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How to use the momentum of a legacy category to your advantage
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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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Category Pirates 🏴‍☠️
Jan 06, 2023
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Category Pirates
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How to use the momentum of a legacy category to your advantage
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This is a 🏴‍☠️ Founding Members–Only 🏴‍☠️ post. Founding Members get access to our private AI Librarian, actionable insights, full audiobook library, access to 100+ mini-books, and more. See the Founders Deck here


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:

Step 1: Tell the truth about the existing category by placing a differentiating word in front.

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