A Marketer's Guide to Category Design
How to Escape the "Better" Trap, Dam the Demand, and Launch a Lightning Strike Strategy
Échec de l'ajout au panier.
Échec de l'ajout à la liste d'envies.
Échec de la suppression de la liste d’envies.
Échec du suivi du balado
Ne plus suivre le balado a échoué
Acheter pour 18,74 $
Aucun mode de paiement valide enregistré.
Nous sommes désolés. Nous ne pouvons vendre ce titre avec ce mode de paiement
-
Narrateur(s):
-
Jason DeFillippo
À propos de cet audio
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 three times CMO, Pirate Eddie has driven over eight billion dollars in annual sales generated for companies, and Pirate Cole is a serial writing entrepreneur. 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" (falsly 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 percent 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 and 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, entrepreneur, or an executive who wants to approach marketing through a category lens, this is the book for you.
©2021 Category Pirates (P)2023 Category PiratesVous pourriez aussi aimer...
-
The 22 Laws of Category Design
- Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to Somewhere Different
- Auteur(s): Category Pirates, Christopher Lochhead, Eddie Yoon, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 5 h et 59 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.
Auteur(s): Category Pirates, Autres
-
Snow Leopard
- How Legendary Writers Create a Category of One
- Auteur(s): Category Pirates, Nicolas Cole, Christopher Lochhead, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 7 h et 26 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Whether you are a writer, creator, entrepreneur, executive, public speaker, investor, or industry thought leader, Snow Leopard is your guide for becoming known for a niche you own.
Auteur(s): Category Pirates, Autres
-
The Category Design Toolkit: Beyond Marketing
- 15 Frameworks for Creating & Dominating Your Niche
- Auteur(s): Category Pirates, Christopher Lochhead, Eddie Yoon, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 8 h et 48 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders, Fortune 500 executives, Silicon Valley entrepreneurs, marketers, and even the next generation of digital creators.
Auteur(s): Category Pirates, Autres
-
Become Known for a Niche You Own
- Why Legendary Writers Use Languaging to Design New & Different Categories
- Auteur(s): Category Pirates, Nicolas Cole, Christopher Lochhead, Autres
- Narrateur(s): Christopher Lochhead
- Durée: 1 h et 22 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Why do some writers and creators become known for a term, a phrase, or even an entire category, while others (talented as they might be) fade away? Because the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different.
-
-
Excellent! So many ideas a true reference material!
- Écrit par Kim le 2022-12-21
Auteur(s): Category Pirates, Autres
-
The Content Pyramid
- The 5 Levels of Becoming a Legendary Writer, Creator, and Thought Leader
- Auteur(s): Category Pirates, Christopher Lochhead, Nicolas Cole, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 45 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares unique insight into what it takes to become a thought leader and successfully build a unique and differentiated category.
Auteur(s): Category Pirates, Autres
-
The Power of a Point of View
- Everything Is the Way it Is Because Someone Changed the Way It Was
- Auteur(s): Category Pirates, Nicolas Cole, Christopher Lochhead, Autres
- Narrateur(s): Christopher Lochhead
- Durée: 48 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is. Short, sweet, and to the point, this is an audiobook for how you can attract customers, clients, fans, and followers.
Auteur(s): Category Pirates, Autres
-
The 22 Laws of Category Design
- Name & Claim Your Niche, Share Your POV, and Move the World from Where It Is to Somewhere Different
- Auteur(s): Category Pirates, Christopher Lochhead, Eddie Yoon, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 5 h et 59 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
This book is for a very small percentage of business people. You see, most people in business are not trying to use Category Design to create a new category that changes the future and generates exponential new value. Instead, many people in business are trying to “not get fired.” Many people want to go to work, make a contribution, and go home.
Auteur(s): Category Pirates, Autres
-
Snow Leopard
- How Legendary Writers Create a Category of One
- Auteur(s): Category Pirates, Nicolas Cole, Christopher Lochhead, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 7 h et 26 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Whether you are a writer, creator, entrepreneur, executive, public speaker, investor, or industry thought leader, Snow Leopard is your guide for becoming known for a niche you own.
Auteur(s): Category Pirates, Autres
-
The Category Design Toolkit: Beyond Marketing
- 15 Frameworks for Creating & Dominating Your Niche
- Auteur(s): Category Pirates, Christopher Lochhead, Eddie Yoon, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 8 h et 48 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Over the past 20 years, category creation and category design has gone from being a little-known "positioning" secret from advertising legends like David Ogilvy, Leo Burnett, Al Ries, Jack Trout, Gary Halbert, and more, to now becoming the single most in-demand skill among business leaders, Fortune 500 executives, Silicon Valley entrepreneurs, marketers, and even the next generation of digital creators.
Auteur(s): Category Pirates, Autres
-
Become Known for a Niche You Own
- Why Legendary Writers Use Languaging to Design New & Different Categories
- Auteur(s): Category Pirates, Nicolas Cole, Christopher Lochhead, Autres
- Narrateur(s): Christopher Lochhead
- Durée: 1 h et 22 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Why do some writers and creators become known for a term, a phrase, or even an entire category, while others (talented as they might be) fade away? Because the most memorable writers and creators become known for a niche they own. And, more importantly, they invented new language to help them show the world how and why they are different.
-
-
Excellent! So many ideas a true reference material!
- Écrit par Kim le 2022-12-21
Auteur(s): Category Pirates, Autres
-
The Content Pyramid
- The 5 Levels of Becoming a Legendary Writer, Creator, and Thought Leader
- Auteur(s): Category Pirates, Christopher Lochhead, Nicolas Cole, Autres
- Narrateur(s): Jason DeFillippo
- Durée: 45 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Short, sweet, and jam-packed with incredibly valuable insights, this “mini-book” shares unique insight into what it takes to become a thought leader and successfully build a unique and differentiated category.
Auteur(s): Category Pirates, Autres
-
The Power of a Point of View
- Everything Is the Way it Is Because Someone Changed the Way It Was
- Auteur(s): Category Pirates, Nicolas Cole, Christopher Lochhead, Autres
- Narrateur(s): Christopher Lochhead
- Durée: 48 min
- Version intégrale
-
Au global
-
Performance
-
Histoire
Ninety percent of what we’ve been taught about entrepreneurship, business strategy, and marketing is wrong. Without a differentiated POV, you are just like everyone else. No matter how cool, clever, or expensive your branding is. Short, sweet, and to the point, this is an audiobook for how you can attract customers, clients, fans, and followers.
Auteur(s): Category Pirates, Autres