Tag: Marketing

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Marketing Startup

To win against competitors – Tell a different and new story

Most marketers (and founders) like to do competitive analysis and follow the leader.

The natural instinct is to check what’s working for the competition and then try to outdo them.

They try to be “cheaper” or “faster” than their competitor.

The problem with this approach is – that once the market believes in someone else’s story, convincing them that you are “better” than your competitor is the same as convincing them they were wrong in believing your competitor’s story.

And nobody likes to admit that they’re wrong.

Instead, the better approach is – you tell a different story.

You convince the market that your story is more “relevant” to their new evolving and future needs than the story they currently believe.

That way, you are not telling them that they were wrong.

You are just telling them that the world has evolved now.

And it’s time to re-evaluate their needs.

If your competition is selling the story of “visibility”, you sell the story of “productivity”.

If they sell the story of “intelligence”, you sell the story of “collaboration”.

If they sell the story of “best-of-breed”, you sell the story of “all-in-one”.

You get the idea.

You need to tell a new story, that’s relevant to their new world.

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Marketing SaaS Sales Startup

The Most Exciting Part of Apple’s Product Announcement

The most exciting thing for me about Apple’s product announcements is not about their products.

It is about their website’s copywriting. 📝

They are one of the best copywriters in the world.

They make me believe everything they’re doing is the biggest, thinnest, lightest, and fastest. 😀

They convince me everything they’re launching is revolutionary, magical, and first of its kind. 🤩

They make it catchy too: E.g.,
• H2OK.
• 5G Speed. OMGGGGG.
• Blast past fast.
• Big news. Mini news.

If you’re a marketer, then you should read every single page and paragraph on their website.

Observe the word choices they’ve made.

Get inspired and steal what’s best.

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Entrepreneurship Marketing Philosophy Product Management SaaS Sales Startup

Know More

What separates a great salesperson from a good one?

It’s the same thing for a marketer, copywriter, engineer, lawyer, surgeon, and many others.

They know more.

There are only 3 ways they can know more:
1. They have more experience
2. They seek more knowledge
3. They continuously apply their knowledge

1. The hack to gain more experience at less age is to be more curious and take risks to work at small-scale companies.

The first job I got in 2002 after college was with one of India’s largest IT providers – Infosys.

I left it in 8 months, took a 40% pay cut, and went to work for a 100 person company.

2. The hack to seek more knowledge is to have a growth mindset and devour as many books and training as possible on the subject matter.

I’m an engineer by education, but people get surprised by how much I know about UX Design principles, Sales methodologies, or Copywriting.

All credit goes to reading a lot of books and taking online courses.

3. The hack to apply more knowledge is to try more in your day job but also do side hustles.

The only way I became an SW engineer from an HW engineer, or a product manager from an engineer, or a salesperson from a PM is – my side hustles.

So invest in yourself and know more than others.

Categories
Marketing Sales

No ‟link in the comment” for LinkedIn posts

Isn’t it a frustrating experience when people share their main message in the Post area and link in the Comment area?

Hey, CEOs, Sales and Marketing leaders, and LinkedIn influencers – I have a few questions for you.

You say you’re customer-centric.

You say you strive to deliver the best customer experience.

But your customers are your prospects first, who are your LinkedIn connections.

Why don’t you strive to deliver a better experience for your LinkedIn connections?

Why do you ask me to read something in your post and then keep searching for a link in the Comment area?

LinkedIn is stupid to encourage such behavior.

But just because they didn’t fix this issue, why are you taking advantage of this situation?

Where is “don’t be evil” or “being right” value?

I’ve made this mistake too.

I’ve fallen into the trap of LinkedIn hacks.

But not anymore.

I’ve decided not to share any post with “link in the comment” hack.

Even though it means it comes at the cost of not getting more visibility.

Let’s do the right thing.

Categories
Marketing Startup

Produce, don’t just consume.

Anyone who is creating content (including me) is seeking your attention and time.

What if, you seek your own attention and time?

Content creators want you to read their articles, listen to their podcasts, and watch their YouTube videos.

So you invest your time in reading, listening, and watching.

What if, you want to observe your world, think about new ideas, and produce great creations?

Shouldn’t you be investing your time in observing, thinking, and producing?

Produce, don’t just consume.

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Philosophy

Genuine Marketers and Clever Marketers

Quarantine has helped us to realize that there are two kinds of marketers: genuine ones and clever ones.

There is a thin line between those two.

Genuine marketers make it easier to find things that we need.

Clever marketers make us believe that we want certain things that we didn’t need in the first place.

Now you may realize –

You don’t need a fancy office space for white-collar jobs. A corner in your home works just fine.

You don’t need fancy equipment and a gym to do exercise. Bodyweight-based exercises work just fine.

You don’t need restaurants for everyday lunch and dinner. A home-cooked meal work just fine.

You don’t need 300% hyper-growth for your business. 100% growth would work just fine to sustain it.

You don’t need show-off living. A happy and healthy living works just fine.

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Uncategorized

For startups, development is easy, distribution is hard


In the last few months, I have had many friends reached out to me to share their interest of starting a software startup or getting specific feedback on the app they’re building. Every single time I ended up asking them less about their product or app, but more about how they plan to reach out to their customers. Very rarely I see people have thought about it well, so I ended up emphasizing to focus on that activity a lot more than getting too excited about amazing things their product or app can do.

After sharing similar feedback a couple of times, finally I decided to jot down my thoughts. Most of these thoughts are pretty obvious for second-time founders, and most of the first-time founders must have also read these thoughts somewhere else, but I still think it’s critical to emphasize it again.

Trends in software product development

Over the past 5 years that I’ve been building software products, I have seen these two trends –

The speed of building a software product is getting faster and the cost of building it is getting cheaper.

And by a software product, I mean — an iPhone or Android mobile app, or any SaaS or consumer web app, etc.

Development is easy

  1. The availability of languages and frameworks has sped up the development and made it easy for non-technical folks to learn how to code. The advent of step-by-step tutorials, video courses make it even easier to just follow these courses every day and make concrete progress in building a real software.
  2. The cost of hosting is going down. You no longer need to purchase any servers. You can leverage managed hosting services like AWS and Digital Ocean, and spin up few instances of different services as you go. All you need is a development machine.
  3. The cost of building core technology is going down. You no longer need to build every single functionality required for your product in-house from scratch. You can leverage platform services who provide sophisticated APIs for pretty much any kind of functionality — starting from Payments, Email, Telecommunication, Analytics to Machine Learning and Natural Language Processing, etc. There is even a term for this — The No Stack Startup.
  4. Processes like agile coupled with continuous integration and deployment have reduced iteration cycles, encouraging to ship smaller features on an incremental basis.

In a very generic sense, it is getting a lot easier to build a software product. All you need is an idea to solve a problem, a laptop to build the software and willingness to build it.

While this is all true, during the same time, building a business around your product has become harder. And by building a business, I mean — marketing, sales, support, etc. And by harder I don’t mean the “discouraging” harder, but “noisy” harder.

The hardest part nowadays is getting an attention of your target customers for your software.

Distribution is hard

  1. Simply put there are a lot of products out there, which create a lot of noise in the market. In order for people to find your product, you have to have a clear value proposition and find the right channels to broadcast the message of what you do!
  2. Now broadcasting your message has become easier with the advent of Social Media tools, but in general, Marketing has become very noisy. There is a plethora of marketing techniques including SEO, Content Marketing, SMM, etc. Everybody is creating so much of content every day to increase their SEO, drive leads to their marketing pages, etc., it’s getting harder to make your voice stand out.
  3. While Marketing has become harder, on the other hand, selling has become comparatively easier with the advent of so many CRM, inside-Sales tools, cold emailing softwares and techniques. Now that’s a good news for you, but then that’s a good news for your competitor too. So it’s getting comparatively harder to make your cold email compelling to act compared to your competitor’s cold email. So in the end, even selling seems become harder.

Product and distribution need to go hand in hand

To build a truly successful company, either you build a remarkable product that sells itself or have a good enough product with remarkable distribution channels. But if you’re starting a company for the first time, then the odds of having a remarkable product hit are quite low. On the other hand, it’s lot easier to build a good enough product as explained above, but without great distribution channels, it wouldn’t matter.

It’s very critical to have a strong focus on distribution channels from the day one of your execution. The way you keep getting excited about your product every day, you need someone in your team who gets equally excited about different distribution channels and need to come up with lots of ideas to get your product in your target customer’s hands.

Originally published at aditya.kothadiya.com on October 11, 2015.

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Uncategorized

The biggest lie startup founders tell about marketing

Recently I watched an interview of a small but growing and profitable startup, where the interviewer asked the Co-founder about how they have achieved this growth so far and what are their future plans? To that, he replied — “We haven’t spent anything on the marketing yet, and we’ll continue to not do so for a long time.”

The biggest lie startup founders tell to the world is — “We haven’t spent anything on the marketing yet!”.

Of course, I wouldn’t share the name of this company as I admire what they’ve accomplished so far with a small team. But this post is not about that company only. I’ve seen many startup founders tell this lie during their interviews and their startup’s PR outreach.

The reason why everyone is so tempted to tell this lie is — they want to tell the world that how awesome their product is and how fast they are growing, and that too all “organically”.

Are these founders mistaking Google AdWords or Facebook Ads as the only form of marketing?

If that’s the case, then the correct statement would be — “We haven’t spent anything on Paid Advertising yet.” And I can buy that argument as it may be true for many early stage companies.

The key mistake these founders do is — they’re not accounting the time they are investing on all other marketing channels apart from these paid advertising channels.

Sure, you’re getting a lot of SEO traffic from Google for free, but haven’t you also invested your development time in building SEOable pages, URLs, etc. solely for marketing reasons?

Sure, you’re getting a lot of traffic from Facebook for free, but haven’t you also invested your time in building those viral features and gaming mechanics in your product for marketing reasons?

Sure, you’re getting a lot of word of mouth traffic, but haven’t you spent time in building that Dropbox like two-sided incentive referral program for marketing reasons?

Sure, you’re getting a lot of conversions from your site’s landing page, but haven’t you spent lot of energy in that content marketing blog post and having a kick-ass product demo video on your site?

I can go on and on, but you got the point.

Next time when you hear someone says they are not spending anything on marketing, simply ignore that bullshit and make sure to not repeat that mistake.

Originally published at aditya.kothadiya.com.