Crypto Marketing Playbook

Paul’s knowledge and tried and tested skills in sales and marketing combined with his passion, know-how and hands on experience in the crypto industry make him one of the key ‘go-to’ experts in the industry.

Nick Assimenos

Manager, Institutional & Corporate Partnerships,

Institute for the Future (IFF), University of Nicosia (UNIC)

Paul is an authority in the field of sales and marketing within the blockchain and digital currency space, it was an honor to have him on stage in Athens during Decentralized 2019 and we look forward to hearing from Paul  again at our next event.

Socrates Minas

Partnership Manager,  Institute for the Future (IFF)

University of Nicosia (UNIC)

Paul helped take our business to the next level and I highly recommend him.

Stoyan Angelov

Founder and CEO of www.evedo.co

Part of the founding team and community manager of www.locktrip.com

Paul entered the crypto industry with a flourish, and in just two years he has interviewed and worked with pioneers and some of the most successful people and companies in the crypto industry. Success leaves clues, right? If you're looking to get your marketing ducks in a row, I recommend you read this book.

Joel Comm

Blockchain & Cryptocurrency Evangelist, Brand Influencer ,

co-host Bad crypto podcast & 15-time best-selling authoR

Paul has outstanding knowledge and wisdom regarding video and marketing in the blockchain industry. He has brought so much value and we are thankful for his services.

Derek Jones

CEO, UnitedCoin

The

Crypto Marketing Playbook

Unleash secret emotional triggers in your audience’s brains for explosive growth

Paul Democritou

The Crypto Marketing Playbook © 2020 by Paul Democritou

All rights reserved. No part of this book may be reproduced in any form or by any electronic or mechanical means including information storage and retrieval systems, without permission in writing from the authors. The only exception is by a reviewer, who may quote short excerpts in a review. 

Cover designed by Konstantinos Mantelos

DISCLAIMER: While we have taken every care to ensure the information in this book is accurate and up-to-date at the time of publication, we give no guarantees or warranty, express or implied, about the veracity or usefulness of the information.

The authors are not familiar with your business or personal circumstances. As such, nothing in this book can be construed as personal, professional, legal or financial advice. As with all things in life, you are responsible for doing your own due diligence, and you are responsible for your own efforts and results. The authors accept no responsibility for any loss, financial or otherwise, that you may incur as a result of acting on the information contained in this book.

Paul Democritou

Visit my website at www.CryptoMarketingCoach.com 

First Printing: September 2020

––––––––

ISBN-13: 9798679004818

For Aliki Democritou, my mother, my angel.

You always believed in me and were always  by my side

I still talk to you and ask for advice visioning your answers.

Your love will live with me forever. I will pray for you forever.

Θα σε αγαπω για παντα.

το χέρι σου να μαζευει και το μάτι σου να κόβει

Your hand should pick up, and your eye should cut.

Your hand should pick up, essentially means don’t be lazy, don’t procrastinate, don’t leave things for later. It’s equivalent to the English maxim, Pick up as you go.

Although it was meant in terms of housework, that if you fix small things as they come up, you don’t end up with a mountain of work, it applies to business as well.

Don’t leave loose ends. Do things as they come up. If it takes less than five minutes to do, do it right away.

Your eye should cut, means you must have a sharp eye, and pay attention to detail

It ties in with the other saying.

It’s not enough just to pick things up, you need to see things that need picking up.

(Look sharp)

See the details, see the opportunities, and take them.

CONTENTS

Why You Need a Marketing Playbook

First, Stop Making These Costly Marketing Mistakes

You Don’t Know What You Don’t Know

You Don’t Think Marketing Matters

You Hire Your Friends Instead of Experts

You Hire Influencers to Do Marketing

You Don’t Understand Long-Term Marketing

You Don’t Understand Your Audiences

You Confuse News with Marketing

You Think Shilling is Marketing

You Spread Yourself Too Thin

You Shrink in a Bear Market

You Talk Trash

You Waste Time In Meetings

Second, Make Sure You Have These Fundamentals In Place

The Life Affirming Magic of Bootstrapping Your Way  To Greatness

Serve a Niche, Solve a Problem

Be Weird, Be Wonderful, Be Different

But Not Too Weird

Don’t Talk to Audiences, Talk to People

Get Emotional with Your Branding

Get Creative with Your Engagement

Get Serious About List Building

Don’t Be Afraid of Advertising

There’s No Excuse  For Not Testing

Learn How and When to Scale Ads

Third, Use KYS and Sales Psychology to Create Your Marketing Collaterol

Know Your Shit

Understand Cognitive Biases

Say My Name

Learn the Five Ps of Sales Copy

Get Familiar with the  Life Force 8

Learn to Use Anchoring

Hold Out with Withholding

Write Titles for Humans

Fourth, Get Your Online Act Together

Understand Your Platform

Learn to Write White Papers

Get Funky with Your Funnels

Be Human on Social Media

Don’t Be a Douche on Twitter

Listen More Than You Talk On Telegram

Make Video Your Focus and Learn YouTube

Content for Community Engagement

Content for Credibility

Content for Exposure

Finally, Go Offline For Massive Impact

Know Why You’re  Attending Conventions

Learn to Meet & Greet People

How to Talk to Investors

How to Ask for Referrals

Organize Your Own Events

Have a Street Team

Expand Your Reach with Telemarketing

Make Sure Everyone’s Singing the Same Song with Scripts

Keep Your Closing Simple

Now What?

Now, You Have a Choice

I Made You a Promise

Services

Why You Need

a Marketing Playbook

It’s not what you know, but how you use it that counts

You always want to be on top of the playbook. You always want to be refreshed with the plays, make sure you're on the same page with everyone else.

—Rob Gronkowski

A

T ITS SIMPLEST, your business is the sum of what you know and who you know—or who knows you. Also, at its simplest, marketing is how you make people aware of what you know.

Of course, there’s more to it than that. But if you boil it right down, when we’re talking about marketing, we’re talking about getting your message in front of your audience.

I speak to so many people with blockchain-based businesses who believe their product will speak for itself. I tell them what I’m about to tell you.

I don’t care if the product is shouting. If there’s nobody there to hear it, it has no effect.

You can be the best expert in the world, or have the best product or solution, but without building your audience, you have no business. Similarly, you can have the biggest network in the world, but if you don’t know enough to solve anyone’s problem, you have no business. The trick is to build the two at the same time.

In crypto terms, that means you can start marketing with little more than an idea and start fundraising while you’re making that idea a reality. You can—and should—build your community alongside building your product. If it’s a decentralized app, you may well be building the product as a community.

But you need to be learning and working and building to make that product work, and you need to be talking to your community about the challenges, and how you’re dealing with them all along. Transparency is vital in this industry. As is consistency.

That’s where your Marketing Playbook comes in. In it, you will document your standard approaches to specific situations, your approved language, brand colors, and assets. You will also be building your business ethos and creating a document you can give to anyone you hire to run your marketing or other public-facing efforts. With your playbook in hand, you will know they will base decisions on your principles and priorities, and they will spread your message using the right language, on the right platforms, and at the right time.

By the end of this book you will...

If you work through the exercises in this book, by the time you get to the end, you will have a document that will help you market your crypto business professionally. You will know how to build a successful and most importantly profitable business using proven marketing methods, and you will know how to evaluate any new markets and platforms as they emerge.

You will understand the difference between sales and marketing, marketing and promotion, platforms, channels, and all the other jargon you need to understand—and how to apply that knowledge to your business.

You will learn the dos and don’ts of promotion, marketing, and advertising, and have a plan for strategizing, designing, running, and evaluating marketing campaigns.

You will know how to use different platforms to get the right message to the right people at the right time in the right format to ensure you message is received, understood, and amplified by your audiences.

You will know who to hire for what positions in marketing, and who not to hire. You will be aware of the fatal mistakes that will kill your company, why your product is important, what made other companies successful, why companies fail, and how to ensure you emulate winning traits.

And if you know you want to get into crypto, but you’re not sure what you want to do with it, stick around until the end of the book, and I will give you an idea to start a crypto business from scratch.

Have a resource that tells you what to do next in any situation...

But you won’t only know all of that yourself, you’ll have a document that you can give your team that gives them a hotwire to your brain. They won’t have to interrupt your meetings to ask you for permission to run a campaign, because they will have clear go/no go guidelines. They won’t have to argue in circles for hours about what to focus on next, because they will have a clear set of guiding principles.

Everyone from the CEO, the marketing director, campaign managers, designers, copywriters, and programmers will all be singing from the same song sheet, running the same plays, using the same language and design elements to create a cohesive brand. New hires and new customers alike will all receive the same message, the same onboarding experience tailored to their role in your organization, because you will have put in the work up front to ensure everyone knows what you’re about, what your priorities are, and how to present your business to the world.

Imagine bringing thousands of people into your product and leaving your competition gasping and wondering what you did. Most of your competition are stuck making the same old mistakes. They’re trying to raise funds from a handful of accredited investors, trying to build a reputation before they have a product, throwing money into advertising without having a community, and wasting tens—if not hundreds—of thousands of dollars on shiny graphics and websites while paying little attention to the message they’re sharing.

You are going to leave them in the dust because you’re going to do the right things in the right order. You’re going to forget the bells and whistles and sidestep Shiny Object Syndrome and instead focus on the message. You’re going to make sure you’re solving a problem that exists for a cohesive group, building a community around your solution and validating every step of the way. Your marketing doesn’t have to be big budget because it will be based on community growth. But before we go any further, I want you to consider two things:

1)  If you pay peanuts, you get monkeys

2)  Only a fool pays advisors and then ignores their advice

So, if you’re going to pay a marketing expert, make sure you’re paying someone who knows their shit, and then LISTEN to what they tell you.

That’s like having a marketing consultant in your pocket

Which leads us nicely onto why you should listen to me. Other than having over twenty-five years’ experience in marketing and sales. I was the youngest, most sought-after sales and marketing trainer for some of the largest timeshare companies in Greece. After a career as an entertainer and a video producer/director, I returned to my passion and pivoted into sales and marketing, as well as creating sales videos for companies in and out of the blockchain industry.

In 2016, I was diagnosed with non-Hodgkin’s Lymphoma, and decided to write a book (Success I.A.O.) during my downtime so that when I came back I could come back stronger, and if I didn’t make it, I would have something to leave behind. Since then, I have authored The Closers Part 3, which I co-wrote with living legend Ben Gay III, How to Sell a Pen—Really, and The Crypto Factor interview series with some of the most influential pioneers in the cryptosphere. I worked with Craig Wright on his book Satoshi’s Vision and work with Tone Vays on his YouTube channel after sharing the stage with him at Decentralized 2019 on a panel discussion about marketing in blockchain.

I have worked with and continue to work with several major blockchain projects, influencers, and startups. While writing The Crypto Factor books, and interviewing influencers for my own YouTube channel,  I have connected with people from all stages of crypto development, in large and small projects. The advice I give is gleaned not just from my experience of marketing multi-million Euro and international companies outside the crypto arena, but from talking to some of the most respected people in the world. People are paying me tens of thousands of dollars for the same information I’m going to give you for the price of this book.

I worked with Experty during their Initial Coin Offering, as a video marketing consultant with Evedo, and with UnitedCoin in their pilot stages. I have consulted with several crypto startups who I didn’t join publicly. I turned down working with them because I didn’t feel they were ready, or because they were not prepared to listen to what they were paying me to tell them. They went bust. Some of them were multi-million-dollar businesses, and no-one expected them to fail, especially themselves, but I warned them. That’s why you should listen to me.

I'm giving you information in this book and outlining the process of my intensive Marketing Mastery Coaching so that if you’re on a tight budget and can’t afford to work with me, you can still work through the process on your own and come away with a valuable document.

I give marketing and sales advice free on my YouTube channel as well. I do that because I know if I give enough, the right people will step up to work with me. But also, because if I can help those smaller fledgling businesses get things right, the whole crypto and blockchain industry will start to mature and evolve, and its reputation will improve. Good companies with great ideas will shine brighter and grow faster within the space. If they do better work and the image of the industry improves, more investors will move into the market which is better for me, too. I also have a weak side. I  want people to succeed. I made a promise to help people succeed when I was fighting cancer. 

In my Marketing Mastery Coaching, I teach businesses how to create