a single source, nothing corroborates it
Launch so they remember you when the need comes
Most people who see a launch do not need the product that week, so aim the announcement at being remembered for one problem rather than at closing a sale on the day. Justin Jackson borrows Des Traynor's line that purchases happen on the buyer's schedule and not the seller's, which makes the job clarity rather than persuasion.
The method
- 01
Design a launch so people remember which problem you solve, and accept that they will buy on a later encounter when the need is live.
What it returned
Des Traynor's line that purchases happen on the buyer's timetable, not the seller's.
Sources
- No marketing unicornsJustin Jackson · justinjackson.ca · What does this mean for you? · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in positioning
- Do the boring market homework yourself7 unconnected · contested
- Build for a market you already belong to6 unconnected
- Aim everything at the segment you already win6 unconnected
- Narrow the category until you are its only occupant6 unconnected
- Pick the fight the incumbent cannot win6 unconnected
- Pick the market nobody is excited about6 unconnected