Product: Knowledge24 Mars 2020

Why Should I Choose Your Product? with Author Ian Chamandy

Marketing is all about differentiation. The leaders behind every product brand have thought about, rehearsed, or delivered an elevator speech about why you should choose their offering—but VERY few have baked in a concise way of articulating it to their customers.

If you create physical products, the most important differentiation may not be the products themselves. In fact, focusing too much on selling your product features is probably counter-productive. Research is clear that people make decisions on a deeply emotional level, and then consciously rationalize the decision to explain it. But how do we make use of knowing customer choices are emotional? How do you begin to differentiate your product, emotionally?

Ian Chamandy and Ken Aber wrote the book “Why Should I choose you: Answering the Most Important Question in Business In Seven Words or Less.” They’ve developed a process for companies to come up with more than just a mission statement: it’s a promise, a core differentiator and an attitude. And another essential quality: it must be very short—no more than seven words. These principles all translate directly to product brands, and cracking the seven-word code for your own can change its competitive landscape.

Graphos Product founder and CEO Laurier Mandin talked with Ian Chamandy on Skype to do a deeper dive.

Blueprint: https://www.7words.biz/

"Why Should I choose you: Answering the Most Important Question in Business In Seven Words or Less."
https://www.amazon.ca/Should-Choose-Seven-Words-Less/dp/1443436399/ref=sr_1_1?keywords=why+should+I+choose+you&qid=1584993641&sr=8-1

Graphos Product: https://graphosproduct.com/

Det här avsnittet är hämtat från ett öppet RSS-flöde och publiceras inte av Podme. Det kan innehålla reklam.

Avsnitt(40)

How to Sell (Literally) Tons of Product

Episode SummaryWhat does it actually take to sell tons of product … not as a metaphor, but by the truckload?In this episode of Product: Knowledge, Laurier Mandin shares real-world product marketing ca...

24 Mars 11min

Words That Make Wins for Product Teams, with Ali Rakhimov

Product manager, entrepreneur, and author Ali Rakhimov joins Laurier Mandin to talk about how better communication can make even the most ambitious products take flight. From building payment kiosks f...

14 Okt 202529min

The Psychology of Premium Product Pricing: What Makes Buyers Pay More

Why do some buyers eagerly drop thousands on a luxury item, then balk at paying a fraction of that for something useful and well-made? In this solo episode of Product: Knowledge, Laurier Mandin unpack...

25 Sep 202511min

The Missing Link Between Great Products and Great Sales, with Heather Inocencio

Building great products is only half the battle—the other half is building them with marketing success baked in from Day One. Too many product teams operate in isolation, creating features customers d...

8 Juli 202543min

Getting from DTC to Retail Without Wasting Time and Money, with Paul Jarrett

The path from direct-to-consumer to retail success is something many product makers dream about, but it's also where countless promising products have gone to die. Bad logistics choices, bloated inven...

4 Mars 202547min

Making Customers Say, “I Need That” – The Art of Irresistible Products

In this special episode, host Laurier Mandin introduces his new book, "I Need That: Creating and Marketing Products People Are Compelled to Buy." Drawing from over 30 years of marketing experience, La...

18 Okt 202420min

Cracking the Conversion Code for your Product, with Chris Smith

It can be infuriating how much time your marketing efforts take—especially when they get zero traction. Wouldn't it be great if you could focus on acing activities you know will generate results? Chri...

14 Juni 202232min

Getting to “Aha!” in Product Validation, with Darshan Mehta

It's not unusual for product makers to be terrified by the mere notion of product validation work. Often over-invested emotionally and financially in the product, they're afraid of what they might lea...

23 Mars 202220min