The secret to word-of-mouth marketing...

When a Navy SEAL takes aim at the publishing industry, boring book launches become collateral damage. Here’s how to make your unboxing remarkable.

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Today’s Briefing

• Story: Rethinking Tired Old Legacy Products 📦

• Insight: The Power of the Unboxing Experience 🏷️

• Action: How to Better Unbox Your Products 🍱

THE STORY

Rethinking Tired Old Legacy Products 📦

Jack Carr, a former Navy SEAL turned author of The Terminal List, looked at the publishing industry with the analytical eye of a battlefield commander scoping out the enemy's weaknesses.

He saw a legacy business stuck in its crusty old ways, slower to adapt than a tortoise doing the worm.

So this badass decided to wage a full-on assault on those bookworm bureaucrats. If Apple can pimp iPhones like they're forged by Hephaestus himself, Carr figured books deserve the same flair for the dramatic.

His battle plan? Replace those sad little manila envelopes authors usually send out with an ammo crate so extra, it would make G.I. Joe blush. We're talking about a f**king guncase loaded with the hardcover, a baller leather bookmark, and more high-quality swag than a politician’s son’s campaign fundraiser.

The objective? Make it irresistible for influencers to hop on the hype train and help spread the word on social. Because for Carr, half-assery wasn't an option — it was go big or go home.

He sends out about 350 of these custom book boxes to help promote the launch (here’s what an online unboxing looks like). But this is only the beginning of how Carr thinks of his marketing.

• Create a Hollywood level book trailer (like this one)

• Hire a small dedicated team for marketing (2-4 people max)

• Create a one-pager for each project (is this worth your time?)

• Mention products in the books for authenticity (see meme below)

• Let the publisher do what they do so you can focus on what you do

At the end of the day, Carr reinvented publishing promotion tactics by applying battlefield mind games rather than just recycling the same lame "new title out now!" script. And, he’s taking this focus to screenwriting, television, and at least another book every single year for the foreseeable future.

Key takeaway: Carr invested in creating an irresistible package that compelled influencers to quickly promote his book, knowing the extra effort would generate buzz.

INSIGHTS

The Power of the Unboxing Experience 🏷️

Any creative or entrepreneur can apply the principles behind Jack Carr's book marketing strategy and Seth Godin's emphasis on storytelling to their own projects, regardless of the industry or medium. Here’s how:

1. Create a memorable unboxing or first-time user experience: Think creative packaging, personalized touches, or an onboarding that tells a story and sets the tone for what users can expect (think Apple).

2. Develop a compelling narrative around your project: Consider the emotions you want to evoke, the values your project represents, and the unique perspective you bring to the table (think TOMS).

3. Invest in high-quality, shareable content: Like Carr's ammo crate book box, create content that is not only valuable and informative but also visually appealing and easy to share (think RedBull).

In a world of noise, this is the best way to stand out in a crowded market and build a loyal following.

TAKE ACTION

How to Better Unbox Your Products 🍱

We know how Apple does it and now how Jack Carr does it, but how the hell can you implement the same ideas? Start here:

1. Brainstorm packaging ideas that align with your product's audience.

2. Identify key elements to enhance the unboxing experience.

3. Source high-quality materials that reflect your brand's values.

4. Create a prototype and gather feedback to refine the design.

5. If you do it right, the customers will take it from here.

By following these steps, entrepreneurs and creatives can create a memorable unboxing experience that sets their products apart and generates buzz.

Meme of the Week 🤣 

Bite-Sized Reads 📚

[Watch]: Unboxing Jack Carr’s latest book, Only the Dead.

[Read] The secret reason you can’t toss out your Apple box.

[Watch]: Jack Carr discusses marketing on the My First Million Podcast.

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Publisher: Jordan Belfort

Editors in Chief: Brock Swinson and Davis Richardson

DISCLAIMER: None of this is financial advice. This newsletter is strictly for educational purposes and is not investment advice or a solicitation to buy or sell any assets or to make any financial decisions. Please be careful and do your own research.