If you think Positioning is a marketing exercise – you’re doing it wrong

If you think Positioning is a marketing exercise – you’re doing it wrong

Positioning a product today is radically different from what it was when the concept was first introduced. Anyone who has read Ries and Trout’s “Positioning – the Battle for Your Mind”, would be understandably left thinking that Positioning is an exercise completed by the marketing department (or marketing agencies) for the marketing department. The examples we have studied to learn positioning generally involve marketing teams coming up with creative ways to position products in advertising campaigns through the use of slogans or taglines or creative branding. Staking a claim to a market position, is merely a matter of telling the world about it (or so we have been taught). But things in the real world have dramatically changed. The first change is that Madison Avenue no longer controls the way customers perceive products. Buyers now have the means to research products themselves, and they do. Buyers are not only adept at ignoring (or simply blocking) most of the ads directed at them, they’re heavily skeptical of the few that do manage to break through. It may have once been possible to simply tell people what your product positioning was all about and have prospects believe you, that’s no longer the case. We’ve been lied to and we’re skeptical of what brands have to say about themselves. Advertising-saturated, noisy markets mean that positioning a product so that customers can understand it quickly is more important than ever. However, expressing that positioning to jaded, attention-deficient, skeptical markets is going to take more than just, well, more advertising. This is particularly true for new companies that don’t have the budget to even attempt to win...
How product framing can help grow your startup (or kill it)

How product framing can help grow your startup (or kill it)

I frequently talk to startup founders with innovative products that struggle to explain why their offering is really exciting. I frequently think the problem is really one of improper context setting or framing as I like to call it. What’s framing and why should you care? Framing is the act of providing context to help prospects understand what you are and why they should care. It works much like the opening scene in a movies does. In the opening scene of Apocalypse Now we see Martin Sheen punching a mirror in in filthy hotel room full of empty booze bottles and we have a pretty good idea about his emotional state of mind before we’ve heard a word of dialogue. Framing helps audiences quickly get oriented so that they can understand what’s going on and focus their attention on the action. New prospects are like people watching a movie. If we don’t let them in on where we are, who we are, and what we are about to show them, they might be left feeling confused, or worse incorrectly guess the answers to those questions. In general, startups are bad at framing. In some cases they don’t provide a frame at all, instead focusing on features or technology before they give prospects a clue about what they are in a broader since. More frequently however, I see startups provide a frame, just not a very good one. Startups will often place their products within a frame that fails to highlight their strengths and often puts their competitors at an advantage. This weak framing is often done unconsciously because they believe that there is only...

Marketing Strategy Hacks Presentation

I gave a talk at the Unbounce Conversion Road Trip this week. It was an awesome event with amazing speakers. I decided to go a bit deeper into my thinking around how you would test the underlying assumptions in your marketing strategy, in particular which buyers you are targeting and what market you are positioned in. There is a bunch of new content here that I’ll blog about in the future but in the meantime, here’s the deck. Marketing Strategy Hacks from April...
Marketing Strategy Hacks for Startups

Marketing Strategy Hacks for Startups

I do a lot of coffee meetings with founders looking for marketing advice. Most of the time people have a specific marketing problem but occasionally I meet with frustrated founders complaining that everything they’re doing on the marketing and sales side just simply isn’t working. Let’s put aside the very real possibility that there is a fundamental product or product/market fit problem (a big assumption but work with me on this one) – is it possible your marketing/sales strategy is getting in the way of the success of your company? In my opinion, yes that’s very possible. Can you hack your way out of this mess? Yes, again. OK, not always, but it’s worth poking around at a few things to see if it’s fixable.  If I was in charge of marketing for a company in that situation, here are a few things I would try: Hack the Definition of Your Buyer If you are selling to businesses there is often a separation between users, economic buyers and executives/approvers. Sometimes selling to the folks that hold the budget is the easiest way to get a deal done, but often it can be easier to either sell to the end users (who feel the pain most acutely and can champion your solution to the economic buyer), or the executive team (who might better understand the overall ROI of the solution across the organization). For example – at one company I worked at we started out targeting buyers in IT because they would ultimately be responsible for maintaining the integration of the solution with other systems. However IT saw the solution as risky and...

A Startup Marketing Framework (version 3)

Years ago when I was consulting for startups, I created something I called “A Startup Marketing Framework“. I used it mainly as a tool to describe the kinds of things that I could help folks with. Startups found it useful and it is still a popular piece of content on this site. Last week I had a startup pull out a printed version of the framework (from 2011 no less!) and I decided there were a couple of changes I wanted to make to it. Below is the new and improved version 3. Framework Assumptions As with previous versions, the framework does not attempt to cover things that I would consider to be more “Product Management” focused (like product roadmap for example). I’m taking a purely marketing point of view here.  The Framework also assumes that you have a product in market, you feel fairly confident that you have a good fit between your market and your offering and you are ready to invest in lead generation. If you aren’t there yet, there are things here you won’t need to (and more importantly, shouldn’t) worry about yet.   Lastly, my background is B2B marketing so like most content on this site, this has a B2B slant to it.  That said, I think most of it applies to a B2C startup. Market Knowledge Market Category and Segments – Based on your interaction with early customers, these are the segments that have the most affinity for your offering and are the target of your marketing efforts.  These need to be well-defined and very specific.  I’ve had folks ask me where buyer/influencer personas fit and I include those here as part...
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