Low Bar Podcast The FAKE Framework: Marketing Secrets from OF's $5B Revenue — Ep. 12
This is a wild episode where the discussion focuses on a surprising source of business tactics: OF. The platform made $5 billion last year selling content that's free everywhere else.
The secret? Community, perceived access, and personalization driven by unscalable efforts and a detailed CRM.
Jon and Ben walk through the "FAKE" framework: Feedback, Access, Knowledge, and Exclusive. Tactics covered include: charging for personal critiques (the "Basic Rating Service" ), offering rush delivery or bulk discounts as upsells, using recurring subscriptions that rely on customer forgetfulness, and batch recording personalized voice and video messages for direct connection.
The true gold is the CRM: creators track an astonishing amount of data points on users to hyper-personalize interactions, from job titles and income to emotional triggers and spending patterns. The takeaway for your business is simple: collect data and use it for good.
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Timestamps:
00:00 — OF Revenue and Strategy Overview
03:57 — The F.A.K.E. Framework Introduction
06:16 — Tiered Feedback/Rating Upsells
16:01 — Comparison and Retention Tactics
19:40 — Live Reaction Upsell
22:58 — Bulk Discounts and Rush Delivery
25:30 — Recurring Subscription Model (Unlimited Service)
29:20 — Automated Messages
43:40 — CRM Data
54:35 — Exclusivity and Systemization
1:04:00 — Scarcity Offer
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