Looking for more insights in building personas, positioning statements, and messaging?
With the publication of The Marketing High Ground, I was interviewed by the editors of DemandGen Report. Our discussion covered a variety of topics. I’ve captured excerpts of the interview based on specific topics of interest and thought I would pass them along.
*** Read part 1 on the dangers of being seduced by new marketing tools
*** Read part 2 on why market success requires having a focused positioning statement
*** Read part 3 on a tip for discovering your competitive differentiation
*** Read part 4 on mapping messages to the customer’s buying process
*** Read part 5 on tips for communicating your marketing plan internally