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Messaging 101 for StartupsApril Dunford           @aprildunford
A Definition of Marketing                            2
Messaging is Important                         3
Why is it So Hard?                 Based on this                                 4
Why is it So Hard?       Effects all this                          5
Before You Start1. Know your audience2. Know yourself                        6
Know Your Market: Market SegmentsYour market is not everyoneB2B Segments can be described by companysize, company type, co...
Know Your Market: PersonasGo beyond market research dataDescribe the flow of a day, skills, attitude,environment, goals, f...
Know Yourself: Your Market CategoryImportant and not always obvious. The firststep to getting people to understand whatyou...
Know Your Market: Your ValueWhat problem do you solve forcustomers?How do customers describe thevalue that you deliver?   ...
Know your Market: Your CompetitorsWhat type of customers love them and why?What type of customers hate them and why?Where ...
Good Messaging Answers 3 QuestionsAnswer these questions:1. What the heck is it?2. Is it for me?3. Why buy it from you?(In...
Paris Hilton Marketingbeautiful but makes no   sense                         13
What You Do?Netflix – Watch as manymovies as you want for onelow monthly price.SalesForce.com – the world’sfavorite CRM so...
You do WHAT?Sun Microsystems –Innovative products andservices that power thenetwork economy.Sterling Commerce – helpscompa...
Step 1: What the Heck is it?Keep it briefUse simple languagePut it front and center                               16
Segmentation is not a Dirty Word  Market to Everyone, Sell to No One                                       17
Explicit Targeting is Powerful ThinkGeek: Selling geek t-shirtsfor programmers, linux hackers,    and open source geeks.  ...
Go Deep – The Janna ExampleCRM for Investmentbankers:• Use cases, day in the life of a  banker• Demos, example data• White...
Step 2: Is it for Me?Be explicit about who you targetUse their languageGo as deep as you can                              ...
Why Buy from You?The terrible secret they don’t teach you in             engineering school                               ...
Why Buy From You?The terrible secret they don’t teach you in            engineering school: Customers Don’t Care about FEA...
Why Buy from You?Value                            FeaturesMake sales more productive       Integrates customer data from  ...
Step 3: Why Buy it from You?Value not FeaturesFocus on DifferentiatorsGet Specific                               24
Bonus Points: Tell a Great StoryMemorableStories are the vehicle for yourmessaging between people                         ...
Thanks!          @aprildunford aprildunford@gmail.com   RocketWatcher.com                          26
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Messaging 101 for Startups

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This presentation goes into the basics of how startups can create messaging that resonates with their target customers.

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Transcript of "Messaging 101 for Startups"

  1. 1. Messaging 101 for StartupsApril Dunford @aprildunford
  2. 2. A Definition of Marketing 2
  3. 3. Messaging is Important 3
  4. 4. Why is it So Hard? Based on this 4
  5. 5. Why is it So Hard? Effects all this 5
  6. 6. Before You Start1. Know your audience2. Know yourself 6
  7. 7. Know Your Market: Market SegmentsYour market is not everyoneB2B Segments can be described by companysize, company type, company growth/stage,spending, etc.B2C Segments can be described by geography,age, income, employment, hobbies, etc. 7
  8. 8. Know Your Market: PersonasGo beyond market research dataDescribe the flow of a day, skills, attitude,environment, goals, fears/anxieties,experience, etc.Techniques for gathering information: flyon the wall, interviews, apprentice/master 8
  9. 9. Know Yourself: Your Market CategoryImportant and not always obvious. The firststep to getting people to understand whatyou do.The category is the frame of reference thatcustomers will use when evaluating you,Categories can be described by value youdeliver, problems you solve, competitors in themarket today, etc. 9
  10. 10. Know Your Market: Your ValueWhat problem do you solve forcustomers?How do customers describe thevalue that you deliver? 10
  11. 11. Know your Market: Your CompetitorsWhat type of customers love them and why?What type of customers hate them and why?Where does your offering overlap (from acustomer’s perspective)?How is your offering clearly superior (from acustomer’s perspective)? 11
  12. 12. Good Messaging Answers 3 QuestionsAnswer these questions:1. What the heck is it?2. Is it for me?3. Why buy it from you?(In this order!!) 12
  13. 13. Paris Hilton Marketingbeautiful but makes no sense 13
  14. 14. What You Do?Netflix – Watch as manymovies as you want for onelow monthly price.SalesForce.com – the world’sfavorite CRM software as aservice.Wikipedia – A freeencyclopedia builtcollaboratively using Wikisoftware. 14
  15. 15. You do WHAT?Sun Microsystems –Innovative products andservices that power thenetwork economy.Sterling Commerce – helpscompanies optimize andtransform their dynamicbusiness network toaccelerate revenues andreduce costs. 15
  16. 16. Step 1: What the Heck is it?Keep it briefUse simple languagePut it front and center 16
  17. 17. Segmentation is not a Dirty Word Market to Everyone, Sell to No One 17
  18. 18. Explicit Targeting is Powerful ThinkGeek: Selling geek t-shirtsfor programmers, linux hackers, and open source geeks. VSCustomink: your t-shirt expert forteams, schools, companies and individuals. 18
  19. 19. Go Deep – The Janna ExampleCRM for Investmentbankers:• Use cases, day in the life of a banker• Demos, example data• Whitepapers, articles, opt-ed• Sales Enablement: the IB dictionary 19
  20. 20. Step 2: Is it for Me?Be explicit about who you targetUse their languageGo as deep as you can 20
  21. 21. Why Buy from You?The terrible secret they don’t teach you in engineering school 21
  22. 22. Why Buy From You?The terrible secret they don’t teach you in engineering school: Customers Don’t Care about FEATURES 22
  23. 23. Why Buy from You?Value FeaturesMake sales more productive Integrates customer data from any source, show relationships between customers.Deploy new applications 20% Extract and transform data fromfaster heterogeneous sourcesResolve IT issues faster Monitor cpu and memory usage in real time.Pay off your debt sooner View all account information in one place, graph spending patterns.Sharper, more realistic images Megapixels 23
  24. 24. Step 3: Why Buy it from You?Value not FeaturesFocus on DifferentiatorsGet Specific 24
  25. 25. Bonus Points: Tell a Great StoryMemorableStories are the vehicle for yourmessaging between people 25
  26. 26. Thanks! @aprildunford aprildunford@gmail.com RocketWatcher.com 26
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