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

  • 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.
  • Fifteen separate online session guide you through a process 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.

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

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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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Your product’s feature set must also  map to your price and class claims. You’ll learn what you need to do and ensure a disconnect doesn’t rise in the mind of the prospect.

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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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Too many companies make the mistake of confusing positioning with branding. They are not the same thing. Positioning always proceeds any branding campaigns and efforts, and in many cases is built organically by sales success. We’ be digging into this reality in this lesson.

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In Part Two of this lesson, 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 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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