Getting inside your ideal customer's limited consideration set with Peep Laja

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 Twitter

Andrew Chen LinkedIn

Category creation and product-led differentiation with Drift's David Cancel

April Dunford Website

Roy Furr LinkedIn

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