The best marketing comes from companies that are on offense. These companies — Apple, Amazon, and Netflix, for example — are confident and sure of their value. They communicate with their market relentlessly and with grand language. Conversely, most companies — and most of you reading this — market from a defensive posture. You compare yourself to the competition, try to not make mistakes and over-analyze every possible consequence of every possible message you might communicate.
The best marketers think the biggest. They play offense, and let the rest of the market defend them. Are you making the market react to you? Is your thinking big enough?
This month’s teleconference is this Wednesday, April 11, and it’s about thinking big about your product or service. It’s called Killing Commodities: How to Elevate Your Product or Service to Singular Status (click on the link for details). If you’re reading this, there’s no cost for your participation. Just email me and let me know you want to listen. You’ll have access to the live call and the recording as well.
You are receiving this because your company is participating in CTIA Wireless next month. The Evangelist Marketing Minute is a weekly thinking launch point that is always short enough to read in about 60 seconds. It covers technology marketing, branding, positioning, language, and public relations. Your email address is never shared, with anybody, for any reason.
I help technology companies dramatically increase sales through powerful marketing. My clients include TiVo, Logitech, T-Mobile, and Pandigital. See my Web site for details about my work.
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