Positioning & messaging
To identify white space opportunities for creating differentiated positioning; and developing and validating which messages are most appealing, believable, unique and drive action.
Key Questions Answered:
Should you position on attributes, benefits, category leadership, use case, user, price?
How do your competitors’ position?
Which messages are table stakes? Which differentiate you?
What words that you use are most appealing? Most detracting?
How believable is your message?
Which messages drive action – Interest in learning more? Starting a trial? Contacting sales? Clicking through?
paradoxes approach
Comparative positioning & messaging analysis
IDI’s & Focus groups
Quant surveys using stack ranking, Max Diff, highlighter exercises, and other message testing techniques.
Positioning overview
Types of positioning
Competitive positioning analysis
Example positioning & messaging framework
Pathos, logos, ethos arguments