Jab, Jab, Jab, Jab, Jab.
Creator spotlight: StrawberryMilkMob
Before we dive in to this week’s newsletter:
New pod episode is live with community legend David Spinks.
We talk about AI replacing community managers and why a sabbatical is life-changing.
Listen on Spotify and Apple or watch on YouTube with some visuals.
It’s creator spotlight time.
Every month, I shine light on a creator with a business who’s doing something worth paying attention to. Last month it was, Doug DeMuro.
Today, you’ll learn about a creator who manages to not promote her product yet that’s hersecret to selling bikinis like hot cakes.
My team recently showed me the TikTok account of StrawberryMilkMob, a mid 20s woman from Vancouver who gives funny dating and relationship advice, tells relatable stories, and vlogs her life like there is no tomorrow.
At face value, nothing about her videos are special. It’s just…her talking. No effects, hardly any cuts, no use of sounds. No retakes. Each video feels like a FaceTime call — completely unfiltered and personal.
Georgia, the creator behind StrawberryMilkMob, has amassed over 1 million followers on TikTok by speaking exactly to her target audience: guys and girls on the older end of Gen-Z, typically those who are dating. She’s able to nail down the exact habits, mistakes, and feelings young adults have in relationships — and communicate them in ways that have both guys and girls thinking… “How does she know?”
You’re probably asking… Greg, why are you telling us about a random Vancouver girl’s TikTok account? Are you okay? I don’t blame you for asking this.
There’s more here. My team brought her account to my attention for two reasons:
She’s all over their TikTok ‘For You’ pages
Her account is a front for a thriving DTC swimwear brand — that she doesn’t ever talk about
Georgia displays a masterful understanding of how short-form video platforms work: Almost everything you see is recommended to you, not searched for. Her bio clearly states “I sell bikinis” — but only one of every 30+ videos makes any reference to the swimwear brand she’s building. That’s like ~3% of videos.
She doesn’t talk about the features of her product.
She doesn’t tell her audience to “click the link in bio.”
She doesn’t ever talk about the product she’s selling.
And if you’re coming from the ‘For You’ page, there’s a good chance the video that hooked you in was about how to tell if your crush likes you — nothing to do with bikinis.
Gary Vaynerchuk wrote Jab, Jab, Jab, Right Hook in 2013 — a manifesto for creating contextual social media content and the importance of building relationships through content. Georgia follows a similar playbook — content that feels native to TikTok, with lore and world-building for her diehard fans.
In boxing, jabs are quick, sharp hits. A fighter can jab all day, as opposed to throwing a right hook: a heavy sweeping motion of the right arm, usually saved for a knockout punch.
To Gary, jabs are contextual social media posts, and right hooks are the big launch or reveal. You need jabs to build a relationship, and you need right hooks to make money.
Jab, jab, right hook is the old way and that’s not really what Georgia is doing.
The new model is to jab, jab, jab, jab, jab, jab a few more times, jab, jab… forever. You open up a SuperSoaker™ with value and don’t stop shooting.
With a community so invested in her stories, jokes, and relatability… StrawberryMilkMob doesn’t ever need to sell her product. She’s converting enough views to sales to run a business without mentioning the business she’s running.
It takes a world-class communicator to understand their target audience to this magnitude.
Thesis: this is just the beginning of the jab forever strategy
I think we’ll see creators build multi-million dollar businesses on the backing of overflowing goodwill. Thousands of product sales a month from the confidence that their audience will find their product.
I hope this got you thinking…
When you’re ready, there are a couple ways to work together:
Enrollment is now open for Community College. It’s our masterclass to teach you how to build products communities will love.
This course sells out 100% of the time. And this time we’re including a free landing page for your brand so seats will fly. Check it out here. Class starts April 17th.
P.S: Most people expense the course through their company. Invest in yourself and let them pay ;).
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P.S: I wrote a thread on agencies this week.
Thanks for sharing this! Interesting comparisons you make with StrawberryMilkMob. One question that popped up for me when reading this was whether or not it is a good idea to separate one's Sales CRM from Community CRM. Do you have any thoughts on this? Should it all just be in one place?
STOP - DO NOT INVEST IN SUBSTACK'S BROKEN MODEL!!!
Seriously if they are begging for money and VC bailed it means its a broken model. Think about it, how many regular people are paying per writer $5 to $10 per month? Not enough apparently and the next thing they will introduce is advertising which is 1million times worse. This monetization model is for elites, elite writers and elite readers who can afford to pay to "benefit" from their writing. Its not Twitter but its just as elitist as Twitter and will devolve into the same mess and control mechanism.
Go check out web3. Go check out crypto. Go check out the MVP of my solo hobbiest project "dplatform.me" The next platforms will be web3, crypto, micro-transactions, and governed by decentralized autonomous organizations (DAOs) or no one
The future is decentralized!