Overview
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Learn the core marketing skill of messaging and positioning. Differentiate your products and services from the competition and helps customers understand your unique value.
Syllabus
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Introduction
- Welcome
- Messaging: Why it matters
- What customers buy and what they don't
- The key elements of B2B positioning
- Targeting: Why, what, and how
- Identifying the big problem
- Category
- Differentiation and unique value
- Three steps to unique value
- Key feature and capability inventory
- The five types of B2B business benefits
- Getting beyond generic benefits
- Creating a benefits statement
- Crafting your messaging
- Why benefits are just the start
- Supporting your key messages
- Building your positioning statement
- Implementing your message
- Why it matters
- Beyond value to your magical story
- Summary story
