The 6 elements of positioning
Positioning is the act of deliberately defining how you are the best at something that a defined market cares a lot about.
Get a better understanding of how to identify your best target accounts. Understand your value and key differentiators better. Understand what makes a best-fit customer.
Positioning is used to set "context setting" for clients.
Context setting is equivalent to the opening scene of a movie - setting the scene of the movie.
When customers encounter a product they have never seen before, they will look for contextual clues to help them figure out what it is, who it’s for and why they should care. Taken together, the messaging, pricing, features, branding, partners and customers create context and set the scene for the product.
Understanding something new is challenging because we don’t yet have a frame of reference.
There are 6 components of effective positioning:
- Competitive alternatives
What customers would do if your solution did not exist.
- Unique attributes
The features and capabilities that you have and the others lack.
- Value and Proof
The benefit those features enable for customers. Value should be as fact-based as possible.
- Target market characteristics
The characteristics and traits of a group of buyers (market) that lead them to care about your product offering.
- Market category
The market you descrive yourself as being part of to help customers understand your value.
- Relevant Trends
Trends that your target customer is interested in that would make your product seem relevant.
