Ekaterina Howard 2/27/25 Ekaterina Howard 2/27/25

[S2E2] How to find winning angles for your competitor pages

Competitor comparison pages are a must-have for every startup that’s ready to grow. Or are they?

In this episode:

When startups should consider building competitor comparison pages
How to think about framing the conversation
How competitor research can help with future differentiation and product development
Pros and cons of 2 popular frameworks: “Us vs everybody else” and “Why we’re better than {X}”

Ekaterina Howard 4/24/24 Ekaterina Howard 4/24/24

[S1E5] Diane Wiredu, Lion Words: Not everyone gets to be the Liquid Death of B2B SaaS — and that’s OK.

There can be no converting copy without messaging, and there’s no messaging without figuring out your positioning first. But how do they all work together – and how do storytelling and brand voice fit in?

Ekaterina Howard 4/5/24 Ekaterina Howard 4/5/24

[S1E4] Alan Albert: “We tend to think our first ideas are the best ones, and we run with them. But sometimes they're not the best ideas.”

On confidence, finding the best ideas, and running interviews that dig deep into customers’ “why”

Ekaterina Howard 3/13/24 Ekaterina Howard 3/13/24

[S1E3] Talking about (most common) early-stage startup mistakes with Lucy Heskins. Because nobody should have to cry in marketing alone

Ekaterina Howard 6/8/23 Ekaterina Howard 6/8/23

Questions you should be asking to write better conversion copy

In this post: 3 sets of questions that would help you solve these 3 common startup challenges:

Coming up with a value prop that would work across ICPs

Uncovering hidden objections that are stopping your prospects from converting
Pre-launch sanity check (obvious, but frequently overlooked)

Ekaterina Howard 2/7/23 Ekaterina Howard 2/7/23

"Do NOT look at your competitors' websites" (or should you?)

You shouldn’t copy your competitors, obviously. Ignoring them is also not the answer. Your prospects are making purchasing decisions within a specific context that includes looking at competitors’ solutions. Find out how to use it to your advantage.