- by Rory Ramsden
Here’s another proof element to include in your product marketing strategy. Your ‘Track Record’ speaks for itself or it should do…
What It Is: An impressive array of previous accomplishments. In investments it’s about picking winner after winner… In health it might be the first to expose effective alternative approaches… In Rich Schefren’s business, Strategic Profits, it’s the results he’s achieved.
Michael Masterson built a $100m.+ company in his 30’s, and a totally different $350m.+ company in his 50’s. Is there any wonder why advice from Michael is valued more than from others who haven’t achieved his level of success? I think not.
Why It’s Powerful: A great track record shows: you’re a step ahead of everyone else… you’ve got a winning track record… and… you’re consistently successful!
Who doesn’t want to be around people like that? Ultimately you want to be the “go-to” person in your field for your prospects and clients – and one of the easiest ways to be that person is to talk about your successes as part of your product marketing strategy.
Example: Look no further than Steve Jobs and the product creation and marketing team he has put together at Apple. Need I say more…
This may seem obvious to you but it’s surprising how many marketers just talk about their product, not the track record of the person or team who created it. Every time a new Apple product is launched, the weberati get fired up and the rumour mill goes into high gear.
This is no accident. Their track record is not merely outstanding, it’s superb and because of this, people are seriously thinking of buying it before they really even know what it’ll do.
So make sure that your product marketing strategy emulates that…
- The Proof Series #4: Marquee Clients
- Credibility… Believability… Proof
- Proof Series #2: Results in Advance
- The Powerful Demonstration
- Product Launch Marketing 101