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Pacific Software Publishing, Inc. (AKA PSPINC)
1404 140th PL NE, Bellevue, WA 98007, USA
425-957-0808 or 800-232-3989
pspinc.com
![Ken Uchikura Newsletter Vol. ...]()
Marketing Starts with Why First
A common message to sell a product is:
WHAT → HOW → WHY
It is said that messages are created in the following order.
"We have a new product," "It has these features," and "You can use it in this way."
This is the usual structure of a message when selling a product. However, there is no emotion in this message. People don't buy functions, they buy dreams in many cases. So, general messages, function comparison, price comparison, etc. are important. For example, when you are thinking of buying a bag, how do you choose the right one? Is it the purpose or the price? If purpose and price are the only important factors, then you can just go to a cheap bag store and buy the bag you need at a reasonable price. However, if you are buying a brand-name bag, why? "Because it looks good," "Because Mr. _______ has it," or because there is a sense of added value, such as "I saw it in a movie."
The marketing message that creates a value that is not based on use and price is not the same message structure I described at the beginning. It requires a message structure that is completely the opposite.
WHY → HOW → WHAT
This is because strange as it may seem, price and use are not important factors. The first message is to tell people about your dream, and this product is the result of that. Why don't you think about a marketing message that considers this process?
Martin Luther King, Jr. did not begin his speech with an "I want to do this" message. It started with "I have a dream...". What is your dream for your product?
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
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I am publishing newsletter every Wednesday.
I would like you to subescrbe at following URL.
It tales less than a minutes to read.
UCHIKURA CO
Thank you.
If you forget the logo ... Does your company have a color?
What is the color of Pacific Software Publishing, Inc.?
It is Maroon.
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
Search and Reserve Your Domain Name
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I am publishing newsletter every Wednesday.
I would like you to subescrbe at following URL.
It tales less than a minutes to read.
UCHIKURA CO
Thank you.
We kicked off or 2nd half of 2021 today.
We will be focusing on development and promotion of new services.
https://denrei.com
https://passwizard.com
https://c-sagasery (Japanese Only)
Followed by lunch.
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
Search and Reserve Your Domain Name
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
I am publishing newsletter every Wednesday.
I would like you to subescrbe at following URL.
It tales less than a minutes to read.
UCHIKURA CO
Thank you.
I will be heading back go Seattle this evening.
It was nice to be in San Diego today.
I have met former employee of PSPINC in San Diego.
It was nice to meet him.
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
Search and Reserve Your Domain Name
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
I am publishing newsletter every Wednesday.
I would like you to subescrbe at following URL.
It tales less than a minutes to read.
UCHIKURA CO
Thank you.
![Ken Uchikura Newsletter Vol. ...]()
Studying and Researching Should Not Be Your Goal!
When you have an idea to start something, what do you do first? I try to make a prototype to see how I can turn my idea into a product. However, many people try very hard to research the value of the product, its uses, the size of the market, and similar products. And after thinking and thinking, they decide whether to make it or not. Well, once you have thought that far, a lot of negative factors come to mind, in addition to the positive ones you first thought of.
It's okay if you end up giving up or quitting after thinking it through, but it creates a situation where you can't go forward or backward, saying "wait and see." Living in the U.S., I think this situation is especially common among Japanese people. This is why people say that Japan cannot say "Yes" or "No".
In short, they think too much and can't reach a conclusion. There is no such thing as "100%" or "absolute" in this world. Even if you are told "it will be fine" or "there is no room for failure," there is no way to know what will happen if you haven't tried. Instead, I think it's important to start with a range where it's okay to fail.
I think small and medium-sized companies and individual companies must have the attitude of "giving up" or even "being able to give up" if they cannot succeed after trying their best. If they don't have this attitude, they will never be able to beat the big companies. It's scary when this attitude is born in big companies, but I believe that small and medium-sized companies and individual companies can still win in various fields because big companies cannot research, investigate, and act.
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
Search and Reserve Your Domain Name
__..-･**･-..__..-･**･-..__..-･**･-..__..-･**･-..__
I am publishing newsletter every Wednesday.
I would like you to subescrbe at following URL.
It tales less than a minutes to read.
UCHIKURA CO
Thank you.
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