It takes a lot of work to communicate what a company does in just a few words. While creating the message is important, comprehension by the intended audience is essential to achieve liftoff. Let’s look at five make-or-break liftoff concepts.
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Posted in Customer Acceptance, Market-Changing Technology, Marketing, Positioning & Messaging
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.
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Posted in Customer Acceptance, Market-Changing Technology, Marketing, Marketplace Forces, Positioning & Messaging, Systematic Marketing, Target Market Identification
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.
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Posted in Marketing, Marketplace Forces, Positioning & Messaging
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.
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Posted in Marketing, Marketplace Forces, Positioning & Messaging
This post appears on Gist, an online service that helps people build stronger professional relationships. As a guest blogger, I was asked to address communication issues relevant to emerging companies. Learn more about how clear positioning enables you to optimize impact by making every word pull its weight.
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Posted in Market-Changing Technology, Marketing, Positioning & Messaging
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.
Comments Off on Why Me? Why Now? Why This Product?
Posted in Marketing, Marketplace Forces, Positioning & Messaging
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.
Comments Off on Market Force #3: “Why This Product?”
Posted in Marketing, Marketplace Forces, Positioning & Messaging
For those seeking to establish, expand or reposition companies and products in the marketplace.
By Sherril Small
ChangeMarketer
Managing Partner, CJSA LLC
