Quit Your Bullshit Content

One of the biggest issues of my consulting clients who already post online content is focus. The goal is increasing customer attention and engaging in a further sale, but their original content ended up wasting their own time and guiding their customer nowhere.

It’s a mistake I’ve seen in all kinds of platforms – Facebook, Instagram, Email, YouTube…

If their lead clicked to see the content, he or she would just close the window or roll the screen after three seconds. You can imagine what kind of metrics such boring and annoying content produced – even with a considerable amount of access, qualitative metrics sucked. 

Little or no customer retention, no further interest in other posts, no new subscriptions, unfollowing, and no sales. That’s all I have to deal while designing new strategies and funnels for clients.

Relieve yourself from pointless content

Design is where we should start while reviewing our content strategy. Relevance and design are fundamental traits a product must have to succeed – a brand may either supply an existing demand or create such demand.

In both cases, you need a decent marketing:

  • Customer discovery
  • Market research
  • Goals and metrics to follow
  • Channels to act
  • Languages to speak*

* Each platform has its very own language to diverse audiences. Think of a LinkedIn user and a Tumblr user.

If you’re selling an “intellectual property” product such as a book, service, courses, or even your personal brand, providing valuable content on the right channels is a must.

If your product is a fashion outfit or a movie, for instance, you might want to communicate more visually on Instagram or YouTube. Your value ladder will be established if your product seems good and your campaigns are persuasive enough.

In both cases, offering valuable or creative content may not be enough – that’s because people are extremely bored. By being bored and mentally tired, they might need a better and continuing approach to drive an action. I’ll talk about it in the next lines.


1. Know your Target Audience

This is always where to start when thinking about content strategy. Identifying your target audience must be a seriously made investigation, and also should be documented. Here’s what to look for:

  • Audience stereotype(s)
  • Platforms they are located (Instagram, YouTube, LinkedIn…)
  • How many hours they’re online on a daily basis
  • What kind of content they consume
  • Which websites they access

Such study should give us enough information to design our publication blueprints. Different products may have different audiences. A common mistake from retailers is to advertise all their products using a single strategy, or using little differentiation patterns such as gender only.

Advertising and selling apparel to a 35-year-old woman from Boston is different than advertising and selling to a teenager from California. Make sure to map your audience.

2. Set your objectives straight

Ideally, brands should design different posts for different campaigns. Imagine Hollister advertising their new summer collection – there’s a whole campaign behind each advertisement piece. This will avoid losing track of the right metrics and showing bullshit content to a specific targeted audience.

I started to realize that keeping a campaign with organic traffic, creative and interesting posts and improving everything analyzing our customer and metrics was not enough. And yes, that’s most of the story to get your campaign to be successful.

At the end of a busy day, while analyzing some average metrics from a campaign, I realized that every piece of ad could have cognitive elements to improve customer response. In my dictionary, customer responses are sales and brand advocacy. Period.

By cognitive elements, I mean everything that’s in the body of the post. Images, text, language, colors, call to action, duration, tones, and sounds if we’re talking about a video.

So I designed three Instagram posts which had “handmade” engagement logic. I emailed our designer to increase some color tones and change some backgrounds – it was a candy store from Dallas, so we were talking about chocolate, candies, and some colorful stuff.

After 24 hours, I had all I needed in hand: copywriting was ready, three images and one video ready to fly. I posted once a day, for three days, and then I would get back to the original campaign funnel.

Online orders boosted up to 25% more than the original campaign and in-store sales increased by 34% one day after the third post.

I saw myself obliged to redesign the whole campaign using cognitive elements – it has performed fantastically well both on paid ads to capture new followers and also for the organic traffic we had already reached.


3. Act Cognitively

Well, we all do it, right?

Cognitive Marketing is not your Holy Grail. No marketing, no book, no consultor, and no formula will be your Holy Grail.

David Ogilvy once taught us that great marketing will help you sell your product – but just once. If people are disappointed and no improvements are made, they won’t buy products from you again. Also, if unhappy customers are left behind with no support, it will be even harder.

Cognitive elements will increase actions from your campaigns. It could be a subscription to your YouTube channel, following your Instagram or Facebook account, buying a product or recommending your brand to someone.


If you want to learn how Cognitive Marketing will help brand,                                           email me @ brunocamposdev@gmail.com



How to write a function in Swift

First time here? Get started in my Swift guide.

Functions are coded to perform actions and manipulate variables. They are part of a core component in programming. In Swift, functions are very simple to write and, if you have a basis of Object Oriented Programming, you can reuse them throughout your program.

Functions are used in all sorts of programs. You can write a function to calculate the number of calories you ate this morning (I ate a lot, btw), how many miles you should run to burn them or even if you can purchase a book using your credit card!

Defining a function

In Swift and other programming languages, a function is defined by using the func keyword followed by its name, optional parameters, execution path and a return value. Continue reading “How to write a function in Swift”

Getting started in Swift


This post will serve as an intro and reference guide to all Swift posts and tutorials which I’ve been working on to post on my blog. Feel free to comment your thoughts and feedback in this section and all posts from me you come across. 

I will keep this section updated on a logical path for you to get the most of this great language!  

Ready to Swiftify?

Continue reading “Getting started in Swift”

What is a synthetic derivative?

“The past is certain, the future obscure”

 Thales of Milletus 

First of all, we must define what a derivative is. It is simply a security whose price relies upon another asset – called an underlying asset. An S&P future and an American call option are derivatives.

A security is a non-negotiable financial instrument with monetary value – you may sell it for cash. It could be the minimum part of a company (a stock) or one bushel (60 pounds) of soybeans.

Continue reading “What is a synthetic derivative?”

Bad players will be thrown away

The internet and social media set new standards in the whole commercial process. People are more likely to buy from people or brands they’ve known for a while in social media, which gave them steady relevant content.

Most entrepreneurs (or fakepreneurs) still don’t know what’s really going on in marketing nowadays. Those who claim to be “experts” in digital marketing don’t even know what real marketing is about, especially in the 21st century.

I explain this very well in this article:

Traditional Marketing is not dead

The truth is: bad players will be thrown away. What do I mean by that?

  • Bad communicators won’t sell their products
  • New products by unknown brands will struggle to reach their audience and sell
  • Billion-dollar brands will disappear because they’re ignoring this movement
  • Fakepreneurs will continue to rise, and then disappear
  • Millions of dollars will still be burned in wrong advertising, then comes bankruptcy
  • Relevance is always king

No doubt all that came with the internet and the mobile world. All sorts of businesses should constantly be reviewing their marketing and communication strategies to satisfy their costumer.

The customer is eager and knows what to buy

This perhaps hasn’t been and won’t be a universal truth, but that’s how you should be handling your marketing.

Especially if you’re new to the market and won’t be burning millions into paid advertising, you should be offering high relevance content to your leads and people who follow you on social media. It’s the type of content that will make them stop scrolling their feed to read, watch and pay attention.

Continue reading “Bad players will be thrown away”

Lucrando com o Grupo Pardini (PARD3)

Quer ter sucesso no mercado financeiro? Leia e estude muito. Faça operações com capital baixo no início e registre todas elas em uma planilha de controle – preço de compra, alvo, stops, margem de risco e lucro e o porquê você entrou e saiu de uma operação. É um trabalho que não será divertido, mas que pode ter retornos favoráveis. Boas fontes de informação são essenciais nesse processo.

Observe os setores e o comportamento de seus consumidores. Todos sabem que a medicina é um campo que cresce no Brasil, mas poucos conhecem os agentes na iniciativa privada que fazem esse crescimento acontecer.

Observe as métricas. Os gastos com exames particulares cresceram quase uma vez e meia entre 2009 até hoje. Mesmo com o desastre econômico causado pelo PT e sua quadrilha, os brasileiros estão cuidando mais da saúde e preferindo serviços de excelência no mercado.

O setor de exames e diagnósticos recebe boa parte de seu fluxo de caixa de planos de saúde. Mesmo com o recuo no número de beneficiários de planos de saúde, tiveram expansão de 12% no período. Com a retomada do crescimento econômico, esses números tendem a melhorar.

A medicina preventiva está se tornando popular, levando mais clientes aos laboratórios particulares de exames.

Agora, veja quais empresas listadas na bolsa atuam no setor. O grupo Hermes Pardini (PARD3) é uma delas, com IPO (oferta pública inicial de ações) no começo do ano. Excelência nos serviços, boa administração e perspectivas de crescimento levaram a mais de 50% de valorização em nove meses.

Investir requer tempo, paciência e aprendizado com erros. São “buchas” que poucos estão dispostos a ter. Se você não está disposto a cuidar do seu dinheiro, a riqueza que você produz neste mundo, ninguém mais estará. 

(Facebook post)

Here’s Why Shopping Malls Are So Important in Brazil

This article originally featured in The Market Mogul. I’m an author there! Check it out: http://themarketmogul.com/brazilian-shopping-malls/?hvid=4HwCkU

The Brazilian house of representatives archived on August 2, 2017, an investigation that could possibly impeach President Temer. The main accusation is passive corruption in a scandal involving Joesley Batista, CEO of the JBS conglomerate. For a matter of fact, many brands that Brazilians consume daily are part of Joesley’s conglomerate.

Let’s take a quick look in Brazil:

  • Former President Dilma was impeached in 2016;
  • Actual President Temer could be investigated and impeached;
  • President of the house of representatives – Rodrigo Maia, who would become President if Temer was impeached –  could also be investigated and impeached;
  • There are almost 70,000 homicides per year in the country – and nobody talks about it;
  • 15 million people are unemployed.

Hopefully, the economy started to react after important decisions made by Temer administration. Inflation was reduced from 11% to 4%, federal expenses were legally reduced for the next 25 years and Real valorized.

 Now, how to profit in such chaotic scenario?

Continue reading “Here’s Why Shopping Malls Are So Important in Brazil”

Automated Trading: Prosperity

For a couple of months, I’ve been developing trading strategies using computer automation looking for better results. Many tests have been performed and I’m calling that journey Prosperity. I hope you enjoy this work of mine and help me develop it further if you are interested in so.

On the first backtest – with a thirteen-year range (from 2003 to 2016), Prosperity was a throwaway. There was no clear alpha.

#1 – No alpha! – Prosperity 1.0

Over 3 months after the initial release of Prosperity, setup modifications were made – through pure empirism, though – and we started to see some alpha.

#2 – Pushing to the limit – Prosperity 1.1Screen Shot 2017-04-16 at 10.41.32 PM.png

CAGR (compounded annual growth rate) climbed up to 24.82%. No code or logic of the program was changed. For the first time, we had decent results, a much better CAGR than the initial 11.46%.

Many empirism based attempts were made to improve CAGR. Improved versions of the program were established through that – reducing bugs and fake secondary trends.

I like to guide myself through the following equation to help me sort what can impact a trading strategy: A(t) = (1+L)∙k∙A(0)∙(1 + r + α – lc% – fc%)^t. Fractional Costs (fc), slippage, leveraging costs and commissions count as drag on the overall performance. We must be careful to address and account these costs.

The alpha, if existent, is also compounded. The return is viewed as market average. If the trading system doesn’t generate alpha or generate a negative alpha, it will also count as a performance dragger.

We can scale up a strategy K by multiplying all positives and negatives. We will soon be able to answer very simple questions:

– Does the strategy fail under pressure? If yes, the strategy cannot handle more capital;

– Will it keep its CAGR? CAGR is essential for the performance and the journey.

It is okay to scale, but it will not answer where you could actively invest more capital and leverage your profits.

Leveraging the strategy is not possible if we have no alpha. Prosperity 1.0 would not have given any profits, luckly it was not run on a real or margin account for futures trading. Version 1.0 would have a reduced output – not a leveraging system.

You cannot trade with a strategy with no alpha. Buying a fixed rate bond would be much better than underperforming the averages.

Testing under stress

Stress testing is essential to ger real value frm your trading strategy. I now tested using a little leverage since we have alpha. Scalling up the stake to $1M, we noticed a 28.17% CAGR, including all drags. That result represents an interesting level for any fund or trading corporation. These companies have their return close to market averages.

#3 – Prosperity 2.0 (now we’re flying, Houston)


The alpha is clearly seen in the continuous widening spread between blue and red lines.

Prosperity became a very different system after code modifications. Let’s say it now has a brand new engine and suspension, but its original horse-power and logic are the same. We now have a good performance and I want to explore its limits.

I’ll give you the real talk: we have to squeeze out more alpha (more performance) even if it’s more expensive to have it. If Prosperity leaves a good amount of profit after all expenses, we’re in business. Unlike a traditional business, being profitable is not the only rule – we have to outperform the averages.

Like my friend Diogo likes to say, there’s no free lunch in the market. If you want more, you have to do more – that’s always been the rule. In the trading world, it means: increase your risk to have higher returns or trade more efficiently.

At this point we can use leverage or scaling to get more performance. It’s a compounding game.

It’s a deterministic number of stocks that the algo selects to consider trading – it’s a much higher number than the minimum necessary. Why it does that? If you take the top 50 of a 300, 400 or 800 list, will it matter? In fact, yes. Even if the top 50 are still the top 50. Some might not be in the list if you allow other candidates to join the list.

How it works

The algorithm picks top market capitalizations (market caps) having top CAGRs over the last 90 days on the trend. There’s nothing new about it – but there’s an alpha.

# 4 – Price Movement


Black lines added to the chart act as linear regressions over price data. What Prosperity does reminds us of the Simple Momentum Rotation System the chart describes.

Methods of entry and exit positions have been changed in comparison. The algo goes wave after wave, floating on a price series. If it slants up, you can make a profit (long). The traveling black line specifies the holding time.

The exit is done by deselecting the stock if the upward slope goes below a minimum positive value. The stock is sold if it stops rising – this is the protection you have. There are trending rules that keep you in a position only if the 90-day trend is up. You’re not trading on market drawdowns – you already made a profit during those periods (Prosperity 2.0 – exposure line).

The black line can react soon to price change due to the 90-day evaluation period against all days of Simple Momentum Rotation System.


# 5 – Shipping Prosperity

Screen Shot 2017-05-10 at 6.57.09 AM.png

Finally, we have an algorithm to ship. Approximate returns of 20% over one year trading US Equities with $ 100,000.00 initial capital for one single year.

Prosperity is a good option to hedge certain securities in a fund. High-risk and volatility options could be hedged using US Equities and Prosperity.

In a couple of months, Prosperity will receive a module to statistically adjust Beta and Sharpe percentages, according to the Alpha and Volatility.

Traditional Marketing is not dead

The internet is a baby universe. It changes too fast for book authors to explain it and we have little control or prevision over it – in five years, everything can change (again!). Ten years ago we had a different environment:

  • Bad smartphones in customer’s hands (iPhone was just getting started);
  • Scarce amount of apps to download;
  • Low mobile connectivity;
  • Email was the biggest thing in smartphones (or PDAs, we forgot about that term);
  • Online shopping existed, of course, but 99% of it was through computers using a now obsolete infrastructure (the UX was effective at that time, but today it wouldn’t be attractive or useful at all – just to explain that almost everything changes in terms of design).

Today, online retail is five or six times bigger. We can do it from our mobiles or even smart watches. Amazon’s 1-click ordering can get a product shipped in our homes in thirty minutes – it is handled through robots across the warehouse to a drone that will land in our yard.

Traditional Marketing is not dead

And it won’t be.

Digital Marketing is Traditional Marketing applied to the digital environment. The internet brought little transformation to the essence of marketing, but digital marketing specialists and gurus tell you that digital marketing is brand new and you can throw away all your old marketing books. They’re talking bullshit. Run from them if you want the real thing to your business. Their thirty-dollar e-book is filled with motivational advice, communication tips (poorly developed) and more bullshit – it won’t make your business grow from advertisement.

The internet changed the way we communicate and we’re sharing more. You are constantly looking for human recommendations of products, so you can make a better decision. That’s why you go to TripAdvisor and Yelp! to learn about hotels and restaurants. In this new environment, personal decisions are essentially social decisions.

In early stage of interaction between companies and customers, traditional marketing plays a major role in building awareness and interest. If the interaction grows, customers demand closer relationships with companies – digital marketing rises in importance. Driving action and advocacy are big roles of digital marketing.

Loyalty to your brand is the most significant status you can have, even if a non-buyer advocates your brand – and this is possible. Tesla electric cars are well respected and advocated even by non-buyers. We have a new customer path and it is not necessarily a fixed customer funnel.

Most digital marketers are only communicators

And most of them are amateurs.

Marketing requires metrics and effective plans to sell your product. This is the essence of advertisement – to sell your product and, if it’s good enough, have a loyal customer that will advocate your brand.

David Ogilvy stated in his Confessions that good advertisement could sell bad products – but only once. Back in the 1960’s, Ogilvy knew exactly what is still happening nowadays. Creative geniuses arise from scratch with $100 on Google Ads, redirecting you to their template page. There, you will find some killer advanced marketing techniques like:

  • How to get 100 k followers on Instagram;
  • Learn my killer marketing approach;
  • Subscribe to my mailing list and get my e-book about the killer push strategy…

99% of those geniuses have no intrinsic value. They’re not real marketers. You can buy 100 k or more followers in any media you want, but that doesn’t mean you’re going to sell. Your organic rate will be zero – and good sales come from organic people that follow you.

Communication by itself is not marketing. Tips on how to post on Facebook, Instagram and Twitter is communication – there’s no consistent path to have customers, keep them loyal and expand profits. Offer, demand and sales process – this is marketing.

Traditional + Digital: the Real Thing

The integration between both is the real differential – some businesses can even disappear or build no visibility if they don’t integrate.

Marketing always starts with segmentation. Companies divide the market into homogeneous groups according to their demographic, geographic, psychographic and behavioral profiles. Segmentation is followed by targeting – selection of segments that the brand is engaged to pursue based on their fit with the brand [targets].

Segmentation and targeting are from traditional marketing and it doesn’t change on digital.

Here’s what the traditional marketing approach help us on:

  • Segmentation and Targeting
  • Brand positioning and differentiation
  • Strategic Marketing and Selling Approach
  • Value-creating services and processes.

Here’s what digital marketing help us on:

  • Customer community satisfaction
  • Brand awareness and clarification among community
  • Co-Creation from customers and communal activation
  • Collaborative Customer Care

Remember when you had a problem on your iPhone or Mac, you googled about it and ended up reading a forum page from Apple? That’s collaborative customer care – a cheap but valuable approach that companies can have. Loyal customers get engaged by helping others and also help on co-creation: Apple knows what’s wrong with their products and can have a glimpse on what customers really want.

Brands that really have value deeply understand online + offline interaction among customers.