Free Library Catagory: Product Marketing

Browse Product Marketing Resources

Embrace the Tension

By now, you can see that your value-based conversation with customers is going to be very different from what you might be used to. You can already feel the knot developing in your stomach as you begin to imagine how uncomfortable this could get. There's no way you're...

How to Write an Awesome Positioning Statement

Question: What do these claims have in common? World classFirst rateIndustry benchmarkIncredibleSuperiorAdvanced Answer: They are all empty platitudes. Yet they often find their way into capital equipment marketing messages. When they do, it's a sign that you really...

How to Write a Why-Buy Presentation

"Why should I buy your product?" Ask your sales team, and they'll tell you that they can't be successful without a concise answer to that question. You need a why-buy presentation. The why-buy presentation is the most important part of your capital equipment sales...

4 Things You Need to Know about Marketing Value

You've done the hard part. You've got value defined in the eyes of the customer. You've created a product that creates more value than alternatives in the market. It’s time to generate demand and prepare to secure orders at value-based pricing. Here are the 4 things...

How to Sell The Problem Product

Bookings review meetings have been jammed with stories of how you're getting slaughtered by the competition.  You're pushing sales to get back in there and fight, but you know in your heart that the product's got problems.  For whatever reason, you've failed to define...

Stop the Platitudes

Question: What do these claims have in common? World-Class First-Rate Industry Benchmark Incredible Superior Advanced Answer: They are all meaningless. They are no better than the adults' "mwa-mwa" in Charlie Brown cartoons. Yet, they often find their way into capital...

How to Define Your Product Position

Your success in a market depends on how much better you establish your product position versus your competitors. This would be easy if all you had to do was figure out how to communicate your product's key features and benefits, coin a clever slogan, and buy...