Posts tagged marketing

Geoff Moore’s ‘Idea Introduction Pattern’

By on April 29, 2012

pitch-anythingHave been reading a new take on selling in a called ‘Pitch Anything‘ (thanks for the recommendation ).

In it is a very nice for introducing idea. This was developed by venture capitalist back in 1999.

The formula itself can be applied introducing any new idea, or service (just adjust the wording as required).

The purpose of the the idea is to communicate a concept in under 60 seconds, and in a way that will be understood by a new audience.

Here it is:

” For [target ] who are dissatisfied with [the current offering in the market]. My idea/product is a [new idea or product category] that provides [key problem/solution features]. Unlike [the competing product] my idea/product is [describe key features].”

For the purposes of I would have to update the formula to focus on benefits, not just features, but you get the idea.

This is a great framework to use for a marketing , or even introduction, as it enables you to deliver a lot of information in short amount of time (or space).

Try it out for your own products or services and see what you think.

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By on April 19, 2011

There are many principles given throughout this in regards to . Make sure they are communicated to the correct people in  advance. Never assume that everyone knows already (they don’t).

On a side note, this is true even for ‘professional’ .

For example, the Yellow Pages or a newspapers advertising department will supply you with a designer to create your advert. Never use them. Most use classical advertising layout formats that look professional, but do little.

If you want to get the most out of any advertising you do, ensure your marketing team (which is probably you) is actively involved at every step.

Back to the point…

Spend money if you need to. But do not settle for second rate graphics or design. It will cost you more in the long-term.

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By on April 19, 2011

Short chapters, short paragraphs, even short sentences and words. If you are creating an e-, use a sans serif font such as Arial or Verdana. A  physical is better in a serif font such as Times Roman.

These can all help make it easier to read, and ultimately lead to more people reading it.

By having your department involved with at every step of the way, you will save time, money or effort later on.

Design, Design, Design

Rule number 1: don’t let programmers do any type of design, get a designer.

Rule number 2: don’t let designers design marketing materials without guidance from you (or whoever is in charge of marketing).

While they may sound obvious, you will be amazed to see the vast majority of projects do not follow these two golden rules.

Design is one critical element in marketing that will carry through from every element of your project. The book cover, layout, software interface, website, marketing materials, etc.

When you get the design right, it makes a product easier to sell. It can also increase the perceived value and therefore the price point.

You must remember that designers are rarely trained in marketing. Their skill is usually to make things look good or pretty. Not the same thing. That is not to say your marketing needs to look ugly, just the design needs to follow certain marketing principles and objectives.

Same goes for programmers if you are building software. All can create an interface, almost none can make it easy to use or look good.

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By on April 18, 2011

Comes Before, During and After You Create Your (Not Just After)

It is a common mistake to create your product first and then think about how to sell it afterwards.

If you only consider how to market your product after it’s been created, you limit yourself unnecessarily.

When you build your product while you’re thinking about marketing it, you’ll end up with such a great product it will pretty much market itself.

It’s no good completing your product and then realizing afterwards that if only you had included certain features it would sell so much better.

Good marketing removes the need to sell.

That is why marketing needs to be involved from day one…

You’ll then find out if you need to re- your product idea so that it is easily marketable.

What Does Your Niche Want from You?

Unless you find detailed answers to this question, you’re not going to make much money.

Do your really want your gadget? Or are they really seeking the unconscious aspects that owning your gadget brings? Do they want to belong to an exclusive group? Do they want to be liked and admired? Is owning your gadget simply a ticket to belong to the ‘cool group’?

 

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By on April 11, 2011

3.

In you need .

Your ability to get customers will be largely dependent on your marketing ability. Good marketing will not only help generate new prospects, but also to pre-sell them.

Ironically this pre-selling is best done through education, not selling. Teach prospects through your marketing why your or service is best. For offline businesses this is where the internet can provide huge potential. It is also where information products can provide a lot of opportunity for backend products or services.

The sad truth is there are many great products out there that never make a cent.

They are well priced, offer great value and are even in demand. Yet they fail to thrive simply due to poor marketing. On the opposite side there are plenty of average or poor quality products that do well simply because of a good marketing department. (Don’t become one of these.)

Think about the power each of these factors has. How can you structure and improve your business so you maximize the potential of each of these key areas?

Person Versus Company

Some people will brand themselves individually as being ‘the company’, whilst others will brand their company with its own identity.

Be aware that if you brand yourself, then your company has a limited life expectancy. If you have a serious accident or die, so too will your company.

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By on April 7, 2011

Exposed! The myths, the lies and the real science to making money anywhere (with the internet)

Firstly I want to say, that I wrote this because I am really pissed off. Pissed off mainly with all the bullshit out there. Having an insider view, I can

tell you straight that much of what you read from the Internet world is little short of science fiction. And what really pisses me off most is there is no need for it.

Marketing online has so much potential as a genuine tool for , and for creating massive wealth from any internet connection. Unfortunately too many unscrupulous individuals have given it a reputation more closely connected to shady used car salesmen than to respectable professionals.

Now that’s off my chest, let me continue…

This book is for:

1) The business owner looking to leverage the internet to maximize his or her business potential. This includes generating extra leads, making more sales and generating additional online .

2) The average person looking to escape the 9-5 lifestyle, or who needs to generate an income from home (or indeed anywhere with an internet connection).

3) Any person wanting to make additional income on top of their primary income.

This book is not just about how to make money on the internet… but how to build a real, long-term, sustainable business.