Breakthrough Marketing

7 Key Insights For Segmentation, Targeting and Positioning

Many of today’s brightest creative entrepreneurs and startups try to be all things to all people, yet the current era of positioning is one of narrow market targeting and segmentation.

Here’s a few interesting bits I picked up in Positioning – 7 Key Insights For Segmentation, Targeting and Positioning: Read More

9 Marketing Strategies & Tactics for the Positioning Era

Business is not a sport like golf or swimming, it’s a close quarters contact sport like hockey or football. Those who succeed play by the rules of the game, not their own alone. This is what we need to do as creative entrepreneurs and startups in order to succeed in today’s incredibly competitive environment.

It’s important to realize that 99% of all businesses fail within the first 5 years. Another way of looking at this is that only 1% of businesses succeed. Below are 9 Marketing Strategies & Tactics to Succeed in the today’s Positioning era. Follow these 9 Strategies & Tactics and you’ll avoid being a part of the 99% of businesses that fail within the first 5 years: Read More

The 10 Tenants of Positioning Strategy Explained

The last 100 years of marketing and advertising comprises three major eras:

1. The Copywriting Era or Poetry Era of Eugene Schwartz and Clyde Hopkins. The best copy won.
2. The Image Era of David Ogilvy. Images and emotions rather than words won.
3. The Positioning Era of the current age. Straightforward and clear language wins.

To be successful in today’s Positioning Era you must reject a lot of conventional marketing and advertising. Marketing and advertising fundamentals are essentially behavioral and behavioral psychology – that’s timeless. But the tactics and approaches to the marketplace must be suited to the current era, it must play by the rules of the game – and these do change.

Below are The 10 Tenants of Positioning Strategy Explained, or simplified. Stray from these 10 tenants and your business will be part of the 99% who fail within the first 5 years. Read More

14 Marketing Frameworks from Positioning Theory

Those who create products and ideas are usually creatives. The future economy is a creative one. So it should then follow that creative entrepreneurs will succeed, right? False. Read More

High Price Strategy Simplified

Pricing often confuses startups and creative entrepreneurs. Humans naturally look for other products within a similar range or category to triangulate the perceived value of a product versus it’s price. Read More

10 Essential Direct Response Marketing Frameworks

Creative entrepreneurs frequently have an addiction with creating amazing products or services. Unfortunately the best product or service doesn’t win, only the product or service with the best marketing. Does this mean mean that a lesser quality product can outsell a higher quality product 9 times out of 10 simply due to marketing? Yes.

This is slightly depressing news for us creative entrepreneurs. It came as a realization for me, personally, and I had to see it play out before I really understood the concept. As it turns out the power of the product comes directly from the mind of the prospect, so it’s really a matter of working backwards from the end goal to the product creation.

In Positioning: The Battle For Your Mind, Al Ries and Jack Trout provide a number of essential frameworks. Here’s 10 Essential Marketing Frameworks from Positioning: The Battle For Your Mind:

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13 Key Insights Into Prospect Psychology

Creative entrepreneurs often approach the whole game of product creation and then selling the created products it in the wrong ways. To build a truly world-class product, you must know who you are building it for and develop an outside-in approach if you want to hit consistency. This means understanding the psychology of your potential prospects.

According to positioning theory the easy way to get into a persons mind is to be first.

There’s a number of other insights that are incredibly important to consistently implement if creative entrepreneurs want to in the close quarters contact sport that is business. Here’s 13 Key Insights Into Prospect Psychology from the book Positioning: Read More

‘Positioning’ by Al Ries and Jack Trout

Positioning: The Battle For Your Mind is a book written by Al Ries and Jack Trout. This book defined a new approach to communication, and may have defined the new era of marketing called “Positioning”. This is a book is as much about marketing as it is human psychology.

So what is Positioning? Simply defined, positioning starts with a product. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect. Read More