Product Positioning Statements
You should have product positioning statments that are used as talking points when speaking with the press. Most of these would be the same 4-5 key selling advantages (value proposition) that you
would have highlighted within your product collateral (packaging, sell sheets, product slicks, shelf hangers, etc.). Each set of messages to the press, however, is targeted for the respective
audience. Following are examples:
Corporate Umbrella Statement.
This is a statement that explains how your company is positioned within the market, followed by how the product fits within the companies product portfolio. For example, your company might
specialize in Sales Force Automation. You would have a positioning statement for how your company fits within the market (producing the only cross-platform solution, the price/performance
market leader, etc.) or your product may be an add-on to an existing CRM application like Siebel
Product Positioning (Value Proposition).
You would identify key selling advantages such as fastest, best features for the money, the industries best seller, the most compatible, the cheapest, the only one, etc. The specific positioning
(unique benefits) would also be tailored to the specific audience. For example, you might stress ease of use to a consumer/trade publication, while stressing the products’ ability to increase
add-on sales to a reseller publication.
To assist you in creating your product positioning statements (unique value proposition), I would highly recommend, “The Product Positioning Handbook,” by Merrill (Rick) Chapman. You
should also check out, “The Product Maketing Handbook for Software,” by the same author.
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