Andy's comments and positioning...

[Richard Gaskin]

Jerry Daniels wrote:

> Maybe there are sales figures and cash flow to back the $99 approach. I
> don't know. Do people convert to more expensive licenses after getting
> a taste for 99 dollars? Do ten times the number of people buy the $99
> version than would have purchased the $995 version? Is $495 best?
> People are buying miniPods for $249 and they have to wait for one! And
> that's an entertainment item--a toy. This is a professional tool--MUCH
> more than HyperCard.

Aiming the marketing message at pros also benefits sales to hobbyists:
while professionals won't touch a tool seen as aimed at hobbyists, every
hobbyist wants to feel they're using a tool capable of professional results.

If the positioning includes reference to how easy Rev is to build with, both
audiences will sit up and pay attention when the focus is on
professional-quality results.

In a noisy world it's hard being heard, let alone understood, so the message
must be well-honed and concise.  It's far easier to elevate the message and
keep it simple than to lower it and explain how you're not really lowering
it.

-- 
 Richard Gaskin 
 Fourth World Media Corporation
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 Ambassador at FourthWorld.com       http://www.FourthWorld.com