by Alex Goldfayn | Mar 8, 2012 | Powerful Language
Thinking about how to position your product or service to the world? The very best marketing language is: Simple. Think yours is easy to understand? Make it simpler still. Ask yourself, will parents understand your material? Will grandparents? Focused on lifestyle....
by Alex Goldfayn | Jan 13, 2011 | Powerful Language
My clients are large consumer electronics companies, so this question comes from my work with them. But it applies to everyone, in any business. Your answer should be no more than six words: What does your product or company do? Your ability to immediately and clearly...
by Alex Goldfayn | Sep 4, 2010 | Powerful Language, Public Relations Kills Good Products
The fourth in my September PR Master Class Series. Yesterday I introduced the concept of Results Stories. Instead of pitching, tell the media about your products’ results stories. That is: How does it improve people’s lives. Real users. Real stories. How...
by Alex Goldfayn | Sep 3, 2010 | Powerful Language, Public Relations Kills Good Products, Shifting Your Mindset
Never pitch the product. If you’re trying to get your product or service in front of journalists in the form of a press release, one of the most powerful things you can do is not talk about the product. “Come again?” (That’s you’re part in the conversation.) Don’t...
by Alex Goldfayn | Aug 5, 2010 | Powerful Language, Videos
To excite people towards buying your products (and exciting people is your job, not convincing them!), you must use low-to-no tech language. How do you know what’s the right language? Just use the words your consumers use.
by Alex Goldfayn | Jul 19, 2010 | Gaining Consumer Insights, Powerful Language
The very best marketing language you can use — bar none — are the words of your customers. The very worst language you can use — bar none — are the words of your engineers. Guess whose words the vast majority of consumer electronics makers use?...
