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Positioning Statements That Work

Written by: Rebel Brown

Article Overview: Why is it that marketing folks tend to think that simply streaming popular buzzwords and ‘chest thumping' adjectives together results in a powerful positioning statement? And by the way, we all know we do it, we kid about it, poke fun at the other guys doing it -- and then turn right around and do the same thing.

Positioning Statements That Work

When I first started my consulting business 20 years ago, I created a Random Positioning Generator for my clients. Since that time a number of similar gadgets have flown around the internet as jokes - but you know what? That Generator was one of the best examples ever of what NOT to do in marketing. Too bad we didn't take those gadgets seriously.

The generator contained four columns of words. The first three columns included 'chest thumping' adjectives that represented the most popular buzzwords used by IT vendors. And the fourth column included a variety of nouns, where the adjectives could be applied.

My gig was to randomly select a word from each of the columns, combine them all together and create a claim that some industry vendor was already using to promote their "stuff".

My client's laughed as we played the game and selected words to create positioning statements. That is, until sooner or later, we selected a combination of words that were exactly mapped to one of their claims. Then they would laugh as well, but they got the point.

Why is it that marketing folks tend to think that simply streaming popular buzzwords and ‘chest thumping' adjectives together results in a powerful positioning statement? And by the way, we all know we do it, we kid about it, poke fun at the other guys doing it -- and then turn right around and do the same thing.

Yes, we want to create ‘buzz'. But that doesn't mean we have to use buzzwords to get there. As a matter of fact, buzzwords can make it harder to create buzz for you and your products. When you sound just like everyone else - you're creating noise - not buzz.

So how do you come to a strong positioning statement?

Here are some simple rules to stop the positioning noise:

Use words that matter to your customers. Go out and talk to your customers. Listen closely to the words and phrases they use to describe the benefits that your product brings to them. Capture those words -- the simpler the better. Forget about the complicated buzzwords and terminology that IT vendors make up. Those words will come and go along with the next cycle of computing architecture.

Keep It Simple. Yes, the KISS principle applies in marketing and sales just as it does in other aspects of your business. Simple statements don't have to be fluff - they can be quite powerful. Simplicity brings clarity - and clear messages are the Holy Grail of positioning.

Apply Your Value. Great big claims can be made about darned near anything. Many companies make big nebulous claims assuming that their audience will recognize the inherent value and apply it to their own situation. Not so. That's YOUR job. Real positioning power comes when you apply a clear and concise value claim to a real-world scenario that your audience ‘gets'. Asking your audience to extract the value from generic, buzzword-ridden claims is risky at best. Remember, everyone comes to the party with their own perception. Unless you manage that perception with your own clarity and specifically applied value, you're asking for trouble.

Let the Evidence Speak for You. I continue to be amazed at how many companies make gargantuan ‘chest thumping' claims without the evidence to support them. "But we don't have any numbers" goes the response. Who said evidence had to be quantitative? It's super when it can be - but evidence is all around us in the form of our customers' successes. So go out there and let that evidence speak for you - clearly and concisely.

The bottom line is that to be powerful, positioning statements have to be clear and concise, applicable to your audience and their specific perceptions and have to demonstrate your value in a compelling customer situation.

Let the competitors keep generating buzzwords - while you go generate revenue.

Related Articles
  Your Personal Positioning Statement
  What it Takes to Get More Appointments
  Develop Your Positioning Statements
  Positioning: The core of corporate communications
  Failure of HQ & Sales to Communicate Effectively

Article Tags: adjectives, buzz, buzzwords, combination of words, consulting business, fourth column, gadgets, game, gig, industry vendor, jokes, marketing, matter of fact, nouns, phrases, positioning statement



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