Marketing lessons from a narrow minded marketer

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Yo!

Today, we’re talking about Guides & Superpowers. With the occasional mention of the She Hulk.

Let’s dive in.

The Guide part is easy.

It’s either you or your product.

If you’re leading with your personality and want to use your credibility and authority to make money, you are the guide.

If you’re building out a tool or product for sale, the Guide is your product.

Either way, the Guide’s role is to ‘guide’ the Hero from The Broken World to Paradise.

But the Superpowers?

That’s the juicy stuff.

Keep reading . By the end of this email, you’ll have a Superpower that rivals the She Hulk.

The thing about superpowers is – you don’t have to be better.

You have to be different.

That’s how people remember you.

Here’s how you find what makes you different:

  1. Write down 5 to 10 different awesome things about what you’re building. (Trivia: These are called ‘claims’ in copywriting.)
  2. Now, think like your customer and score each claim out of 10 on 2 parameters:
    • How much they would value this claim
    • How rare your claim is
  3. Take the 2 claims that have the highest combined score and mush them into one sentence.
  4. Rewrite that sentence to begin with ‘Because’ so that it can answer the question: “Why should your customer choose you, Pi-ka-chu?”

Polish that a bit and BOOM! That’s is your Superpower!

But… it’s still… bland.

Like a bottle of Pepsi that’s been left opened from last Friday’s lunch.

Let’s make your superpower… superu.

We do that by becoming narrow minded.

Hahahahahahahahah!

Sorry. I had to get that out.

We do that by narrowing your focus.

You narrow your focus by zooming in on:

  1. One specific type of customer
  2. A unique product ¯\_(••)_/¯
  3. A unique aspect of your product
  4. A unique way of delivering results

Some angles to get you started:

  • Feature
  • Benefits
  • Price
  • Presentation
  • Bundling
  • Experience
  • Offer

So, take your superpower and narrow down using one of the angles above. Polish it up – and hit reply – if you want the advice of a reformed marketer.

Ok?

Talk tomorrow.

With love from Bengaluru, this is Arvindh saying over and out.

P.s. I’ve released v4 of The Put The Player First Framework. It’s NOT on Gumroad. Get it here: https://www.PutThePlayerFirst.com/sidequest

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