Monday, May 17, 2004

A Press Release is Not Positioning

I've had way to many conversations with start ups recently where I've had to explain what positioning means, so I'll post a brief description here. First, what positioning is NOT. Positioning is not a press release. It is not an FAQ. It is not a list of key messages. It is not a competitive landscape. Positioning is statement which describes:

==> to whom a company is selling (if b2b that typically includes industry/title/responsibilities, if b2c that typically includes demographics/psychographics);

==> the problem you are addressing, as the target customer would characterize it;

==> how your product/service uniquely addresses this solution, including how it is different from the competition.

Once positioning is agreed upon, then an organization can develop messaging, which are the words that the company uses to communicate externally. The best way to do this is to develop a messaging bible which includes various descriptions of the company, including a press boilerplate, 50 word description, 150 word description, elevator pitch, etc.

So how many of your companies have written positioning statements and a messaging bible?

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