Zach Stevens on LinkedIn: Swipe Files | SaaS Marketing Newsletter & Community

If you allow your ICP to fray, you’ll lose

From the beginning, we knew we needed to define a good ideal customer profile (ICP). There are manyapproaches to defining a good ICP, but a quality we underestimated is specificity . Simply put, an ICP must be a single market segment :a group of people for whom the value of solving a problem is roughly the... See more

3. Easy to Target Let’s say you have a perfect market, but no way of finding the people who comprise it. Well, making a Grand Slam Offer will be difficult. I make my life easier by looking for easy-to-target markets. Examples of this are avatars that have associations they belong to, mailing lists, social media groups, channels they all watch, etc. If

... See more

- Give customers a no brainer: make friction crazy low (so painless to add it, now you got exposure and you can pop out when relevant when you can provide the value you can offer them their savings and advertise a real account and take your percentage of the savings), e.g. chrome extensions like Honey, or give them money back with an economical ret... See more

Once you have something that feels like it has the potential to be a narrative that many people connect with, it’s probably better to amplify and extend that than it is to muddle the waters with a bunch of other stuff. As Nathan Barry, founder of ConvertKit, once told me: you want to build a skyscraper, rather than a strip mall.

Instead of trying to build an audience...

Build an association with a specific word or idea.

• James Clear: Habits

• Dan Runcie: Business x Hip Hop

• Codie Sanchez: Boring businesses

• Nick Huber: Sweaty startups

• David Perell: Personal Monopoly

• Wes Kao: Spiky Point Of View

When you are associated with a specific word, phrase, idea, or movement, that co... See more