Creating a Killer Marketing Plan
I had the pleasure of being a speaker at the third session of the popular Seattle Angel Fund Speaker Series. I want to thank the sponsors Karr Tuttle Campbell, Seattle Angel Fund, and Clark Nuber PS for hosting this event. I also want to share the following insights that they used to frame the discussion.
It all adds up with a compelling “Why Now?”
New products get launched using the most expensive selling resources: sales people and founders. This is essential for creating initial traction, but is not scalable when growth becomes the goal. Effective marketing based on realistic math is what makes it all add up.
Fast Track Growth and Profitability
Product launches are often linear: first make the product, second try to sell it, third try to communicate its value, and finally try to make money. If you practice Systematic-Marketing, you can fast track this process and speed profitability.
How to Leverage Offer and Acceptance Dynamics
When bringing new technology to market, success will go to those who align the marketplace forces that drive offer and acceptance. Speed growth by understanding how to make these dynamics work for you.
Making Communications Roar so Growth Can Soar
Your potential customers have a lot of “noise” being directed their way by you, your competitors and industry sources (media, analysts, associations etc.) Clear positioning is essential to securing attention and gaining buying consideration. Let’s look at how the ChangeMarketer Positioning Choices Approach will make your communications roar and growth soar.
Helping You Make Promises You Can Keep
When setting growth goals, it is important to seek behavioral evidence over attitudinal data, to avoid the “Emperor has no clothes” problem. If you say you are wearing a beautiful set of clothes, people will let you believe that. They don’t want to argue, they simply won’t buy. It is up to you to get genuine feedback.
Communicating Value Clearly, Concisely & Competitively
By asking and answering these three questions, value can be communicated effectively and clear “stop or proceed” signals sent. That is what makes the “3-Whys” framework sit at the top of the communication pyramid.
How To Stand Out From All The Rest
To stand out from the rest, value must be communicated (promise) and realized (delivery). I have identified four core ideas that differentiate clearly, concisely and competitively.
What You Say First, Matters
YES. You make others interested in listening to you by answering “Why Me?” before “Why This Product?”.
NO. You don’t get a second chance to make a first impression.
Going From Emerging To Surging
The most important market force a business can leverage for growth, is a compelling “Why Now?” Your answer determines on which path you set your business.