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.
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?
The shift in marketing from selling to buying will drive a shift in the way we market and the way we organize marketing departments. Are Messaging, Content, Customer Retention and Visibility getting the focus they deserve from your marketing team?
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.
I attended the Rogers On Demand Online preview event last night and it got me thinking about beta programs and marketing.
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.