Bad Positioning = Bad Marketing

Mark Evans
2 min readSep 14, 2022

The biggest mistake made by fast-growing companies is:

Positioning that fails to reflect their customers’ needs, aspirations, and desired experiences.

Instead, their positioning is product-centric and leans hard into features.

It’s an across-the-board problem because positioning is seen as an afterthought or a nice-to-have.

It’s usually done with little or no research based on assumptions or educated guesses.

To make matters worse, a lot of positioning is rarely updated to reflect changes in a company’s product, customers’ interests, or the competitive landscape.

It explains why so many Website homepages are confusing, incoherent and fail to make an impact.

In an ideal world, positioning maps out:
- what you do or make
- the people who matter to you (prospects, customers)
- why what you do matters (aka benefits)
- how you’re better, different, or unique

It’s pretty basic, right?

So riddle me, why everyone company doesn’t have great positioning?

Maybe, they don’t care. Maybe, their products are so good that positioning doesn’t matter.

Personally, positioning matters more than ever.

It underpins marketing and sales and provides a company with a consistent and compelling way to go forth and multiply.

You’re spinning your wheels without good positioning while competitors attract and engage more prospects.

Your Website suffers low conversions and high bounce rates, sales decks fail to resonate, and advertising sports low ROI.

Your company simply can’t afford to operate with bad positioning.
A simple test to see if you’re positioning works:

Ask someone (not a friend or colleague) to take a quick look at your Website and then say what your company does, or use a feedback service like SenseCheck.

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Mark Evans

A fractional CMO for B2B SaaS looking to attract & engage better prospects. I focus on positioning, planning, and content-driven marketing.