11 lessons we can learn from Tesla's marketing strategy

MARKETING
11 lessons we can learn from Tesla's marketing strategy

Unlike giants like Volkswagen, Ford, and Toyota, which collectively spend over $30 billion on advertising annually, Tesla spends $0.

Why? Because for Elon Musk, innovation trumps advertising.

Here's how Tesla's unique playbook can inspire founders and marketers:

1/ Focus on high-ticket offers first

Start with a premium sports car, use the profits to fund affordable models, and continually drive prices down.

Similarly, as an agency owner, I focus on selling my agency services and then keynote speaking/training.

From 2025, I will then launch my course and community.

2/ Build in public

Engage fans by sharing the journey, creating a fiercely loyal community.

Attention breeds trust.

I love this concept. That’s why I shared my journey, learning, mistakes and wins freely to you guys. I recently shared how I run my paid acquisition.

3/ Be category king

…Or create your own category. The Framework Guy–That’s mine.

Tesla wants to be the world's fastest, safest, longest-range electric car.

People want the best.

4/ Use social media

Elon uses(bought) Twitter/X to communicate, share memes, and build buzz.

5/ Have a newsletter

Tesla offers unique experiences as lead magnets; for example, “sign up for a chance to race a Tesla semi-truck!”

We don’t own our social media following. That’s why I have my own newsletter, which I can use to connect with you anytime.

6/ Pre-launch teaser

Surprise announcements keep Tesla trending on social media and in headlines.

7/ WTH moment

Like launching a Tesla Roadster into space, leaving unforgettable imprints and fusing Tesla's narrative with SpaceX grandeur.

8/ Spectacular Events

Tesla’s events are spectacles. Think Apple, but with more showmanship and a blockbuster reveal every time.

9/ Word-of-mouth wins

Tesla's referral program turns customers into advocates, incentivizing them to share their positive experiences to increase sales naturally.

10/ Customer service as marketing

Exceptional customer service goes viral, enhancing Tesla's reputation through word-of-mouth and social media testimonies.

11/ Reducing purchase friction

Tesla streamlines the buying experience, allowing customers to configure and order vehicles online in mere minutes, setting a new standard. Bye traditional dealership.

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EXAMPLES
20 companies’ taglines and what they really mean

• Apple: "Think Different" celebrated visionaries and referenced IBM’s “Think” campaign. It contributed to Apple's stock tripling in a year.

• Bounty: "The quicker, picker, upper" uses consonance to convey efficient cleaning.

• California Milk Processor Board: "Got Milk?" promoted milk as a healthful beverage choice nationwide.

• De Beers: "A Diamond is Forever" captured the idea of eternal relationships and discouraged diamond resale.

• Dollar Shave Club: "Shave time, shave money" humorously highlights cost savings and convenience.

• Dunkin’ Donuts: "America Runs on Dunkin’" underscores its coffee helping busy Americans on-the-go.

• General Electric: "Imagination at Work" embraces company culture over the former tagline "We Bring Good Things to Life."

• L'Oréal: "Because You’re Worth It" focuses on the personal image gained from the product.

• Lay’s: "Betcha Can’t Eat Just One" highlights the irresistible nature of the snack rather than its taste.

• M&M’s: "Melts in your mouth, not in your hand" differentiates the product with its hard shell feature.

• Mastercard: "There are some things money can’t buy. For everything else, there’s Mastercard." This tagline highlights priceless experiences.

• Maybelline: Though changed, "Maybe she’s born with it. Maybe it’s Maybelline" remains iconic for its message of inherent beauty.

• McDonald’s: "I’m Lovin’ It" promises taste and convenience over health.

• Meow Mix: "Tastes so good cats ask for it by name" cleverly associates brand recognition with a cat's meow.

• Nike: "Just Do It" inspires action and overcoming obstacles.

• State Farm: "Like a good neighbor, State Farm is there" stresses community focus and personalized service.

• Tesco: "Every Little Helps" applies to value, quality, and corporate responsibility.

• The New York Times: "All the News That's Fit to Print" insists on factual and educational content over sensationalism.

• US Marine Corps: "The Few, The Proud, The Marines" emphasizes exclusivity and loyalty ("Semper Fidelis").

• Verizon: "Can you hear me now? Good." Highlights reliable service coverage.

MARKETING
3 fears stopping people from opting in

Over the past decade, I found that all visitors to our sites have three main fears that keep them from opting in.

If we can address these fears, our conversion rates will increase.

Here they are:

1/ Fear of Poor Investment

Question: "Is this a good use of my time or money?"

Solution:

• Craft compelling copy.

• Offer free trials.

• Showcase testimonials.

• Clearly explain your unique value proposition with proven results.

2/ Personal Fear

Question: "Can I trust this person or business? Is this a scam?"

Solution:

• Build trust through repeated exposure.

• Provide third-party reviews.

• Offer PayPal or well-known payment providers.

• Develop a strong social media presence.

3/ Social Fear

Question: "Will this improve or degrade my social standing?"

Solution:

• Share testimonials from relatable individuals.

• Highlight results that enhance social standing, like financial gains or expertise improvements.

Review your landing pages and ensure these fears are addressed.

Testimonials are versatile tools that mitigate all three fears, while free trials can effectively tackle two of them.

BOOK SUMMARY
Big Potential by Shawn Achor

Shawn Achor's "Big Potential" flips the script on success, showing how helping others unlocks your own potential.

Here are some key takeaways:

1/ Success isn’t a limited resource; collaboration boosts individual success.
2/ The SEEDS model: Surround, Expand, Enhance, Defend, Sustain.
3/ Positive decisions and relationships amplify your potential and create a ripple effect.

👇 Click to listen to the full episode

CLICK WORTHY
ICYMI

• TikTok launched its updated marketing education platform.

• Threads reached 275 million users (follow me here).

• LinkedIn added a lead gen objective to boosted posts.

When you are ready, here’s how I can help:

• Free SF community where I share my swipe files, cheatsheets, templates and other marketing and copywriting resources.

• 88 Ogilvy’s Ads Collection—If you’re a marketer, your swipe file is incomplete without this.

• 1:1 consulting (currently closed).

Hit reply any time! I love hearing from you.