“The dirtiest jobs are often the most rewarding.”
Whoever said that has never, NEVER handled a baby with explosive diarrhoea.
Speaking of babies, a few years ago, I had a great idea for a startup. I wanted to create a website that listed all the daycares in the country and gave them a ranking based on different parameters. I kept toying with the idea, brainstorming different ways I could make it happen.
I knew that there was a strong demand for the product and execution would be simple, but I was not in the right place in terms of risk appetite, skills, network or money to make it happen.
This was my pre-shark tank days, so.. yeah.
Anyway, I kept on working on how to explain this idea to folks I met. I tried a number of different ways to build that message.
I tried “a listing site for daycares”. Nope.
I tried “a rating and review site for daycares”. Nope.
I kept working through the list until I hit upon “Zomato for Daycares”. Perfect!
Nowadays, this type of messaging and positioning is quite common and people use this to piggyback on the popularity of the more famous app. At that time, I had to work through the process and work out how to communicate the maximum amount of information in the minimum amount of words.
From a branding and positioning perspective, X for Y statements can be useful tools in communicating value, but there are more powerful methods you can use to create something that says exactly what you want to say.
Here are three ways you can try:
- Fill in the blanks: “I help ____ do _____.”
- Build out a Message That Matters™. There’s a basic video here: https://www.youtube.com/watch?v=IsSDgAb_WDI
- Get in touch with me and we can build this together.
Now, I’m curious to see how this worked out for you. Leave a comment and let me know.
For now, this is Arvindh saying over and out.