Sep 25, 2011

Market positioning and messaging is key

A few months ago I asked an executive of a startup company what they do. He said: “We are the global leader in software-as-as service for ….bla, bla, bla”. Throughout my career I heard similar statements over and over again. People work lots of hours on fine-tuning a sentence that is pretty much meaningless to the target audience. Your target customers only wants to know:
  • Is this for me?
  • Can this help me to make my life easier, better, more exciting, etc.
  • Does it save or make money, improve quality, etc.
  • How does it work?
  • Is it worth the money and effort?

There is a great book called Positioning by Al Ries and Jack Trout and I found one quote in the book that tells it all:

“Positioning is not what you do to the product, it is what you do to the mind of your audience”

So, don’t look at your product, think about your customers and prospects and how they will use it. You just have to “position” a picture that shows your audience that life will be so much different, better, more efficient, etc. when they use your product or service.