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Archive for the ‘Marketing’ Category

The Viral Marketing Fallacy

Posted by Seth Elliott On September - 16 - 2010

More often than not, I find that business plans that are presented to me are woefully inadequate when it comes to the Go To Market section. We’ll explore Go To Market planning and needs in more detail in a future post. Today I want to address the “strategy” that many entrepreneurs expound when I draw […]

Featuring Benefits: Enhancing Your Go-To-Market Plan

Posted by Seth Elliott On May - 25 - 2010

In the marketing field, particularly copywriting, there’s a key lesson drummed into the heads of all beginners – sell customers by articulating the benefits of a product, not by explicating it’s features. This is a key lesson for entrepreneurs as well. When building a Go-To-Market plan, it’s key to differentiate features from benefits and use […]

Avoiding Customer Information Overload

Posted by Seth Elliott On January - 21 - 2010

Have you ever strolled down the oral health section of a big box retailer? Imagine those circumstance and you’ve got a bird’s eye view of what information overload feels like as a customer. I experienced this yesterday – an entire aisle of colorful boxes with nuanced choices, “on sale” and “save now” tickets at random […]