There are certainly hundreds of different things to say about your product. But in many situations it is important that you can break it down into a short and clear statement that makes your offer immediately tangible for your target group. Because potential customers, applicants, investors and co. only invest the necessary time to deal with it in more detail if they are motivated by the first clear message. Finding a precise positioning for your pitch is a long and difficult process – but indispensable for your market success. Here are seven tips to help you get closer to this:
Tip 1: Simplify is not equal to trivialize
Reducing a complex product with many features and different application possibilities to a single short message causes many to worry about trivialising their offer and not doing justice to it. But it’s more about capturing its unifying core – and communicating it. To overcome this concern, keep in mind that this is not the only thing you say about your product. Rather, it is the message that motivates your target group to let you tell them more about it.
Tip 2: Focus on the customer, not the product
The perspective is decisive for a functioning positioning message. Providers tend to describe their product based on its features. But these are only indirectly what your customers are interested in. You can reach them much better by highlighting the concrete advantages they gain from your product. So it is not your product from whose perspective you should formulate your positioning, but your target group.
Tip 3: You know more than your target group
A clear challenge in developing a positioning message that is as simple as possible is to put yourself in the position of knowledge and mindset of your target group. After all, you are extremely familiar with your product and the market, but your customer knows much less. Always helpful: Talk to representatives of your target group! You will quickly notice that they perceive your offer much more abstractly than you do. And that it may not be the features and benefits that first inspire your customers, that you consider to be the most groundbreaking. Get your target group where they are, so you don’t miss them.
Tip 4: Use a simple scheme for orientation
In order to ensure that your positioning satisfies certain information needs of your target group, you can orientate yourself on a simple scheme: To whom do you offer what with which special feature in which market environment? Or in detail:
- Who is your core target group and what is the common characteristic or problem of your representatives?
- What do you offer in concrete terms and what is their unique selling point?
- In what market environment does your offer operate? Give your target group a frame of reference they know. So that they can classify you more easily there and your advantages come out positively in comparison with what is conventional.
Tip 5: Messages for customers, not for colleagues
Remember that it is not about impressing other experts with the most eloquent technical language possible. Rather, it’s about getting potential customers, who may never have been in contact with a product like yours, closer to it. Speak a language as simple as possible, close to the reality of your target audience.
Tip 6: Work in a team and test your message
Do not develop your positioning alone, but together with your management team. It is important that you find a common language so that your message is communicated consistently to the outside world. Once you have found a message, test it on representatives of your target group and include this experience in the optimization of your positioning. Are you really understood exactly as you want it to be – reproducibly by different target group representatives? This is essential for finding your message.
Tip 7: Make your message your communication maxim
Once you have found a positioning that expresses your offer in a tangible, understandable and attractive way for your target group, make sure that it is the pivotal point of every communication measure and every contact between your target group and your brand. By communicating the same message to your target group at every touch point, you avoid inconsistent (and therefore less trustworthy) communication and anchor your message in their minds.
For advanced use: from positioning to slogan
If your positioning message is in place, you’ve already won a lot. You should be able to arouse the attention and interest of your target group. The supreme discipline is then to break down this still somewhat technical statement further into an emotional slogan. A classic example of this is Steve Jobs’ 5-word description of the introduction of the iPod: “1,000 songs in your pocket”. A very clear benefit for the customer, which everyone understands immediately and which, beyond the complex technology, meets the essence of this ingenious device from the customer’s point of view. If you succeed, you will reach your target group with just one sentence.
The development of a clear message for your positioning therefore requires that you not only understand your product in depth – but also your target group. This identification process can only succeed with the right preliminary work in this respect. The free search platform Companies and Markets offers a real relief in this respect.