The Softletter Company and Product Positioning Course for High-Technology

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Attend online The Softletter Company and Product Positioning Course for High-Technology

  • The Positioning Online Course has been developed for executives and companies who need to step up their positioning strategy and tactics to the next level.
  • During each session, high-tech product positioning grandmaster Rick Chapman will guide you through the process of creating an effective positioning message and strategy that supports your pricing and features.
  • When you've completed the course, you'll be ready to execute a smart, focused launch for your products/services secure in the knowledge the market will understand what you want them to purchase and that it's presented to your prospective customers in compelling conceptual and visual terms.

The Softletter Company and Product Positioning Course for High-Technology is only $349.99. 

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Product Positioning: Vital to Your Marketing and Company

The Softletter Company and Product Positioning Course 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 technology companies successfully execute this vital task.

The reason why positioning is so important is simple. If you release a product whose positioning is unclear, contradictory, and not understood by your potential customers, every aspect of your sales and marketing will begin to fail.

There are no exceptions to this phenomena.

Your Course Materials

The Positioning Workbook
Workbook TOC
Workbook Template
SaaS Entrepreneur
In Search of Stupidity

Course Curriculum

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In the introduction, we’ll discuss what you’ll be learning and why and revisit the 1980s (you know, back to the future) to examine the positioning disaster that destroyed what was then the largest desktop software company in the world.

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Categorization is bedrock of positioning. It’s goal is to clearly tell your prospective customers what you want them to buy.

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Now that your prospective customers know what you’re selling, how do you create an appealing vision of your product?

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Having created the basic vision, how do you supercharge it in the mind’s eye?

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Now that they see it, how do you describe it?

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This session walks you step by step through the process of creating effective positioning statements.

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All products and services live in a world of prices and class. Now it’s time to learn how to connect these to your positioning.

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Everyone thinks their products and service maps to premium pricing and perceptions. But is this true? Or are you lying to yourself? Learn how to find out the truth?

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In this course you’ll learn how to communicate and integrate your positioning message to your market with consistency and repetition.

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In this part of the course, you’ll examine the role that branding elements can play in supporting your positioning strategy and lay the foundation for a formal branding program, if your business model and revenue justifies it.

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In Part Two, we analyze the advantages of brands, their limitations, how brands can transform into anti-brands, and the cost of formal branding campaigns.

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In Part Two, we analyze the advantages of brands, their limitations, how brands can transform into anti-brands, and the cost of formal branding campaigns.

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You’ll take a quick tour through some famous positioning mistakes and learn how to fix them (warning: it’s never easy).

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You continue learning how to use a variety of different techniques to escape from positioning hell.

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You’ll review what you’ve learned and provided further resources to help assist you in the future.

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Soiftletter
3960 Triad Court
Woodbridge, CA 22192
info@softletter.com

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