Before investing in top-of-funnel marketing, ensure your core growth engine works. Gamma paused all other efforts and dedicated their entire team for months to perfecting the first 30 seconds of the user experience. This focus on the 'aha moment' was the key to unlocking true organic virality.

Viewer attention wanes just a few seconds into a video. To combat this, content creators should strategically insert a 'pattern interrupt'—an unexpected pop-up, a quick call to action, or a visual distraction—around the six-second mark to jolt the viewer and retain their engagement.

The true measure of success for short-form video isn't just views, but private shares. To get your content shared in DMs or Slack channels, focus on creating highly shareable content with a strong 3-second hook, compelling storytelling, and a clear loop or CTA.

Structure your YouTube channel with two distinct calls-to-action. Use most videos to build trust by linking to other content, encouraging binge-watching. Then, create occasional "deep dive" masterclass videos that serve as the primary funnel to your lead-capture landing page.

Instead of a full product overhaul, Gamma bet the company on perfecting the initial 30-second user experience. By making onboarding so magical that users felt compelled to share it, they unlocked true organic, viral growth that had previously been missing.

Prospects have minimal attention spans. To capture their interest, marketing copy in emails or social posts must be 75 words or less and contained in a single paragraph. Reserve longer, more detailed content (100-150 words) for your existing customer base, as they are already invested and more willing to read.

After consistently providing value, a direct, transparent 'ask' is highly effective. Instead of burying calls-to-action, create a short, standalone piece of content (e.g., a 3-minute podcast) explicitly asking your community to download your app or buy your product. This 'right hook' will convert exceptionally well because you've earned the audience's trust.

A successful lead magnet requires a dual approach. Use an emotional hook in your marketing to capture attention and secure the opt-in. Then, deliver a quick, tangible result within the freebie itself. This strategy gets the click while simultaneously building the trust needed for retention.

Mentalist Oz Perlman landed more airtime on CNBC than any CEO by tailoring his performance to the network's world: stocks, bonds, and markets. By making his craft relevant to their audience's interests, he became indispensable. To capture attention, obsessively focus on the other person's context and needs.