NAIL YOUR PRODUCT POSITIONING.
How to help customers “get what you do” by clarifying your category, differentiators, and why they should care.
(1) People don’t buy what they don’t understand - positioning your product effectively is a simple step-by-step process that can help sharpen your messaging and make sure your customers “get it.”
(2) Our favorite book on this topic is April Dunford’s “Obviously Awesome.” It offers a templatized approach to positioning that you can actually use.
(3) Positioning starts by picking your category and then defining how you’re different. Then you build on that positioning by clarifying your key unique attributes, value (and proof of that value), and the customers that care the most.
Want the quick summary of the “Obviously Awesome” product positioning approach? Watch April’s summary of her book here.
Watch April’s Keynote Address at the ParkerGale Revenue Summit.
Good product positioning is foundational. It helps you decide how to talk about your category, your competition, how you’re different, and why people should care.
MORE PRODUCT POSITIONING RESOURCES
Messaging Template
This document helps you finalize your positioning and translate it into the messaging you need when talking to customers, responding to competitor claims, and emphasizing the value that you create.
Sales Narrative Template
After you summarize your competitive positioning, it helps to translate it into smaller “chunks” that the sales team can use when talking to customers. This short slide deck provides a template to do just that.
Positioning Workshop Agenda
One person can’t create effective product positioning by themselves. You need to involve multiple perspectives to get this right. This is the agenda for a product positioning workshop that (1) clarifies your positioning and (2) translates it into a sales narrative.