RE: Shazam! You're a marketing writer!

Subject: RE: Shazam! You're a marketing writer!
From: Craig Haiss <craighaiss -at- yahoo -dot- com>
To: techwr-l -at- lists -dot- techwr-l -dot- com
Date: Wed, 6 May 2009 09:03:36 -0700 (PDT)

In such cases, marketing becomes a band-aid. Any company that can't offer a competitive advantage won't last long, and the real solution is some serious discussion with R&D about finding a competitive niche.

Marketing can only cover for a bad business model for so long.

Also, some companies are comfortable recommending a competitor's product, as long as no sales are lost as a result. For example, if a customer has problems that your product just doesn't solve, you gain credibility with that user by being honest and pointing to a product that really helps.

Such honesty often pays off in the future, when that same customer looks at your other products or discusses your company with peers. It's often OK to say "Our product really isn't intended for that purpose." The alternative is to sell the customer something that really doesn't help them and watch them complain about it to the world via the Internet. Honesty is often more profitable than the alternative now that messages of dissatisfaction can spread so quickly.

Craig Haiss

--- On Wed, 5/6/09, Dan Goldstein <DGoldstein -at- riverainmedical -dot- com> wrote:

> Sometimes, your competitor offers a better, cheaper
> solution to your
> potential customer's problem. Which solution are you
> going to match the
> potential customer up with?


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RE: Shazam! You're a marketing writer!: From: Dan Goldstein

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