Marketing Strategy
Marketing Strategy
Out of context: Reply #3
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- mort_7
I’ve come to believe one of the fundamental things to get right with any digital product, whether SaaS, software or app, is product positioning. Who is your target audience and how should they think, feel and talk about your product. Once you get your positioning worked out, it informs everything from design to content marketing to pricing structure to advertising.
April Dunford is the leading voice in product positioning and her book Obviously Awesome (silly title) is a goldmine of information.
Some great talks on YouTube by her too.
- I've heard that was a good read. I'll check it out. Thanks.formed
- I never felt like I had to call the authors of Positioning, the book is not like that whatsoever.canoe
- Cool. I would check out the Positioning book but I’m kind of on a different task right now. May come back to it.mort_
- She had a unique start by not having a marketing background. So she put what she learned in her own words, and I can see how it is appealing - straight forward.canoe
- Her strategy to be condescending works for some because it translates as authority. She dissed the book that she learned from. That's an aggressive...canoe
- ....positioning tactic she may have learned from the Ries book.canoe
- Ha, yeah maybe!mort_
- Ries teaches aggressive positioning is acceptable, but again, leaves it up to the reader to figure out how and why. Ultimately that decision lies with...canoe
- the brand, the market's perspective and how the client 'feels' about the campaign strategy. So many variables. In this case it works for her.canoe
- However I do find it a bit hypocritical on her part to diss the book when she wouldn't speak or write her book if it didn't benefit her own career.canoe