New: 📱Feed Study #1

Everyone should have an enemy.

For Coke, it’s Pepsi.
For Tom, it was Jerry.
For Trump, it’s currently Kamala.
For the LA Lakers, it’s the Boston Celtics.

And recently, Beehiiv’s enemy is Kit (formerly known as ConvertKit).

If you don’t know Beehiiv, it’s a newsletter publishing platform. It makes writing and sending emails super easy—one of the simplest I’ve seen on the market.

Then there’s Kit, a not-so-easy-to-use newsletter platform, but they recently rebranded to make things simpler for their users.

But Beehiiv wasn’t having it and decided to go for the jugular.

While some people think Beehiiv's move was a childish marketing gimmick, many believe it was smart, timely, and necessary. So, who's winning? From the looks of things, it seems to be Beehiiv.

They swooped in right when their competitor was about to have one of the biggest moments in their rebrand and turned it into an opportunity to further promote their own product.

Beehiiv isn’t the only one I’ve seen pull off this "enemy" stunt well—Cal.com is doing it with Calendly too.

One thing I really like is how they’ve humanized B2B social media by using memes.

But calling someone an enemy, especially in business, can seem almost unethical. So, I googled the term, and it’s called "market positioning against competitors" or "competitive positioning."

Competitive positioning involves defining your startup in relation to a larger competitor, highlighting what you do better or differently. By presenting a clear contrast, you can create a unique identity and attract customers who resonate with your message.

How to Apply This Concept to your Personal or Business Brand:

1. Identify Your Competitors:

Clearly define WHO your main competitors are. This helps you understand who you’re up against. These should be brands that target a similar audience but are known for specific attributes or shortcomings.

2. Highlight Your Unique Selling Proposition (USP):

Clearly articulate what sets you apart. Focus on the benefits or features that your competitor lacks.

- Example: If a competitor is known for slow customer service, highlight your fast response times.

3. Create Engaging Content:

Here’s an example of bottom-of-the-funnel content from Beehiiv. It’s so seamless, customers don’t even realize when they’ve converted.

4. Engage in Conversations:

Respond to posts mentioning competitors. Share insights or offer alternatives to their offerings, positioning your startup as a better choice. Always be socially listening.

- Example: If someone tweets about a competitor’s product not meeting their needs, respond with how your product solves that problem.

5. Share Comparisons:

Create clear, concise graphics or posts that compare your features and benefits directly with those of your competitor.

- Example: “Here’s how we stack up against Brand Y in terms of pricing and features.”

6. Monitor Feedback:

Keep an eye on how your audience reacts to your positioning. Adapt your messaging based on their preferences and interactions.

Just like Beehiiv did during Kit’s rebrand.

That’s all for today folks, until the next one.