The superhero solution PR strategy is simple yet powerful.
The strategy is inspired by Derek Halpern, former blogger on marketing psychology at Social Triggers.
The general idea: By introducing (and naming) a specific solution to a common problem, online searchers will come to you in droves.
The challenge, of course, is to devise a solution potent enough to get the job done.
Here goes:
What Is a Superhero Solution?
The basic premise of a superhero solution is simple: 1Indeed, the “superhero solution” concept is itself a superhero solution with a catchy name.
Derek Halpern, who wrote about marketing psychology, named this approach the superhero solution. To demonstrate its use, he identified that the most valuable real estate on a website is above the fold (i.e. the part of a website front page visible without scrolling).
Halpern argued that all businesses should push their existing front page content down and insert a “feature box” (the name he gave his superhero solution) according to a few easy-to-follow guiding principles.
By inserting a high-converting feature box containing the organisation’s most critical CTA (call-to-action) above the fold, conversions would skyrocket.
Halpern then offered a series of high-profile YouTubers (who often neglect their websites to focus on their channels) to do a live review to improve their conversions. As a guest on their channels, he walked them (and their audiences) through inserting a feature box according to best practices.
The concept of a “feature box” is today the widespread naming convention of this pervasive feature that almost all websites use.
Superhero Solution Case Study: Inbox Zero
The origin of Inbox Zero can be traced back to Merlin Mann, a productivity expert and creator of the popular blog 43 Folders.
In 2006, Mann introduced the Inbox Zero concept during a Google Tech Talk. The talk, titled “Inbox Zero: Action-Based Email,” was aimed at helping people reclaim control of their inboxes by implementing a series of habits that would enable them to process and organise their emails more efficiently.
Inbox Zero gained popularity as many individuals and organisations recognised the negative impact a cluttered email inbox could have on productivity and overall well-being. Inbox Zero provided a practical solution to this problem, helping users regain control of their inboxes by implementing a series of best practices focused on efficient email processing and organisation.
Many software applications, such as Gmail, Outlook, and various task management systems, have integrated features that support the Inbox Zero methodology. This widespread adoption has made it easier for individuals and organisations to put the principles of Inbox Zero into practice, resulting in an increased focus on email management as a critical component of overall productivity and time management strategies. As a result, Inbox Zero has become synonymous with effective email handling and continues to be a popular approach for managing digital communication.
As such, Inbox Zero was Mann’s “superhero solution” that awarded him massive traffic and inbound links for an extended period.
The Challenges of Devising a Superhero Solution
A superhero solution can be many things:
And so on.
A superhero solution can offer a complex technical service, such as Pingdom’s Website Speed Test or OpenAI:s free version of ChatGPT.
Or it can be a simple organising system such as Inbox Zero.
Whatever the superhero solution should be for your industry or niche, it must represent a simple and rewarding fix for an actual challenge that exists in the real world. 2Many websites focused on content marketing use lead magnets and content upgrades (also known as “opt-in bribes” to boost conversions, and these can often be mistaken for superhero solutions. But the … Continue reading
And while a superhero solution should be able to promote itself via word-of-mouth (and sometimes built-in viral loops), it typically needs to be heavily promoted initially to gain the necessary traction.
Please support my blog by sharing it with other PR- and communication professionals. For questions or PR support, contact me via jerry@spinfactory.com.
PR Resource: How To Write a 1‑Page Strategy
How to Write a 1‑Page Strategy
“If you can’t explain it simply, you don’t understand it well enough.”
— Albert Einstein
My inspiration for writing “no-bullshit” strategies comes from the classic Good Strategy, Bad Strategy by Richard Rumelt. The 1‑page strategy focuses on how to win.
Here’s how you can write a 1‑page strategy that fits one page — using the mythical battle between David and Goliath as an analogy:
1. Analysis
2. Guiding Principle
3. Coherent Actions
If you write 1 – 2 clear sentences per bullet, your strategy should fit nicely on one page.
Read also: The Easy Street PR Strategy: Keep It Simple To Win
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PR Resource: More PR Strategies
Doctor Spin’s PR Strategies
“The underlying principles of strategy are enduring, regardless of technology or the pace of change.”
— Michael Porter
Make sure to explore a wide variety of PR strategies for every different type of situation and challenge:
Learn more: How to Create a PR Strategy That Actually Works
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ANNOTATIONS
1 | Indeed, the “superhero solution” concept is itself a superhero solution with a catchy name. |
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2 | Many websites focused on content marketing use lead magnets and content upgrades (also known as “opt-in bribes” to boost conversions, and these can often be mistaken for superhero solutions. But the difference between superhero solutions and opt-in bribes is that the former will attract new users by itself and propagate outside your website’s confines. |