Ryan Alford
speaker
10,421 appearances
122 recordings
2 series
first heard Nov 2024
last heard today
Ryan Alford’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 62 in all, peaking in Jul 2026 with 10.
Appearances
It's literally called a lead magnet.
You call it a lot of different things.
My mind always goes to BDI and CDI, which is brand development versus category development, depending on what you're selling.
A good friend of mine and wise sage marketer, Christopher Lockhead, says he who owns the category owns the sale.
If you elevate the category, you become the default choice.
When you think of inbound, how much is it about how great you are versus how great the category is?
You don't have to tell anybody what Uber is anymore because we know what Uber is.
But you didn't know what that category was when Uber got launched.
All you knew was taxis.
You got to elevate ride sharing and app to bring the car to you and all that.
So you had to educate on the category.
And hey, he who owns the education of the category that's new gets the sale.
So there's techniques and all that for designing the perfect pitch, but it's an exercise in finding your differentiation and the why, because there's endless choice sometimes or competitors and why you, why now, assuming they're in the ready to buy.
Yeah.
The market intelligence thing is interesting to me, the signals and all that.
I've seen those tools.
I don't know that I've used them, but I feel like I've used them.
I've gotten close enough to the sun to know when it burns me.
Lots of signals.
My good friend Steve Jobs would say lots of noise, not a lot of signals.
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