Major Marketing Malfunction #2
Part 1 – The Issues
Positioning your organization or offering: irresistible or unappetizing? No distinction has no appeal. Trout & Ries in their classic manifesto: Positioning calls it a “battle for the mind”. Furthermore, I would suggest if you don’t position yourself, the marketplace will position you … and it won’t be appealing! Just as a stock is foundational to making a soup or a sauce, positioning is foundational to marketing. In my thirty plus years of business experience I see poor positioning as one of the fundamental flaws in organizations’ marketing strategies.
Your organizations’ offering or your particular product or service offering must “own” a space in the marketplace that is uniquely yours. Your positioning must also be credible, defendable, and sustainable.
- Credible positioning means when challenged with the words: “prove it!” you can back up your claims.
- Defendable positioning means no one else can easily lay claim to your “space.”
- Sustainable positioning means that it works today, next week, and next year.
A simply irresistible™ positioning starts with your Extraordinary Value Proposition; don’t just have an ordinary boring value proposition. Literally make it “extra – ordinary!” [Read more…]