What is this About?


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Here’s a deceptively difficult question for you to ponder (inspired by Steven Pressfield’s excellent latest book, “Do the Work“),

What is this about?

If you are working on developing a new product, can you answer? Can you do it without a ten page PowerPoint deck? How about to someone not familiar with your product line or industry? If you only had 10 seconds to explain in front of a room of potential customers buyers could you convince them?

What is this about?

Ok, so now that you get the point, take a look at how you are talking about your product in your marketing campaigns, advertisements, web sites, sales decks, blogs. Does the message still come through? Do the sub-points add or strengthen the overall message? Ultimately, are you building the overall story or watering it down?

Talk to your customers. Ask them how they describe what you do? Does it align to your story? Does what you think is valuable and different align with their assessments? Does your “special sauce” really taste special?

Now take a look at your competitor’s marketing, advertisements, web sites, blogs. Does what they are saying compare to your story? Do the differences jump off the page or do you need to go down a level or two?

Like what you find?

If not, return to the start and ask, “What is this about?” Fix from there.

Image Credit: Colin_K

Republished with author's permission from original post.

Josh Duncan
Director of Product Marketing currently working at a software startup. Excited about product marketing, technology, customer experience, and the impact of social media and content marketing.


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