Marketing Archives

Al Ries and Jack Trout: How to Prepare for Positioning

According to marketing experts Al Ries and Jack Trout, how should you get started with a competitive marketing strategy? What should you consider before you position your product? In Positioning, Al Ries and Jack Trout lay out a competitive marketing strategy to position your product, your brand, or yourself in a crowded marketplace. They urge you to consider three things before you execute your strategy. Continue reading for marketing insights from Al Ries and Jack Trout.

How to Create Customer Profiles for Your Business

What is a customer profile? What characteristics does a target customer profile typically include? A “customer profile” is simply a description of an archetypical target customer. A customer profile should include characteristics like age, job title, industry, gender, race, and interests—especially as their interests relate to your product. Here are some things to consider as you create customer profiles for your business.

Nudge: How Choice Designers Influence Decisions

What are choice designers in the book Nudge? What steps do choice designers such as parents often take to influence their children to make better decisions? In the book Nudge, the authors present six techniques that can be used to influence the decisions of others. The authors present these methods in hopes that the choice designers will lead the choosers to a more positive decision, but many marketing companies use them to manipulate customers. Continue reading to learn how decisions can be influenced.

Positioning: Book Overview and Key Takeaways

Have you read the marketing book Positioning? What wisdom does it hold for you and your business? In the book Positioning: The Battle for Your Mind, Al Ries and Jack Trout discuss what it means to successfully position your product in a competitive marketplace. They also share three guidelines for influencing how your customers perceive your product. Keep reading to learn these marketing concepts presented in the book Positioning.

The Advertising Revenue Model Explained (+Examples)

What is the advertising revenue model? How do digital businesses make profits from advertising? The advertising business model is where a business makes revenue from selling advertising space to other businesses. This model is particularly common amongst digital platforms and popular websites because this model requires high traffic volume to generate meaningful revenue. In this article, we’ll take a look at the advertising revenue model and how it generates revenue.

How to Create a Career Progression Plan in 4 Steps

Do you have a career progression plan? How can you stand out from the crowd and get the position you want? While Positioning by Al Ries and Jack Trout is primarily about positioning a business for success, they show how you can apply the same ideas to personal professional advancement. They outline four steps to create a career progression plan and position yourself for success. Read more to learn how to design a career progression plan based on the principles of Positioning.

The Case Against Product Line Extensions

Is it ever a good idea to do a product line extension? What are the advantages and drawbacks? In Positioning, Al Ries and Jack Trout outline the conditions that should be met before you do a line extension. They also explain why market leaders generally avoid line extensions. Keep reading to learn about the disadvantages of product line extensions and when it’s advisable to go in that direction.

Market Positioning: Strategies for Market Leaders

Does your business have a market positioning strategy? What path should you take to beat out the competition? In their book Positioning, Al Ries and Jack Trout discuss market positioning strategies for established market leaders, aspiring market leaders, and established leaders entering a new market. Regardless of your position now, there’s a strategy that fits your business. Keep reading to learn about these market positioning strategies.

How to Name a Product to Position It for Success

Do you know how to name a product? Why is this your most important marketing decision? In Positioning, Al Ries and Jack Trout argue that selecting a product name that supports your claims is crucial to positioning your product in the market. They explain why you shouldn’t underestimate the power of a name and provide guidance on how to (and how not to) name a product. Continue reading to learn how to name a product to position it for success.

Promoting Your Startup on a Tight Budget: 10 Principles

Have you just launched your first product? What is the most affordable way to publicize it? As a startup, it’s unlikely you’ll have much to spare on promotion. The good news is that there are plenty of ways to promote your business without spending any (or much) money. In this article, we’ll share 10 principles of startup promotion on a tight advertising budget.