The difference between “positioning statements” and “value propositions”

Confused about the difference between positioning statements and value propositions? You’re not alone. These terms are often used interchangeably, but they mean very different things.

New video: how to build a positioning statement

Since the term “positioning statement” has been consistently the most often searched term on this blog, I’ve posted a short video on how to build a positioning statement. This material is taken directly from my book, The Marketing High Ground where you’ll find more examples, templates, techniques, and case studies that you can apply to your business. Let me know your questions or other topics of interest and I’ll post additional materials.

Kind regards,

Mike

Positioning statements: examples of companies that created a new category for themselves

You can capture a strong position in the mind of the prospect by creating a new category and naming yourself number one. Here are a few fun examples of how some companies created new categories. And the rest is history.

Positioning statements: cracking the category

When crafting a positioning statement, one of the most challenging items is the category. When done well, new categories feel obvious. Here’s one of my favorite examples of a company that forever changed the way we watch television.

Features vs benefits: 5 tests for defining the best benefit

A common mistake is confusing features and benefits. When developing a positioning statement, one of the key ingredients is in identifying the most compelling benefit relevant to the target audience or persona. Here’s 5 criteria to help guide you to selecting the best benefit.

How advisory boards are guiding executives to the marketing high ground

The customer advisory board (CAB) is quickly becoming a popular tool for aligning a company’s vision and product direction with the needs and priorities of its best customers. If your company is thinking about sponsoring a CAB, or if you want to compare how companies are using theirs to achieve competitive advantage, check out my new two-volume set of guidebooks about CABs.

3 steps to improving your positioning & messaging

How well are your lead gen programs performing? Be honest. When lead generation programs fail, they do so mainly because the messages communicated are irrelevant or ill timed for the target audience. We, as a society, have become so used to information overload it’s become the white noise of the marketplace. The knee-jerk reaction from companies is the “ready, fire” execution of promotional offers. It’s easy to fall into the trap of believing that volume replaces the need to “aim.”