10 Category-of-One Shifts That Instantly Create New Demand
CO1.47 - CO1.56
So Yes I haven’t been regular here…. But I don’t wan’t you to feel you signed up and I didn’t share CO1s.
I had been terrible tied up.
But here are 10 CO1s (++++) to make up for the last 10 Weeks.
15 More Follow Tomorrow
A recent CO1 client of mine was a chiropractor.
Her lane?
Pain relief. Adjustments. Wellness plans.
The problem?
That lane is a parking lot.
Everyone promises relief. Everyone says “natural.” Everyone blends together.
So we flipped it.
CO1: Don’t sell relief. Sell reversal of no-hope conditions.
Not “feel better.”
Not “manage pain.”
But the place people go when mainstream healthcare has failed.
That single shift turned a local clinic into a global authority signal.
Here are 10 similar CO1 shifts I’ve seen unlock demand fast:
1. Weight Loss
Context:
Most weight-loss brands compete on numbers: kilos, calories, timelines.
That turns the buyer into a measuring machine — not a human.
CO1:
Don’t sell weight loss.
Sell “life no longer on pause.”
People don’t want fewer kilos.
They want permission to live again.
2. Marketing Services
Context:
Agencies sell ads, funnels, creatives, optimisation.
Founders hear: more things to manage.
CO1:
Don’t sell ads.
Sell a Client Acquisition Operating System.
Founders don’t want tactics.
They want something their team can finally run without them.
3. Ghostwriting
Context:
Ghostwriting is crowded, commoditised, and price-driven.
Everyone promises “your voice, better written.”
CO1:
Don’t sell ghostwriting.
Sell authority transfer.
Writing is a commodity.
Credibility isn’t.
4. Productivity
Context:
Productivity content assumes people lack discipline.
High performers know that’s not the real issue.
CO1:
Don’t sell productivity.
Sell identity-aligned momentum.
Most people aren’t lazy.
They’re misaligned.
5. Funnels
Context:
Funnels imply persuasion, nurturing, explaining, chasing.
That already feels heavy before it starts.
CO1:
Don’t sell funnels.
Sell first-look demand.
If it needs explaining, it won’t scale.
6. Coaching
Context:
Coaching markets itself as exploration, reflection, and support.
But buyers often feel trapped by endless thinking.
CO1:
Don’t sell coaching.
Sell decision finality.
Clients don’t want more options.
They want the moment the noise stops.
7. Therapy / Personal Development
Context:
Therapy language is abstract, slow, and emotionally loaded.
Many people want relief — without labels.
CO1:
Don’t sell therapy language.
Sell relief from internal friction.
People don’t resist change.
They resist who they think they are.
8. Recruitment
Context:
Recruitment coaches teach selling, pitching, objection handling.
That keeps recruiters stuck chasing instead of attracting.
CO1:
Don’t sell recruitment tactics.
Sell authority that replaces selling.
The best clients don’t need to be chased.
9. Nutrition (Parents)
Context:
Nutrition brands compete on ingredients, benefits, and claims.
Parents hear noise. Comparison. Risk.
CO1:
Don’t sell nutrition.
Sell child safety.
Parents don’t buy vitamins.
They buy peace of mind.
10. Strategy
Context:
Strategy is perceived as ideas, decks, and thinking.
It feels optional — until certainty appears.
CO1:
Don’t sell strategy.
Sell inevitability.
The moment something feels certain, buying becomes easy.
Aha
Category-of-One isn’t about sounding clever.
It’s about reframing what the buyer thinks they’re buying.
And when that happens,
competition doesn’t improve —
it disappears.
