Let’s start with a simple truth: positioning isn’t about changing your product. It’s about changing how people see it. Imagine you have a fantastic pair of running shoes. You could position them as the best for marathons, perfect for casual joggers, or even stylish for everyday wear. Same shoes, different stories.

So, how do you find your story? Let’s walk through it together.

Start by understanding your current situation

Before we jump into fixing things, let’s see where you stand. Ask yourself:

1. Can everyone in your team explain what your product does in the same way?
2. Do customers quickly get why they should buy from you?
3. Are you often compared to the wrong competitors?

If you answered “no” to the first two or “yes” to the last one, your positioning might need some work. But don’t worry, that’s what we’re here for.

The Five-Step Positioning Process

Now, let’s roll up our sleeves and get to work. Here’s a simple process you can follow:

1. Understand your customers: Talk to them. Find out why they chose you. What problem did you solve for them?
2. Know your real competitors: These aren’t always who you think. Ask your customers who else they considered.
3. Find your unique strength: What can you do that others can’t? It might be something you take for granted.
4. Identify who cares most: Not everyone will love what makes you unique. Find the people who do.
5. Craft your story: Bring it all together. Tell people who you’re for, what you do, and why you’re different.

Let’s see this in action. Say you sell an email marketing platform. After digging into user feedback, you discover they rave about your intuitive drag-and-drop builder and pre-designed templates. Competitors force users to code custom emails. You realize small businesses with limited design resources value this most.

Your positioning could be: ‘Stop coding emails! Build beautiful, high-converting campaigns in minutes with our drag-and-drop builder and pre-designed templates. Perfect for busy small businesses.

Here’s a template for writing a SaaS positioning statement:

For [target customer] who value [key benefit your product offers], our [SaaS category] is the only one that [unique selling proposition].

Let’s break it down:

– [Target customer]: Identify your ideal customer. Who are you solving problems for? Be specific (e.g., small businesses with limited design resources).

– [Key benefit your product offers]: What’s the main advantage your product provides? Focus on what users care about most (e.g., intuitive drag-and-drop builder).

– [SaaS category]: Briefly describe your product category (e.g., email marketing platform).

– [Unique selling proposition]: Highlight what sets you apart from competitors. This could be a specific feature, benefit, or approach (e.g., the only one with drag-and-drop builder and pre-designed templates).

Here’s an additional tip: Keep your positioning statement concise and clear. Aim for something you can easily explain in a sentence or two.

Now, put your positioning statement to work

Now that you have your positioning, use it everywhere. Your website, your ads, your sales pitches – they should all tell the same story. It might feel repetitive to you, but remember, most people aren’t paying as much attention as you think.

A good test is the “stranger test.” Can a stranger understand what you do and why it matters in 30 seconds? If not, keep refining.

Keep analyzing and revising

As your product grows and the market changes, you might need to adjust. That’s okay. Big companies do this all the time. Just make sure any changes are based on real feedback from customers or significant shifts in your industry.

Frequently Asked Questions

1. How long does it take to setup product positioning?

It can take anywhere from a few days to a few weeks. The important thing is to start. Even an imperfect positioning is better than none at all.

2. Do I need to hire someone for this?

Not necessarily. If you’re just starting out or have a simple product, you can do this yourself. But if you’re struggling or have a complex offering, an outside perspective can be helpful.

3. What if I can’t find anything unique about my product?

Look harder. Talk to more customers. Sometimes your uniqueness isn’t in the product itself, but in how you deliver it, who you serve, or the problem you solve.

4. Is positioning the same as branding?

Not quite. Positioning is about your place in the market. Branding is your overall image. Think of positioning as the foundation, and branding as the house you build on top.

Wrapping Up

Good positioning makes everything else easier. It helps customers understand you, makes your marketing more effective, and can even guide product development.

Positioning is about understanding your strengths and the people who value them most. With clear positioning, you’re not just another option in the market – you’re the right choice for the right customers.

Now, go make your product stand out. You’ve got this!