Strategies for Tough Economic Times: The right marketing and sales messages for today’s customers
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Position your product or service in terms of continuous productivity improvement. Say, for instance, “We’re not only going to help you increase productivity now, but here’s how we are going to help you over the longer term.” A dramatic example of this is the Apple iPhone. From the start, it has been portrayed as a self-improving product, rather than the latest and greatest gizmo, which is the usual approach.
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