The Step Change Blog

UPDATED: As of 2 June 2022

When creating your value proposition, one thing you should never forget is that people make emotional decisions and then rational justifications. They are not buying the product or service. They are buying the benefits or outcomes they receive.

A truly great value proposition focuses on this by including these 3 things to get maximum value:

1. Ground in insight and an understanding of what your customers really want
2. Powerful and relevant brand messaging 
3. Alignment with your purpose and tone to be memorable and believable

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.

Your business is only one of hundreds or thousands competing for your customer’s attention. It’s a marketing battleground. And if your goal is to win the war, you need to differentiate yourself in a way that actually matters to your customers.

Whilst this sounds obvious, it’s not. All too often, businesses assume they understand what is important for their customers.

Webinars deliver tremendous value both to the business and the audience. It’s a great and cut-through way to share, engage, connect, and educate your audience wherever they are in the world. That’s why we’ve always been fans of webinars.

Recently, Step Change had the privilege of leveraging the power of webinars.

Our CEO, Ashton Bishop, presented “Predatory Marketing: Repositioning the Competition to Build Business” to 76 CEOs, CMOs, and Marketing Directors for a series powered by GoToWebinar.

The retail giant is making its long-awaited move into Australia, bringing its new brand of instant retail distribution to Down Under. While previously only available with expensive shipping and sales in USD, the average Australian consumer will now have easy access to products from around the world in local currency and a higher level of convenience.

FinTech is a unique industry. It is the merging of the two areas that require the most credibility in any given industry — finance and technology. It requires trust from the customer and a certain degree of transparency from the company.

Super producer wanted, November Powerful Presence wrap-up, predatory marketing — this week's news bits at Step Change.

This week, Ashton had the pleasure of speaking with Dawn Russel of The Heartware Group, in her new episode of Adrenaline Shot Interview.

All of us want our message heard. Predatory Marketing is the way to go if you want to stand out from your competitors, rise above the marketing noise and create impact in your industry.

Machines running the world, building the worst road on Earth and the iPhone mistake that turned into a technological success. This is Friday Finds - our take on the top three things happening in the world today

Watch us tell David how to take down Goliath in under nine minutes.

Find out who your biggest competitor is, what their greatest strength is, and how you can create a campaign based around the weakness arising out of that.

This week's Virtual Stump The Strategist answers questions on consumer apps and coffee shops live in 9 minutes. See if these answers can apply to you here

The smaller your business, the more resourceful you need to be with your marketing. A strategy called predatory marketing may be just what you need to grow.

By giving permission to be not so private about their privates, UbyKotex gave young women freedom of expression. Controversial- yes, but very successful!

We needed to find the advantages of Australian pork over beef. Find out here how we used predatory marketing to force reappraisal of pork with a health message.

The Sanitarium brand wasn't as well known as some individual product brands. Find out here how predatory marketing was applied to share their brand values.

Bundy Red needed a core message that wouldn't cannibalise the Bundy Yellow market. Find out here how predatory marketing was applied to this scenario.

How do you compete with a brand that took top-end beauty products mainstream? Find out how you can strike at the weaknesses that arise from this strength.

The Australian, the leading national news brand, effectively forced their readers to form their own opinion on a subject using predatory marketing techniques.

How do you stack up against your competitors with a competitive positioning? See how the predatory bridge helps you to align your marketing with your business.

Nakula, small player in the coconut water industry, positioned themselves in the marketplace to overcome the big guys, like Nudie. How did they do it?

Don’t get us wrong, McDonald’s are brilliant marketers but they often do chicken ads where everybody goes, “yeah I fancy chicken” - then they go to KFC. Why?

People who say competitive advertising does not work obviously have not seen the worlds most loved brand in action.

Are you a classy predator? In a dog-eat-dog market we need to be predatory with our competitors, but the best way to do it is with elegance, class and dignity.