Comments on: The Number One Key Factor to Launching a New Product or Service http://marxcommunications.com/the-number-one-key-factor-to-launching-a-new-product-or-service/ Wed, 04 Aug 2010 12:09:06 +0000 http://wordpress.org/?v=2.9.2 hourly 1 By: Wendy Marx http://marxcommunications.com/the-number-one-key-factor-to-launching-a-new-product-or-service/comment-page-1/#comment-23 Wendy Marx Tue, 27 Oct 2009 20:16:13 +0000 http://marxcommunications.com/?p=451#comment-23 Ellen, thank you for your thoughtful comment. That is a very good point about combining the two into a Value Proposition. Unfortunately, a lot of companies as I'm sure you've found emphasize the features over the values. Ellen, thank you for your thoughtful comment. That is a very good point about combining the two into a Value Proposition. Unfortunately, a lot of companies as I’m sure you’ve found emphasize the features over the values.

]]> By: Ellen Elwell http://marxcommunications.com/the-number-one-key-factor-to-launching-a-new-product-or-service/comment-page-1/#comment-12 Ellen Elwell Tue, 13 Oct 2009 14:14:31 +0000 http://marxcommunications.com/?p=451#comment-12 It's easier to understand classic "positioning statements" if they're referred to as "Value Propositions" which reflect the single element that makes you different from all your competitors. This is a great way to combine Feature + Benefit in one powerful statement. It's very difficult to come up with the VP. But when you do, it can be used to create effective, conversion-producing materials, regardeless of medium. I managed New Product announcements for my division of IBM for several years before starting my own agency where we've announced new products for Anheuser-Busch, Energizer, 3M, IBM, Ralston and many others. It’s easier to understand classic “positioning statements” if they’re referred to as “Value Propositions” which reflect the single element that makes you different from all your competitors. This is a great way to combine Feature + Benefit in one powerful statement. It’s very difficult to come up with the VP. But when you do, it can be used to create effective, conversion-producing materials, regardeless of medium. I managed New Product announcements for my division of IBM for several years before starting my own agency where we’ve announced new products for Anheuser-Busch, Energizer, 3M, IBM, Ralston and many others.

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