Tag Archives: positioning statement

Is it time to finally document your positioning statement?

Here’s a two part question: 1)  can you tell me, in a simple sentence, how your product is positioned in the market? 2) Now, how many people in your marketing team would give me the same concise answer if I asked them? If you hesitate, it’s time to document and share your positioning statement.

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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.

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,


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

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. Continue reading

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.” Continue reading