36 min listen
Getting inside your ideal customer's limited consideration set with Peep Laja
Getting inside your ideal customer's limited consideration set with Peep Laja
ratings:
Length:
35 minutes
Released:
Nov 29, 2022
Format:
Podcast episode
Description
Summary:This week on How To Win: I'm taking the opportunity to dive deeper into something we've touched on in previous episodes, but never given the complete attention it deserves: how to get inside the limited consideration set of your ideal customers. I'll share how to create mental availability beyond your product, how to position yourself in the market, and unpack the B2B Message Layers™ framework. You'll also hear input from Drift's David Cancel, Andreessen Horowitz's Andrew Chen, and author of Obviously Awesome, April Dunford.Key Points:
What does the brand landscape look like today? (00:42)
Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51)
People buy based on mental availability, not personal experience (05:17)
Three ways to get inside people's limited consideration set:
Innovation (08:15)
Excess share of voice (10:28)
Winning on things beyond the product (12:38)
'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44)
The importance of pattern interruption (17:20)
How to go after the category kings (19:05)
How to create a category with a quote from Drift's David Cancel (21:06)
What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25)
How do you win on positioning? (24:15)
Staying top of mind with mental availability (26:31)
Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03)
I lay out my B2B Message Layers™ framework (30:55)
Wrap-up (33:26)
Mentioned:David Aaker TwitterAndrew Chen LinkedInCategory creation and product-led differentiation with Drift's David CancelApril Dunford WebsiteRoy Furr LinkedInMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL
What does the brand landscape look like today? (00:42)
Why the creation of new subcategories led to a boom in the Japanese beer market with a quote from author David Aaker (02:51)
People buy based on mental availability, not personal experience (05:17)
Three ways to get inside people's limited consideration set:
Innovation (08:15)
Excess share of voice (10:28)
Winning on things beyond the product (12:38)
'The Law of Shitty Clickthroughs' with a quote from Andreessen Horowitz's Andrew Chen (15:44)
The importance of pattern interruption (17:20)
How to go after the category kings (19:05)
How to create a category with a quote from Drift's David Cancel (21:06)
What is positioning? With a quote from 'Obviously Awesome' author April Dunford (23:25)
How do you win on positioning? (24:15)
Staying top of mind with mental availability (26:31)
Why you can't make people buy by using a magic copywriting formula with a quote from copywriting expert Roy Furr (29:03)
I lay out my B2B Message Layers™ framework (30:55)
Wrap-up (33:26)
Mentioned:David Aaker TwitterAndrew Chen LinkedInCategory creation and product-led differentiation with Drift's David CancelApril Dunford WebsiteRoy Furr LinkedInMy Links:TwitterLinkedInWebsiteWynterSpeeroCXL
Released:
Nov 29, 2022
Format:
Podcast episode
Titles in the series (88)
Tamara Grominsky on how Unbounce are pairing marketer and machine to create a new category and fend off the competition: Tamara Grominsky, Chief Strategy Officer at landing page and conversion experts, Unbounce. We learn what to do when your category becomes a race to the bottom, why AI and machine learning should be used to help marketers not replace them, and how Unbounce by How to Win podcast with Peep Laja