mastering product positioning: what is a positioning statement?
DESCRIPTION
This is an excerpt from my new online B2B online course, Mastering Product Positioning. This fast and easy course is designed for busy product marketers and product managers. You'll learn the secrets of how to build, critique, and apply a positioning statement. This course is based on the popular B2B marketing book, The Marketing High Ground by Mike Gospe.TRANSCRIPT
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
https://www.udemy.com/mastering-product-positioning/
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
www.kickstartall.com
Join me on LinkedIn: mikegospe
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Positioning Lead Generation Sales Readiness