A good marketing positioning is like a good lie. No, we are not suggesting that you lie when creating your company and product positioning. Anything less, in fact. But it is remarkable how closely the properties of a good position resemble the properties of a good lie.
Like an effective lie, an effective positioning statement should be:
1. Credible. A lie that no one believes is pretty useless, right? Well, the same thing happens with the positioning of your company or product. If it’s not believable, then it’s useless. Make sure the key elements of your positioning statement are rooted in truth, and that the claims you’re making about your company’s or product’s capabilities will pass the nose test of a jaded observer who’s seen it all before when it comes to of the extravagant. statements that many software and information technology companies insist on making.
2. Consistent. A weak lie will not stand up to scrutiny when judged on its consistency. Internal consistency, that is, ensuring that the various elements of the lie or positioning statement do not directly conflict with each other, is very important to ensure that the listener does not tune out your message. .
3. Simple. Remember when you were a kid and you tried to lie to your mom? You had invented a story so convoluted and complex that it was impossible to remember it while you were telling it. A positioning statement is the same way. If it’s so complicated that neither you nor your sales reps can remember it, you can be sure that your customers won’t either.
4. Convincing. What’s the point of telling someone something that isn’t interesting and doesn’t apply to them? If you risk lying, tell a lie that will at least captivate the listener. In the case of your company or product positioning, it must mean something to your target audience. Which means you better have done your homework on their hot spots beforehand. What is important to them? No? What benefits can not do without? Find out and make sure your ranking hits those notes.
Keep these caveats in mind when it comes time to position or reposition your company or product, and we can assure you that your audience will sit up and take notice.