FORT WORTH, TX, July 25, 2009
/24-7PressRelease/ -- Starr Tincup, the marketing firm for providers of Human Capital software and services, announced today the release of a thought leadership piece entitled "Marketing Differentiation: How to Get the Message Right" The piece is part of a year-long series intended for marketers that are trying to reach Human Capital buyers. This particular piece, which addresses product differentiation and how it creates a unique selling position, is available to the public at (http://crunk.starrtincup.com/messaging ).
Successful differentiation clearly distinguishes your product from the competition. Messages, brands and positions must be understood in order to realize how to market your product. Messages and brands are indistinguishable from one another. Brands merely exist, they are built upon perceptions of experiences as interpreted by customers. The message is a tool that simply promotes the brand. This is where marketing comes in, marketers have the unique opportunity to create a position and influence customers. The position is the very reason that a particular product or company is chosen over another. "Separating yourself from other companies with similar products is crucial," says William Tincup, principal and co-founder of Starr Tincup. "If you lack a unique selling proposition, your brand will fade into the crowd, and you will miss out on prospective clients."
Messages are formulated based on answering the question of what the brand represents. It is important to look at both the experience you give and market research when determining what a brand represents. The message that is created must support what you deliver and be consistent with what benefit the consumer is receiving. A message has four levels and each level must be examined in order to understand position. The four levels of a message consist of the formulated brand promise, the unique value proposition, the features and benefits, and the key message. Most importantly, all parts of your message, brand and position are in simple, common language and flow effortlessly.
"The consumers are going to offer the best insight on what your brand represents. Ask them what they like and don't like about your product. Use their feedback to create a message that accurately describes what it is that you offer," says Tincup.
About Starr Tincup
Starr Tincup is a marketing firm for companies who sell human capital solutions. We offer marketing strategy, marketing execution, media sourcing and staffing services. Unlinke general agencies, Starr Tincup is all about human capital—we've worked with hundreds of companies in the space. Founded in 2000, Starr Tincup is located in Fort Worth, Texas. Our mission is to innovate marketing in the human capital solutions market segment. Check us out at http://www.starrtincup.com/.
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