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

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

Course Curriculum

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A brief introduction to the course and an explanation of why company and product positioning is vital to your sales and marketing success.

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Categorization is the process placing your software within a spectrum of possibilities. If you’re a game, then your mind naturally moves in one direction. A web browser, another. Categorization often seems easy, but sometimes, looks can be deceiving.

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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 guides you through the process of creating effective positioning statements.

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Pricing is inexorably tied to product class. This lesson examines the dynamics of this process and what happens when a disconnect occurs.

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Pricing is inexorably tied to product class. This lesson examines the dynamics of this process and what happens when a disconnect occurs.

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

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We continue our examination of positioning mistakes and explore various choices and techniques to put your marketing back on track.

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We review what you’ve learned and provide further resources to help assist you in the future.

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