Money & Work
Marketing
Make people want things, ethically
Novice
Mastery0%
Novice
Money & Work
Make people want things, ethically
Novice
Subdomain
How you make your product stand for one clear thing in the buyer's head. Confused buyers do not buy.
Segmentation, Targeting, Positioning (STP)
Pick a slice of the market (Segmentation), choose which slice to obsess over (Targeting), then own one clear idea in that slice's mind (Positioning).
Open
Features tell, benefits sell
A feature is what the product has. A benefit is the change in the buyer's life. Buyers act on benefits.
Open
Positioning
Owning one clear idea in the customer's mind.
CAC
Customer Acquisition Cost, total cost to land one paying customer.
LTV
Lifetime Value, total gross profit a customer brings over their lifetime with you.
Jobs-to-be-Done (JTBD)
The frame that buyers hire products to do a job in their life.
Mental availability
How easily the brand comes to mind in a buying moment.
Physical availability
How easily the brand can be bought, distribution, shelf, search results.
Distinctive asset
A logo, colour, sound, character that's owned and recognisable in 200ms.
Funnel
A model of prospect drop-off from awareness to purchase (e.g. AIDA).