Mastering product positioning made easy

Product positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence that, exactly?

It starts with developing a positioning statement that unites and aligns your marketing, sales, product development, and engineering teams. This statement clarifies the value you offer to a specific target market. And to successfully execute this statement, you need 3 things, and this online course delivers what you need to know:

  1. How to become a positioning master
  2. How to become  savvy in organizational politics
  3. How to boost your teamwork skills.
How to build, critique, and apply positioning statements

Mastering Product Positioning is an online course designed for busy marketers and product managers. Learn how to build, critique, and apply a positioning statement to your business.

The positioning statement is not just a template. It embodies an entire approach that puts the customer in the center of your universe.

I’ve written a lot on this subject in the past, and now I’m pleased to introduce you to a new online course entitled, Mastering Product Positioning.

This new online course teaches you everything you need to know about positioning statements. Specifically, you’ll learn how to work cross-functionally to build them, critique and tune them, and apply them to your products and business.

Mastering positioning statements is a skill that every marketer needs to have complete confidence in. Whether you are a novice to marketing or a veteran, this course will help you hone your skill set. And these skills will help you become a better marketer and a more valuable executive.

Check it out. Preview some of the lectures. Let me know what you think.

Check out the new online Persona course for B2B marketers

A new online course for B2B marketers

Create High Impact B2B Personas in 4 Easy Steps

A new online course for B2B marketers

Limited time offer: Now only $25 (a $96 value!)

The key to accelerating any revenue growth is found in how well you understand your target audience and what makes them tick. This isn’t new information. We have all heard the advice. The challenge? In the rush to get to market, we don’t always make the time. That’s why I created this new online course. Now you can download the template and master the persona exercise.

If you are already a reader of this blog, you’ve read about the technique and seen some examples. This new online course let’s you practice what you’ve read about. Not only that, you can build a persona for your business as part of the online course.

The course takes about 2 hours to complete, but you can work at your  own pace by stopping and starting the lessons as your schedule permits.

  • Download the persona template for B2B marketers
  • Review and critique B2B persona examples
  • Learn how to apply the template and the exercises to your own business
  • Expand your marketing experience as you build and hone your persona skills online and on your terms
  • Evaluate your success by comparing your knowledge via our pre- and post-course assessment quiz
  • Earn the B2B persona certificate, showing your mastery of this technique

Good luck, and good marketing!

Mike

3 Marketing Lessons I’ve Learned from Walking My Dog

Sometimes marketing lessons come when you least expect them. Here are three marketing lessons I’ve learned from my dog, a 2 year old English springer spaniel named Kerrigan. Continue reading

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. Continue reading

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. Continue reading

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. Continue reading