In 60 Seconds
- •The Trigger: A CEP is the specific thought or situation that causes a buyer to think 'I need X'.
- •Examples: 'It's hot outside' (Ice Cream). 'My sink is leaking' (Plumber). 'I need to file taxes' (Accountant).
- •The Goal: Link your brand to as many CEPs as possible. If you are only known for 'Emergency Repair,' you miss the 'Annual Maintenance' money.
- •The 7 Ws: To find CEPs, ask: Why? When? Where? With whom? With what? How feeling?
- •Growth Strategy: Big brands are linked to *many* CEPs. Small brands are niche. To grow, you must widen your entry points.
Most marketing advice focuses on "Brand Love" or "Purpose." Real growth comes from something much more mechanical: Memory Retrieval.
When a customer encounters a problem, their brain scans for a solution. This scan is instant and subconscious. The "triggers" that start this scan are called Category Entry Points (CEPs).
What is a Category Entry Point?
A CEP is the context of buying. It is the mental doorway the buyer walks through to enter the market.
Example: The Pizza Shop If you are a pizza shop, you might think you compete on "Taste." But your customers buy based on CEPs:
- "It's Friday night and I'm tired."
- "The kids are hungry and screaming."
- "We are watching the football game."
If your marketing only talks about "Authentic Italian Tomato Sauce," you might miss the "Kids are screaming" CEP, because "Authentic" sounds slow, but "Fast Delivery" solves the screaming.
Why CEPs Matter for Growth
The Ehrenberg-Bass Institute for Marketing Science has proven that brands that are linked to more CEPs grow faster.
- Small Brand: Linked to 1-2 CEPs. (e.g., "The plumber I call for emergencies.")
- Big Brand: Linked to 10+ CEPs. (e.g., "The plumber I call for emergencies, renovations, clogged drains, water heater checks, and advice.")
How to Capture More CEPs
You cannot invent CEPs (they exist in the buyer's life), but you can link your brand to them.
1. Identify Your CEPs (The 7 Ws)
- When: Morning? Night? Summer?
- Where: At home? Office?
- Why: Broken pipe? Upgrade? Styling?
- With Whom: Family? Boss?
- Feeling: Stressed? Happy? In a rush?
2. Message to the CEP
Don't just say "We are quality." Say "We fix it fast so you can get back to sleep" (targeting the "Night/Stressed" CEP).
3. Build Mental Availability
The goal is to be the first brand that pops into their head when the CEP hits. This requires consistent distinctive assets (logo, colors) and broad reach.
[!TIP] Action Step List the top 5 reasons people call you. Now look at your website. Do you explicitly mention those 5 situations? Or do you just talk about "Quality Service"?
Read Next in This Hub:
- Distinctive Assets - Being memorable.
- The 95-5 Rule - when to advertise.
Related System:
- Buying Moment Coverage - Own the triggers.