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I used to be part of a cult
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Yup. Buying into an idea and not quite questioning deeply... until I did: Category Creation. The main argument is that it... "involves the creation of new categories of products and services to introduce to the market. [...] Category designers present their products and services under a new category and educates the market on that category." And while this sounds awesome, it's not really "creating" a category. To create a category, it needs not to be existing before. And here's the thing: most categories are already created. But what about smartphones? Category: phones. But what about Uber (car sharing)? Category: transportation / middle-man between riders and users. But what about digital writing? Errrrmm... Writing? Are you really creating a category? Maybe. Most likely, you're positioning. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Even when you're highly specialized in what you do, the way you do it, and in the people you serve (your market), you don't need to talk highly technically most of the times. Because, at the end of it all, your customers are not looking for what solution will be specifically implemented —they're not the experts after all. What they're looking for is how you can help them, as in what's in it for them. Help them get a clear big picture of what they're really wanting. Help them gain altitude....
When you have prospects trying to figure out whether or not buying from you, the main thing that will make you stand out is how you see your market. Here's a simple way to start. The rest of players see [the category] this way: your view of what goes on with the others. I (or we, if it's REALLY more than you) see it like this: how you do —not how you'd want it to be in a future, but how you do things NOW. Putting this in the simplest terms you can, will give you a strength on how you say it,...
Your price is the representation of your brand. One of the touchpoints your business has that is the simpler to understand is price. If you can't articulate what's the relationship between your price and the value your customers seek, that's a sign. A sign for you to work on making that relationship a no-brainer in terms of understanding. If you can't command an uncommon price, you have a me-too (common) offering.