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admin / November 29, 2022

Should you create a category?

Should you “create your own category”?
…such a polarizing topic.

Pros:
– feels good, motivates the team, gets people fired up
– if you 100% nail it, you win BIG by removing your competition

Cons:
– can confuse your audience if you’re not good at leveraging THEIR language
– less predictable / more risky
– way more effort than anyone anticipates

If you are to go for it… why not do some combination of “both”?

For example:
– have your category creation pages & offers, leverage your homepage, etc.
– AND build-out product & feature pages that align with established categories (+ supporting content, etc.)

Like a good investment strategy – why not diversify your marketing bets a bit to give yourself the best chance of hitting your numbers?

If I HAD to pick a side – I like Dave Gerhardt’s perspective here.

I think it is healthy to know the risks of going ALL IN on category creation.

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