Product Management Playbook
Common Scenarios & Tips for Simpler Execution
Product Positioning Tip 7 of 7: Making Product Deficiencies Not So Deficient
Remember the last time you bought a car? You bought the car that did the best overall job of meeting your needs.
There were other cars that had a better GPS, a faster engine, a nicer interior, etc. But in the end, those deficiencies weren’t enough to sway your decision because all the positives together far outweighed a few things that weren’t ideal. The Playbook: […]
Product Positioning Tip 6 of 7: Structuring a Positioning Presentation
You’ve surely experienced this scenario. You’re inquire about a product or service. A salesperson contacts you. The first thing they talk about are the benefits of doing business with their company. Your primary interest on the other hand is to discuss your own situation first. The Playbook: […]
Product Positioning Tip 5 of 7: Include Emotion
Take a minute and go read a few of your product web pages or a piece of product literature.
They’re well-worded, proper and grammatically correct, which also means they probably lack emotion. In this day and age where buying decisions are 50-80% made (depending on the study) before prospects ever engage, establishing an immediate emotional connection is a must. The Playbook: […]
Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity
Imagine that your positioning is so clear and so simple that it doesn’t require anyone to think. They just get it!
It’s rare but you know it when you see it, and it’s the simplicity that stands out. Great salespeople are masters at doing it verbally. The Playbook: […]
Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds
Someone walks into your booth at a tradeshow and asks for an overview of Product X. It’s a tough question to answer and pique someone’s interest in the first 30 seconds.
Classic “elevator pitch” positioning statements aren’t ideal because they’re not conversational. Answering with features and benefits focuses too much on HOW the product works with too little emphasis on WHY it’s valuable. The Playbook: […]
Product Positioning Tip 2 of 7: Creating Headlines That Hook
Web pages, literature, booth signage, presentations, email campaigns and the list goes on. They all need great headlines to hook your target audience.
But coming up with simple attention-grabbing phrases that engage prospective customers might be one of the toughest parts of product marketing, especially for technical products. The Playbook: […]