The Softletter Company and Product Positioning Workbook for High-Technology

The Softletter Company and Product Positioning Workbook for High-Technology Summary

INFORMATION

Published by: Softletter

Pages: 108

Edition: 1st

Charts and tables: 20

Includes Goals and Execution success checklists

Format: Downloadable PDF, Microsoft Word, and Excel files.

Introductory price of only $49.99.

The Softletter Company and Product Positioning Workbook for High-Technology is the industry’s only comprehensive strategic resource for properly positioning your software or hardware product.  Positioning is one of marketing’s most familiar buzzwords, but despite all the attention given to the topic, few useful tools exist to ensure software companies successfully execute this vital task.

The Softletter Company and Product Positioning Workbook for High-Technology fills this void. It provides the most advanced and field-tested system for clearly, logically, and effectively positioning your products and your company. When you are done working through its easy-to-understand, yet detailed process, you’ll be able to create positioning statements and strategies for your product and company that tells sales prospects what your product does and why they should consider buying it.

Nothing like The Softletter Company and Product Positioning Workbook for High-Technology exists anywhere else. It’s backed up and based on Softletter Managing Editor Rick Chapman’s extensive experience on the topic. He’s experienced first hand the havoc that poor positioning has wreaked on high-technology firms such as Microsoft, Workday, LivePerson, MicroPro and many, many others. His work consulting with companies on how to avoid catastrophes such as Windows 8 and Amazon’s FirePhone has saved firms millions. One of the most common questions Rick is asked on Quora (600K+ Answer Views, Top Five Most Viewed in SaaS) is what is the primary reason most high-tech companies fail. He always provides the following answer:

  • You didn’t go through a proper positioning exercise before launch. If you had, you would have uncovered flaws in your assumptions and marketing plans and addressed them before entering Positioning Hell.
  • Because your idea idea wasn’t as good as you thought it was and you missed the opportunity to explore and test your assumptions, you failed.

That’s why he decided to create the Positioning Workbook.

Who Should Use The Softletter Company and Product Positioning Workbook for High-Technology?

The Positioning Workbook is designed for:

  • Members of upper management.
  • Product and product marketing managers.
  • Startups, both hardware and software.
  • New SaaS and mobile apps firms and business divisions.

Can You Tell Us More About Why You Must Properly Position Your Company and its Products?

Yes. In addition to the above, there are seven more vital reasons:

  • If your positioning is badly flawed and inconsistent, it will damage every aspect of your company’s growth and all your marketing programs will be seriously impacted. Proper positioning is the foundation on which all marketing resides.
  • If your product positioning is unclear or confusing, potential customers will look for alternatives to your company and its services. If you cannot quickly explain how your product aligns with their needs, they will seek other options.
  • Effective positioning exercises enable you to discover whether you have mispositioned a product or have created a positioning conflict in your product line. This is one of marketing’s deadliest sins and is always a painful and expensive process to remediate. Sometimes positioning conflicts can kill a company.
  • A well-executed product positioning exercise can uncover new markets and cohorts of potential purchasers for your products.
  • Product positioning must precede any branding efforts. Good positioning will provide you with a branding cornerstone (but it will not create a brand). We discuss this further in the Branding Axes and Elements section of the Workbook.)
  • Positioning exercises will help to identify or create key marketing terms and vocabulary that you can own in potential purchasers’ minds, thus giving you an important competitive advantage while also depositioning your competition (discussed later on in the workbook).
  • If you don’t position your company and its products, the market or your competition will do it for you. You must be at the head of the inevitable parade.

What You Will Learn

The Positioning Workbook will teach you to:

  • Clearly categorize your product
  • Assign it a memorable visual identity
  • Extend that identity further via compelling images and favorable associations
  • Build a powerful “marketing vocabulary” that supports your key positioning claims
  • Analyze and “parse” that vocabulary to ensure it’s consistent and provides prospects with the information they need to understand and buy your product
  • Map your positioning to your product’s perceived  market class
  • Guide you into making sure your system’s features and benefits to your positioning statements and product class
  • Enable you to understand what brands are, why not to spend ridiculous amount of money on branding campaign if you’re a startup or young firm, but nonetheless begin to intelligently begin the process of brand building
  • Map your brand equity plans position to your positioning.
  • Pick and choose which brand elements should be used to build a brand over time
  • Test your positioning statements
  • Recover from fundamental positioning mistakes

Real Life Examples and Scenarios

The Softletter Company and Product Positioning Workbook for High-Technology uses real-life and current and past examples of good and bad product positioning. Companies put under the microscope include…

  • Amazon
  • Apple
  • IBM
  • LivePerson
  • Microsoft
  • Workday

….and several others.

Detailed Templates

The Softletter Company and Product Positioning Workbook for High-Technology provides detailed templates that enable you to test, visualize, and understand at a glance how your product and company positioning will be perceived by the market. The templates provided include:

  • A positioning statement temple
  • A visual identity template
  • An image attachment temple
  • An image layering template
  • A marketing vocabulary template
  • A marketing vocabulary parser template
  • A positioning summary template
  • A brand axes template
  • A brand elements template

The working templates are provided in editable Microsoft Word documents that will enable you to extend and alter them to meet your firm’s unique requirements.

Visual Identity Template Sample

The Workbook doesn’t just stop there. It’s backed up by extensive checklists broken into two types: Goals and Execution. They allow you track every step of the Workbook’s positioning process and help ensure you haven’t missed any vital steps.orkbook doesn’t just stop there. It’s backed up by extensive checklists broken into two types: Goals and Execution. They allow you track every step of the Workbook’s positioning process and help ensure you haven’t missed any vital steps.



Goals Checklists

Execution Checklists

If you’re introducing a new company or product, you’re putting thousands, maybe millions of dollars at risk if you don’t use the Workbook to properly test and analyze your positioning. Do your due diligence and purchase your copy today.

Read Complete Table of Contents

Introduction 6
Why Position Your Company and its Products? 7
How Can I Make the Most of The Positioning Workbook? 9
Make Your Positioning EPIC™ with Softletter and Rick Chapman 11
Subscribe to DiiDit and Get Stuff Done Online Today! 12
Your Positioning Goals 14
Categorization 16
Visualizations 17
Image Attachment 20
Image Layering 21
Hardware and Visualization 21
Shelters and Umbrellas 21
Marketing Vocabulary 23
Jargon 23
Buzzwords 23
Validators 24
Owned Validators 26
Descriptors 27
Taglines 27
The Positioning Statement 28
Category and Visual Vocabulary Parsing 28
Example One: Microsoft Word 28
Example Two: Workday 30
Example Three: LivePerson 31
Product Class and Pricing 34
Pricing 35
Pricing Boundaries and Tiers 35
Business and Pricing Models in SaaS 36
Hardware Pricing 37
Packaging and Product Class 38
Features and Capabilities 39
The High End and Hardware 40
Positioning and Branding 44
What Is a Brand? 44
How Are Brands Created? 44
Branding Campaigns 45
The Limits of Brands 45
Where Brands Roar 47
Branding Axes and Elements 48
Branding Axes 48
Integrating Brand Axes into Your Positioning 49
Branding Dissonance 50
Branding Elements 50
Integrating Brand Elements into Your Positioning 52
Corporate Brand Identity Programs 53
Repetition and Integration 54
Testing Your Product Positioning Strategy 54
Recovering from Positioning Mistakes 58
Unclear Positioning 58
Class and Pricing Mistakes 59
Mispositioned Products 59
Positioning Conflicts 60
Resolving Positioning Conflicts 62
The Softletter Product Positioning Workbook Templates 66
Positioning Statement Template Sample 67
Positioning Statement Template 69
Visual Identity Template Sample 70
Visual Identity Template Worksheet 71
Image Attachment Template Sample 72
Image Attachment Template 73
Image Layering Template Sample 74
Image Layering Template 75
Marketing Vocabulary Maker Template Sample 76
Marketing Vocabulary Maker Template 77
Marketing Vocabulary Parser Template Sample 78
Positioning Summary Template Sample 80
Positioning Summary Template 83
Brand Axes and Elements Templates 84
Brand Element Template Sample 86

Brand Element Template 88
Product Positioning Goals and Execution Checklists 89
Positioning Execution Checklists 92
Also from Softletter 100
The Softletter Financial Handbook 101
The Softletter Direct Sales Compensation and Efficiency Report, 105
The Softletter Company and Product Positioning Workbook for High-Technology 107

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