Most of us are obsessed with the top of the funnel.
We pour money into ads, grind out SEO for broad keywords, and pray for viral moments to attract new users. But what if the most valuable traffic isn't at the top of the funnel, but at the bottom of your competitor's?
I stumbled upon a brilliant, slightly devious, and incredibly effective play by Submagic, a video AI tool. They figured out how to weaponize their competitor's user dissatisfaction, and it's a masterclass in scrappy, high-leverage marketing.
Let’s break down what they did to their competitor, Veed.io.
The Setup: The Ultimate High-Intent Keyword
Picture this: a Veed user is frustrated.
Maybe the tool is buggy, the pricing changed, or it’s just not working for them. What do they do? They Google something like: "how to cancel Veed subscription."
This isn't a casual search. This is a user with their credit card in hand, actively trying to leave. They are emotionally charged—annoyed, impatient, and ready for a change.
And what’s the top result? A helpful blog post from Submagic.
This isn’t your typical "Veed Alternative" post filled with boring feature tables. This is a targeted strike.
The Play: The Trust-First Funnel
Submagic’s blog post is genius because it doesn't feel like marketing. It feels like a support document.
- It Solves the Immediate Problem: The article calmly and clearly walks the user through the exact steps to cancel their Veed subscription. It empathizes with their frustration. Instantly, Submagic becomes an ally, not a salesperson. They’re helping the user achieve their goal.
- It Flips the Funnel: Instead of pitching first, Submagic builds trust. By providing the solution, they disarm the user. The user thinks, "Wow, this company gets it. They're actually helpful."
- The Subtle Pivot: Only after solving the user’s problem do they make their move. The post gently pivots, saying something like, "Looking for a Veed alternative that's easier to use?" It’s a smooth, natural transition from a support doc to a landing page.
This is emotional repositioning. They aren't shouting, "We're better!" They're whispering, "We're your way out."
Why This is a Playbook for Every Founder
This isn't just a one-off trick. It’s a repeatable strategy any of us can use. Let's call it the "Exit-Intent Hijack."
Most SaaS companies fight over top-of-funnel keywords. Submagic went straight for the jugular—the moment of churn. They understood the psychology of the user, not just the search volume of the keyword.
Here’s your playbook:
- Identify Your Competitor's Pain Points: Go to Reddit, Twitter, and G2. Search for "[Competitor Name] cancel", "[Competitor Name] sucks", or "[Competitor Name] alternative". Find out why people are leaving. Is it the price? A specific missing feature? Poor customer support?
- Target the "Exit" Keyword: Create a high-quality piece of content targeting the search term for canceling their service or solving their specific frustration.
- Be the Helper, Not the Hawker: Write with empathy. Acknowledge their frustration. Give them the solution they came for, clearly and without judgment.
- Make the Gentle Pivot: Once you've built that flicker of trust, introduce your product as the logical next step. Frame it as the answer to the very problem that made them leave your competitor.
The best part? This is a low-cost, high-leverage move. It's a marketing tactic that runs on empathy and cleverness, not a massive ad budget.
And if you think this is a dirty trick, think again. Veed's own co-founder, Sabba Keynejad, saw the post and publicly called it a "great marketing move."
That’s the ultimate validation. It's not about playing dirty; it's about playing smart.
So, what frustration are your competitor's users facing right now? Go find it. And be the one to solve it.
