Bridging the gap between positioning and messaging

Developing positioning is great, but what happens next?

How do you transform positioning into a business catalyst?

A client is in the midst of an in-depth positioning exercise.

We’re looking to stand out and stand apart within an ultra-competitive landscape.

After developing positioning, we’re creating a “story deck.”

It’s kind of like a sales deck but focused on:
• What the company delivers to customers
• Its different/unique approach
• The industry challenges that its technology addresses.

As the deck is developed, the company’s COO is helping in a few ways:
• Providing commentary and ideas to make it more relevant and impactful
• Sharing with internal stakeholders for their reactions and feedback
• Teasing the story within sales meetings to see if it resonates.

So far, the narrative is working, and there’s growing confidence that it is the right story at the right time.

Soon, I expect the story will appear on:
• The website, particularly the home, product and about pages
• Sales decks that lead with the story, not the platform’s features
• Social media profiles
• Content marketing and weaved into blog posts, videos, and guides
• Customer success activities to build brand loyalty
• The product development roadmap

My POV is that positioning underpins everything: marketing, sales, HR, product development, and raising capital.

The ROI happens when positioning is embraced and integrated into a company’s DNA.

Note: If you want insight into improving your positioning, I’m doing a virtual (and free) workshop on April 7 at 10 am EST.