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What's in It for Me? How to Create a Customer-Centric Product Message

Lawson Abinanti
Kerry O'Shea Gorgone
Thu, Feb 9, 2017, 12pm ET
60 minutes
This online marketing seminar received 5 star(s)

Developing a product message that resonates takes effort. Understanding both your customer and your competition is essential to ensure your strategy delivers. But this can be challenging. Where does a savvy marketer begin?

In this PRO seminar, you'll learn the two most important factors in developing a compelling message strategy for your product or companyóthe uniqueness of your offer and whether it solves your target audience's most pressing problem. You'll walk away with an action plan that will connect your message with your customer every time.


Lawson Abinanti is a positioning expert and managing director at Messages that Matter. As a marketing, sales, and business development professional, he recognizes the importance of marketing messages in building product awareness and consideration. Prior to entering the software industry, he worked as a professional journalist.

Who Should Attend?

Anyone looking to create or redefine their messaging.

What Will You Learn?

By the end of this seminar, you'll be able to:

  • Understand the role the 3Cs play in successful message strategy development
  • Create a message strategy that is unique, important, usable, and believable
  • Recognize the importance of consistency and repetition in your market position

Register Now!

You have two choices. You can pay as you go, buying single sessions that interest you. Or you can buy a PRO membership, and attend all our new PRO seminars and Take 10 webcasts over the next year, plus watch hundreds more from our library on-demand.

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