Content Jam 2015: Great Content Starts Here: Positioning is More Than a Statement by Susan Silver

November 5, 2015
GREAT CONTENT STARTS HERE:
POSITIONING IS MORE THAN A STATEMENT

TODAY’S TAKEAWAYS
1© 2015 Argentum Strategy Group. All Rights Reserved.
5 things you need to know to to talk clearly about your company
Using your positioning statement to create personas
Using positioning as a springboard for messaging
How to refine your company's existing positioning

5 KEY ELEMENTS OF EVERY
VALUE PROPOSITION
Unmet
Need
Reasons
to Believe
Competitive
Set
Point of
Difference
Target
2

BASIC POSITIONING FORMULA
To ________ with ______, your company is the ____________
that __________________________ because ___________,
___________, and ___________.
Target Need Competitive Set
Unique Point of Difference Reason to Believe 1
Reason to Believe 2 Reason to Believe 3

UNMET
NEED
© 2015 Argentum Strategy Group. All Rights Reserved.

1. UNMET NEED
D E F I N I T I O N :
What customer
problem does
your product or
service solve?

NEW EXERCISE MACHINE
X Replace Old Equipment
Keep Costs Low
Bring in Hot New Trend
X
X
Target:
Purchasing people at large health
club chains
Their Needs:

Need a deeper
understanding
of their
customers
Dissatisfied
with their IT
department’s
ROI
Want more
cost-efficient
printing
flexibility
Need to
do technical
training
in multiple
locations
Want to
Be sure can
live the way
they want in
retirement
UNMET NEEDS
Want their
golf swing to
be more
consistent

RUNNING EXAMPLE:
ALLEN BROTHERS STEAKS

Want to eat
the very best
steaks possible
at home
!!
ALLEN BROTHERS UNMET NEED

TARGET

Who is the
customer
who has this
unmet need?
2. TARGET

WHO IS YOUR BULL’S EYE CUSTOMER?
X! X! X!
X! X!

Property
managers of
dwellings
with 500+ units
!
Upper income
moms with
kids 2-12
!
People who
have friends
with cancer
!
Owners of
business
with under 1K
employees
!
People
touched by
Dystonia
!
Owners/operators
of multi-unit
health club chains
with 5-40 locations
TARGET

TARGET = PERSONA
Age
Role/Function
!
Geography
Size or Income
Behaviors
Kids
Attitudes
Activities & Interests

USE BASIC RESEARCH TO GATHER
FACTS ABOUT YOUR KEY BUYER
•  Customer interviews
•  Zip codes from online shipping info
•  Call reports from sales people
•  Survey data*
•  Tallying shoppers by hand
•  Trade show observation

“BUT I HAVE SEVERAL TARGETS…”
CHOICE

MARKETING TARGET
Two!Targets!
Single!Focused!Target!

Affluent Men 55+
!!
ALLEN BROTHERS TARGET

Demographics
• 55+
• Male
• Income $200K+!
Attitudes
• Great steak is worth paying more for
• It’s possible to purchase great food online!
Behaviors
• I am comfortable shopping online for food
• My wife and I eat out frequently
• I shop in gourmet stores in addition to chain
grocery stores
• We primarily eat Allen Brothers for special,
but non-holiday meals
• I often give Allen Brothers steaks as gifts
ALLEN BROTHERS TARGET

COMPETITIVE
SET

Family!Dinner!
3. COMPETITIVE SET
Kids’!Meal!
Teen!Snack!
Side!Dish!
What are you?

The online prime meat company
!!
ALLEN BROTHERS
COMPETITIVE SET

POINT OF
DIFFERENCE

4. POINT OF DIFFERENCE
Why is your
company/product
unique?
It’s NOT Your Price
X

You don’t want to
compete on price alone
!!
PRICE CAN BE THE COST OF ENTRY BUT
IS NOT THE BEST DIFFERENTIATOR
If someone can undercut your
price, you’ll lose the business
!!
$
!!

DON’T BE THIS

!!
!!
!!
THE BEST POINTS OF DIFFERENCE
CLEARLY MEET THE UNMET NEED
Unmet Need Point of Difference
Company A
Want the time their kids spend
without them to be enriching
Company B
Spending too much time
recruiting and hiring
Company C
Want to sweeten my coffee
without adding calories
Helps kids become better
thinkers
Never read an unqualified
resume again
Make your beverages taste
more flavorful.
!!
!!
!!

TOOLS TO HELP IDENTIFY YOUR
UNIQUE POINT OF DIFFERENCE
Interview your customers
• Why they love you
• Why they repurchase from you
• Why they chose you in first place
List all features and
benefits of your product!
What do you invest
in as a company?
Think backwards:
What can go horribly wrong if
someone makes a bad category
purchase decision?

ALLEN BROTHERS
POINT OF DIFFERENCE
Delivers to your home the very best
steaks you can get anywhere

REASONS
TO BELIEVE

5. REASONS TO BELIEVE YOUR
POINT OF DIFFERENCE
What evidence
do you have that
this is true?
Awards/Credentials
Proprietary Process
Quantifiable

Only 1 in 40
qualified
teachers is hired
!
Easy-to-use
hiring software
!
Consistent
monthly bill
!
They write the ads
for you
Certified 6k+
correctional
healthcare
professionals
including a former
surgeon general
Proprietary
contract attorney
vetting and
training process
Have in-packed
over 1B 2D and 3D
items
!
One click/
5 minutes
to switch
REASONS TO BELIEVE

ALLEN BROTHERS
REASONS TO BELIEVE
1.  Leading purveyors of USDA prime beef in the US
2. Their meat served in the very best steakhouses in America
3. Every piece of meat is hand selected, hand cut and aged
by their master butchers

ALLEN BROTHERS
POSITIONING STATEMENT
To affluent men 55+ who love steak and want to eat the very best
steaks possible, Allen Brothers is the online prime meat company
that delivers to your home the very best steaks you can get
anywhere because
1.  They are the leading purveyors of USDA prime beef in the country
2.  Their meat is served in the very best steakhouses in America, and
3.  Every piece of meat is hand selected, hand cut and aged by AB’s
master butchers

Template worksheet available at
argentumstrategy.com in Resources section
To ________ with ______, your company is the ____________
that __________________________ because ___________,
___________, and ___________.
Target Need Competitive Set
Unique Point of Difference Reason to Believe 1
Reason to Believe 2 Reason to Believe 3

POSITIONING
TO
MESSAGING

LAY OUT YOUR POSITIONING IN A
HANDY CHART
Element! Positioning! !
Target! Tech savvy/forward seller agents
!
Unmet need! Want to get more listings
!
!
Competitive Set! Real estate marketing tool
!
Unique POD! Helps you innovate/be on the cutting edge by
marketing listings in a way that no one else can
!
!
RTB1! Helps the listing stand out in a crowded field
!
!
RTB2! More motivated/qualified buyers
!
!
RTB3! Create an intensity of buyer engagement
before the open house even happens
!
!
38!

WHAT DO YOU WANT TO SAY TO YOUR
TARGET?
Element! Positioning! Foundational Messaging!
!
Target! Tech savvy/forward seller agents
!
X
Unmet need! Want to get more listings
!
Win more listings!
Competitive Set! Real estate marketing tool
!
X
!
Unique POD! Helps you innovate/be on the cutting
edge by marketing listings in a way
that no one else can
!
•  You will have a more
effective way to
showcase seller’s
homes than other
agents
•  You will be able to
market your listings
better than anyone else!
! 39!

WHAT DO YOU WANT TO SAY TO YOUR
TARGET?
Element! Positioning! Foundational Messaging!
RTB1! Helps the listing stand out in
a crowded field
!
•  Unique immersive showcase
•  People will remember your listing
RTB2! More motivated/qualified
buyers
!
•  Sell faster, get more money!
•  Helps you expand the pool of
buyers to people who don’t live in
the area - they can have an open
house experience any time
RTB3! Create an intensity of buyer
engagement before the
open house even happens
!
•  Differentiate your program by
adding a pre-open house “buzz
builder” step
•  More motivated open house
attendees
40!

THANK YOU!
Susan Silver
ssilver@argentumstrategy.com
312-337-7730
www.argentumstrategy.com

Content Jam 2015: Great Content Starts Here: Positioning is More Than a Statement by Susan Silver

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Content Jam 2015: Great Content Starts Here: Positioning is More Than a Statement by Susan Silver