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The Product Management Playbook2019-12-17T11:39:18-05:00

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: […]

October 7th, 2019|Comments Off on Product Positioning Tip 5 of 7: Include Emotion

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: […]

October 3rd, 2019|Comments Off on Product Positioning Tip 4 of 7: “Net It Out” Value Themes for Greater Simplicity

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: […]

October 2nd, 2019|Comments Off on Product Positioning Tip 3 of 7: Verbalizing a Product Overview in 30 Seconds

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: […]

October 1st, 2019|Comments Off on Product Positioning Tip 2 of 7: Creating Headlines That Hook

Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation

Your products do some great things that competitors can’t touch. Awesome! You want that differentiation to play a starring role in your product positioning. Here’s the tough part.

Our default m.o. is to explain “how” it’s different. In our own minds, the technical explanation is crystal clear, especially if we’re the ones writing it. “Who wouldn’t understand that?” The Playbook: […]

September 30th, 2019|Comments Off on Product Positioning Tip 1 of 7: Use Results to Communicate Differentiation

Product Management for Solutions Instead of Products: Five Best Practices

If you want to do product management for solutions instead of products, here are five best practices to employ. In a solutions model, the bottom line is that you do everything from the customer’s perspective first.  The Playbook:

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September 23rd, 2019|Comments Off on Product Management for Solutions Instead of Products: Five Best Practices