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Startup Messaging

B2BNN Newsdesk
By B2BNN Newsdesk
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I was lucky to be invited to speak at DemoCamp Guelph last night. There was an awesome crowd of smart startup people there and a great set of demos were shown.

I gave a talk on messaging for startups.  I picked that topic because I think messaging is pretty hard and a lot of folks don’t know where to start to create better messages.

The essence of my talk was that good messaging answers the following questions for potential customers:

  • What the heck is it? (meaning can you tell me in plain language what it is that you do)
  • Is it for me? (meaning does your messaging appeal to the segment that you are targeting)
  • Why buy it from you? (meaning what are the compelling reasons to choose your offering over a competing offering)

I also noted that these questions need to be answered for prospects in that order.  Trying to differentiate before people understand what you do is pointless.

Here are the slides:

Startup messaging
View more presentations from April Dunford.

I want to thank Brydon for inviting me to speak as well as everyone else that took the time to chat with me last night.  I spent years in Waterloo, both as a university student and later when I was working for Watcom/Powersoft/Sybase so it was fun to go back and see how well the startup scene is evolving there.  I need to figure out a way to spend more time out there.

If you enjoyed that, you should subscribe!  You can sign up for email updates, subscribe via RSS or follow me on Twitter.

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44 COMMENTS

    • Ha! You had to be at the talk to get the story and it’s way too complicated to tell in ppt. The idea ultimately became a very large product line for IBM. The analysts at Gartner called it “the worst idea ever” when I pitched it to them the first time but that was largely because my story was bad. We acquired a bunch of companies to deliver on the idea and the CEO of one of them described our existing product set as “complete frikkin crap”. Crap is in the eye of the beholder however. We had managed to sell at lot of that “crap” and thanks to his products we were destined to sell a whole lot more.

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links for 2011-06-26 | Bare Identity on Why You Can’t Market like Apple (or Why Marketing is Hard)
Jerome Gentolia on How B2B Product Marketing is Different from B2C
Norm@Quarry on Customer Retention: 7 Ideas for Marketers
Jerome Gentolia on Your Puny Marketing Budget is a Weapon
Julie Fogg on Why You Can’t Market like Apple (or Why Marketing is Hard)
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Tobias Nilsson on Why You Can’t Market like Apple (or Why Marketing is Hard)
Lori Witzel on Your Puny Marketing Budget is a Weapon
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aprildunford on Marketing Tactics vs. Strategy: Striking a Balance
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syl on Customer Retention: 7 Ideas for Marketers
Prashant on “My Friends” is not a Market Segment
Teresa Lawlor on Why You Can’t Market like Apple (or Why Marketing is Hard)
Colin Kemp on Why You Can’t Market like Apple (or Why Marketing is Hard)
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Mad Hatter Tech on Why You Can’t Market like Apple (or Why Marketing is Hard)
April Dunford on Why You Can’t Market like Apple (or Why Marketing is Hard)
Jan Petroons on A Startup Marketing Framework (Version 2)
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Antonio Matarranz on Why You Can’t Market like Apple (or Why Marketing is Hard)
Conversis Marketing on Why You Can’t Market like Apple (or Why Marketing is Hard)
aprildunford on Why You Can’t Market like Apple (or Why Marketing is Hard)
Tim Johnson on Why You Can’t Market like Apple (or Why Marketing is Hard)
terrinopp on Should A Startup Hire a PR Agency?
Smart Soft Market on Why You Can’t Market like Apple (or Why Marketing is Hard)
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Sara Huth on Should A Startup Hire a PR Agency?
Greg Meyer on Why You Can’t Market like Apple (or Why Marketing is Hard)
Staney Varghese on Why You Can’t Market like Apple (or Why Marketing is Hard)
Andy Donovan on Why You Can’t Market like Apple (or Why Marketing is Hard)
Yell on 3 Startup Branding Mistakes
William Myrhang on Why You Can’t Market like Apple (or Why Marketing is Hard)
Larry McKeogh on Why You Can’t Market like Apple (or Why Marketing is Hard)
Geoffrey Anderson on Why You Can’t Market like Apple (or Why Marketing is Hard)
Atlantic Creative on The Importance of Storytelling in Marketing
Kenneth Cheung on Why You Can’t Market like Apple (or Why Marketing is Hard)
Tim Collins on Why You Can’t Market like Apple (or Why Marketing is Hard)
David Bird on Why You Can’t Market like Apple (or Why Marketing is Hard)
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aprildunford on Why You Can’t Market like Apple (or Why Marketing is Hard)
aprildunford on Why You Can’t Market like Apple (or Why Marketing is Hard)
David Locke on Why You Can’t Market like Apple (or Why Marketing is Hard)
Aerin Guy on Why You Can’t Market like Apple (or Why Marketing is Hard)
aprildunford on Why You Can’t Market like Apple (or Why Marketing is Hard)
Prashant on Customer Retention: 7 Ideas for Marketers
Andy Donovan on Why You Can’t Market like Apple (or Why Marketing is Hard)
aprildunford on Why You Can’t Market like Apple (or Why Marketing is Hard)
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aprildunford on Segmentation – Easy Ways to Get Started
Smart Ideas Design on Customer Retention: 7 Ideas for Marketers
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Karen Correia on Customer Retention: 7 Ideas for Marketers
Teague Hopkins on “My Friends” is not a Market Segment
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Subraya Mallya on Segmentation – Easy Ways to Get Started
aprildunford on How B2B Product Marketing is Different from B2C
Suresh on How B2B Product Marketing is Different from B2C
Su-Laine Yeo on How B2B Product Marketing is Different from B2C
Jerry Silver on How B2B Product Marketing is Different from B2C
Yusuf Demiroğlu on Customer Retention: 7 Ideas for Marketers
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Marketing Guy on Customer Retention: 7 Ideas for Marketers
Colleen Doyle on 7 Rules for Perfect Press Releases
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JohnnyRebel on I’ll Take a Bold: The Starbucks Via Launch
Hoover's on Customer Retention: 7 Ideas for Marketers
ClearEdge Marketing on Customer Retention: 7 Ideas for Marketers
aprildunford on “My Friends” is not a Market Segment
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Laura Balcom on “My Friends” is not a Market Segment
gil @ blueclock on “My Friends” is not a Market Segment
Jerome Gentolia on Does Your Startup Need a Rockstar Marketer or a B Player?
Peter Lalonde on Customer Retention: 7 Ideas for Marketers
Nathan Yerian on Customer Retention: 7 Ideas for Marketers
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jwatton on Customer Retention: 7 Ideas for Marketers
Joe Chernov on Customer Retention: 7 Ideas for Marketers
Patrick Schuerer on Customer Retention: 7 Ideas for Marketers
Link dump for June 10th | The Queue Incorporated on A Startup Marketing Framework (Version 2)
Amy Lindahl on 6 Pitch Lessons from the MIT Media Lab
B2B Buzz on Customer Retention: 7 Ideas for Marketers
Leo Borges on Customer Retention: 7 Ideas for Marketers
bminove on Customer Retention: 7 Ideas for Marketers
Amy Lindahl on 6 Pitch Lessons from the MIT Media Lab
Jerome Gentolia on Customer Retention: 7 Ideas for Marketers
David Horne on Customer Retention: 7 Ideas for Marketers
aprildunford on How B2B Product Marketing is Different from B2C
Thijs Albers on Customer Retention: 7 Ideas for Marketers
Ramon on A Startup Marketing Framework (Version 2)
Samantha on How B2B Product Marketing is Different from B2C
Jeff Schoolcraft on A Startup Marketing Framework (Version 2)
Yoshimi Digital on A Startup Marketing Framework (Version 2)
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QGM Now on Customer Retention: 7 Ideas for Marketers
Mike Schinkel on Customer Retention: 7 Ideas for Marketers
Kathy Ferreira on Your Puny Marketing Budget is a Weapon
Jason Yip on Customer Retention: 7 Ideas for Marketers
Tim Ryan on Customer Retention: 7 Ideas for Marketers
Jacel Egan on Customer Retention: 7 Ideas for Marketers
Peter Thomas on Customer Retention: 7 Ideas for Marketers
April Dunford on Customer Retention: 7 Ideas for Marketers
Antonio Matarranz on Customer Retention: 7 Ideas for Marketers
Conversis Marketing on Customer Retention: 7 Ideas for Marketers
DAEDALUS S.A. on Customer Retention: 7 Ideas for Marketers
Gabriela Dias Moura on Customer Retention: 7 Ideas for Marketers
Eric Santos on Customer Retention: 7 Ideas for Marketers
Stephanie Tilton on Customer Retention: 7 Ideas for Marketers
Tim Johnson on “My Friends” is not a Market Segment
Amrita Chandra on Customer Retention: 7 Ideas for Marketers
Sequentia Environics on Customer Retention: 7 Ideas for Marketers
Becca Fieler on Customer Retention: 7 Ideas for Marketers
David Nault on 7 Rules for Perfect Press Releases
Saaya Y. on “My Friends” is not a Market Segment
Geoffrey Anderson on Customer Retention: 7 Ideas for Marketers
HN Firehose on Customer Retention: 7 Ideas for Marketers
Raul Ramirez ✔ on Customer Retention: 7 Ideas for Marketers
aprildunford on Customer Retention: 7 Ideas for Marketers
April Dunford on Customer Retention: 7 Ideas for Marketers
Sharon Bright on Customer Retention: 7 Ideas for Marketers
aprildunford on “My Friends” is not a Market Segment
Tim Johnson on “My Friends” is not a Market Segment
aprildunford on Customer Retention: 7 Ideas for Marketers
Pramit J Nathan on How B2B Product Marketing is Different from B2C
Doug Johnson on Customer Retention: 7 Ideas for Marketers
aprildunford on Customer Retention: 7 Ideas for Marketers
Jon Jones on Customer Retention: 7 Ideas for Marketers
Jerome Gentolia on “My Friends” is not a Market Segment
Glen Gilmore, Esq. on How B2B Product Marketing is Different from B2C
aprildunford on “My Friends” is not a Market Segment
AIPMM CapítuloMéxico on How B2B Product Marketing is Different from B2C
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Jerome Gentolia on Your Startup Tagline is Anti-Social
Carol Kollm on A Startup Marketing Framework (Version 2)
Paul Veugen on “My Friends” is not a Market Segment
barbaragnelson on “My Friends” is not a Market Segment
Olaf Kowalik on “My Friends” is not a Market Segment
NUtech Ventures on Does Your Startup Need a Rockstar Marketer or a B Player?
Marketing Filter on “My Friends” is not a Market Segment
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Clue on “My Friends” is not a Market Segment
Ken Rutsky on “My Friends” is not a Market Segment
Verify on “My Friends” is not a Market Segment
Jason Yip on “My Friends” is not a Market Segment
Joshua Duncan on “My Friends” is not a Market Segment
Dorri on Your Puny Marketing Budget is a Weapon
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Olivier Delangre on “My Friends” is not a Market Segment
Xavier Serret on “My Friends” is not a Market Segment
Subraya Mallya on “My Friends” is not a Market Segment
Ramon Suarez on “My Friends” is not a Market Segment
Maple Butter Blog on Your Puny Marketing Budget is a Weapon
Centercode on “My Friends” is not a Market Segment
Mark McCarrell on “My Friends” is not a Market Segment
Hacker News on “My Friends” is not a Market Segment
aprildunford on “My Friends” is not a Market Segment
Olumide Soyombo on “My Friends” is not a Market Segment
aprildunford on “My Friends” is not a Market Segment
April Dunford on “My Friends” is not a Market Segment
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Geoffrey Anderson on “My Friends” is not a Market Segment
Geoffrey Anderson on “My Friends” is not a Market Segment
aprildunford on “My Friends” is not a Market Segment
Steve on “My Friends” is not a Market Segment
Edmee Roche on Your Puny Marketing Budget is a Weapon
» 7 Startup Customer Discovery Questions | StartupNorth on 7 Startup Customer Discovery Questions
Jessica Obermayer on Your Puny Marketing Budget is a Weapon
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Ramon Suarez on Your Puny Marketing Budget is a Weapon
Shanz on Your Startup Tagline is Anti-Social
Michele Ruiz on Your Puny Marketing Budget is a Weapon
Sands Media LLC on Your Puny Marketing Budget is a Weapon
Deb Hagen-Lukens on Your Puny Marketing Budget is a Weapon
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» A Startup Marketing Framework (Version 2) | StartupNorth on A Startup Marketing Framework (Version 2)
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Martin Soorjoo on Your Puny Marketing Budget is a Weapon
Jürgen Messing on Your Puny Marketing Budget is a Weapon
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Bill Bliss on Your Puny Marketing Budget is a Weapon
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Josh Duncan on Your Puny Marketing Budget is a Weapon
Justin Style on Authenticity and Your *&%# Language!
aprildunford on Your Startup Tagline is Anti-Social
Tom Rovers on Politics in Startups vs. Big Companies
Clinton Skakun on Your Startup Tagline is Anti-Social
Brian Hession on How B2B Product Marketing is Different from B2C
Peter Ng on Politics in Startups vs. Big Companies
Robin scott on 7 Rules for Perfect Press Releases
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Tilia Parks on Politics in Startups vs. Big Companies
April Dunford on Politics in Startups vs. Big Companies
HN Firehose on Politics in Startups vs. Big Companies
VeriCorder on Politics in Startups vs. Big Companies
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steve on Politics in Startups vs. Big Companies
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Rachael Villicana on How B2B Product Marketing is Different from B2C
Lane Heckler on How B2B Product Marketing is Different from B2C
aprildunford on Does Your Startup Need a Rockstar Marketer or a B Player?
Kaspars Jursons on The Importance of Storytelling in Marketing
Nicola Rohrseitz on How B2B Product Marketing is Different from B2C
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Joe Chernov on Does Your Startup Need a Rockstar Marketer or a B Player?
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Bob Scheier on How B2B Product Marketing is Different from B2C
Jan Petroons on Does Your Startup Need a Rockstar Marketer or a B Player?
Peter Field on How B2B Product Marketing is Different from B2C
Jason Jacobsohn on How B2B Product Marketing is Different from B2C
Martin Soorjoo on How B2B Product Marketing is Different from B2C
Paul Veugen on How B2B Product Marketing is Different from B2C
Joost van Asch on 6 Pitch Lessons from the MIT Media Lab
Hank Stroll on How B2B Product Marketing is Different from B2C
Mokabla on How B2B Product Marketing is Different from B2C
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Snapper on 6 Pitch Lessons from the MIT Media Lab
Jonathan Drillings on How B2B Product Marketing is Different from B2C
AIPMM CapítuloMéxico on How B2B Product Marketing is Different from B2C
Larry Porter on How B2B Product Marketing is Different from B2C
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Jason Dea on How B2B Product Marketing is Different from B2C
Simon on How B2B Product Marketing is Different from B2C
Fundoodata on How B2B Product Marketing is Different from B2C
Stefan on How B2B Product Marketing is Different from B2C
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Mark McClure on How B2B Product Marketing is Different from B2C
Tim Johnson on How B2B Product Marketing is Different from B2C
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aprildunford on How B2B Product Marketing is Different from B2C
Sheri on How B2B Product Marketing is Different from B2C
April Dunford on How B2B Product Marketing is Different from B2C
Mark McClure on How B2B Product Marketing is Different from B2C
Steve Valiquette on How B2B Product Marketing is Different from B2C
Antonio Matarranz on How B2B Product Marketing is Different from B2C
Conversis Marketing on How B2B Product Marketing is Different from B2C
Sheri on How B2B Product Marketing is Different from B2C
Mike Schinkel on How B2B Product Marketing is Different from B2C
Steve Johnson on How B2B Product Marketing is Different from B2C
Tim Kocher on How B2B Product Marketing is Different from B2C
Kelley Spiridakis on Does Your Startup Need a Rockstar Marketer or a B Player?
Bertrand Hazard on Does Your Startup Need a Rockstar Marketer or a B Player?
Ruth Julia Gough on How B2B Product Marketing is Different from B2C
Jason Evanish on How B2B Product Marketing is Different from B2C
Janet Aronica on How B2B Product Marketing is Different from B2C
Tim Johnson on How B2B Product Marketing is Different from B2C
Nigel Kay on How B2B Product Marketing is Different from B2C
Ingrid Pinheiro on How B2B Product Marketing is Different from B2C
Ingrid Pinheiro on How B2B Product Marketing is Different from B2C
April Dunford on How B2B Product Marketing is Different from B2C
April Dunford on How B2B Product Marketing is Different from B2C
April Dunford on How B2B Product Marketing is Different from B2C
April Dunford on How B2B Product Marketing is Different from B2C
Andy Donovan on How B2B Product Marketing is Different from B2C
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Mike Schinkel on How B2B Product Marketing is Different from B2C
Eric Hannon on How B2B Product Marketing is Different from B2C
Peter Hanschke on How B2B Product Marketing is Different from B2C
Joshua Duncan on How B2B Product Marketing is Different from B2C
April Dunford on How B2B Product Marketing is Different from B2C
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David Banks on How B2B Product Marketing is Different from B2C
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Mike Civiello on How B2B Product Marketing is Different from B2C
Heather MacIntosh on How B2B Product Marketing is Different from B2C
Bill graham on How B2B Product Marketing is Different from B2C
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Rich Mironov on How B2B Product Marketing is Different from B2C
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Geoffrey Anderson on How B2B Product Marketing is Different from B2C
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Peter Hanschke on How B2B Product Marketing is Different from B2C
aprildunford on Does Your Startup Need a Rockstar Marketer or a B Player?
Bertrand on Does Your Startup Need a Rockstar Marketer or a B Player?
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Scott Duncan on Does Your Startup Need a Rockstar Marketer or a B Player?
aprildunford on Should A Startup Hire a PR Agency?
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Juliano Gimenez . . on Does Your Startup Need a Rockstar Marketer or a B Player?
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April Dunford on Does Your Startup Need a Rockstar Marketer or a B Player?
Paul Young on Does Your Startup Need a Rockstar Marketer or a B Player?
Aaron on Should A Startup Hire a PR Agency?
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Barry Doctor on Does Your Startup Need a Rockstar Marketer or a B Player?
Jesse Noyes on Does Your Startup Need a Rockstar Marketer or a B Player?
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greyhawk on Does Your Startup Need a Rockstar Marketer or a B Player?
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greyhawk on Does Your Startup Need a Rockstar Marketer or a B Player?
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greyhawk on Does Your Startup Need a Rockstar Marketer or a B Player?
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aprildunford on Pre-Launch Marketing for Stealthy Startups
Jason on Pre-Launch Marketing for Stealthy Startups
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funnelholic on Should Your Messaging Use Your Competitor’s Terminology?
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Kathleen Mudge on Top 5 Customer Retention Marketing Tactics
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