I’ve already talked about product launches in my recent On “Go-to-Market” post, but having worked in product marketing for some time, I know that there are a lot of tasks that your firm has to perform even when you’re not launching a new product.
One of those tasks is product positioning. And it’s important.
Six questions for product positioning
There are some complex ways to define product positioning, probably even at the level of Shipley 96-step complexity. But when I can, I gravitate for the simple.
Here’s how I define product positioning:
(UPDATE OCTOBER 23, 2023: “SIX QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU IS SO 2022. DOWNLOAD THE NEWER “SEVEN QUESTIONS YOUR CONTENT CREATOR SHOULD ASK YOU” HERE.)
- Why your product (or service) exists.
- How your product benefits your customers.
- What your product is (but note that I asked the first two questions before this one).
- Other facets of your product (goal, benefits, target audience—if this is new to you, catch up by reading my e-book on the six questions your content creator should ask you).
Why the questions matter
If your product suddenly disappeared from the world, would your target audience (or, in marketing-speak, personas) care?
Would your target audience be just as happy with the competitive offerings, or would the target audience lose out if your product’s distinctive benefits were suddenly no longer available?
There are a number of popular memes that ask you to remove one popular food from a list of foods. What would happen if, instead of asking about pizza and tacos, you asked your target audience about your product and eight others? Would your product survive the cut, or would your prospects happily dump it?
Position your product so that it always remains top of mind for your prospects.
- Answer the questions above.
- Create content that is focused on the customer (not focused on your firm).
- Create content that explains benefits (not features) to your prospects.
Bredemarket 
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