Growth Newsletter #207

Reframe your flaws as benefits ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏  ͏ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­ ­  [Demand Curve]( [Read on demandcurve.com]( The Growth Newsletter #207 Reframe your flaws as benefits In #203, I talked about being [honest about your flaws](.  I want to continue that idea—but with a twist.  This is all about cleverly reframing your flaws as benefits.  Let's dive in 👩‍🎤  – Neal Brought to you by [AiSDR](.  You’ve probably heard about AI SDRs taking the sales industry by storm. But are they worth the hype?  Can they book demos, nurture leads, answer questions, and write personalized messages that people can't tell are AI?  Short answer: Yes. Long answer: Why not see for yourself?  The first sales AI that holds a meaningful conversation, AiSDR handles everything from prospecting for ICP and buyer intent to outreach with follow-ups, replies, and updates to Hubspot CRM data.  [Try it out](, see if AiSDR’s AI can convince you to book a meeting, and enjoy a special offer just for Demand Curve readers! Want to be featured in front of over 101,000 founders and marketers? [Learn more here](.  Reframe your flaws as benefits Insight by us. Specifically, Neal, because he stares at ads all day.  Ironically, I won't waste time jumping into an example.  Guinness needs to be poured slower than every other beer ([here’s why](). Instead of figuring out a way to pour it faster, they’ve leaned into this slogan: My personal favorite is how Stella Artois leans into a powerful psychological bias:  The more something costs, the more people value it.  This is why I love their slogan, “Reassuringly expensive,” and the clever ads that go along with it: We all know Buckley’s famous line: “It tastes awful, but it works.” This is clever because people are more likely to believe its claims of potency. After all, it tastes so weird and medicinal. (I’ve written [previously]( about how Red Bull uses both the price and taste to its advantage.)  And lastly, Avis was famous for reframing their “number 2” position as a positive with “We try harder.” They know people default to the market leader, so they decided to address that head-on and turn it into a benefit.  Here’s [a swipe file]( of a bunch of their ads leaning into that concept.  To do this, you need to decide what you’re not - Stella decided they’re not a budget beer for the everyman. - Buckley’s decided to keep their product tasting terrible. - Nintendo decided to make the Switch portable (and slower), instead of competing directly with Xbox and Playstation on performance. - Tesla decided only to make electric vehicles. No hybrids. No gas cars. No fuel cell vehicles.  The framework here is: - Decide/figure out what you aren’t. - Use that to figure out what you are (it’s easier to invert). - What are the downsides of that? - How do you flip that on its head?  We all suck at something.  You might as well make it work for you. What did you think of today's newsletter? 😍 Loved it: Forward to a friend, or reply—a simple 😍 will do! It really helps. 🤷‍♀️ Meh: You can unsubscribe [here](), or manage your subscription [here](. 🤔 I'm new here: You can join the party [here](. 🤩 Give me more: Check out all previous growth tactics in our [Growth Vault](. Something fun  US topology map. Yet another example of the inequities in the US. How we can help you grow - Read our free [playbooks](,[ articles](, [growth guide](, and [teardowns](—we break down the strategies & tactics used by fast-growing startups. - Need help running ads? We’ve built [the]([ ads agency]( for startups. - Looking for a growth freelancer or agency? [We’ll match you]( with a vetted partner for free. - Get in front of 101,000+ founders by [sponsoring]( this newsletter. Thanks, everyone! [Neal]( [Neal O'Grady]( [Grace]( [Justin Setzer]( [Grace]( [Nick Costelloe](   © 2024 Demand Curve, Inc. All rights reserved. 4460 Redwood Hwy, Suite 16-535, San Rafael, California, United States [Unsubscribe]() from all emails, including the newsletter, or [manage]( subscription preferences.