rent. formal and the familiar ( to suppliers in other cases ) are no longer available welding, brushcutters and the tent. Let's see what will give the commercial launch. But I have a friend. Today, yet traveled to Svetlogorsk to work on the road finished reading a book about the positioning of the Trout. To make it clearer, Trout - is a Kiyosaki for marketers. In addition to being a successful marketer is of the same name and co-owner of advertising agency, is a popular lecturer and author of the very good work on the theory of marketing. At the very least, his book ' Marketing Warfare ' in the top papers, mandatory reading for the novice marketer, along with the textbook Kotler.
But today we will talk about positioning. In particular, many believe that the decline in earnings due to the depletion of the seo threads. In fact, things are somewhat different. The consciousness of the consumer like a drawer in the library catalog - for every product has its own position. Moreover, for each position, there is also its own characteristics. And change the position of the goods after the initial positioning or repositioning is difficult.
Examples? . I doubt that most will be called something other than WordPress. Of course, someone will remember about makcsayt someone about Drupal, one of the more exotic systems. I'm sure that some would call blogotsms even the fact that it is not - or blogspot Learn. But the leader by a wide margin is wordpress. And not because hundreds of thousands of WordPress themes and active support, as well as hundreds of modules. no. Just wordpress took up a position in the drawer of the brain, where the sign ' for the cis blog '.
It turns out that. makssayta. no chance? . Although SEO is extremely rare clear positioning, still lies at the heart of makssayta slogan. ' makssayt - is wordpress Light '. T. e. wordpress the same, only easier. Try to position the product of the author as just another system to build blogs, and it will be doomed. Meanwhile makssayt - is. wordpress light. The whole prospect WordPress will work on it, including. I do not like a full wordpress - Take a lightweight!.
While maintaining the product, I realized that I did not have enough money to create a competitive product on the market. I am a realist. So I began to occupy a small niche. It is better to be first in your niche, than to be one of the last everywhere. On the one hand, you always want to take the highest level and develop it. But this requires three times more resources. Even this is not enough. It should offer better value than competitors. When Bitrix went to the market, they will gradually push the idea that they - this is the cis. Not for the cis or cis portals for corporate sites. They simply took the shortest version - cis. Everyone else is left, or give up or go into a niche. As a result, the market of the cis paid more or less significant proportion is only Bitrix, and netkat unitsms. All other or far behind, or sell niche products. In fact, what chance have. ' yet another content management system '. ? .
So I just built into their products in certain niche. A small but interesting enough to deal with them. In addition, work on implementation of the empty niche is small in comparison with competition. And the costs are ridiculous.
Satellite-X. initially entered the market as a system for building websites for a living. It allowed not only to quickly deploy a new site, but just add it to the Stock Exchange. At the time of entry of such systems was not. First, the site did ( or at CMSimple WP), and then separately installed Exchange. Seemingly simple operation - to introduce a piece of code, but then it stopped many.
Niche tiny but productive. For two and a quarter has been sold 915 licenses. And what did the competitors? . And where are they now? . Zebrum. - Well done. Initially, they made a silly mistake - was hit in the forehead. Zebrum light was intended to replace the Satkha advantage was more correct code and free. But who among buyers looking internal code, except for a tiny proportion of specialists? . Zebrum and stayed one more small files to the cis to govnosaytov. And then there was a bomb. The control system govnosaytami was the first of these public systems. And the position was occupied for a long time, until the market itself has not disappeared.
What has led to a reduction in sales Satkha? . The better she got, the more she could, she would become more difficult for beginners, the more it became vylazit problems setting ( turn the settings ten or a hundred - it's easier?). Even the old system, users were not ready for such an extension. And sales began to decline. In the end, I'll try to find other solutions in the old style. In particular, the. generator of corporate sites. in one step - the first step in this direction.
The most striking example of the point of positioning - this is. avtoblog. When he appeared at once, it was stated that this is a script for nedosaytov - cap for as long as you do normal site. Earnings cap for. This positioning has allowed for the first month to sell more than a hundred copies of. And once users have been asking to make of avtobloga something more than just a script, but I resisted - sales began to fall.
A separate story about. dorgenH. When I talked about the idea, they told me - where are you going? . Why the market is another Dorgen? . As a doorway to the heart dorH uses prepared text. I can not say that these doorway pages generated much better, but they survive, they are not worse. Just one is enough to declare their ' other '. And all. There is no dispute, whose ability to generate more text. Tired of puzzle over this, just select 'other' Dorgen and do their dory. According to you a little? .
On. sockets. The situation is quite different. When we did it, I had planned that will have to compete with the Site Control and wrong. It was a grand mistake. Members have divided the market for themselves in free and premium bar. And all. T. e. as a result of the difference between the Panel-X and Site Control was not, and between the Panel-X and was Maulnet Tools. ' The same thing just for free ' sale nearly killed. The first few months, unlike the other products were very modest income. But in the end was born a simple solution ' Control your own sites '. You do not want to have someone staring at your stats - keep it in his. After that, sales went up, and the problems have only fueled the market Maul.
I can not say that all decisions have been successful. Even more, I always made mistakes. In the case of Satkha I succumbed to the entreaties and began to make the system harder and harder until it became so complex that a beginner start it is not so easy. Later, it's a little better when we did start generator like vordpressovskogo. But the original image of a simple system is already in the past. Exactly the same error occurred with avtoblogom. Who needs nedoblog? . But a cap on empty domains are still needed for many. But little has changed in the avtobloge from a technical point of view - it's still a great bracket. But many see only nedoblog.
The most grandiose error occurred with the dorgenov when I blunted, and divided it into two versions. No, it was all true commercial. The market for static and dynamic generator of doorways - different. But it was impossible to break up the exact product is positioned. Now the consumer is thinking - what Dorgen him to take two, eventually spits and walks, shakes nulleny RB. Only a few months later I realized my mistake and now we are working on the union of the two versions into one ( while writing this paragraph in a support letter arrived:. ' Good afternoon, Master-X. Who bought a dealer cms Dorgen-X. I wanted to buy a version of D, but mistakenly bought \\ downloaded ordinary. You can change to D? . '. ).
So no one is immune from mistakes. But the theory of positioning remains true today. Especially in seo, where no one really does not deal with them. The more precisely you define your niche, the brighter it themselves represent, the better you do with the sales.
In the analysis of several snack foods of the club members.
Satus. by Bournisien was originally a product of the existence of unknown cause. He was placed as a content management system, as well positioned as a sales system for satellites. In the end, turned neither here nor there. And as a system for creating websites, he yielded to conventional counterparts. And as a system of satellites, he lost to competitors. Occupying a real niche somewhere in the middle, the product of the author and creator of the hands is constantly raised on the wrong shelf. The result? . Time has changed nothing. Despite my constant comments Bournisien continues to be led by techies and deal with the technical side of things, losing customers. ' Satus capture the world ' and ' belyashi ' - it is not positioned. The result? . For a couple of years, the total turnover of less than three thousand dollars. For comparison, only Satkha was sold somewhere in the 15tysyach.
Cash from Vis. brakes. - A good idea seems to be, but devoid of original target audience. T. e. On the one hand chosen niche - quick cash for payment cards. On the other hand, the niche is empty not because there is no one, but because this product is in demand. It's simple: he who makes an online store, put to him directly billing, and not a third-party software. And those who like and want card payments, but not for an online store, are not able to finish the automatic line: ordering, the binding order for payment, payment, automatic change to the site - with no special programming knowledge. T. e. programmer himself billing tie, and not Assistant nedoprogrammistu office. The result? . But the Taoist - a blow to the point. In the G-spot bloggers. What we now see.
And finally, just too small asechnaya story. Just two days ago, asked to evaluate the idea of ' exchange of quality content. Articles are checked by moderators, put illustrations. ' Needless to say, I screwed up the idea? . I, however, eventually gave the man his old idea that never found the time to implement, but that's another story.
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In the framework of reference guards, a reference to. Notes of the Latvian IT specialist. Want to link to you? . here. , Wait for the sentry.
one. of the best texts on the theme of ' erase a servant ' in recent years. Bravo! .
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