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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.
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.
Crafting great value propositions is a critical marketing job but creating them isn’t easy. This template helps capture the necessary inputs and assumptions.
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.
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 [...]
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