Monthly Archives: September 2009

Refining a Positioning Statement – The Short Description

Posted on September 30, 2009 by

In your positioning statement, you need to quickly establish a frame of reference so your targets can understand what they’re evaluating… and what you should be compared to. After all, it’s a positioning statement. You’re positioning yourself against other competitors in the same category. Continue reading →

Posted in Dark Path, Force Training | 2 Comments

Refining a Positioning Statement – The Target Audience

Posted on September 29, 2009 by

It’s not that hard to come up with something that fits the format of a positioning statement. But you’re not plugging in arguments to WritePositioning(target, description, key_benefit, differentiation). You have to examine each argument and iterate until you’re satisfied. There’s often more than one correct answer, but some answers are correct-er.
Continue reading →

Posted in Dark Path, Force Training | 2 Comments

The Positioning Statement as a Marketing Tool

Posted on September 28, 2009 by

Before you create anything remotely related to the launch of a product, you need to write a positioning statement — the core of all your marketing work that answers the question SO WHAT for your customers. Without one, your counterparts in product marketing are doomed to create sub-par launch materials that miss the point of your product offering. Continue reading →

Posted in Dark Path, Light Side | 5 Comments

The Bad Guys Always Soliloquize: Tips for Presenting a Webinar

Posted on September 23, 2009 by

Normally when presenting to customers, a marketer skilled in the Dark Side will use slides as an outline and improvises. Webinars require a lot more preparation. Here are some tips for preparing and for giving a webinar. Continue reading →

Posted in Dark Path | 3 Comments

How to code as a marketer

Posted on September 21, 2009 by

If you’re on the Light Side in the hi-tech world, odds are pretty good that your primary “doing it” activity has something to do with coding. Well, marketers often have to “code” too, in a very subtle and hard to master programming language… English. Continue reading →

Posted in Dark Path, Light Side | 3 Comments