A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy

Description

A mediocre Category Designer will beat a world-class marketer every day of the week. The reason is because all marketing sits within a context. "He or she who frames the problem owns the solution." Without this context—without a category—your marketing becomes nothing but screaming, shouting, and pitching customers with deals, discounts, and other short-term tactics in the hopes of landing a sale. But are you building your business? More importantly, are any of these efforts going to compound over time and establish you as the category leader? Christopher Lochhead, Eddie Yoon, and Nicolas Cole—otherwise known as the Category Pirates—are the authorities of Category Creation and Category Design in the digital world. Pirate Christopher is a 3x CMO, Pirate Eddie has driven over $8 billion in annual sales generated for companies, and Pirate Cole is a serial writing entrepreneur, and together they have put together A Marketer's Guide To Category Design . In this book, you will learn: ✓ There is a new category of "human" in today's world: Native Digitals (people under the age of 35 years old). And if you are a Native Analog, then all of your marketing efforts need to sit in this new context called, "For Native Digitals, the digital world is the real world." ✓ Why so many marketers, entrepreneurs, executives, and even investors fall for The Big Brand Lie (falsely believing it's the company's "brand" customers care about). ✓ The "Better" Trap: why comparison marketing never works, and causes comparison-focused companies to fight over only 24% of the market. ✓ How to successfully execute a Dam The Demand strategy, stopping customers in the "old" world and moving them over to the new & different future you are creating. ✓ How to launch a Lightning Strike Strategy—and why "Peanut Butter Marketing" (spread out evenly throughout the year) is a guaranteed path to irrelevancy. ✓ What most marketers don't understand about Black Friday, and why discount campaigns and coupons are a bad way to grow your business. ✓ And finally, the difference between content marketing that captures people's attention and makes a difference versus content that goes nowhere. If you are a marketer, or an entrepreneur/executive who wants to approach marketing through a category lens, this is the book for you. Review: Should be required reading for all marketers! - What every marketer should know about becoming the category leader in their niche! Remarkable information that should be required reading for every marketer in today's ever-changing business environment! Review: Loved this book. I read it on my Kindle so the formatting and general outline of the book was hard to follow, but it was great information. As with all books the trick is learning to apply the information to your specific situation. I'm going g to go back through and minimal or outline all the topic suggestions so I can figure it all out. - Loved this book. Kindle or the book don't know is formatted weird. It was hard to follow the steps, numbers and what went with what, but the content was great. Need to go back through and outline it so it makes sense to me. Writers might want to use the alphabet in conjunction with numbers to make it more clear what is nested under what topic and sub-topic.