Just because you aren’t ready to talk about your product or service, doesn’t mean that you can’t start engaging with your market. Pre-launch is the perfect time to spread the word about your point of view on the market you intend to serve.
Software companies worry about piracy. They worry about people who use their products in ways that are against the terms of service. It makes sense to guard against that. But those measures should never be at the expense of the experience of your best customers.
I attended the Rogers On Demand Online preview event last night and it got me thinking about beta programs and marketing.
Why is everyone so in love with 3 word taglines? Before you create one, think hard about your value proposition and messaging.
An elevator rant is similar to an elevator pitch but it’s how the customer would briefly describe her problem. Constructing an elevator rant is a good precursor to developing a value proposition. This post describes what the elevator rant is and proposes a structure for building one.
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 […]
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 […]
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 […]
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 […]
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 […]