Nathan Latka: Generating interest and demand

Patrick Campbell Dec 1 2020

Geocentrism is the idea that the earth is at the center of the universe. Widely believed and accepted for over 1500 years, this theory was later replaced with the heliocentric model, which we're all familiar with today. But for that brief blip on human existence, it was understood that our planet, and the occupants of it, we're at the center of everything. And we were the entire focal point for all meaning. 

While certainly much more complex, I like to believe that this moment in time tipped off human beings' quest to do everything in their power to make an impact. To pull that center of the universe back to them through great works. With enough art, businesses, screenplays, and the like—with enough success—we can be the center of the universe again. Our egos became both a weapon and something that could be weaponized. Geocentric becomes egocentric. 


 

Few yield the power of the ego more in our world of subscriptions like Nathan Latka, who’s confidence and intellect have given him the ability to weaponize media to draw attention to his products and content. 

How do you get people to notice you like Latka? Sure, you can buy ads in traditional distribution channels, especially the traditional ones. Or, you can try to do some guerilla marketing. Yet, there’s a much more efficient, but much harder way to learn. That comes down to leverage, which requires determination and unabashed confidence. Put another way—in order to generate interest, you’re going to have to go "full Latka."

Topics covered in this episode: 

  1. Earning the right to educate
  2. Weaponizing your ego
  3. Generating demand
  4. Characteristics of success
  5. The key to leverage

Listen now 🎧

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Here we summarize the main takeaways for you to implement or hand off to your team for implementation.

 

Key actions: 

Going full Latka:

After watching this episode you should have a better understanding of what it means to go “full Latka.” But essentially it means having the confidence in who you are and what you have to offer. It’s knowing when to go against the grain and how to strategically do it. It’s embracing your enemy and creating debate.

Why it works:

As Latka puts it, “haters still buy.” There are a lot of people who don’t like Latka, but he’s used that to his advantage. In fact, a lot of his success stems from that—embracing the enemy and all the negative talk. Establishing early on, who you are and what you offer, will bring about that unshakeable confidence that will allow you to turn anything negative thrown at you into something positive, and even make you more money. 

It’s also way cheaper to let people hate you than to try to convince them to like you. Causing a debate is a great way to learn for both, you (your company) and the consumer. If people have no opinion of you, that is definitely not a good thing, that’s a nightmare according to Latka.


Action Plan

What to do today:

Every company is different and may not be able to go “full Latka.” But below are a couple of tactics you can try no matter what phase your company is in. 

  • Follow Nathan Latka.
  • Discuss with your exec team what your company does not believe in.
  • Establish and verbalize what you are not—what are you against vs. what you are for.

What to do next quarter:

Begin by spreading and educating your people on the things you are not and the things you don't believe in. It’s crucial that your company understands these values just as much as what you are and what you do believe in.

As with any new strategy, you’ll want to test it. There will be some things that work and some that don’t. Depending on your company, this “Latka” strategy will likely be easiest to align with your marketing and PR efforts, but it’s definitely not limited to those two departments. 

Here are a couple ideas in which you can easily try some of Latka’s tactics:

  • Start with a small marketing campaign around “what you’re not.”
  • Create a debate around what you don’t believe in
  • Start a conversation about something people keep getting wrong about who you are or what you offer.
  • Change up your distribution messaging.
  • Embrace and engage with the enemy.

Don’t be afraid to create some rift. The point is to get people talking about you. And of course, measure and track your outcome: sales, engagement, publicity, downloads, etc.


What to do within the next year:

Depending on the outcome, you’ll want to develop an ongoing framework around what worked and what provided the desired result. As we mentioned, every company is unique. What works for one doesn’t work for all. Adjust accordingly and personalize the strategy around the tactics that worked for you.  

Continue measuring and evolving your tactics and strategies. Nothing stays the same, especially in today’s world, which is exactly the point of Latka’s tactics—to stay relevant.



Who should own this? 
Any founder, CEO, or executive leader wanting to grow and create awareness for their company—in a refreshingly honest and inexpensive way—would benefit from implementing these tactics.



Watch the full episode

 


Coming up next week
Next week, HubSpot’s VP of Growth, Kieran Flanagan discusses the evolution of growth, prioritizing and positioning, and learning from mistakes.

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This is a ProfitWell Recur production—the first media network dedicated entirely to the SaaS and subscription space.


 
By Patrick Campbell

Founder & CEO of ProfitWell, the software for helping subscription companies with their monetization and retention strategies, as well as providing free turnkey subscription financial metrics for over 20,000 companies. Prior to ProfitWell Patrick led Strategic Initiatives for Boston-based Gemvara and was an Economist at Google and the US Intelligence community.

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