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RocketWatcher

Startup Marketing and Sales
by April Dunford

Messaging

When “Free” Doesn’t Work: Anderson made me mad. Godin didn’t.

07/31/2009

Marketing folks understand the importance of expectation setting.  Marketing text books are filled with cautionary tales of companies that promised more than they could deliver and were punished by customers for it.  “Under-promise and over-deliver” is a worn out phrase around my office. Let’s take the matter of pricing for example.  If your customer expects [...]

Google Chrome OS: Dissecting A Great Marketing Announcement

07/08/2009

Last week I was having a heated discussion with another marketer about Google’s marketing and my position was that Google’s marketing hasn’t impressed me much.  And by marketing I mean the way they launch, message and position products.  The exception has been Google Chrome which I’ve written about before and I thought was a good [...]

Making it Real

04/20/2009

When talking about the benefits of a product or service, it helps to have quantifiable results or metrics.  It’s one thing to be able to say that your product is “high performance”, but quite another to say it’s “Twice as fast” as your leading competitor. Often however, these results can still be a bit intangible [...]

Value Propositions 101

03/19/2009

Everyone has their own favorite way of creating a value proposition.  As I have mentioned before I like the one defined in Crossing the Chasm.  The format looks like this: For: (bulls-eye customer) Who: (key purchase motivation insight) Our product is a: (customer language) That: (key benefit) Unlike: (key competitors) Ours: (key differentiators) At a [...]

Marketing Penalty Cards

02/26/2009

You know you’ve been there.  You’re in a meeting with some marketers and someone starts throwing words around like “next generation”, “game changing” or “leverage” just once too often and you start wondering if there is such a thing as marketing jail and if so, how exactly do you send someone there.  Well my dear readers [...]

Can You Tell Me What You Do?

02/10/2009

The most common problem I see in smaller companies is the inability to describe what they do in  simple language. This is one of those things that sounds really easy but isn’t.   A simple description for a technology solution isn’t simple at all.  That simple description needs to clearly describe the space it plays [...]

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