When you create a category, promote the category itself — not just your business — because category promotion is higher-level business persuasion
When you create a new category, the most powerful persuasion strategy is to promote the category's existence and value first, not just your own business within it — because whoever owns the category definition owns the buyer's frame of reference.
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Promote the Category Not Just Your Business — Higher-Level Persuasion
When you create a category, you should also promote the category itself, not just your business - this is higher-level business persuasion