Be the Disruptor

by | May 7, 2012 | ARCHIVE -- Evangelist Marketing Minute Newsletter

This Week’s Launching Point: 

AT&T’s CEO had this to say at a conference last week, and it was published widely on the Internet.

“You lie awake at night worrying about what is that which will disrupt your business model. Apple iMessage is a classic example. If you’re using iMessage, you’re not using one of our messaging services, right? That’s disruptive to our messaging revenue stream.”

This is classic defensive thinking. When you spend time and energy on this kind of thinking, you’re not thinking big. You’re not innovating your products, services, or your marketing. You’re not leading. You are suffering “disruption,” or anticipating it, instead of planning how you will disrupt the competition. (The publishing industry is in this same fetal position currently, and the cable companies are headed there also.)

Don’t worry so much about reacting to others, and instead, plan actions that make others react to you.

Be the disruptor.

I help clients dramatically increase sales through powerful marketing. My clients include TiVo, Logitech, Sony and Pandigital. See my Web site for details about my work
Wednesday’s Live Teleconferece
The next Evangelist Marketing Teleconference is live this Wednesday at noon eastern, and covers how to price your products and services. Details:Your market has been trained to have certain expectations as to the appropriate price for your product and/or service. Price your offerings too high, or too low, and you’re voluntarily throwing up hurdles for yourself in an already difficult business environment. We’ll discuss your customers’ pricing expectations — and how to change them. If you don’t think it’s possible to succeed outside of the market’s pricing expectations, just look at Apple (shifted customers’ pricing expectations up). And, for that matter, Vizio (shifted expectations for what a TV should cost down!). We’ll discuss how you can apply these incredibly valuable lessons to your own offerings.As part of this call, I will evaluate the current pricing models of several products and services, and how these price structures affect marketing results and customer adoption. 

My 2012 teleconference series is a $375 product on my Web site, but is free for everyone in my community. To participate, just reply to this email and tell me you’d like to listen. I’ll send dial-in instructions. You’ll have access to the live session and the recording as well. We had more than 50 people on the call last month. (If you already receive instructions, no need to reply again.)

 

 

 

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.

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