For most of my career, I’ve counted on an innovative product with good market fit for the basis of my marketing. All I had to do was catch my market’s attention with something else, gently make them aware of the main product, and it would sell itself.

That kind of marketing was what I’ve practiced for the better part of 15 years:

• Solve part of their problem with valuable content.
• Which generates goodwill and trust.
• Tell the story of the main product well.
• And you’ll grow…quickly.

Today, I’m in a slightly different boat.

Inntopia has a great platform, but the rest of the market is hustling on some really innovative stuff. Turns out, however, that these products also come with a few really bad flaws.

Flaws that in a normal year don’t mean much. But in a year like this? They’re huge.

Which means I’m finding myself learning a new approach to marketing. An approach that’s as much about positioning against our competitors’ weaknesses and flaws as it is about the value of our product and the problems we help our customers solve.

I’ll be honest. It’s not my first choice when it comes to marketing and I’m sure I’ll make some mistakes, but it’s a good one to learn.

More Thoughts & Such

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How do you check prospects’ websites for specific code, technology, and software?
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How to Subscribe to Blogs / RSS Feeds via Email
February 16, 2024   Read this post →

A Little of Both
January 3, 2024   Read this post →

Put it On Paper
November 3, 2023   Read this post →

An Ode to Awe
October 16, 2023   Read this post →

Change Has to Be Sold
September 27, 2023   Read this post →

Knowing When to Stop
July 21, 2023   Read this post →

The Language of Uncertainty
July 21, 2023   Read this post →

Solving…Problems
July 7, 2023   Read this post →