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Atricle Dump - Product Positioning for Enterprise Software and Information Technology Companies
Regardless of what business you're in, it's safe to assume there are times when you want to catch someone's attention. Perhaps you want to drive more traffic to your retail store. Maybe you want your booth to stand out at a street fair. Perhaps you want your conference attendees to feel spe
3. Simple. Remember being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it wa
Online or offline, when you want to start a business you need a business plan. Writing a business plan helps when pursuing investment capital, but it also helps you set some clear goals. A business plan is a living document, so you can first create it as an outline and develop it later, a
Like an effective lie, an effective positioning statement should be:
1. Believable. A lie that no one believes is rather pointless, isn’t it? Well, the same is true of your company or product’s positioning. If it’s not believable, then it’s useless. Ensure that the key elements of your positioning statement are rooted in truth, and that the assertions that you’re making about your company’s or product’s capabilities will pass the sniff test of a jaded observer who has seen it all before when it comes to the outlandish statements that a lot of software and information technology companies insist on making.
2. Consistent. A weak lie won’t stand up to scrutiny when judged on its consistency. Internal consistency – that is, ensuring that the various elements of the lie, or positioning statement, are not in direct conflict with one another - is very important to making sure that the listener won’t just turn off their eyes and ears to your message.
3. Simple. Remember being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it was
One of the things I like about giving presentations to companies is meeting a new group of people and exchanging ideas with them. After a recent talk, several attendees and I had a great discussion about the power of branding.Later while changing my clothes, I was reminded how Levi
1. Believable. A lie that no one believes is rather pointless, isn’t it? Well, the same is true of your company or product’s positioning. If it’s not believable, then it’s useless. Ensure that the key elements of your positioning statement are rooted in truth, and that the assertions that you’re making about your company’s or product’s capabilities will pass the sniff test of a jaded observer who has seen it all before when it comes to the outlandish statements that a lot of software and information technology companies insist on making.
2. Consistent. A weak lie won’t stand up to scrutiny when judged on its consistency. Internal consistency – that is, ensuring that the various elements of the lie, or positioning statement, are not in direct conflict with one another - is very important to making sure that the listener won’t just turn off their eyes and ears to your message.
3. Simple. Remember being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it wa
Branding and marketing is a huge field with many devoted fans and as many reluctant participants. One thing for sure, in branding and marketing--things sure have changed. One of the things most dramatically altering the face of branding and marketing is blogging.A blog, or weblog, is
2. Consistent. A weak lie won’t stand up to scrutiny when judged on its consistency. Internal consistency – that is, ensuring that the various elements of the lie, or positioning statement, are not in direct conflict with one another - is very important to making sure that the listener won’t just turn off their eyes and ears to your message.
3. Simple. Remember being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it wa
Are you thinking about starting your own cleaning business? Running your own business offers many rewards and gives you the freedom of being your own boss. You can also achieve great personal satisfaction from starting with a just few cleaning clients and building a successful and thriving
2. Consistent. A weak lie won’t stand up to scrutiny when judged on its consistency. Internal consistency – that is, ensuring that the various elements of the lie, or positioning statement, are not in direct conflict with one another - is very important to making sure that the listener won’t just turn off their eyes and ears to your message.
3. Simple. Remember being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it wa
Writing articles, business blogging, presenting to a group or speaking to the media, in professional services are all great ways to position yourself and your business as a centre of influence. In other words, as a leading authority in your field.While it is important to develop your
3. Simple. Remember being a kid and trying to tell a lie your Mom? You’d concocted a story so convoluted and complex that it was impossible to remember as you recounted it. A positioning statement is the same way. If it’s so complicated that even you and your sales reps can’t remember it, you’re guaranteed that your customers won’t either.
4. Compelling. What’s the point in telling someone something that isn’t interesting and doesn’t apply to them? If you’re taking the risk of lying, tell a lie that is at least somewhat captivating to the listener. In the case of your company or product’s positioning, it should mean something to your target audience. Which means you better have done your homework into their hot buttons beforehand. What’s important to them? What’s not? What benefits can they not do without? Find out, and ensure that your positioning hits those notes.
Keep these caveats in mind when it comes time to position or reposition your company or product, and we can assure you that your audience will sit up and take notice.
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