How to use the momentum of a legacy category to your advantage
When you can’t create net-new demand, DAM the demand
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Dear Friend, Subscriber, And Category Pirate,
Creating demand out of thin air sounds hard and risky.
Which is why a “DAM the Demand” strategy is so powerful.
When You Can’t Create Net-New Demand, DAM The Demand
As we shared in our mini-book, How To DAM The Demand, a DAM the Demand strategy interrupts customers when they are shopping and educates them on the advantages of heading in a new and different direction.
It is not a product-to-product comparison.
There is no sales pitch.
No shouting match or “Pick me! Pick me!”
Instead, it raises an urgent question in the customer’s mind: “I thought I wanted X, but maybe what I really need is Y?” This question creates a gap. And it’s the perfect opportunity to educate customers on the differences between the old category and the new one you are creating.
Once there, you need to take 3 steps to DAM the Demand: