1Segments and choice
Who you're the best choice for and in what situation the customer chooses.
Business Positioning
Why choose you. A clear answer to who you are the best choice for, and for what reason a competitor can't claim.
Sound familiar?The company describes itself the same way to everyone, The messages don't convey what customers actually pay for, Salespeople have to explain the offer from scratch every time
Marketing and Advertising
How we work
1
2Alternatives
What you are really compared with, including solving the problem without buying anything.
3Differentiation and proof
What you can say that a competitor can't, and what backs it up.
4Language
Messages for marketing and sales, tested with customers.
Sound familiar?
- The company describes itself the same way to everyone.
- The messages don't convey what customers actually pay for.
- Salespeople have to explain the offer from scratch every time.
What usually lies behind it
Everyone says "quality", "a personal approach" and "experience", so these words stop meaning anything. The test takes five minutes: swap the text of your website with a competitor's. If nothing changes, the problem isn't the advertising.
What you get
Positioning on one page: for whom, why, and what backs it up.
A list of who you're not right for.
Key messages for the website, advertising and sales.
The cost of waiting
If nothing changes
- 01
The brand will blur into similar offers.
- 02
Advertising will get more expensive because of an unclear message.
- 03
Sales will make up for weak communication with discounts.
When you don't need this service
- There's no differentiation in the product itself. Positioning can't create it out of words; the offer has to change.
- You need a new logo or a redesign. That's work for designers, and we'll say so honestly.
How to tell it worked
The swap test
whether your texts differ from a competitor's.
The customer's voice
whether what customers say about why they chose you matches your wording.
Deal cycle
whether less time goes into explaining the offer.
Questions
Is positioning a slogan?
No. A slogan is one of the forms positioning can be packaged into. Positioning itself is a decision about who you're the best choice for.
How much time does it take?
A few weeks, including conversations with customers. Without their words, positioning remains a hypothesis.
Can we position ourselves for everyone?
A company that suits everyone is no different from anyone. The list of who you're not right for is the other side of differentiation.
Related
Services: Competitor Analysis · Marketing as a System · Pricing Materials: Marketing stopped working: five real reasons · Entering a new market: what to check before you go Cases: Avis
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