CREATE SPACE
Brand. Messaging. Content.They’re all at the peak of their powers with space.Create it, and you just might splash like Steph, reaching more compelling and competitive heights than anyone else thought possible.You can create space in all sorts of places.An existing market. A new one. The hearts and minds of people.Below are 30 ways to create space.
DUNCAN LLOVIO
CONTENT MARKETER
Contact me: duncan@llov.io
Professional inquiries only.
HOW TO CREATE SPACE
WITH MARKET FORCES
1. Champion a deep, narrow and underexplored niche.
2. Chase small reach to attract big reach.
Small reach:
low resistance, high motivation, social driver
Large reach:
high resistance, low motivation, social driven
you found me!
3. Instead of creating force, tap into forces that already exist.(1)
Human needs and wants:
Lead with novelty, then prove it.
Tools and technology:
Pick two - better, faster, cheaper.
Trends:
Coast macro-trends, contrast micro-trends.
Culture and values:
Help the believers share their belief.
4. Collaborate in parallel niches to gain market, build brand and cross over.
5. Play off your competitors.(*)
HOW TO CREATE SPACE
WITH YOUR PRODUCT
6. Benefit users on a functional and social level.
Functional:
What it does.
Social:
What it says about you.(**)
7. Place yourself as the step between their behavior and their goal.
"The human mind is our medium." - Dave TrottThe 12 Jungian Archetypes(2)
| Archetype | Behavior | Goal |
| Innocent | Go by the book | Happiness |
| Sage | Seek understanding | Truth |
| Explorer | Seek experiences | Freedom |
| Outlaw | Push back | Revolution |
| Magician | Make it happen | Realization |
| Hero | Build strength | Conquering |
| Lover | Build attraction | Intimacy |
| Jester | Bring the fun | Pleasure |
| Everyman | Be agreeable | Belonging |
| Caregiver | Support others | Helping |
| Ruler | Exert control | Power |
| Creator | Seek control | Expression |
8. Sample.
9. Turn a cultural phenomenon into a product feature.
10. The byproduct of solutions are new problems. Observe them and iterate.
HOW TO CREATE SPACE
WITH PEOPLE
11. Target clusters of small, dense and related networks.
12. Specific ideas for many small groups outweigh broad ideas for big ones.
13. Use concrete language and direct benefits to win over their ego.
14. Sneak in allusions and symbols to hook the lizard brain (who’s in charge).
15. Source trust: confirm their beliefs, then follow up with your claim.
HOW TO CREATE SPACE
WITH MESSAGING AND POSITIONING
16. Channel new ideas through existing forms (a.ka. The MAYA Principle).(3)
17. Use Marcus Andrews’ Narrative Design(4):
Identify the change.
Separate the winners and losers.
Name the new game (how to win).
Say why it’s hard (agitate with empathy).
Show them what you’ve built to help them.
18. Stick to the rules of the genre, but flip one thing on its head.
19. Take your side in conversations with intensity, scope and lasting power.
20. Reframe your conventional weakness as your original strength.
HOW TO CREATE SPACE
WITH STORIES AND CONTENT
21. Tell stories. They’re the quickest way to earn space in people’s minds.(5)
22. Different mediums to appeal to different people and parts of the brain.
Bangkok, Thailand 2019
23. Give benefits at each touch point to earn trust, loyalty and intent.
24. Place as much value on how a placement brands you as its reach.
25. Host experiences to embed your product into people’s stories.
Bangkok, Thailand 2019
HOW TO CREATE SPACE
WITH EXISTING CUSTOMERS
26. Put your product at the center of a meme.
Memes are free and instant earned media.
Memes maintain their core meaning as they spread.
Participation is a shortcut to relationships and rituals.
Memes make you appear bigger than you are.
Memes outsource distribution and compound reach.
Memes reveal the language, symbols and desires of your niche.
27. Shared beliefs are how products -> rituals(+) and brands -> tribes.
28. Channel appeal through your audience to their audience.
29. Create a community for your deepest believers.
30. Connect with fans + reason to buy = active market
DUNCAN LLOVIO
CONTENT MARKETER
Contact me: duncan@llov.io
Professional inquiries only.