If you have no clue what positioning is about, this post is for you.
We live in a world where most of the products are invisible, people don’t know you and you have to make yourself visible for them to know you exist, but you know that already.
So positioning, according to Ries&Trout, is the solution to stand out in a saturated market, full of products and promotional messages. They concluded that when consumers are presented with too many options, they tend to compare and classify the solutions. Positioning is the act of giving that consumer a map of the actual panorama to indicate him why one solution is better than others. Namely, positioning aims to create a leadership position in the mind of your client.
This is important for the consumer to:
- Pay attention
- Quickly understand what you are offering
- Understand even quicker why your offer is better than others
But, what does positioning mean?
Positioning uses what people know, to help them understand what they don’t know.
In other words,
You want to present your product to a person who doesn’t know this product, let’s call this person, ‘a prospect’. This prospect, to whom you’ve presented something new, will try to use what he knows in order to discover what he doesn’t know. That is to say, the first time he hears about your product, he will naturally try to compare it with products he already knows, in order to understand what you are offering him and that he doesn’t know.
So why don’t we let consumers categorize our product? Why not give them our product and let them decide what it is? Truth is your clients will happily position your product for you if you let them, not only that, but they will be very quick to pair its most obvious characteristics to a category they are familiar with.
The problem is that, if the best characteristics of your product are difficult to understand or they are not common, they will ignore them and focus on things they know and that are easier for them to understand. As a result, they will most likely put a very innovative product inside a category where it will never thrive.
All this to tell you that deliberate positioning is the best opportunity of putting the best characteristics of your product in the center. If done well, it is enough to avoid bad assumptions and can make a difference from a sale. In order to do this, the first thing is to know your product’s strengths and if you are lucky, its best characteristic will become the most obvious one.