Nearly every startup I have worked with has been nervous about writing press releases. Lack of experience is one reason but people also think there are a set of secret rules to writing one “properly.” I’m also hearing startups say they believe press releases are irrelevant in an age of social media. I disagree. The majority of press releases really suck, but it doesn’t have to be that way.
LinkedIn changed it’s email subject line from “Join my Network on LinkedIn” to “John Smith wants to stay in touch on LinkedIn.” Is this a big change? I think it is.
Startups often try to cram too many features into their messages and include benefits that aren’t differentiated or are irrelevant to their target market. This post covers a method for getting to a more streamlined value proposition.
Buzzwords are a shortcut to explaining the real value of a product. No wonder we like to use them. Unfortunately there are no shortcuts to building great value propositions.
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 […]