Category Archives: Concepts

Crossing the chasm – how brands get big after first conquering the beachhead

Examples of how big brands started out by focusing on a specific niche

Unique Selling Propositions

WIP, to be updated later

  1. “I teach people how to hit a golf ball as straight as they can point, or the lesson’s free, and I give them $25 for wasting their time.” – https://www.facebook.com/StraightTalkingGolf
  2. Why should I do business with you over everybody else, including nothing – dan kennedy
  3. http://bugsburger.com/images/guarantee.gif  – http://bugsburger.com/
  4. 30 mins or the pizza is free: dominos
  5. absolutely, positively has to get there overnight
  6. always sell for less
  7. http://www.examiner.com/article/fat-kids-can-t-do-pull-ups-no-duh
  8. Saddleback Leather- like killing a fly with a shotgun
  9. http://www.helpscout.net/blog/unique-selling-proposition/
  10. http://www.digitalsparkmarketing.com/creative-marketing/value-proposition/unique-selling-proposition-examples/
  11. http://www.sparringmind.com/unique-proposition/
  12. Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30-minutes or less…or it’s free.”
  13. Target: “Expect more. Pay less.”
  14. U.S. Peace Corp: “The toughest job you’ll ever love.”
  15. M&M’s: “Melts in your mouth, not in your hand.”
  16. FedEx: “When your package absolutely, positively has to get there overnight.”
  17. https://www.americanexpress.com/us/small-business/openforum/articles/5-steps-to-determine-your-unique-selling-point/
  18. http://witheasemarketing.com/what-is-your-unique-selling-proposition/
  19. http://www.wordstream.com/blog/ws/2014/04/07/unique-selling-proposition
  20. http://www.nasp.com/article/1733F0D9-5C1F/5-examples-of-unique-selling-propositions.html is debeers really ??
  21. http://en.wikipedia.org/wiki/Unique_selling_proposition
  22. Starbucks? The third place, they’ll know your name, it’s familiar and comforting anywhere in the world. Same for McDonalds.
  23. http://fizzle.co/sparkline/10-examples-of-killer-unique-selling-propositions-on-the-web

The Lang Leav Effect

Lang Leav is underappreciated as a marketer.

She’s a digital-first poet.

She makes her poetry very easy to share via Tumblr, via Google and so on.

This becomes evident when you Google her – some of her poems are short enough to be read from the thumbnail in Google Image Search:

lang-leav-google

lang-leav-google-images

This isn’t an accident – it’s by design.

By making her poetry incredibly short and simple, Lang Leav ensures that her fans are able to share them easily.

Here’s another example of the Lang Leav effect in action:

https://twitter.com/looonstar/status/826195608839061505 

Power of Habit

The Power Of Habit is a book by Charles Duhigg about how habits work.

There are 3 parts to a habit – the cue, the response and the reward.

habit-cue-routine-reward
Source: CharlesDuhigg.com

Venkatesh Rao has a great line about how a customer is a novel and stable pattern of human behavior.

Marketing is about creating, capturing or domesticating customers.

So to be a good marketer, you need to understand people’s habits.

Relevant reading: