What is positioning? - Deepstash
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What is positioning?

Positioning does not explain all the details of what a product does and especially how. Positioning is not even about your product, it is about the perception of the prospect, customer, or investor regarding your product.

This is a critical point: the answers to a positioning problem are outside of your product and even your company; they are in your prospect’s mind. In other words, the way you describe and position your product should be dictated by your customers and prospects, and not by product features or internal expertise.

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MORE IDEAS ON THIS

5.3. Build a Target Customer Profile

You should have plenty of notes from your discovery interview. It is now time to look for common themes. Look into overlapping feedback from your interviews. Always put customer and prospect responses above answers from your team. 

When multiple target customer personas are involved in the ...

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Design Top Tier Messaging

A 25-word description statement is a one-sentence description of your company. This sentence will appear first on the “About Us” section, it can be present in full or partially on your homepage, and it will be a part of your company description across social media profiles and in your PR.

M...

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Align your content marketing strategy and strategic messaging

Strategic messaging speaks in your buyer’s language and provides two key elements that lead to effective content: 1) who is the audience? 2) what do they care about?

The notes you have collected during customer interviews should be a great source of content ideas.

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PART 4: What is positioning?

Positioning is a way of manipulating what’s already in the mind. Founders often present their ventures as "Uber for X" or "Airbnb for Y" positioning is not even about your product, it is about the perception of the prospect, customer, or investor regarding your product. It is a simplified concept...

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The Biggest Strategic Messaging Mistakes

  • Messages should be consistent. Consistency reduces opportunities for miscommunication. Consistent messages are more likely to become memorable.
  • Brevity and simplicity lead to clarity. Avoid fancy words and use more conventional language.

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How to design strategic messaging

  • First, you have to pick a set of tools that you will be used consistently throughout this process. You will need to select a target customer profile and a strategic messaging framework. 
  • Based on your initial discovery interviews, you will develop detailed target customer profiles.

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Review / Get Feedback / Iterate

Your first full strategic messaging map is likely to be far from perfect. It is time to gather sufficient, high-quality feedback from your team and outside stakeholders. 

While you are likely to encounter people jockeying for their perspective to be included, it is importan...

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Identify Value Categories for Each Target Customer Profile

Categorize all the feedback you collected during discovery interviews and identify the main value categories.

  • Great quality is not a value.
  • Amazing customer service is not a value.
  • Cheap price is not a valu...

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What is strategic messaging?

The Goal of Marketing = Controlling Perception + Changing Behavior

Strategic messaging is a value-based communication framework that companies employ in all interactions with stakeholders — employees, prospects, customers, partners, and investors. 

St...

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Is your messaging effective?

One of the main attributes of strategic messaging is consistency. Effective messaging is always simple and consistent. The best way to evaluate your current messaging is to look at how consistently your organization talks about your products and compare that with how your current...

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Why care about strategic messaging and positioning

Why care about strategic messaging and positioning

Product/market fit also means message/customer fit

Messaging is a key part of building any great company. Every business organization has a purpose and vision which leads it to develop products that solve the pain of specific types of customers (or create s...

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Related collections

More like this

What are features?

What are features?

Features describe what your product/service does and how it’s different from the competition.

If you’re a website designer; the features of your service can include website speed optimization, unique mobile-friendly site designs, etc.

Sin #5: Overpacking Positioning

Sin #5: Overpacking Positioning

When asked "why should people buy your product?" what do you answer?

More often than not, brands take a shotgun approach to talking about everything they do well and as a result their messages come off feignly

Great positioning is having a focus on the key benefit t...

Reason is more of a guide

In a world where we can have complete information about everything, reason can give us certain answers. However, the world we are living in is not even close to having all the answers. In this world, words are fallible. So is perception and imagination.

Reason is then more of a guide tha...

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