The PaperKup Methodology.
The best way to earn attention and get people to do the marketing for you.
Along each point are four phases (Building the IdeaRocket, Liftoff, Orbiting and Station Arrival) that will get you from unknown towards having a permission asset.
Despite the greatness of your idea, the focus of this methodology is to have a clear understanding of influencers and how to communicate and collaborate with them.
Take Charge. Get Results.
Influencers have taken over control of communication—they count with two powerful tools: attention and trust. Under these circumstances it’s very challenging for brands decide to use influencers to grab the attention of the market. There is a communication advantage controlled by influencers in the industry that is terribly difficult for brands to overcome.
There are a few ways that brands can make mistakes when communicating and collaborating with influencers, because (1) matching a brand story with the influencer’s story is challenging, and (2) due to the fact that the influencer industry is booming and everybody is rushing to get a slice of the cake. That “boom” have created an environment where interruption practices have become pretty common.
The core concept of this methodology is not to have influencers dictating your strategy, but to put your ideas in the universe and attract them to help you get there faster and build and asset around that, so you don’t have to repeat over and over the process. That’s what this methodology does.
The Four Phases of the PaperKup Methodology
Building the IdeaRocket
This is the most important step. Make this right and you’ll be able to get where you want to go. This phase is about developing your IdeaRocket (product) and analyze a niche market for it.
Find your niche
Big markets are sexy, but ideas that spread start from a niche of early adopters–they never start from a mass market. Choose a niche with potential influencers and focus so tightly that your IdeaRocket becomes the ignitor of the conversation.
The Core of the Idea
Now it’s time to focus on the core of the IdeaRocket. This is the main concept and market you want to make an impact to. It’s not just about solving a problem, but standing for something where people would follow you for it.
This is the stage that will put you out into the space–once it returns, you don’t fully control over your IdeaRocket. This is about molding your idea in order to make it contagious, so people are eager to talk about it.
This phase is all about communication. There is a communication advantage controlled by influencers in this industry which is terribly difficult for brands to overcome… Unless you plan for it. Here you develop a strategy that would help you to get cross the atmosphere (attention filter).
The IdeaRocket needs fuel to get started. In other words, it needs the right medium. It’s not just about the channel—it’s about figuring out which medium would lead to ultimate success to the rocket.
Unlike Fuel (Medium), Thrust is all about the channel—figuring out where your niche hangs out and focus on it. But the channel needs to have enough potential to provide full thrust if you want to get it into space.
Speed is critical to get your ideas into the universe. This is important because being first in this case matters. So if you don’t have enough speed a competitor might overtake you and get into space as the originator of the IdeaRocket.
Once you cutoff the main engine you no longer control the idea, but… you can influence it. Here is where stage 2 will get orbiting around thanks to gravity and the atmosphere (once it gets out there it becomes attention positive). Now the goal is to get people to do the marketing for you. You don’t interact with them directly, because you’ve run out of fuel—but you can use artificial oxygen in order to use fuel again. In other words, influencers that push your IdeaRocket.
Light & Aerodynamic
The objective is to get people to talk each other about your IdeaRocket. So the lighter and aerodynamic it is, the easier for people to talk about it. It has to be smooth. It has to be worth mentioning. But most important, you have to provide the tools and benefits to spread it.
Now you can use artificial oxygen to fuel your rocket and get faster. Influencers. They’ll be the ones that will get you the speed you need to make an effective landing. Choose them—not let them choose you. But most important, how you manage and communicate with them will define the success of your campaign.
When your IdeaRocket passes the atmosphere, it will eventually get where you want it to go—unless an asteroid strikes on your rocket. Asteroids are the things that can go wrong with your campaign. They need to be analyze and identify at the right time, so you can correct your course and avoid collision.
Permission International Station
Some brands might think that the goal is to get attention, but that’s far from it. The main goal is to earn attention and obtain permission so you don’t have to go through the whole process every time you want to market something. This phase is about using right metrics to get right results, but also about building a permission asset with an audience and influencers, so you can continue the conversation once your rocket returns.
Building the station
Throughout phase 3 one of the objectives is to engage with consumers and influencers, and within that objective there’s a step most brands miss: build a permission asset. That’s the point where people give you permission to contact them again, and that’s where you can sell your stuff.
Metrics and Results
You’ve been measuring results along the whole process, but now it’s time to get real and measure results. Remember, it’s not about measuring the stuff that’s on its way to results, its about measuring final results. Here you’d see what works and what doesn’t, so you can tweak things in order to get better results.
Nurturing your Asset
It’s not over when you land. You have to keep in touch with the people that want to hear from you. Keep them informed of what you’re up to. And that includes keeping in touch with influencers that helped you along the journey, because you can collaborate again and leverage your work with them—again and again.