The secret ingredient for any integrated marketing program Mike Gospe KickStart Alliance www.kickstartall.com Based on the book: What is a positioning statement? NEW online course! Excerpt from a new B2B online marketing course ttps://www.udemy.com/mastering-product-positioning/ Click here to link directly to the online course.
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Mastering Product Positioning: what is a positioning statement?
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.
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Transcript
The secret ingredient for any integrated marketing program
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
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