Do we need our audience to see our offer as more attractive?
Posted: Tue Jul 01, 2025 6:11 am
In principle, the answer to all these questions will united states of america phone number library always be "yes." But the goal here is to prioritize.
Of course, the ultimate role of marketing will always be to facilitate sales or the final action we want our audience to take.
There will always be a degree of persuasion in every model. And it's true that all models can be complementary.
But it is also true that there are times when it is better for us to prioritize one over another.
Marketing models
1 - Product Marketing
We focus on educating the market about the product's features.
Using this model implies that the main lever for growth is clearly communicating all the product features.
When to prioritize it
Scenario 1: When our product-based differentiation is substantial.
That is, we have a differential that the public will perceive as important and will separate it from the rest of the alternatives.
But we are talking about a very important difference.
Scenario 2: When we sell a product that our market doesn't know enough about.
We generally see this model in technical markets, in markets where innovation creates significant competitive advantages, or in markets where the public has not reached a sufficient level of product maturity.
Example: Artificial intelligence, technology.
It's very difficult in markets that are already very mature because the public already knows everything they need to know about what the products or services can offer them.
Advantages of the model: It provides the quickest way to gain clarity about the "what." The customer can clearly see exactly what they're getting.
Challenge: When many companies emphasize their products and all "say the same thing," the model loses its impact because audiences are becoming more sophisticated and mature. It's no longer enough.
From that moment on, product-focused communication neither surprises nor creates a contrast with what they already know.
Example: Our marketing methodology allows you to capture more leads with less investment.
Do you realize how a spotlight like this can become irrelevant very quickly?
Now, if you have a really interesting difference, you might want to start there.
“This AI-powered app lets you create marketing plans by answering just 15 questions, in less than 30 minutes.”
Of course, the ultimate role of marketing will always be to facilitate sales or the final action we want our audience to take.
There will always be a degree of persuasion in every model. And it's true that all models can be complementary.
But it is also true that there are times when it is better for us to prioritize one over another.
Marketing models
1 - Product Marketing
We focus on educating the market about the product's features.
Using this model implies that the main lever for growth is clearly communicating all the product features.
When to prioritize it
Scenario 1: When our product-based differentiation is substantial.
That is, we have a differential that the public will perceive as important and will separate it from the rest of the alternatives.
But we are talking about a very important difference.
Scenario 2: When we sell a product that our market doesn't know enough about.
We generally see this model in technical markets, in markets where innovation creates significant competitive advantages, or in markets where the public has not reached a sufficient level of product maturity.
Example: Artificial intelligence, technology.
It's very difficult in markets that are already very mature because the public already knows everything they need to know about what the products or services can offer them.
Advantages of the model: It provides the quickest way to gain clarity about the "what." The customer can clearly see exactly what they're getting.
Challenge: When many companies emphasize their products and all "say the same thing," the model loses its impact because audiences are becoming more sophisticated and mature. It's no longer enough.
From that moment on, product-focused communication neither surprises nor creates a contrast with what they already know.
Example: Our marketing methodology allows you to capture more leads with less investment.
Do you realize how a spotlight like this can become irrelevant very quickly?
Now, if you have a really interesting difference, you might want to start there.
“This AI-powered app lets you create marketing plans by answering just 15 questions, in less than 30 minutes.”