Acknowledging the crazy news this week about $LUNA and UST (Terra) losing almost all its value, we’re going to pivot from our usual format for a bit.

Instead of doing weekly news summaries, we’re going to provide one actionable tip weekly for you to be able to grow your meta-community (any community for the emerging Web3/metaverse space).

George // Managing Director

PS. The above is an experiment, so feel free to let me know if it works for you or not.

The not-so-convenient truth about “community-building” for NFT and Web3 projects is that it’s very much about branding, copywriting, and marketing.

Understanding the technology (for better or worse) isn’t as big a deal for those who get the psychology of their markets, evidenced by how much money is made by projects with very little utility, or even by “influencers” who spit out jargon and riddles without really saying much.

Whether you love them or hate them, you have to respect their ability to capture attention through the written word and storytelling.

Luckily for us, marketing is a field that has been around for years. And so has the study of storytelling.

So as long as you understand the fundamental principles, and stay ethical about what you promote, you can adapt to the change in times (and technologies).

Today we suggest you check out a classic guide from Gary Halbert called the Boron Letters (available online for free).

Halbert was considered one of the greatest copywriters of all time. In the 1980s, he was sentenced to prison for corporate tax evasion (🤦‍♂️).

He was sentenced to Boron Federal Penitentiary, which was a minimum security prison, and began writing a series of letters to his son. These letters became known as the Boron Letters.

Once you study his letters, you’ll realize that a lot of the best projects today use (consciously or subconsciously) the same principles.

You can see some folks below in the Web3 space, discovering the letters for the first time and sharing it with others.

In Web3 land, Discord and Twitter are the most popular platforms for growth efforts.

As a result, if you can master these two platforms in the short-term, you’ll be that much more ahead of the pack.

Just be sure to stay away from these type of tactics:

If you want to survive this crypto bear market, focus on genuine, organic growth (again, fundamentals).

Otherwise, you may just grow an over-hyped ecosystem of users with very little real loyalty - like Do Kwon’s LUNA/TERRA project - so don’t ever count your chicks before they hatch.

During these times, true loyalty (coupled with quality products with profitable revenue models) ensures survival.

Here’s the Boron Letters link for you again.

See you next week 👋