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- Playbook to disrupt industry giants
Playbook to disrupt industry giants
Alex Garcia
August 13, 2024
As a new brand, it's nearly impossible to win the awareness game against competitive giants. But that's fine. That's not the game you need to play. You need to learn how to win the trust game. Mozi Wash crushes this...Lemme show you.
And a big thank you to heatmap and SARAL for partnering with us and letting us create media for a livin’.
Get your brand in front of 200,000+ marketers & founders.
In partnership with heatmap
Increase Your Brands AOV
After driving $3+ billion in client sales, Dylan Ander realized something.
Brands that are using click maps are at a big disadvantage.
In 2024, click maps are unreliable at best, and misleading at worst.
Many brands realized this, and are instead using heatmap.
heatmap shows you:
→ Where customers get stuck
→ Which elements actually drive sales
→ How to optimize for buyers, not just browsers
heatmap takes 2-minutes to set up, and unlike run-of-the-mill click maps, heatmap provides a clear picture of the revenue attached to every element on your site.
How can a small team create a content engine to compete with the giants?
You want to create a content funnel, leverage influencers, and splash your brand across billboards like the industry giants.
But let's face it: resources are tight when you're just starting out. You can't outspend the big brands on awareness. So, what can you do?
The answer is simple: if you can't beat them at the awareness game, win the trust game.
That's where you should focus your energy and resources. And the key to winning the trust game? Relatability.
Use Distrust Towards the Big Brands to Win the Trust Game
Let’s say you're a small laundry brand, and your biggest competitor is Tide.
Search for their name on social media, and what do you see? Posts about the toxicity of Tide's ingredients.
Their vulnerability is your opportunity.
You can leverage the familiarity of the big brand, tap into the existing community of unsatisfied customers, and create content that shows why your product solves their problem.
That’s what Mozi Wash did.
Their top-performing content, which has in total millions of views, uses the same hook: contrasting Mozi Wash with big brands like Tide and their "questionable chemicals."
It works because people are already familiar with the issue. The big brand's weakness becomes the small brand's strength.
By positioning themselves as the antidote to the brands people don't trust, Mozi Wash builds a bridge to their audience. They're not starting from scratch - they're leveraging existing awareness and dissatisfaction to tell their own story.
Let Your Customers Be Your Copywriters
Your next winning content? It's probably hiding in plain sight in a customer review or comment.
Because what's more relatable than using your customers' own words to tell your story?
So, dive into your reviews, comments, and customer emails.
Use these insights as hooks and supporting evidence in your content. Not only will it resonate with your audience, but it will also show that you're listening and that you care - to build trust.
As a small brand, you need to reserve your resources for the best content. And the best way to know what your customers will find valuable is to create content around their most popular questions and comments, again to build trust.
Use customer reviews to support your point
Address customer questions
Use customer reviews to build hype
Stick to a Winning Formula, But Keep it Fresh
As a small brand, you don't have the luxury of reinventing the wheel with every piece of content. Time and resources are limited, and you need to make every effort count.
So identify what's working and reuse that format again and again.
When Mozi Wash’s, "Why I Started a Laundry Detergent Company" video took off, they didn't just move on to the next idea. They recognized they repeated the format constantly, with small variations, ultimately producing a piece that reached 8 million views.
We see this strategy at play with dupe.com as well. They've honed in on a content formula that resonates with their audience, and they stick to it, only introducing different hooks and tweaks, allowing them to stick to a proven formula while keeping the content fresh.
In partnership with SARAL
100+ Influencers Amplifying Your Brand:
Building an army of brand advocates has never had a higher ROI.
Why? Because authenticity sells.
Enter SARAL: Your all-in-one influencer marketing solution.
It's the easiest way to turn your customers into your marketing team.
SARAL makes it easy to:
→ Find brand-aligned influencers
→ Automate personalized outreach at scale
→ Manage your entire program in one easy to use platform
Brands like Obvi, Legends, and Tabs Chocolate are already using SARAL to get 100s of influencers promoting their brands.
The average ROAS on SARAL is 5.12x.
The median ROAS is 7.68x.
Ready to join these brands?
Explainer Videos: I recently discovered this platform that produces super high-quality explainer videos designed to boost brands conversion rates. (LINK)
Mind Control: How Brands Use Design & Marketing to Control Your Mind. (LINK)
Fun Fact: The sneaky, smart reasons malls have no windows. (LINK)
History: The History of Coupons. (LINK)
100s of Quality Leads: Here's how your brand can add 100s of qualified leads to your pipeline. (LINK)
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Appreciate you reading,
Alex G