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Hello and welcome to the 179th edition of Fresh Salmon.

If you're new here, welcome aboard! 🧡
And if you’d like to catch up on past issues, click here.

Meet our primary partner for today’s edition: HomeBuddy. Check them out 👇

What a Gutter Upgrade Actually Costs

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2. Get guards that install over your existing gutters - no need to replace anything so you’ll save a fortune.

With a little help, you can find the best gutter guards at a great price.

Check out this no-cost website where you can ‘skip’ the middleman and get (fair) local pricing.

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Learn More

I’ve talked a lot about audience building and media-first content marketing.

Today, let’s go deeper into two ideas that can fundamentally change the trajectory of your growth:

1. Mindshare before Market Share - why you must win the attention and mental preference of your audience before you can win their business.

2. Owned vs. Rented Audiences - why owning your audience is a long-term growth moat, while rented followers are a temporary advantage at best.

Capture Mindshare Before You Can Capture Market Share

In today’s attention economy, attention is currency - and mindshare is the compound interest.

• Mindshare is being the first brand your audience thinks of when they have a need in your category.

• Market share is what you earn when that preference turns into purchase.

If you’re not top-of-mind, you’re not even in the buying conversation.
That’s why the order matters: mindshare first, market share second.

And here’s the kicker - winning mindshare isn’t about pushing product harder.
It’s about earning trust and attention before the buying moment.

How? By showing up consistently with media-first content your audience actually wants to consume:

• Videos, podcasts, and posts worth sharing

• Insights they remember and repeat

• Familiarity that makes you the automatic choice when the time comes

Once you have mindshare, market share often follows - with less friction and less ad spend.

Meet our secondary partner for today’s edition: Attio. Check them out 👇👇

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Owned Media vs. Rented Media: Build on Land You Control

Not all audiences are created equal. Where you store your hard-earned attention matters.

• Rented audiences: Followers you reach on platforms you don’t control - LinkedIn, TikTok, YouTube. You’re in someone else’s sandbox. An algorithm change, a policy shift, or a platform decline can cut your reach overnight.

• Owned audiences: Subscribers you can contact directly - your email list, podcast subscribers, or community members. No algorithm stands in the way. You control the relationship.

An owned audience is a business asset: stable, portable, and compounding in value over time.

Smart brands use rented platforms for discovery and reach - then move people into owned channels.

Think of your LinkedIn following as the top of your funnel, and your newsletter or podcast as the relationship engine.

When you own the relationship, you’re not at the mercy of a third-party’s rules. Your audience becomes a competitive moat that’s almost impossible for others to replicate.

Meet our secondary partner for today’s edition: Stack Influence. Check them out 👇👇

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Short-Form Gets the Click. Long-Form Builds the Trust.

The new marketing funnel is simple: Attention → Trust → Customer.

The best brands know you can’t just win one side of that equation.

I’ve worked with hundreds of B2B brands, and the pattern is clear:

• Shorts drive discovery

• Long-form drives depth

But here’s where most teams get it wrong - they treat clips like leftovers: grab a quote, chop it up, post, and pray.

A better way: design for both from the start.

• Segment for layers of your audience - core ICP and just-outside-the-bullseye viewers

• Go deep on hyper-niche topics for your target market

• Mix in lighter, accessible takes to pull in new eyes

Shorts are your front door - scroll-stopping, curiosity-driven, highly shareable.
Their one job? Get people to click.

Long-form is where you build trust.

Once they’re in, you need to deliver: cold opens that punch, thumbnails that earn the click, titles optimized for real search behavior, and content that holds them to the end.

Don’t treat short and long form as separate silos - treat them as one system.
Discovery at the top. Trust-building underneath.

That’s how you move someone from never having heard of you to knowing exactly why they should work with you.

Key Takeaways

• Attention precedes revenue - win the mind, then the wallet.

• Content is the delivery vehicle - media-first brands show up consistently where their audience lives.

• Audience ownership is the moat - rented reach is temporary, owned reach compounds.

• Short + long form is the system - discovery pulls them in, depth turns them into customers.

If you’re relying only on social platforms to talk to your audience, you’re building on rented land.

Use those platforms to spark attention but always have a bridge to channels you own.

Do this, and you’re not just running campaigns - you’re building a marketing asset that pays dividends for years.

That’s it for this week! If you found this newsletter valuable, share it with a friend.

See you next time!

Do what is good for your soul ❤️

All the best,

Vivek

PS. Whenever you are ready, here are 3 ways in which I can help you and your business:

#1: B2B Marketing Consulting and Go-To-Market Advisory for your business.

#2: 1-on-1 Personal Coaching and Mentoring on anything related to Marketing and Go-To-Market Strategies for you.

#3: Promoting you or your brand via this newsletter.

For any of these things just shoot me a reply, and we will arrange a time to chat.