The Content Library
Positioning & Messaging
Every piece we've published on positioning and messaging.
Positioning & Messaging — page 1 of 2
The real reason so many influencer campaigns flopMost influencer campaigns don't fail because of the creator (or even the campaign quality).The creator-brand fit could be tight. Early engagement signals might be phenomenal. The initial campaign migh
Welcome (back) to the frontierOne brand shipped 299 net-new ad concepts in a single month. Not variants. Not resizes. New concepts.Is that the bar now? Or is there more to the story? That's what we're exploring in this edition.P.S
If your messaging isn’t working, here are 4 places it usually breaks.When founders tell us, “our messaging just isn’t landing,” they usually mean one of three things:Ads aren’t getting clicks.Landing pages aren’t converting.Sales calls feel uphill.The default move is t
Four Foundational Forces of Brand IdentityFor startups and small businesses, there seems to be a deep chasm between two schools of “brand” thought: one that’s entirely too small-minded and another that’s way too big-picture to feel applicable
Perfecting Your Above-The-Fold DesignIn last week’s Growth Newsletter #282, we took a deep dive into above-the-fold (ATF) messaging.We talked about the importance of a first impression, and we walked through a methodical, step-by-step pr
Your Above-The-Fold Messaging Playbook“You only get one chance to make a first impression.”It sounds like corny advice from my dad before my first big interview (because that’s exactly what he said), but there’s a lot of truth in it. Firs
Why Your Logo Should Do LessAs a creative by trade, it’s always fun to get the popcorn out and watch someone else’s rebrand go on trial in the court of public opinion.I’ve certainly been on the receiving end of comments that cut
How Slate Gave a Masterclass in PositioningFew brand launches have made my jaw drop to the floor like Slate’s.The Bezos-backed automaker sent shockwaves through the auto industry when it emerged from stealth mode in April. Slate’s product was
The Worst Rebrands Ever (And What We Can Learn From Them)A rebrand is a fact of life for most successful businesses.A strong rebrand can give your business a much-needed tune-up. But an ill-informed one can be the death knell for your sales. And it can take
The “What’s In It for Me?” Rule of MessagingFar too many early-stage companies make the same messaging mistake: They talk about themselves.Their product. Their ingredients. Their features. Their team. Their values. Their “why.”While it sounds a
Why Your Niche Content Gets IgnoredThere's an old adage: "If you try to please everyone, you end up pleasing no one."This concept certainly applies to product strategy and positioning. Building for a narrow audience is generally a good
How to get 75% of customers to choose annual plans.Today, we're exploring a counterintuitive pricing technique that can transform unpredictable revenue into guaranteed cash flow—while making customers feel like they're getting a deal.Let's dive in.– K
How a "Fail" Turned Viral—and 2 Ways to Borrow Big-Brand Buzz (Without Betting It All)
12 Pricing Psychology TipsWe are not rational.We don’t just evaluate the price of a product by itself. How it’s presented significantly impacts how we interpret it.Let's dive into some actionable pricing tips 🧠Neal
Company brand or personal brand? How to choose.There's been insane hype about personal brands over the past couple of years.Today, I'm giving honest advice after building up a company brand (Demand Curve's content and newsletter) and my personal L
How to ruin your brand with 1 tweetToday, we dive into a campaign that will likely be discussed and laughed about for many years.Let's dive in 🚗– Neal
7 tactics AG1 uses to justify its price tagI didn't intend to write this.I started with a simple positioning lesson. Instead, I ended up dissecting Athletic Greens's marketing tactics to turn a commodity product into a near-luxury good.Let's d
Be a little unclear and crypticToday, we will break one of the core concepts of copywriting.But don't worry, Charlie Munger agrees with me.Let's dive in 🕵️ – Neal
6 tips to improve your copywritingHuman communication is increasingly written. Texts. Emails. Slack messages. Instagram DMs. Comments.Writing is also the most scalable form of communication. A tweet that took 10 seconds to write can b
Control the narrative with X vs. Y ads and postsThe year is half over, oh my!Today, we dive into one of the most common ad and content types. It's simple, and it's powerful. Let's dive in!– Neal
Wallet Opening Words that increase conversionsCopywriting is one of the most important skills.This newsletter dives into simple but powerful ways to increase conversions. Let's just dive right in 🐰– Neal
Remote OK’s upsells. Viral promos. Optimal pricing pages.Quick note: I'll be at ETH Denver this week to explore the community of web3 weirdness.If you're going, I hope to see you there!Topics for the day: Remote OK’s upsells. Viral promos. Optimal pricing p
S.C.A.R.F. your ads, viral content formula, and copywriting cheatsheet.Welcome all you growth-loving founders and marketers!Hello everyone! I just got back from my second anniversary trip where I stayed in a boat in the woods—here's a pic of the boat!Without further ado,
Unfair Advantage, psycho-logic, and better annual pricing.Welcome all you growth-loving founders and marketers!Happy (slightly-belated) Thanksgiving for my fellow Canadians 🦃🦃. It's like American Thanksgiving just earlier and without BFCM sales and football.
VFCA copywriting framework, 5 literary devices, and growing with swag.A big thanks to our sponsors, who keep this newsletter free for all of you. Check them out—it's the best way to support this newsletter :)Brought to you by Amplitude—an industry leader in product ana
Fighting monsters, functional vs. emotional benefits, and 5 ways to repurpose event recordings.A big thanks to our sponsors who keep this newsletter free for all of you:Brought to you by Exclaimer. Amplify email signature engagement, while delivering brand consistency. Learn more about our excl
Pixar storytelling framework, getting quoted, and 5 metrics for brand performance.Hello everyone!This weekend, we were all bombarded by clever April Fools' campaigns. Did any of them legitimately trick you, or at least make you laugh? Would love to see them if so.In this issue, we
Objection Smashers, 5 questions for better messaging, and Shiny Objective SyndromeWelcome everyone! We're now almost 25% of the way through 2023. Absolutely horrifying realization I know.This week we cover Objection Smashers, 5 questions for better messaging, and Shiny Objective Sy
Brand differentiation, ads, and negations.Welcome to the 1167 new marketers and founders who joined last week!In this newsletter, we're covering brand differentiation, ads, and negations.
Rhyming in copywriting, tiered pricing, and Amazon PPC adsWelcome to the 1655 new marketers and founders who joined last week!This week we're covering rhyming in copywriting, tiered pricing, and Amazon PPC ads.
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