Be marmite, not butter: Why divisive brands attract the biggest fans.

Cult Products

Summary

In this episode, Adam and Phill are joined by Roland Gurney from Treacle for a live critique of the Cult Products proposition and initial website. They discuss their new proposition and the target audience for their program with Roland. They talk about the importance of understanding the target customer and narrowing down the focus. They also discuss the challenges of repositioning a business and the need for a clear and concise message. The guest suggests a three-step approach to the program and emphasises the importance of simplicity and structure. They also discuss the different options and calls to action for potential customers. In this conversation, Roland Gurney provides valuable insights and suggestions for the Cult Products program. They discuss the value of offering a sequential three-step program, the balance between talking about customer problems and product details, and the importance of being the face of the brand. They also explore the concept of being Marmite, or polarising, in order to stand out in a crowded market. Overall, the conversation emphasises the need for clarity, differentiation, and authenticity in building a successful business.

Takeaways

• Understanding the target customer is fundamental to creating a specific and effective brand.
• Narrowing down the focus and choosing a niche market can make marketing and sales conversations easier.
• When repositioning a business, it's important to have a clear and concise message that clearly communicates the value proposition.
• A three-step approach can provide structure and simplicity to a program or offering.
• Offering different options and calls to action can cater to different customer needs and preferences. Offering a sequential three-step program can provide a clear and effective solution to customer problems.
• Balancing the discussion of customer problems and product details is crucial in marketing and communication.
• Being the face of the brand can create a human connection and build trust with customers.
• Being Marmite, or polarising, can help a business stand out in a crowded market and attract the right audience.
• Clarity, differentiation, and authenticity are key elements in building a successful business.