A simple way to create a winning positioning statement

Positioning your product effectively is crucial for standing out in a crowded market. A well-executed positioning strategy clarifies what your product does, why it’s better, and who it’s for. In this step-by-step guide, we'll break down how to position your product using a clear, concise framework based on the principles from positioning expert April Dunford.

Your positioning checklist:

  1. Identify your differentiated value

  2. Determine what you need to beat to win a deal

  3. Highlight what makes you different from the status quo and alternatives

  4. Define the problem you solve best

  5. Identify the characteristics of your ideal customer

  6. Choose the market where you can win

  7. Develop a compelling sales narrative

Step 1: Identify Your Differentiated Value

Ask Yourself:

  • What makes your product different from the alternatives?

Your differentiated value is what sets your product apart. Focus on the unique benefits and features that only your product offers. This could be anything from innovative features, exceptional customer service, or competitive pricing.

Step 2: Determine What You Need to Beat

Ask Yourself:

  • What do you have to beat in order to win a deal?

Consider both direct competitors and the status quo. For many potential customers, the status quo might be a DIY solution or an existing tool they are reluctant to replace.

Step 3: Highlight What Makes You Different

Consider:

  • Pricing, hands-on help, and unique features

Turn your capabilities into customer value. Explain how your pricing, personalized support, or specific features provide significant advantages over competitors.

Step 4: Define the Problem You Solve Best

Ask Yourself:

  • What problem are we solving the best?

Identify the primary problem your product solves and ensure this problem is significant and common among your target audience. The clearer and more pressing the problem, the more attractive your solution will be.

Step 5: Identify the Characteristics of Your Ideal Customer

Consider:

  • The characteristics that make your offer irresistible to your ideal customer

Define who your ideal customer is. Consider factors like industry, company size, pain points, and goals. The more specific you are, the better you can tailor your positioning to appeal to this audience.

Step 6: Choose the Market Where You Can Win

Ask Yourself:

  • Which market segments are most likely to value our unique strengths?

Select the market segment where your product’s strengths align perfectly with customer needs. This is where you will have the most significant competitive advantage.

Step 7: Develop a Compelling Sales Narrative

Consider:

  • Crafting a narrative that resonates with your ideal customer

Your positioning should create a clear and compelling story that connects with your target audience. Highlight how your product solves their specific problems and meets their unique needs better than any alternative.

Example of Positioning in Action: Apple iPhone

Who is it for?

The Apple iPhone is for tech-savvy consumers who value premium quality, cutting-edge technology, and a seamless user experience.

What is it?

A state-of-the-art smartphone that combines advanced features, intuitive design, and robust performance, all within a sleek and stylish package.

Why is it better?

The iPhone stands out due to its superior build quality, exclusive iOS ecosystem, and integration with other Apple products and services. It offers unmatched user experience, top-tier security, and continuous innovation, making it the preferred choice for those seeking a reliable and sophisticated smartphone.

Final statement (who is it for + what is it + why is it better) =

For tech-savvy consumers who value premium quality and cutting-edge technology, the iPhone is a state-of-the-art smartphone that combines advanced features, intuitive design, and robust performance. Unlike other smartphones, the iPhone offers a seamless user experience and exclusive integration with the Apple ecosystem, ensuring unmatched reliability and continuous innovation.

Some final reminders

  • Achieve Clarity and Focus:

    • DON'T: Get lost in overly complex positioning exercises that fail to clearly convey what your product does and who it's for.

    • DO: Follow our clear, concise framework to pinpoint your product's unique value, ensuring your audience understands why your product is the best choice.

  • Stand Out from Competitors:

    • DON'T: Blend in with competitors by failing to highlight what makes your product different.

    • DO: Use our step-by-step guide to differentiate your product from the status quo and alternatives, making it easy for customers to see why you’re better.

  • Connect with Your Ideal Customers:

    • DON'T: Waste time and resources targeting too broad or undefined audiences.

    • DO: Identify and prioritise your ideal customer segments, creating a targeted sales narrative that resonates and drives conversions.

By following these guidelines, you’ll ensure your product stands out in the market, clearly communicates its value, and connects with the right customers. Ready to transform your positioning strategy?