What 300+ days studying FinTech marketing taught me about human behavior
Will Leatherman
Founder @ Catalyst // We create founder-led content that drives revenue.
The best protocol rarely wins. The best story usually does.
?
Everyone in Web3 is racing to build infrastructure—last week’s whole newsletter was about Visa’s $1.4Q bet on tokenization—but they're forgetting about the one bridge we still haven't built. ???
Visa didn't lead with numbers when sharing their news. They led with the story. Web3 projects have mastered trustless systems. Now they need to master human trust.
Technical documentation won't make people care about your protocol.?
Welcome to Catalyst—your bi-weekly insights on emerging fintech and Web3 trends, a behind-the-scenes look at some of the top players in the space, and actionable strategies you can implement today.
No fluff. No basic takes. Just clear insights on what's actually happening in fintech. ??
Our focus: Turning complex technical concepts into content that actually converts.
Forwarded this email??Get Catalyst in your inbox each week.
The single most important part of marketing Web3 projects that no one talks about is balancing data with storytelling. That’s the exact intersection I live at with my background in marketing and my passion for all things Web3. After analyzing Visa's recent $1.4Q tokenization bet and studying dozens of successful Web3 launches, this week we’re diving into the patterns I’ve noticed that are worth sharing.
?
Will’s Picks
A few things I’ve loved reading this week—
The Web3 Marketing Paradox
Most Web3 founders obsess over metrics. Transaction volume. TVL. Token velocity.
But here's what I've learned building marketing strategies for blockchain platforms: the projects that win don't just have the best metrics—they tell the best stories.
Check out my full 2025 FinTech <> Crypto Report here
?
The Current State of Web3 Marketing
Web3 marketing typically falls into two camps:
1. Pure metrics ??
2. Pure hype ??
Both approaches miss the mark. Here's why:
The Data Paradox
Web3 founders pride themselves on data-driven decisions. This makes sense—we're building trustless systems powered by mathematical certainty.
But this creates a blind spot.
Looking at Visa's recent $1.4 quadrillion tokenization announcement, the numbers are staggering:
This is massive, but instead of digging into the why and how and what does this mean, Web3 founders are still tweeting 'gm' into a void.
We need to fix the marketing gap between the numbers and Visa's story about transforming financial infrastructure. Connect the cold data to human impact.
?
领英推荐
Why Stories Matter in Web3
People don't believe in facts. They believe in stories that make sense of those facts.
On top of that, your protocol white paper is 47 pages long and your users' attention span is 47 seconds.
The most successful Web3 projects understand this:
?
The Success Framework
After working with dozens of Web3 projects, here's what actually works:
1. Start with Data Foundation
2. Build Narrative Architecture
3. Bridge Technical & Human
4. Maintain Credibility Balance
?
Implementation Guide
Here's how to execute this in your Web3 marketing:
1. Technical Documentation
2. Marketing Communication
3. Content Mix
4. Channel Strategy
?
The Path Forward
The future of Web3 marketing isn't choosing between data and storytelling—it's mastering both. The winners will be projects that can:
?
How Can I Help?
Catalyst helps Web3 companies build thought leadership that drives growth. Let's talk about your strategy. Hit reply if you want to grab coffee and dive deeper—always down to chat fintech, crypto, and content strategy.
Will
Creative Lead: Copy & Strategy | Making brands feel human.
1 个月I've been working with a lot of fintech clients the last few years, so this was super helpful, especially since you break things down so quickly and use that key method to highlight. Hitting subscribe was an easy decision for me ??
Leadership Strategist | Expert in Transforming Teams & Driving Performance | Executive Coach | Specialist in L&D, NLP, Nonverbal Communication and Leadership Psychology
1 个月?Without compelling stories that connect to people's values, the technology risks being misunderstood or ignored.? Will Leatherman
??Inspiring Excellence | Founder, InspireX | Ex-Vodafone, Airtel, Ooredoo| #1 Creator in SG, World #40 (Leadership)| ??Award Winning Storyteller & Speaker ??| Follow me for Personal Transformation, Marketing & Leadership
1 个月Spot on! Will In Web3, the tech is groundbreaking, but it’s the stories and the human connection that make people truly engage.
$9bn+ in sales. I build brands that customers chase after. If you're done wasting ad dollars, let's talk. Make your brand a magnet, not a money pit.
1 个月Will, brilliant! You nailed it:?human trust, that's the bridge.?Numbers are cold, STORIES are warm.?Let's all CONNECT.
HR connoisseur
1 个月Web3 needs more than just infrastructure; it needs human connection. Telling the story behind the tech is what builds trust and makes people care.