Webinar Recap | Beyond the Buzzwords: Practical Positioning for Real Results
If you've ever felt like you're shouting into the void when trying to explain what makes your product or service unique, you're not alone. We've all been there, struggling to stand out in a sea of competitors and wondering why our marketing efforts aren't quite hitting the mark.
I recently had the pleasure of hosting an incredibly insightful webinar with positioning expert Jacki Brown. And I thought I’d give y’all a quick summary and share some of the key takeaways.
Why Positioning Matters (It Really Does)
First off, positioning isn't just marketing jargon. It's the foundation of your entire marketing strategy. As Jacki put it, "Positioning really is one of the first things you need to think through."
It's about clearly defining:
Who you are
What you do
How you're different
Who you serve
Get this right, and everything else falls into place. Get it wrong, and get ready to face significant challenges.
The 5-Step Positioning Process
Jacki broke down positioning into four key components:
Market Category: What are people searching for when they look for a solution like yours?
Distinct Features: What unique things does your product or service offer?
Unique Value: What benefits do those features unlock for your customers?
Ideal Customer Characteristics: Who exactly are you serving?
Bonus: Competitive Alternatives: Who are you up against (including indirect competitors)?
Pro tip: Don't skip the competitive analysis! As Jacki shared, "Being mindful of what's going on with the competition is super important."
Cut the Fluff: The Power of Clear Messaging
We all tend to fall into the trap of using buzzwords and jargon, but as Jacki pointed out, it undermines your messaging.
Remember: "The more simple you can be, the better."
Your potential customers are real people with real challenges. Speak to them like humans, not robots. And avoid these common go to phrases we marketers looove to use…
Action Items to Improve Your Positioning
Ready to put this knowledge into action? Here are some concrete steps you can take:
Download Jacki's positioning template and fill it out for your business. (It's incredibly helpful!)
Gather your key stakeholders for a positioning workshop. Get everyone in the same room to refine your messaging.
Review your website and marketing materials. Are you clearly stating your market category? Can visitors quickly understand what you do?
Create a "fluff words" list of your own. Challenge yourself to eliminate these from your messaging.
Talk to your customers! Get their perspective on what makes you unique.
The Real Value: Alignment and Iteration
What’s important to remember is that positioning isn't a once-and-done deal. It's an ongoing process that requires constant refinement. As Jacki pointed out, "You have to keep looking at it and revisiting it."
The key is getting alignment across your entire team. When everyone's working from the same positioning document - or singing from the same song sheet - great things happen.
Ready to Transform Your Marketing?
I've only scratched the surface of all the valuable insights packed into this webinar. If you're ready to take your positioning from adequate to excellent, check out the full replay.
I think it’s a worthwhile way to invest 30 minutes that could significantly improve how you approach your marketing.
To be an effective marketer, focus first on clear positioning. Not only will it help to cut through the noise and make your message heard, but it will be a strong foundation on which you’ll be able to build a strong sales and marketing house!
