How to grow by telling another brand's story

Jun 19, 2020 7:51 pm


Hello Content Creators!

Are you missing opportunities for brand exposure?

Here's what got me thinking about this: I've noticed that many cycling brands don't know each other.

For example, I have a custom carbon fiber road bike from a boutique Italian brand. And I'm about to outfit it with an aftermarket oversized ceramic pulley cage. Don't worry if you have no idea what any of that means, it's irrelevant. Here's what's important:

They should know each other!

Why? Because they're both catering to the same audience, and because they don't compete on anything.

In fact, they're purely additive.

The bike brand could offer the component brand's products as an upgrade. This would show their customers that they're thinking of them all the way down to the last possible detail. And when a bike already costs $10k, what's another couple hundred bucks for something that, if nothing else, helps their bike stand out even further?

The component brand gains credibility by being offered as an option on extremely high end bikes, and may make a few extra sales directly through that brand.

So they should build each others' brands!

Here's the thing: You can only tell the same story about your own products in so many ways before you simply run out of ideas, right?

But what if they told each other's stories to their own audiences?

Each would have fresh, interesting content to share. Each would gain exposure to the others' audiences. And the whole thing would literally cost nothing.

That's right: Free exposure to a new audience, implied endorsement, and potentially new sales both inside and outside of that relationship.

How can you make this work?

Think about other brands inside your industry that are complementary to your own, then give them a call. See what each partner wants to get out of it, make a plan, then make it happen. It really is that easy.

If you're struggling for ideas on who could be a potential partner, scan your industry's media for stories about other brands.

If you're struggling for ideas on how to make this work for your brand, hit reply and let's chat.

A recent content project


This was something complete new for me, and it was a blast to produce!

Explainer videos are popular. And common.

So the trick is to do something unique. For this video, which explains all the different thru axle options cyclists may encounter, I took inspiration from two of my kids' favorite YouTube channels - 5 Minute Crafts and LucidChart. Seriously, if you haven't seen LucidChart's Doggo video, it is absolutely one of the very best possible examples of content marketing out there.

As you're contemplating fresh ways of showing off your product's features, take a look at what else is out there, and what's culturally popular for different age groups and demographics, too. I bet you'll find something both interesting and inspiring you can use for your own brand!

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Cool stuff I've found recently:


This week it's all about thinking long term; knowing and doing the little things that maximize quality of life.

1. Grip Pro Trainer - Did you know that grip strength is one of the top indicators of overall fitness, and a great way to gauge the likelihood of fall injury later in life? Not to mention that having a strong grip makes most any activity easier (tennis, cycling, climbing, typing). Grip Pro Trainer "donuts" are the original. I've had a set for about a decade and they're still going strong. They're small and quiet, making them easy to travel with, too!

2. Being Mortal - I like to think I'm going to live forever. Or at the very least, remain fit, strong and healthy right up until the end. Which is why pay a lot of attention to what I eat, and why I weight train and stay very active. Buuuuuuut, Being Mortal was still an extremely fascinating read about end of life care and how it has evolved over time and affluence. If quality of life is important to you, read this. Not just for you, but for your loved ones, as it may change the way you think about treatments and hospital care. (I had a few great reads in last week's newsletter, too, if you're looking for fresh books!)

3. Resistance Bands - Another area many of us overlook is hip strength, and it suffers massively from sitting all day. This multi-pack makes it quick and easy to add resistance to things like side leg lifts, side squats, and my favorite, Rover's Revenge. Seriously, I was ROFL'ing for 20 minutes as a kid when my mom's Jane Fonda workout called out the name of that exercise. Watch this video for a great hip routine that takes just a couple minutes. Trust me on this one, do it a few times per week and in a month you'll walk far more powerfully, stand stronger, and feel invincible.

Thanks for reading! Quick ask...can you forward this to a couple friends that would enjoy it? Thanks!

Make it interesting,


Tyler Benedict

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*Any items, services, or products mentioned in these emails are provided solely because I think you'll like them. I don't sell this space, but some of links might be affiliate links, which earns me a small commission (beer money, really) if you buy something. This helps support all the free content. Thanks!