You wouldn’t expect a bunch of research folks could teach you much about selling. You would be dead wrong.
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 […]
Should you describe your market the same way your competitor’s do or try to come up with new terms that help you to differentiate what you do?
Should you bother to position your product against your competitors? You should. However, be aware that both how you accomplish that and who you are positioning against isn’t always obvious.
Large companies can often use shortcuts to describe what they do because customers understand the market segment they are in. Startups have to work harder to establish that frame of reference in the minds of prospects.
Marketers have the urge to change their basic messaging, even when it’s working. It’s an urge we need to fight.
You might be in a position to hire some outside folks to help you create content. Just don’t think it’s going to be too easy.
Good startup marketing starts with good messaging. You can have the greatest product in the world but if you can’t clearly communicate the value you deliver to your customers, nobody will ever be able to figure that out. Here are 6 ways to build better messages.
I gave a talk at DemoCamp Guelph on Messaging for Startups where I outlined the three key questions your messaging needs to answer for prospects – What the heck is it?, Is it for me? and Why buy it from you?
Great vertical marketing comes down to executing well in three areas: Messaging, Content and Sales Enablement.