Welcome

- Have you ever wondered why some products get noticed and others don't, or why some just seem to be marketed better and buyers stampede right to them? The answer is value-based messaging. Value-based messaging and positioning is a tool used by leading marketers to communicate effectively, win customers, and grow revenues. That's what this course is all about, learning how to craft breakthrough, value-based, competitively differentiated messaging for your product or service.

Hi, I'm Ken Rutsky, and I've been building breakthrough messaging for B2B products and services in industries ranging from semiconductors to HR services for over two decades. In this course, I'm going to show you how to build messages that are well-targeted, meaningful to customers, and uniquely differentiated from your competition. In other words, messages that work. So, if you're ready to build messaging and positioning that can capture customers, grow revenues, and lead your market, then you've come to the right place.