Product positioning is a technique used in marketing that seeks to bring a specific idea to mind when presented to an audience. For example, when I think of Apple laptops, I think “high-end laptop geared towards creatives.” When I think of HP laptops, I think of “affordable laptops geared towards the masses.” These are product positions, and they are re-iterated by the marketing, the pricing, and...
Startups spend a great deal of time and money getting people to visit their marketing site (aka, their website). A startup’s marketing site typically exists to establish brand awareness, promote a sense of reliability, generate leads, and sell products or services.
Honing your skills as a writer is of course essential for blogging. However, when it comes to our marketing websites, doesn’t the product speak for itself? Isn’t copywriting just fussing over the details? Why spend all that time and energy to eek out a tiny percentage increase in signups?
Previously I had the pleasure of attending the MicroConf Conference in Las Vegas. Whether discussed during the talks on stage, in the hallway, or on a walk to dinner–these are the key takeaways that made the nearly $2,000 trip worth every penny (and led to me being a speaker at the same event the next year).