The Softletter Product and Company Positioning Course for High-Technology

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

Access to the Positioning Course is included with your Softletter Gold Subscriber subscription

Softletter’s self-paced, online training videos is a unique and powerful resource designed to ensure your positioning is market ready before the release of your product and/or service. Readers of In Search of Stupidity: Over 40 Years of High-Tech Marketing Disasters know that some of the book’s most disastrous marketing failures focus on fatally flawed product and company positioning strategies. But despite all the attention given to the topic, every day both startups and established companies introduce new products that violate the iron rules of positioning and pay the ongoing painful  and sometimes fatal price.

Because proper product and company positioning is the most important marketing activity your company implements. If you don't do it properly (or at all), every other aspect of your sales and marketing programs will begin to fail. There are no exceptions.

The Softletter self-paced positioning course is built around  high-tech's most comprehensive and battle tested positioning system. Its genesis is in Rick Chapman's experience as a product manager at once-leading software company MicroPro, Rick Chapman struggled with one one of the software industry’s most deadly positioning disasters, one that destroyed the company.

 

After working with literally dozens of other companies who continued to recreate MicroPro’s deadly mistakes, he developed the course to ensure other companies don’t go to market with crippled marketing plans. After you’ve completed the course, you will be equipped to successfully position your company's products and build a future platform for revenue growth and profit

The Self-Paced Course consists of a 90-minute online session conducted by Softletter Managing Editor Rick. It's divided is divided into 11 sections during which you'll be able to follow alongside Rick as he guides you through the narrative and exercises contained in the Positioning Workbook.

 

The sections cover:

 

  • Developing a compelling and concise product and/or company positioning strategy.
  • Mapping your positioning statement(s) against your product category and class,
  • Analyzing whether your category claims track against  your features/benefits claims.
  • Carrying out a detailed analysis of your current marketing vocabulary.
  • Analyzing your brand elements, axes, and future brand strategies.
  • Developing, refining, and testing optimal positioning strategies and supporting elements.
  • Avoiding positioning mistakes within your own product lines (critical!) and  executing repositioning strategies if necessary.

 

You'll also receive one copy of:

 

  • In Search of Stupidity: Over 40 Years of High-Tech Marketing Disasters.
  • The Product Positioning Workbook.
  • SaaS Entrepreneur: The Definitive Guide to Succeeding in Your Cloud Application Business.

The cost of attending the Self-Paced Online Positioning Course is $349.99. Access to the course is for 10 years.

Your purchase includes:

  • The Positioning Workbook
  • SaaS Entrepreneur: The Definitive Guide to Succeeding in Your Cloud Application Business
  • In Search of Stupidity: Over 40 Years of High-Tech Marketing Disasters

Some of the Templates and Checklists You'll Be Working With

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Access to the Positioning Course is included with your Softletter Gold Subscriber subscription