Predatory marketing is what the big and memorable brands and fast-growing startups use to differentiate themselves and cut through the marketing noise. It’s all about striking at the weakness that arises from your competitor’s greatest strength.
No, I didn’t say “striking at your competitor’s weakness”. That’s nothing predatory about that. To apply predatory thinking into your messaging, you need to answer five key questions:
- Who’s got your money?
- Identify where the money would go if your business doesn’t exist.
- What’s your competitor’s greatest strength?
- Point out and express in simple terms why a customer would choose the competition.
- What’s the weakness that comes out of their greatest strength?
- There’s a disadvantage within every strength. Determine that pain point.
- What’s your relative advantage?
- Now, look at your business. Identify your strength that can address the pain point that arises from the competitor’s strength.
- Have you executed that in an idea ‘on strategy’?
To inspire you to develop your own step change in your marketing, enjoy these 7 examples of predatory messaging from brands you know.
1. Toyota Sienna
2. Toyota Camry
5. Greater Bank
7. OVO Energy
Step Change is a strategically led marketing agency. We’re facilitators and problem solvers who believe the best solutions in business start with marketing.
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