THE MAGIC PILL OF POSITIONING

Published on 15 October 2024
Great positioning is a significant and ongoing effort involving many people, and it can be daunting to start. But I have a magic pill that will help you take the first step, and we call it the “Essential Positioning Formula.”

Here it goes:

Formula Element

Answer example

For

Small enterprise owners and entrepreneurs,

Who are unhappy

Customers leaving because they cannot interact with the business in the way, speed, and quality they expect,

We offer

A Customer Experience Management Solution that connects customers and businesses via phone, SMS, web, email or social,

Which allows

Not to lose or skip any single customer request and track how requests are handled inside the company.

Unlike

Acme or Globex Solution focused on single or limited-channel interactions; Initech focused on medium and large enterprises,

We made

A professional cloud-based omnichannel contact center solution available for small businesses for a low monthly price.
To create easy yet bold positioning, come up with answers to these six questions:
  1. Who is the product for? Who is its target audience?
  2. What are the business problems of the target audience?
  3. What product are we offering, and what can it do?
  4. How does the product solve the target audience’s problems?
  5. Who are the competitors, and what are their weaknesses?
  6. What sets our product apart from the competitors’ offerings?

Make your answers flow naturally after the bold text in the table. Then, read it all from top to bottom—there you have it: your elevator pitch, positioning, and unique selling proposition (USP) all wrapped into one story. And it’s not just “our product has unique functionality and low pricing, blah blah blah.” Be very specific. Don’t try to cover everything with vague statements, even if you’re not entirely sure of the answers yet.
Focused, razor-sharp positioning is far better than a shapeless and unremarkable mishmash of fancy words that “works for everyone.” In the first case, potential clients will gladly tell you why what you’re offering doesn’t fit them and what they need instead, allowing you to take the next step. In the second case, you’ll get, “We’ll think about it.”
The best part? While crafting this story, you’ll exchange a million questions and answers with colleagues. That will help everyone all figure out your strategy and how to implement it.

Feel free to use this template.
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