The Real Reason Why You’re Not Married to Kate Moss

Why aren’t you married to Kate Moss? Or Kate Beckinsale. Or Princess Kate, for that matter.

I know what you might be thinking.

I’m not rich. I don’t love a macchiato. I’m not educated or cultured, hell, I’ve never been to China Whites.

But it’s not because of any of these. 

It’s not even because you’re ugly, but you do have a face like a bulldog chewing a thistle. 

And it’s also NOT because Kate Moss has awful taste in men. Look at Pete Doherty. 

NO – the REAL reason none of the Kates are married to you is 'cos they’ve never heard of you. Advertising’s your problem. 

At this point most advertising folk say “Eeeeeasy, mate. You’ve got an awareness problem. We’ll knock up an awareness campaign and get the word out there for yer.”

But it’s not that Kate needs to suddenly know about you, know who you are and see you plastered over the tabloids. She doesn’t need you to be on I’m a Celebrity and she doesn’t need to see you do club appearances in Romford with Dane.

What she thinks of cheeky sunbed every Thursday doesn’t matter. She doesn’t even care.

It’s not what people think of you, it’s when.

Right time, right place. Or. When, when, when.

When does she think of that ugly mug of yours? When she’s cruising the veggies aisle at Waitrose, when she’s walking down the street talking on the phone or when she’s sitting in the pub having a few jars on a Friday night. You’ve got to pick your moment to win her over.

That WHEN is the key to underdog brands. 

Underdog brands must somehow compete with the biggest brands in their category. They’ve been there, done it, seen it, bought the t-shirt. They’re the Great Dane of the category and they’re sitting pretty.

Underdogs don’t have their budgets, their history, incumbent status, or their retail footprint. So they’ve got to think differently. 

Category entry points (CEPs) are the key to running with the big dawgs. 

The classic way to think about CEP’s? Imagine you’re sat on the beach in Cancun, and because you’re a total baller, you fancy a beer. What beer springs immediately to mind? Well, it ain’t John Smiths. It’s Corona. 

And that’s because Corona have spent decades linking their brand with that particular buying situation… or as pretentious advertising people call it, a category entry point. 

So as an underdog, it doesn’t matter if you’re selling beer, bathmats or B2B, you need to find a category entry point and focus ever single pound, shilling and pence on building mental availability linked to that situation.

Every dog can have its day.

Create that mental availability, so when Kate is in her buying situation she’ll pick you over a rock star has-been.

Because if your Underdog can’t outspend the competition, you need to out-think them.

Underdog brands, need underdog thinking.

Want more tips on how to date Kate Moss?

Paul posts one video a day on LinkedIn. All about how to get Underdog brands noticed. Because you can't possibly hit those ambitious sales numbers if you’re ignored.