The Softletter Company and Product Positioning Course for High-Technology
About Course
This course will teach you how to create compelling and logical product and company positioning strategies and statements. When finished, you will be ready to successfully launch your sales and marketing programs.Description
This 90-minute online course features Softletter Managing editor Rick Chapman providing detailed assistance and instruction on how to use the The Softletter Company and Product Positioning Workbook for High-Technology. Your purchase includes the Positioning Workbook, $149.99 if purchased separately, as well as a copy of In Search of Stupidity: Over 40 Years of High-Tech Marketing Disasters and SaaS Entrepreneur: The Definitive Guide to Succeeding in Your Cloud Application Business.
What Will I Learn?
- This course will teach you how to create compelling and logical product and company positioning strategies and statements. When finished, you will be ready to successfully launch your sales and marketing programs.
Topics for this course
15 Lessons2h
The Softletter Company and Product Positioning Course for High Technology
This course will teach participants how to sucessfully execute your marketing's most important function, position your product and services in the mind of your market and customers.
Lesson 1: Introduction and Course Overview00:010:00
Lesson 2: Categorization, the Cornerstone of Positioning00:10:00
Lesson 3: Visualization and Positioning00:10:00
Lesson 4: Image layering and Attachment00:10:00
Lesson 5: Creating and Building Your Marketing Vocabulary00:10:00
Lesson 6: Analyzing and Building Positioning Statements00:7:00
Lesson 7: Product Pricing and Class00:10:00
Lesson 8: Mapping Features and Benefits to Product Pricing and Class00:10:00
Lesson 9: Repetition, Integration, and Positioning00:7:00
Lesson 10: Positioning and Branding, Part One of Two00:10:00
Lesson 11: Positioning and Branding, Part Two of Two00:10:00
Lesson 12: Branding Elements00:10:00
Lesson 13: Analyzing and Fixing Positioning Mistakes, Part One of Two00:10:00
Lesson 14: Analyzing and Fixing Positioning Mistakes, Part Two of Two00:10:00
Lesson 15: A Quick Review of What You’ve Learned and Some Further Suggestions00:10:00
About the instructor
Free
Material Includes
- One copy of "The Product Positioning Workbook," "In Search of Stupidity," "SaaS Entrepreneur," and the accompanying slides for each lesson.
Requirements
- We suggest you read about product positioning disasters in the relevant chapters of "In Search of Stupidity: Over 40 Years of High-Tech Marketing Disasters" and "SaaS Entrepreneur: The Definitive Guide to Succeeding in Your Cloud Application Business."
Target Audience
- CEO, managers of new SaaS divisions and business units, VPs of sales and marketing, product managers, product marketing managers, marcom managers and PR and messaging specialists.