#21 Weekly Dan — Your Nemesis
Free products, mental load and Stephen King
This is the #21 issue of Weekly Dan.
Welcome to 28 new people who have joined this week. You are nice.
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Every Friday, I share 5 golden nuggets with you:
One Personal Insight
One Marketing Tactic
One Long-term Trend
One Thought-provoking Question
One Great Resource
Let’s get going.
Personal Insight 🤯
A Free product won’t solve your problems.
A naive Entrepreneur could say, “But people will use my free product, recommend it to friends, and then I will understand how to monetize this loyal traffic”.
If you fail to sell the product, making it 100% Free won’t help you.
A Free product won’t magically distribute itself. Maybe 10 years ago, a free product would drive word of mouth to the moon. But now you have to put in a lot of effort.
A Free product won’t solve the Retention problem. People value “paid” products more because they paid for them. Less value — fewer reasons to come back.
A Free product will be insanely hard to monetize again. If your audience uses the product for free, they will likely ignore paid plans.
Don’t fall into this trap.
When in doubt, stick to time-tested tactics.
Run customer interviews
Optimize the bottom of the funnel
Acquire new customers manually
Increase product value
Only selling your product helps to understand how to sell it better.
Marketing Tactic 🧭
I am creating an online course, “Positioning that sells”.
I’ve seen too many poor value propositions. Founders, we can do better.
And today, I will share its key idea for free.
Follow this 4-step guide if you want to be ahead of your competitors.
Analyze your competitors
What do they have in common?
What features are missing?
What value do they promise?
Analyze your target audience
What is the reason for completing the transformation?
What are top-3 objections to not buying your solution?
What emotions do people want to feel when using your product?
Analyze your product
What unique features do you have?
In what time can you deliver promised value?
Create an offer (Value + Time To Value - Objections)
List four features that will deliver this value
Write copy based on the offer and emotions people want to feel
Make sure that your copy and offer highlight how you are different from competitors
Voila, your positioning just got better.
Long-term Trend 🛸
Reducing mental load
You got a lot going on.
Do you want to spend hours comparing pricing plans? I doubt it.
Do you want to customize everything when creating an account? Likely not.
Do you want to use five different products or just click one button? Thought so.
You have more important things to do. The same goes for your customers.
That’s why we will see more products that choose simplicity over customization.
Yes, some features will be missing. But it will be mentally easier to use these products. No learning curve.
You should jump on this trend too
Reduce the number of clicks to use your product
Simplify the buying purchase
Remove edge cases that are not popular enough
Communicate with your customers only when it’s critical
Don’t try to occupy 100% of your customers’ brains.
Aim for the wallet instead.
Thought-provoking Question 🔋
Who is your nemesis?
Every story is based on the conflict between good and evil.
Your marketing can benefit from it too.
You just need to pick the right antagonist and “fight” it.
You vs. Traditions (Remote OK vs. office jobs)
You vs. Big Corporation (Plausible Analytics vs. Google Analytics)
You vs. Competitor (Beehiiv vs. Substack)
It’s okay to have spicy marketing.
Some people will be pissed off, but others will remember your offer.
Read this excellent article by Animalz to supercharge your storytelling.
Great Resource 🏈
In the #9 Weekly Dan, I shared 38 copywriting tips from David Ogilvy.
If you haven’t read them, go check them out. It’s truly a copywriting bible.
Today I want to share writing advice from Stephen King.
It’s less business-oriented, but you can still apply them to your marketing.
My favorites are 6, 7, and 10.
What have you enjoyed about this issue?
See you on Tuesday 👋
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