The informative book guides you through Messages that Matter’s approach to positioning step-by-step. You’ll learn how to stand out from the crowd in your market by making a claim that is unique and important; it addresses the target audience’s No. 1 problem.
The second edition of “Positioning Made Easy: Fast Track to Marketing Success” includes summaries of each chapter, tips, reminders, exercises, scenarios and links to relevant blogs written since 2014 by Messages that Matter co-founder Lawson Abinanti, who compiled and wrote the book.
By following the steps outlined in the book, readers avoid these problems that keep many B2B software and technology companies from claiming a position in their market:
- Failure to make a claim that is important to the target buyer;
- Lack of differentiation;
- Inconsistent execution of a positioning statement and failure to tap into the power of repetition.
“Fast Track to Positioning Success” emphasizes the importance of identifying the No. 1 target buyer’s most pressing problem, and then creating positioning statement options that solve that problem or one of the top problems. Once viable positioning statement options have been identified, they need to be tested for uniqueness.
How to differentiate is covered extensively in the book, and has a companion perceptual mapping tool that makes it easy to see how your company is positioned relative to the competition.
But an important, unique positioning statement is useless unless it is consistency executed in all marketing communications, and repeated over and over for an extended period of time. The book explains that target buyers will listen when sellers demonstrate an understanding of their problems, and clearly communicate the benefit it offers to solve the problem. Then keep repeating it over and over.
The book complements Messages that Matters’ workshop that is offered on-line or on-site. The book costs $159 and includes the perceptual mapping tool.
You can download a summary of the book that provides a quick overview of the Messages that Matter approach to positioning.
The first version of the book was released in July, 2016. It was based on work done by Barry Briggs soon after he and Abinanti co-founded Messages that Matter in 2001. Briggs’ original book was six pages. The core concepts are as relevant today as when Briggs developed the foundation for positioning while at Microsoft in the mid-1980s.
Please fill out this form to get the free eBook or click here to purchase the $159 version: