mastering product positioning: what is a positioning statement?

The secret ingredient for any integrated marketing program

Mike GospeKickStart Alliance

www.kickstartall.com

Based on the book:

What is a positioning statement?

NEW

online

course!

Excerpt from a new B2B onlinemarketing course

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Click here to link directly to the online course.

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Positioning is what you do to the mind of the

prospect

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So, how do we influence the minds of our prospects?

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Introducing thePositioning Statement

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Positioning Statement Format

To: is the one

that

unlike

.

(One Target/Persona Type)

(Product/Company Name)

(Category)

(Key Customer Benefit)

(Differentiator)

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Why build a positioning statement?

Adds clarity and focus to the value you provide customers

Acts as a rudder to keep your messaging consistent (thereby reducing the chances of confusing audiences over time)

Provides direction to the marketing team so fewer rewrites (of brochures, datasheets, etc) are needed

Think of the positioning statement as “what prospects say about you after you leave the room”. What’s the one thing you want them to remember? If you can’t craft a

focused positioning statement, your prospects and customers will infer one for you, and you may not like what they come up with. Be proactive. Take the time to create

one, and use it to guide your messaging.

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This online course is for . . . . . . product managers and product marketers

Discover the Positioning Statement template

Build Critique Apply

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Introduction: Why we need a “positioning statement” Lesson 1: Line 1 – Target segmentation & the

persona Lesson 2: Lines 2 & 3 – Names & categories Lesson 3: Line 4 – A good key benefit Lesson 4: Line 5 – Competitive differentiation Lesson 5: Positioning statements in action Lesson 6: How to bring positioning statements to life Conclusion

Lessons

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Achieve organizational alignment Build better products Drive faster market success Beat your competition

Learn how to use the Positioning Statement to:

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Based on the playbook:

The only “how to” playbook on B2B positioning statements Click here to link

directly to the book.

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Downloadable Materials Lesson Plan

Positioning Statement TemplateMousetrap Ad

Introduction

Persona TemplatePersona Examples

Lesson 1

Category File Lesson 2

Benefit Slides Lesson 3

Positioning Statement Evaluation Cheat Sheet

Lesson 5

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https://www.udemy.com/mastering-product-positioning/

Click here to link directly to the online course.

2014 © KickStart Alliancehttps://www.udemy.com/mastering-product-positioning/13

Click on these other books for B2B marketers

Mike Gospe

KickStart Alliance

mikeg@kickstartall.com

www.kickstartall.com

Join me on LinkedIn: mikegospe

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Positioning Lead Generation Sales Readiness