldview, the product sales will consequently follow.

Write concisely and clearly

Use brief words and sentences, and limit paragraphs to a few sentences. Clear and concise writing is easier to comprehend. Get to the point quickly and ensure your reasoning is organized. Avoid ornamental language and unnecessary embellishments.

It has been widely accepted that providing a larger amount of information can result in increased sales

Despite the prevalence of digital media, books and lengthy podcasts remain popular since they are able to retain an audience’s attention as long as the content is engaging. However, before a buying decision is made, customers often require all their questions and concerns to be addressed, which is why longer copy is often more successful than shorter copy.

How to create compounding growth:

It is estimated that between 30-50% of users churn on the first day

To put this in perspective, consider how many apps or products you have opened once and then never used. To ensure your product does not become one of these, it is vital to spend as much time on user activation as you do on user acquisition. Building a successful business requires an engaged user base; a user base of ‘zombies’ will not do.

Retention is essential to growth.

Investing in higher retention and better engagement leads to faster growth, as it has four primary effects on acquisition:

• Revenue generated is additive, rather than replacing last month’s revenue, reducing the pressure on acquisition channels and increasing their potential for scaling.
• Higher retention leads to more revenue per customer, allowing for higher spending to acquire such customers and unlocking new acquisition channels.
• Greater retention also creates more referral opportunities, as customers who stay longer have more chances to tell their friends.
• Finally, higher retention allows for quicker recoupment of acquisition costs, enabling more spending to acquire more users.

Maximizing user retention is largely dependent upon an effective onboarding process

To successfully achieve this, it is essential to ensure users are properly activated and set up for success. This is far more beneficial than attempting to reduce late-stage churn. It is recommended to dedicate the majority of resources to onboarding.

The AARRR model has come under scrutiny

Commonly regarded as the go-to growth marketing framework, AARRR teaches us that growth is a multi-faceted process that encompasses acquisition, activation, retention, referral and revenue. While this is accurate, the framework is unable to address key questions such as “How does retention influence acquisition?” or “What factors contribute to the success of products that lack referrals?”

Growth loops are essential when it comes to the framework of AARRR

Your acquisition system serves as the driving force to bring in traffic which is then directed into the sales funnel. The funnel then transforms the cold traffic into engaged customers. Additionally, engagement and retention systems help to maximize the benefits the customer can gain from the product. In turn, this can create three outcomes: revenue, referrals and user-generated marketing assets. It is imperative to note, that these three outcomes can consequently be used to fuel the acquisition system once again; revenue that can be used to purchase ads, referrals that can be used to attract new users and user-generated content that can be used to optimize SEO. This is the foundation of growth marketing and how growth

Shift away from a campaign-focused approach

Traditionally, marketing has been structured around campaigns, but since these are essentially ephemeral and not systematic, growth marketing puts emphasis on constantly running, optimisable forms of marketing. Always-on systems that can be fine-tuned through rapid testing have been proven to be more effective than any other method. It’s time to think in terms of systems instead of campaigns.

Prior to rapid expansion, growth is often slow

Optimization and refinement of systems that automatically generate compounding growth are necessary for them to become effective. Many may recall the 100 cases of a new virus reported in Wuhan; all forms of compound growth start off slowly before accelerating.

Engage with your customers

There is no substitute for engaging with customers directly. While it may feel time-consuming and inefficient, it is the quickest way to gain valuable market insight. Building customer loyalty over time can become a significant competitive advantage.

Regular testing is a must for success

Prioritize testing for changes that have the potential for significant impact. Experiment with giving away the paid product for free, and test different landing pages. Additionally, consider testing the effect of doubling or halving the price point. Constantly be assessing new possibilities while focusing on the most important aspects.

Optimise with efficiency by rapidly experimenting and prioritising speed of execution

Remove any hindrances, such as approval processes, that may impede faster execution and learning. As it is difficult to predict what will be successful, ensure you focus on the speed of progress.

Maximizing revenue should be a priority

Developing use cases and user journeys can help identify potential avenues for monetization. There is no need to feel guilty if you are delivering value to your customers—in many cases, they will be willing to pay for it. Achieving success with monetization can be the key factor that distinguishes the success of a company.

It is important to leverage successful strategies and initiatives to maximize success

Repeating successful processes and finding ways to expand upon them can lead to positive outcomes for a business. Generally, businesses tend to excel when they focus on a few key areas and consistently deliver the best results.

Conclusion

To conclude, leveraging these 38 laws of growth marketing can provide a strong foundation for companies looking to maximize their growth potential, no matter the industry. Knowing what works and what doesn’t, as well as understanding how to apply each law correctly can have a drastic impact on a company’s ability to acquire and retain customers. By studying and applying the principles of these laws, companies can confidently build the strategies and tactics that will allow them to reach their growth objectives.

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