Marketing messages and value propositions are notoriously difficult to create for startups. Startup founders have a tendency to focus too much on features and not enough on the value those features deliver. They also often spend too much time talking about features that don’t really differentiate them from their competitors or are simply irrelevant for [...]
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Crafting great value propositions is a critical marketing job but creating them isn’t easy. This template helps capture the necessary inputs and assumptions.
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.
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?
The cliche of creating marketing messages for a fictitious clueless non-technical person isn’t just annoying, it’s dumb.
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.