How to Dominate Mental Market Share & Produce Creative Diversity: The CEP Framework Something breaks. Becomes uncomfortable. Can no longer be ignored. These are everyday moments that trigger needs. That’s when people enter a “category,” and when buying begins. My goal is to provide you with a framework to scale creative volume and diversity through those moments using Category Entry Points. What Are Category Entry Points? Developed by Professor Jenni Romaniuk at the Ehrenberg-Bass Institute for Marketing Science, CEPs are the cues, situations, needs, or contexts that make people think of a category and bring brands to mind as options or solutions. For example, you might think of a specific brand of earplugs in these situations: - “I can’t focus in a noisy office” - “My hotel neighbours are too loud” - “I’ll be front row at Metallica soon” That last one is how I entered the category and got a pair of Loop Earplugs. For someone else, perhaps the category entry point would be snoring adults and crying babies on a flight. Why does that matter? If you understand when your market thinks about your category, you can build your creative to align with those moments, so your brand comes to mind when it counts the most. CEPs & Market Share: The Research The relationship between the number of CEPs a brand is associated with and its market share is one of the most well-supported findings in modern marketing. Brands with more CEP links capture larger market share. Maybe it seems obvious. The more situations where people think of your brand, the more opportunities your brand has to be purchased. And there’s a 94% correlation between mental market share, which is how many people think of your brand in buying situations, with actual sales market share. How do you put them into action? You start with questions; namely, the “7Ws” of CEPs. 7 Ws of Category Entry Points 1️⃣ Why are people buying 2️⃣ When do they buy or use 3️⃣ Where are they (contexts) 4️⃣ With whom are they (social) 5️⃣ With what are they doing it 6️⃣ While wearing or using what 7️⃣ While feeling what (emotions) One brand that nails this is Loop Earplugs. Let’s apply the framework. We’ll start by mapping out the 7 Ws, and then group them into clusters. Step 1. Collect Real Buyer Language The first step is research. You need to gather real language from actual buyers about when, why, and how they enter your category. Use a combination of … - Post-purchase surveys - Email surveys - Subreddit research - Review mining - The goal here is breadth. Capture a wide range of possible CEPs that lead someone to think “I need this product.” The 7 Ws for Loop Earplugs 1️⃣ Why are people buying? - Protect ears in loud environments - Reduce sensory overstimulation - Sleep better in noisy spaces - Manage anxiety and feel at ease - Improve concentration at work - Enjoy concerts + events comfortably - Look stylish while still protected 2️⃣ When do they buy or use? - At concerts or music festivals - At night, when trying to sleep - During flights or long travel days - Working in noisy shared spaces - During their daily commute - While socializing in loud bars - When riding their motorcycle 3️⃣ Where are they? - At home trying to sleep, focus, or relax - At work in open-plan offices or studios - In transit on planes, trains, or buses - At indoor events, concerts, or clubs - Outdoor sporting events or festivals 4️⃣ With whom are they? - Alone when focusing or sleeping - With friends in social settings - With colleagues at work - With strangers while in public 5️⃣ With what are they doing it? - Music - Sleeping - Meditating - Studying - Reading - Writing - Working - Flying - Partying - Performing 6️⃣ While wearing or using what? - Headphones - Eye mask (sleep) - Sunglasses - Work uniform - Casual wear - Helmet (motorbike) 7️⃣ While feeling what? - Overstimulated or anxious - Tired or needing rest - Excited but want comfort - Focused and productive - Self-conscious (appearance) - Empowered or in control Like I said, breadth matters. Collect as much on the 7Ws as you possibly can to fuel the next steps. Step 2. Group Into CEP Themes Next, find the patterns. You’re looking for clusters of similar situations. Themes become mental categories that your brand can own through different stories. In the case of Loop … - Sleep and restoration - Focus and productivity - Social and nightlife - Travel and transit - Wellbeing and sensory Each CEP provides new associative links in your market’s memory, anchoring your product to their needs. Step 3. Prioritize CEPs Not all CEPs are created equal. Some situations happen daily, others are rare. Some are crowded with competition, others are wide open. Prioritize CEPs that are both frequently encountered and ownable, where you can build strong, distinctive associations. More niche CEPs can also be valuable for creative freshness or smaller audiences. Some considerations. - Frequency: How often do buyers encounter this situation? - Fit: Can you credibly and realistically own this space? - Assets: Can you build distinctive brand elements for it? - Opportunity: Is this underdeveloped with room to grow? Once you have a core list, you can track them with post-purchase surveys to benchmark which CEPs are working, and use that to guide your creative strategy. Step 4. Turn CEPs Into Creative The next step is turning CEPs into creative. Creative briefs (i.e., how does the product show up when people want to enjoy a specific cluster or find relief?) Media buying expansion (i.e,. contextual placements, concerts, sleep apps, travel and lifestyle creators) The words customers use to describe why and when they bought tell you exactly how people enter the category. Each phrase becomes a pathway back to a broader CEP. 7Ws research might surface real buyer statements like: “The room is quiet until my partner starts snoring like a chainsaw, and suddenly falling asleep feels impossible.” “I’m lying in this hotel bed listening to doors slam and voices echo down the hallway, wondering how anyone is supposed to sleep in this place.” “The number of crying babies and snoring adults on this flight is driving me crazy.” These are real buyer experiences. By reflecting this real-world language in your creative, you make it natural for people to recall your brand. And each variation adds a new retrieval path to the same CEP. That means more mental pathways leading to your brand. Loop takes this even further. Along with ads, it makes dedicated landing pages for each CEP. How to Measure CEPs The simplest way is through post-purchase surveys. Ask which situation or need led them to choose your brand. You can also collect insights as a pre-purchase quiz. Watch how different CEPs change over time as you adjust creative, scale spend, and move through different seasons. Add CEPs directly into your ad naming conventions. This makes it easy to aggregate data and spot which are underused or over-represented, and where to increase output. The result? A clear map of your creative diversity gaps. Here’s What You Need To Do Map your category’s 7Ws using surveys, social listening, and review mining. Group similar situations into themes. Align your creative briefs and media buys to specific CEPs. Track which resonates through post-purchase surveys. Then reallocate budget to the best-performing CEPs. This isn’t complicated. It just requires being intentional about which situations you’re building associations with. Most brands approach creative diversity as “make more ads.” But volume is not a strategy. The CEP framework gives you a way to understand which situations your brand should own in buyers’ minds. It helps your brand: - Be remembered in buying situations - Make creative reflect real triggers - Invest in the cues that grow demand In the end, you’ll make better creative, reach more buyers, and stop wasting time on ads that don’t move the needle.

I have bookmarked and read this tweet from Tyson so many times and finally had the pleasure to connect live and talk through how brands are scaling like mad with CEPs. 👀 True pleasure. Check it out: youtu.be/ltwzCBdXXU4?is=sDWD…

I don't understand how YT doesn't have a higher % share of ad spend.

we didn’t do toilet wraps just trash cans

THE YOUTUBE MASTHEAD FOR META Why is no one talking about this??? “A new feature called Ads Super Burst, lets advertisers lock in a window of between three and 24 hours on a single day across Facebook and Instagram, such as during the Grammys or opening weekend of the new NBA season.  The price and approximate reach are agreed up front. If that sounds a lot like how broadcasters sell their inventory, well, that’s the idea. Advertisers pick the slot, and Meta commits to generate a specific amount of reach, within 5% of a set forecast. In the US, brands can even reserve category exclusivity on select tentpole dates so no rival gets the same window.”

every week someone tells me they’re going to vibe-code their own @beehiiv alternative over the weekend. wishing them the best, here’s the backlog of things to make sure to include: > 99.3% email delivery rate (industry-leading) > team of deliverability experts with decades of experience > infrastructure to send 3M+ emails per minute > validating every single email submission (1st and 3rd party) > automated bot-detection to prevent spam signups > registering for every mailbox provider’s feedback program > ingesting data from said feedback loops and building suppression lists > tagging every email so gmail reports complaint rates per newsletter > classifying every bounce (hard, soft, mailbox full, DNS failure) and knowing which ones mean “try again” vs. “never again” > three layers of suppression: global, per-publication, and transactional > temporary suppressions that expire on their own, and permanent ones that never do > one-click unsubscribe, the way gmail and yahoo now require it > warming new IPs and domains on a schedule > watching blocklists around the clock, and pulling an IP from rotation the moment it’s listed > retrying deferred mail for 24+ hours before calling it a bounce > blocking disposable, invalid, and typo’d addresses before they ever reach the list > rate limiting every signup endpoint a bot can find > filtering bot clicks out of every report (something we pay an ungodly amount of money for) > an acquisition source on every subscriber > engagement history for every reader, across every post > multiple sender addresses for different emails > custom domain configuration that is aligned with DKIM, SPF, DMARC > a true WYSIWYG editor: what you write is what lands in the inbox, with no HTML required > turning that editor into table-based, inline-styled email HTML that holds up in outlook > real-time collaborative editing, so the whole team can work on the same issue at once > dynamic content: different sections for different readers, all in a single send > separate email and web versions of every post, from one draft > free and premium versions of the same post, split by a paywall break > merge tags that personalize every email, and a simulated subscriber to preview them before you send > templates with saved colors, fonts, and spacing, plus a default style for every post > columns, tables, buttons, blockquotes, sections, file attachments, and a table of contents with anchor links > native embeds for X, youtube, tiktok, instagram, bluesky, stocktwits, and podcast episodes > polls, referral blocks, recommendations, and ad slots, built right into the post > an AI writer, AI images, and a built-in AI agent one keyboard shortcut away > images resized and optimized automatically, however they’re uploaded > a live email-size gauge that warns you before gmail clips your newsletter > custom HTML blocks, cleaned so a stray script tag can’t break your post > automatically hiding anything an inbox can’t handle (video, iframes, audio) in the email version, while keeping it on the web > links and embeds made clickable even in outlook, which ignores links wrapped around tables > vertical alignment in columns, because a layout that looks off by 4px looks broken to readers > converting your newsletter to audio versions for readers who prefer to listen > random cohort sends to randomly split your list to test different content and conversion > slash commands: type “/” and insert any block without touching a menu > markdown and keyboard shortcuts for people who never want to touch a mouse > pasting from google docs with the formatting intact > search and replace across the whole post > comment threads right in the draft, so editors and writers stop living in google docs > footnotes and citations that work in the inbox and on the web > code blocks, for the technical newsletters > an AI writer that rewrites, translates, and fixes spelling and grammar in place > autosave, so a closed tab never costs you a draft > subject line A/B testing, built into the send flow > drag-and-drop images, from your computer, your media library, or a URL > rich-text image captions, plus image titles and alt text for accessibility > audio files that play inline > file attachments, so a PDF can ride along with the issue > sections with their own backgrounds, borders, and spacing > blockquotes with custom borders, colors, and styles > content breaks and dividers that render cleanly in every inbox > a REST API for subscribers, posts, segments, automations, and more > a send API to create and send newsletters programmatically > creating, updating, and deleting subscribers in real time > reading and writing custom fields on any subscriber > tagging subscribers from your own app > enrolling subscribers into automations via API > pulling opens, clicks, and engagement for every post > fetching post HTML rendered for free vs. premium, email vs. web > creating posts from a template, then appending or prepending content > fetching segments and every subscriber in them > managing tiers and premium subscriptions > pulling referral program data and milestones > reading poll and survey responses > pagination that holds up across millions of records > rate limits that protect the platform without blocking real integrations > API keys you can create and revoke anytime > an MCP server so claude, chatgpt, and other AI tools can work inside beehiiv > drafting and editing posts from an AI chat > asking for open rates, CTR, and revenue in plain english > comparing performance across dozens of posts in one request > looking up any subscriber's full history and engagement > building segments by describing them > creating and editing automations > generating AI images straight into your media library > managing website pages, redirects, and SEO > reading and replying to community posts and DMs > reviewing ad offers and ad revenue reports > managing podcast shows and episodes > creating digital products, coupons, and promo codes > running subscriber growth and earnings reports > setting up subject line A/B tests > deliverability by mailbox provider for any post > searching docs without leaving the chat > inviting teammates by email > admin, member, and contributor roles > admins who control billing, exports, integrations, payments, and domains > members with full access minus admin permissions > contributors limited to drafting posts and automations > roles at the workspace or publication level > multiple publications under one workspace > workspace grouping and search for people on multiple teams > multiple authors per post, with bylines > guest authors for one-off contributors > author profiles with bios, avatars, and social links > community roles mapped to workspace roles (admin, manager, moderator) > real-time collaboration and comment threads on every draft > removing access the moment someone leaves > publication transfers between owners, with written consent > secure, single-use magic links to log in from desktop > a no-code website builder on your own custom domain > an AI website builder that works from plain-english prompts or screenshots > AI custom elements for live widgets > drag-and-drop editing, plus HTML access for full control > site-wide theme tokens for fonts, colors, borders, and shadows > global navbar, footer, and signup and login modals > saving sections, blocks, and pages as reusable templates > version history with one-click restore > custom pages with their own SEO settings and paywalls > redirects, so old links never break > custom robots.txt > auto-generated meta titles and descriptions for every post > google news schema > pages up to 80% faster on largest contentful paint > image carousels and grids > youtube blocks that update when you post new videos > an automatic page for every podcast episode > pop-ups and gated content to turn visitors into subscribers > a visual automation builder, no code required > triggers based on signup source, behavior, purchases, and engagement > welcome sequences that start the second someone subscribes > delays and wait steps > branching logic based on subscriber attributes > reusable condition sets across automations > email steps built in the same editor as your newsletter > webhook steps that call your own systems, with automatic retries > enrolling subscribers via API > per-subscriber journey tracking > opens and clicks for every email in every flow > editing a draft version while the live automation keeps running > comparing draft vs. live before you publish changes > reordering steps in bulk > segment conditions based on whether an automation started > product delivery and follow-ups triggered by purchases > selling files, links, guides, templates, and ebooks > memberships and time-based products > 1:1 coaching sessions and appointments > 0% platform fees on every sale > a storefront on your beehiiv website > products sold inside emails and automations > free products that double as lead magnets > product variants > discount codes and promotion codes > product reviews, with moderation > product tags for organizing your catalog > orders dashboard with buyer details > sales totals per product > duplicating a product in one click > automatic delivery the moment someone buys > payouts through stripe > live webinars with up to 10,000 attendees > ticket sales in 10 currencies > native streaming with video, screen sharing, and chat > no zoom required > up to 5 automated reminder emails > calendar invites sent automatically > a recording of every session > selling the replay as its own product > 0% platform fees on tickets > free webinars that grow your list > discount codes on tickets > 1:1 coaching bookings > buyers linked to their subscriber profile > promoting events in your newsletter and on your site > orders and revenue reporting for every event > a community built into your newsletter: channels, posts, and comments > channels that are free or gated to paid tiers > syncing newsletter posts into the community > direct messages between you and members > threaded comments > pinned posts > a moderation queue for reported posts and comments > banning and unbanning members > admin, manager, and moderator roles > inviting subscribers, segments, or specific emails > surfacing your most engaged subscribers to invite first > community metrics: new members, posts, and activity > notification emails with your own from name > channel ordering and a default channel > luma calendar integration for events > discord integration that syncs roles with subscription tiers > native podcast hosting with zero platform fees > distribution to apple podcasts, spotify, and youtube > an automatic webpage for every episode > automatic transcripts > IAB-standard analytics by country, app, and device > bot filtering on downloads > downloads and unique listeners per episode and per show > private feeds for paying subscribers > bundling your podcast with your paid subscription > importing from other hosts with episode GUIDs preserved > RSS redirects so listeners follow you over > scheduled episodes > apple podcasts categories and metadata > podcast players embedded in your posts > a full episode library on your site > webhooks for episode and private-feed events > segments built on behavior, attributes, and engagement > dynamic segments that update automatically > static segments that stay fixed > filtering by acquisition source, including magic links > filtering by custom fields and tags > filtering by subscription tier and paid trial status > filtering by whether an automation started > reusable condition sets > recalculating a segment on demand > sending to a segment, or excluding one > segments that power dynamic content inside a single post > segments as automation conditions > adding a whole segment to a newsletter list > multiple newsletter lists in one publication > exporting any segment > webhooks for new, confirmed, and deleted subscribers > upgrade, downgrade, pause, and resume events > tier created, deleted, paused, and resumed events > newsletter list subscribe and unsubscribe events > post sent, scheduled, and updated events > survey response events > podcast episode published, updated, archived, and deleted events > private podcast feed access events > choosing exactly which events each endpoint receives > a signing secret on every endpoint > automatic retries on failed deliveries > a log of every delivery attempt > manually retrying any failed message > disabling an endpoint without deleting it > versioned payloads > webhook steps inside automations > survey forms with multiple question types > polls that readers answer with one click, right in the inbox > every answer tied to a real subscriber > live poll results > per-question response breakdowns > aggregate results across every survey > individual responses you can browse one by one > webhooks the moment a survey is submitted > survey and poll data available via API > polls on the web and in email > signup flows that send new subscribers through a survey > surveys that tell you what to write next > polls for picking topics, products, and pricing > response data you can turn into segments > no third-party form tool required > a library of professionally designed post templates > custom colors, fonts, and spacing on every template > a default style applied to every new post > content outlines baked into templates > separate email and web styling > theme design tokens per template > duplicating templates in one click > a custom email footer applied to every post > templates with sponsor slots, referral blocks, and recommendations built in > creating posts from templates via API > template changes picked up instantly by API-created posts > website templates > saved sections, blocks, and pages for your site > welcome email templates > templates your whole team shares > the largest native ad network for newsletters > brands like netflix, hubspot, notion, and nike (and 525+ others) > ads available to claim for your upcoming posts > dropping an ad into a post with one click > earnings and payouts reported for every placement > ad revenue reports post by post > a history of every opportunity you accepted or declined > bot-filtered clicks advertisers can trust > custom link parameters for advertiser attribution > brand safety review on every campaign > payouts to your beehiiv wallet > direct sponsorships: selling your own placements > sponsorship products with your own formats and pricing > scheduled sponsor placements with advertiser details > 0% platform fees on paid subscriptions > multiple paid tiers > monthly and annual plans > free trials > paid trials, like $1 for 30 days > metered paywalls, new york times-style > a paywall break inside any post > discount offers > gift subscriptions > group subscriptions: one buyer, many seats > custom group deals for teams and companies > pausing and resuming subscriptions > private podcast feeds and gated community channels as paid perks > payouts through stripe connect > recommendation network with 60K+ active newsletters > getting recommended by thousands of other newsletters > free, reciprocal recommendations > paid recommendations: pay to grow, or get paid to recommend > discovering newsletters to partner with > AI-suggested recommendation partners > applications for paid recommendations, with accept and reject > engagement and spend insights for every partner > pausing, resuming, or ending any partnership > fraud detection on paid recommendations > clawing back payouts for fake subscribers > recommendations inside your newsletter, not just at signup > attribution for every subscriber a partner sends you > one-click subscribes powered by magic links > one-click subscribe links, no form needed > UTM parameters carried through on every link > rate limiting on every request > bot detection and honeypots > a confirmation step only when a click looks suspicious > double opt-in respected > redirecting new subscribers straight to your site > magic links as a filterable acquisition source > links you can drop into other newsletters, socials, and ads > login magic links so paid subscribers can read premium posts > single-use tokens that expire in minutes > rate limits on login requests > protection against timing attacks > logging in on desktop from a link sent to mobile > faster logins across every beehiiv publication > embeddable subscribe forms for any website > full-width, fixed-width, and slim embeds > an attribution script to track where signups come from > custom colors, fonts, and styling > theme design tokens per form > a draft and publish workflow for form changes > comparing draft vs. live before publishing > multiple forms per publication > custom success behavior: a message or a redirect > pop-ups on your beehiiv site > gating posts to subscribers only > readers picking which newsletter lists to join > signup flows that run right after subscribing > bot protection on every submission > forms that work on wordpress, webflow, and anywhere else > a customizable link-in-bio page > hosted on your own beehiiv site and domain > a subscribe form built in > your brand colors, fonts, and buttons > social links for every platform > links to your latest posts > links to your products and paid tiers > a linktree integration that captures newsletter signups > every visitor a potential subscriber > traffic from instagram, tiktok, and X turned into owned email subscribers > visits tracked in your website analytics > signups tagged with their acquisition source > mobile-first design > no third-party link tool required > updated in seconds, from the same dashboard as everything else > real-time website analytics, no third-party tools > traffic by channel > filters for location, device, OS, and referral source > website and newsletter analytics in one place > breakdowns by page, referrer, and more > custom conditions to slice any report > AI crawler and bot analytics: what was served vs. blocked > control over which crawlers can index your site > UTM tracking on every link > custom link parameters at the publication level > an acquisition source on every subscriber > google analytics integration > podcast analytics alongside your site > trends over time > website traffic connected to the subscribers it produced > native integrations with linktree, hubspot, manychat, meta, and dozens of other apps > human support team with a dozen experts ready to assist with whatever you need oh, and besides having to manage all of this on your own indefinitely forever… your vibe-coded solution will still require paying for and stitching together a ton of software: > email sending (sendgrid, amazon SES, postmark) > web hosting (vercel, AWS, render) > database + queue (supabase, neon, RDS) > payments (stripe, memberful) > auth (clerk, auth0, supabase auth) > monitoring + alerting (sentry, datadog, pagerduty) > workflow engine (inngest, temporal, upstash qstash) > bot protection (cloudflare) > email validation (zerobounce, kickbox) > email rendering (litmus, email on acid) > click verification (omnivery) > media storage + CDN (S3, R2, vercel blob) > product analytics (posthog, mixpanel) …but at least you saved $59/mo not paying for @beehiiv anymore 🫡

Craftd September results are showing what we've been working on all year. YoY: -9.6% reduction in revenue - 26% increase in CM3 - 48% increase in CM4 Less revenue (we're doing it on purpose) and more profit. We're heading for the most profitable year ever by close to +50%.

x did more for me in 2 days than 10+ years on ig, yt and tiktok combined

E-commerce founders, owners, & operators... What are the biggest challenges your companies are facing right now?

Some personal news I've kept quiet for a while. I have stepped away from the day to day at DREAMLABS. Years ago I took off a badge to bet on myself. That bet became a brand, then an agency that grew from zero to 45 clients, worked with names like Pepsi, Justin Bieber and many more, managing over $1B in ad spend. I'm not ashamed to say I cried more than once making this decision. I care about this agency, our clients and our team more than I know how to put in a post. I was offered the CMO seat at an extremely fast growing Telehealth company. An 8-figure annual contract, equity, and a company on the path to an IPO north of $4B. Opportunities like that come once, if you're lucky. I couldn't look at my family and say no. But I wasn't going to leave the people who built this with me in anything less than great hands. So I gave back 95% of my equity to bring in two killers who scaled MVMT, Ritual and Dollar Shave Club as VPs of Marketing & eCommerce. Those two are the single best people I could find and are better than me at a lot of this. I continue to advise at the agency and help in every facet that I can but I now manage in a CRO role and help on accounts when the team runs into issues. To my business partner: Thank you for trusting me to be such a big part of your life and helping build this machine. Thank you for being so understanding about this decision, I will forever be grateful to you. To my team: you built this as much as I did. Every late night, every launch, every fire we put out together. I'm proud of you, and I'll be in your corner for life. To our clients: you trusted us with your businesses and your money. That never stopped meaning something to me. You're in the best hands you've ever been in, I promise you. Thank you for the best chapter of my life thus far and I am sorry to everyone who was impacted by my decision. I tried to handle it the best way I possibly could and do the right thing for myself and for the agency.