Startup Storytelling and Media Coverage
You might not think you have stories to tell but stories can be found everywhere from current events to hiding in your own customer data.
Messaging
A Value Proposition Worksheet
Crafting great value propositions is a critical marketing job but creating them isn’t easy. This template helps capture the necessary inputs and assumptions.
Lipstick on the Enviropig: A Tale of Messaging and Manure
If you tell people something is great and make sure not to talk about any of the risks or downsides of your product people will believe you, right?
Do Not Build Startup Messages for Your Grandmother
The cliche of creating marketing messages for a fictitious clueless non-technical person isn’t just annoying, it’s dumb.
Your Startup Tagline is Anti-Social
Most startup marketing folk seem to love taglines. Practically every web page I see has some version of the classic three-word tagline. As a marketer I appreciate the focus on distilling down the essence of what you do to its most simple form. As a human being however, I hate taglines. I’ve written about why [...]
Extreme Customer Insights: A Startup Marketing Secret Weapon
In my first startup marketing job I was given the task of attempting to call a couple hundred customers to try to rustle up a dozen or so customer references. That task opened my eyes to how important customer insight was for our startup’s marketing efforts. I quickly learned that there we things things we [...]
Startup Branding and Selling to Martians
Should connecting emotionally with your customers be your marketing’s top priority? Not on planet startup it isn’t.
Startup Marketing: Does the Competition Matter?
Prospects are evaluating your solution against alternatives (which may not be products) and communicating how you are better than those alternatives is a key part of great startup marketing.
Lousy Marketing Messages: 5 Causes and Solutions
There are so many examples of bad marketing messages out there yet some companies seem to effortlessly create great one. Why is that?
6 Pitch Lessons from the MIT Media Lab
You wouldn’t expect a bunch of research folks could teach you much about selling. You would be dead wrong.
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