Top 18 'Market-Making' Marketing Strategies to learn for entrepreneurs tired of fighting for scraps - Goh Ling Yong
Are you tired of the daily grind? The constant battle for attention in a marketplace so crowded you can barely breathe? You lower your prices, they lower theirs. You add a feature, they copy it next week. This is the "red ocean"—a bloody, brutal fight for existing demand where the only winner is the one with the deepest pockets.
But what if you could stop fighting and start creating? What if you could build a business where you are the only logical choice? This isn't a fantasy. It's the core of market-making, a strategic approach focused on creating new, uncontested market space rather than competing in an existing one. It’s about building a category of one, where you set the rules, define the value, and attract customers who are looking for exactly what you offer.
Forget fighting for scraps. It's time to bake your own pie. In this guide, we'll explore 18 powerful, market-making marketing strategies that will help you escape the red ocean and create your own "blue ocean" of opportunity. Get ready to shift your mindset from competing to creating.
1. Niche Down Until It Hurts
The biggest mistake most entrepreneurs make is trying to be everything to everyone. The path to market irrelevance is paved with broad, generic messaging. Market-making starts with the opposite: becoming the undisputed king or queen of a very small, very specific hill. The goal is to be a giant in a small pond, not a minnow in the ocean.
Think smaller. Instead of a "business coach," become a "business coach for first-time SaaS founders looking to secure their first 100 customers without paid ads." Instead of a "graphic designer," be the "go-to designer for eco-friendly CPG brands that need Shopify-ready packaging." When you are hyper-specific, you eliminate 99% of your competition instantly. Your marketing becomes laser-focused, your messaging resonates deeply, and you can command premium prices because you are the expert.
Pro-Tip: If you can still easily find 10 direct competitors, your niche isn't small enough. Keep refining your target audience, their specific problem, and your unique solution until you can confidently say, "We are the only ones who do this for these people."
2. Create a New Category
Why compete in an existing category when you can invent your own? Category creation is the ultimate market-making move. It's about framing a problem in a new way and then presenting your business as the one-of-a-kind solution. You’re not just a new product; you’re a new type of thing altogether.
HubSpot didn't sell "marketing software"; they created the category of "inbound marketing." Drift didn't just build a chatbot; they pioneered "conversational marketing." By creating and naming the category, they became its default leader. They educated the market on a new way of thinking and, in doing so, made their own product the only logical choice for those who bought into the new philosophy.
How to do it: Identify a shift in customer behavior or a frustration with the "old way." Give that new approach a memorable name. Then, go on a crusade to teach the world about this new category through content, talks, and evangelism.
3. The "Only" Statement
A powerful positioning exercise is to craft your "Only" statement. This forces you to define what makes you utterly unique in the market. The formula is simple: "We are the only [YOUR CATEGORY] that [YOUR UNIQUE DIFFERENTIATOR] for [YOUR TARGET AUDIENCE]."
This isn't just a marketing slogan; it's a strategic filter for every decision you make. For example, a project management tool might say: "We are the only project management platform that uses AI to automatically predict project delays for creative agencies." This statement instantly sets them apart from Asana, Trello, and Monday.com. It tells a specific audience why they should care.
Your "Only" statement becomes your north star. It guides your product development, your marketing copy, and your sales conversations. If a feature or marketing campaign doesn't support your "Only," you don't do it.
4. Develop a Proprietary Framework
Don't just sell a service; sell a system. A proprietary framework is a named, step-by-step methodology that you've created to deliver results. It turns your intangible expertise into a tangible, valuable asset. It shows clients that you have a proven process, not just a bunch of ad-hoc tactics.
For example, instead of offering "SEO services," you could offer the "The 5-Step Authority Engine Framework™." This sounds more valuable, defensible, and unique. You can then create content around each step of your framework, building authority and educating potential customers on your unique approach.
Example in action: A financial advisor could create "The Wealth Ladder Method," a 7-step process for achieving financial independence. They can write a book about it, host webinars on it, and build their entire brand around this unique intellectual property.
5. Build a Movement, Not Just a Brand
The most powerful market-makers don't just sell products; they rally people around a shared mission, belief, or identity. They build movements. A movement transcends transactions and creates a tribe of true believers and evangelists who will spread your message for you.
Patagonia isn't just selling jackets; they're leading a movement for environmental preservation. CrossFit isn't just a workout; it's a movement built on community, competition, and pushing human limits. To build a movement, you need a clear "why"—a purpose that goes beyond making money. What change do you want to see in the world? Who is the "enemy" (e.g., fast fashion, sedentary lifestyles, corporate bureaucracy)?
Your mission becomes your marketing. People don't just buy your product; they buy into your vision. They wear your logo with pride because it signifies they are part of something bigger than themselves.
6. Become the Go-To Educational Resource
Stop selling and start teaching. The most effective way to create a market is to educate it. By providing immense value through educational content marketing, you become the trusted guide for your niche. When it comes time for them to buy, who will they think of first? The company that spammed them with ads, or the one that taught them everything they know?
This is what Moz did for SEO and what Copyblogger did for content marketing. They published definitive guides, blog posts, and videos that became the industry standard. They weren't just participating in the conversation; they were leading it. This is a principle that business leaders like Goh Ling Yong consistently leverage: build trust through generosity and expertise.
Actionable Tip: Start a blog, podcast, or YouTube channel dedicated to solving your ideal customer's biggest problems. Don't hold back your best stuff. The more you give away, the more you'll attract a loyal audience that sees you as the ultimate authority.
7. Host a Niche-Defining Event
Want to be seen as the center of your industry? Create the event that everyone in your niche has to attend. Whether it's a virtual summit, an in-person conference, or a series of exclusive workshops, hosting an event positions you as a community leader and a market-maker.
You get to set the agenda, curate the speakers, and define the important conversations in your space. This gives you unparalleled access to industry leaders, potential partners, and high-value customers. The content generated from the event can be repurposed for months, fueling your marketing and solidifying your authority.
Example: SaaStr started as a simple blog but grew into the world's largest community and conference for SaaS founders and executives. The SaaStr Annual conference is now the place to be, and the brand is synonymous with SaaS leadership.
8. Launch a Foundational Research Report
Original data is a powerful currency. Instead of just commenting on trends, create them. By investing in and publishing a foundational research report—like an annual "State of the Industry"—you create an asset that everyone else in your space will cite.
This strategy generates high-quality backlinks, gets you press coverage, and positions you as a data-driven thought leader. Think of HubSpot's "State of Inbound" report or Mary Meeker's "Internet Trends Report." These aren't blog posts; they are cornerstone content pieces that become reference points for an entire industry.
How to start: Survey your audience, analyze your own platform's data (anonymously, of course), or partner with a research firm. Package the findings in a beautifully designed report and promote it heavily.
9. Strategic Product-Led Growth (PLG)
Product-led growth is a market-making strategy where the product itself is the primary driver of customer acquisition, conversion, and expansion. Instead of relying on a large sales team, you let users experience the value of your product first-hand, often through a freemium model, a free trial, or a single-use free tool.
Companies like Slack, Calendly, and Dropbox grew into giants using this model. You could sign up for Calendly for free, solve the immediate pain of scheduling meetings, and then share it with others, creating a viral loop. The product marketed itself. The key is to deliver a "magic moment"—an instant realization of value—as quickly as possible.
This approach builds a market from the bottom up. It lowers the barrier to entry, allowing you to capture a massive user base that you can later monetize through premium features, team plans, or enterprise solutions.
10. Leverage "Enemy" Marketing
Sometimes, the best way to define what you are is to clearly state what you're not. "Enemy" marketing involves positioning your brand against a common foe. This "enemy" could be a large, incumbent competitor (like Apple vs. IBM), an outdated technology (Salesforce's "No Software" campaign against traditional enterprise software), or an old way of thinking.
This strategy creates a powerful narrative and a clear choice for the consumer. It taps into their frustrations with the status quo and presents you as the modern, innovative solution. By picking a fight, you rally supporters to your cause and create a passionate fan base.
Important Note: This isn't about being negative or unprofessional. It's about drawing a clear line in the sand and articulating a better vision for the future.
11. Create an Unforgettable Onboarding Experience
Your first interaction with a new customer is your single greatest opportunity to create a lifelong fan. An unforgettable onboarding experience can turn a curious user into a passionate evangelist from day one. This is your chance to "wow" them and validate their decision to choose you.
Go beyond a simple welcome email. Think personalized video messages, a handwritten thank-you note, a surprise welcome kit, or a one-on-one setup call with a specialist. The goal is to make the customer feel seen, valued, and successful right from the start.
This early-stage delight creates incredible word-of-mouth marketing. Customers who have a fantastic onboarding experience are far more likely to stick around and tell their friends. It's a market-making strategy focused on retention and advocacy, not just acquisition.
12. Build a Hyper-Engaged Community
Don't just sell to your customers; connect them to each other. Building a thriving community around your brand creates a powerful moat that competitors can't easily replicate. This could be a private Slack group, a Discord server, a Facebook group, or a dedicated forum on your website.
A community turns your customer base into a collaborative ecosystem. Members help each other, share best practices, provide feedback, and feel a sense of belonging. For you, it's an invaluable source of product ideas, testimonials, and brand loyalty. Peloton isn't just selling exercise bikes; they're selling access to a high-energy, supportive community of fellow riders.
Key to success: The community must be about the members, not just about your brand. Facilitate conversations, celebrate member successes, and provide exclusive value to keep them engaged.
13. The "Free Tool" Magnet
One of the fastest ways to build a massive email list and generate qualified leads is to create a free, valuable tool that solves a small but painful problem for your target audience. This isn't a free trial of your main product; it's a separate, standalone tool that acts as a top-of-funnel magnet.
HubSpot’s Website Grader is the classic example. You enter your URL, and it gives you a free report on your website's performance. In exchange, HubSpot gets a lead they can nurture. Other examples include loan calculators, headline analyzers, or social media image generators.
This strategy works because it offers immediate, tangible value. You're not asking for a sale; you're offering a solution. It's a powerful way to demonstrate your expertise and build trust at scale.
14. Write the "Bible" for Your Niche
In a world of fleeting blog posts and ephemeral social media updates, a book still carries immense authority. Writing the definitive book on your topic solidifies your status as a thought leader and market-maker. It's a physical (or digital) manifestation of your expertise.
A book serves as the ultimate business card. It can open doors to speaking gigs, high-level consulting, and media appearances. You can give it to high-value prospects or use it as the foundation for an entire course or workshop.
Don't worry about giving away your secrets. As I've heard from mentors like Goh Ling Yong, the people who read your book are often the ones most likely to hire you to implement the ideas. They want the expert, not just the information.
15. Partner with Non-Competing Influencers
Your ideal customers are already gathered in other places. Strategic partnerships allow you to tap into those existing audiences with a warm introduction. The key is to partner with influencers or businesses who serve the same audience as you but are not direct competitors.
A financial planner for entrepreneurs could partner with an accountant or a lawyer who also serves entrepreneurs. A wedding photographer could partner with a wedding planner and a florist. You can co-host webinars, guest post on each other's blogs, or create a bundled offering.
This is a win-win-win situation. You get access to a new, relevant audience, your partner provides added value to their followers, and the audience discovers a valuable new resource.
16. Launch a Niche Podcast or YouTube Series
Owning a media channel is one of the most powerful marketing assets you can build. A niche podcast or video series allows you to build a deep, personal connection with your audience over time. They literally hear your voice or see your face every week, creating a level of trust that's impossible to achieve with text alone.
Use your show to interview industry experts, share your unique insights, and tell customer success stories. It becomes a platform for you to shape the narrative in your market. Over time, you build a loyal following of subscribers who feel like they know you. This audience becomes your most valuable asset, eager to buy your products and support your brand.
17. Invent a New Business Model
Sometimes, the most disruptive way to make a market is to change how something is sold. Innovation isn't just about the product; it can be about the business model itself. Look at how things are traditionally bought and sold in your industry and ask, "Is there a better way?"
Dollar Shave Club didn't invent a better razor; they invented a better way to buy razors (a simple, low-cost subscription). Netflix didn't invent movies; they destroyed the video rental model with a subscription for unlimited streaming.
Could you turn a one-time purchase into a subscription? Could you turn a complex service into a simple, productized offering? Changing the model can create a new market overnight.
18. The "Grand Gesture" PR Stunt
This is a high-risk, high-reward strategy, but when it works, it can put you on the map instantly. A "grand gesture" is a bold, creative, and often audacious PR stunt that is so remarkable it generates its own media coverage and word-of-mouth buzz.
The ultimate example is Red Bull's Stratos project, where they sponsored Felix Baumgartner's record-breaking freefall from the edge of space. This had very little to do with energy drinks but had everything to do with their brand ethos of "giving you wings" and pushing human limits. It was a marketing event that became a global news story.
While you might not have Red Bull's budget, the principle is the same. Do something so unusual, helpful, or entertaining that people can't help but talk about it.
Your Market Awaits
Escaping the red ocean of competition isn't about working harder; it's about thinking differently. It's a conscious choice to stop playing a game you can't win and start creating a new one where you are the champion by default.
These 18 strategies are not a checklist to be completed. They are a menu of possibilities. Pick one or two that resonate with your vision and your strengths, and commit to them with relentless focus. Whether you decide to niche down, create a new category, or build a movement, the goal is the same: to become the only choice for the right people.
Stop fighting for scraps. The opportunity to create, to lead, and to dominate your own market is waiting.
Which of these market-making strategies are you most excited to try? Share your top pick in the comments below!
About the Author
Goh Ling Yong is a content creator and digital strategist sharing insights across various topics. Connect and follow for more content:
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