Marketing Mistakes Start Ups Make

Published: 4/18/2007 9:09:26 AM

One common mistake that start ups make is failing to create and articulate a compelling and differentiated value proposition.

The customer has a problem and they think about it in their terms.  It might be something like, "I always have to wait a long time for certain shipments to arrive."  Your job is convey how your solution solves their problem, in language they understand and relate to - that is the compelling part.  You must communicate using words and concepts that your prospective customer understands, otherwise the message won't stick.

Your other job is show how your solution is different and better than all the other options the prospect has available to them.  That doesn't mean you trash your competition.  That strategy usually backfires.  It does mean making meaningful distinctions between your company and the competition, based on how your prospect views their problem or need.

Successfully doing the above results in customers understanding that your company can help them with their problems and also learning that they should try doing business with you, because you're the best fit for them.

Don Jones


Don Jones
CEO, VentureDeal

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