For digital marketing agencies, establishing credibility and showcasing expertise is essential. Our co-founders at Deviate Labs, Chad Riddersen and Raymond Fong, understood this well when they authored "Growth Hacking: Silicon Valley's Best Kept Secret" back in 2015. As an intern at Deviate Labs, I recently had the chance to sit down with Chad and dive deep into the story behind their book. Here’s how this strategic move turned out to be a game-changer for our company.
The Birth of a Book: From Necessity to Reality
The inception of "Growth Hacking: Silicon Valley's Best Kept Secret" was driven by the need to solidify Chad and Raymond's standing in the emerging field of growth hacking. In 2014, Deviate Labs was just getting started, and a comprehensive guide on growth hacking principles and strategies was essential to establish their authority with potential clients. Instead of piecing together a series of blog posts, they decided to go all-in and write a book.
Chad described the dual nature of the project: part vanity, allowing him to proudly say he was a published author, and part strategic content marketing. The book would serve as a definitive resource for business owners and marketers seeking solutions to their growth challenges—a tactic that, while seemingly old-school in the social media age, proved incredibly effective.
The Writing Process: Commitment and Strategy
Writing a book is no small feat. Chad and Raymond dedicated nearly all their free time to the project. Chad estimates he spent over 500 hours crafting the 200-page manuscript. The journey was filled with memorable moments, including Chad's early morning trips to the recording studio to ensure his voice had the deepest baritone for the audiobook—a playful nod to his dedication (ok Batman).
Even the book's title, "Growth Hacking: Silicon Valley's Best Kept Secret," was a product of growth hacking tactics. They tested various titles through paid ad campaigns, and this title emerged as the winner, despite Chad's initial reservations about its "magic pill" connotation.
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Growth hacking the book title via Google Ads
The Impact: From Publication to Profit
Since its release on January 1, 2017, the book has sold over 20,000 copies, garnered 300 reviews, and remains a top 3 book on Amazon for “growth hacking.” The strategic decision to publish at the beginning of the year maximized its potential to become a “best of 2017” marketing book.
The success of the book translated directly into business growth for Deviate Labs. It has generated over $1 million in new business and opened doors for opportunities like having the book translated for the Chinese market. Major companies, including Microsoft, began reaching out because of the book, which Chad admits exceeded all their wildest expectations.
Why "Growth Hacking" is a Must-Read
I read the book as part of my onboarding, and I give it a 10/10! (They totally didn't force me to say that.) Jokes aside, whether you're new to marketing or a seasoned pro, "Growth Hacking: Silicon Valley's Best Kept Secret" offers invaluable insights into the world of growth hacking. It’s a testament to the power of content marketing and the enduring value of well-crafted, authoritative resources.
Reflecting on the Book’s Legacy
When reflecting on the book's legacy, Chad emphasized the significant impact of artificial intelligence and the evolution of marketing practices since its publication. "If we were to rewrite the book, we’d include more advanced case studies and reflect on how AI has changed the landscape." He acknowledged that AI has revolutionized the marketing industry by providing tools that offer deeper insights, more precise targeting, and enhanced personalization. These advancements allow marketers to create more effective and data-driven campaigns.
Moreover, Chad noted the importance of considering the ethical implications of AI in marketing. Issues such as data privacy and algorithmic bias have become increasingly relevant and would need to be addressed in any updated edition of the book. This reflection highlights the dynamic nature of the marketing field and the continuous need to adapt to new technologies and methodologies.
Future Projects and Ideas
Looking ahead, Chad mentioned the possibility of writing about stunt marketing. "I think there's room for a book on stunt marketing, something like 'Confessions of a Marketing Stuntman,' which could blend historical stunts with our own experiences." He sees a book on stunt marketing as a natural extension of his work, blending historical analysis with practical insights from his career at Deviate Labs.
Chad envisions this potential book as a mix of storytelling and strategy, exploring famous marketing stunts from history, analyzing their successes and failures, and sharing lessons learned from his own experiences. He is particularly interested in the psychology behind stunt marketing – what makes certain campaigns go viral and how brands can replicate that success. Additionally, he mentioned the potential for incorporating interactive elements, such as augmented reality, to enhance reader engagement and provide a more immersive experience.