a single source, nothing corroborates it
Frame the new format as a step toward the old one
When you launch something adjacent to a thing your audience already loves, say outright that it is not a replacement. Framing it as the on-ramp that gets more people to the original defuses the loyalty objection before it forms.
The method
- 01
Say plainly that your new format is not a replacement for the established one your audience already loves, and position it as the step that gets more people to the established one.
What it returned
Hillman wrote that the online summit was not a substitute for in-person conferences and that success would mean more people eventually able to reach one.
Sources
- wine, coworking, and the “People at Work” SummitAlex Hillman · dangerouslyawesome.com · So we’re trying out something new – an ONLINE conference about Work and Collaboration – on April 21st. · 2016-02-01
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 copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected