Visualize a scene at the airport: your heart racing with the urgency of each passing second, eyes alight with a mixture of hope and anxiety. You’re in line for a standby flight to Miami. When it’s finally your turn at the check-in desk, the words you choose can make all the difference.
A simple request, “Can I get on any flight to Miami?” Or
A personal, heartfelt plea, “I’m trying to make it home for my son’s soccer match tomorrow. I’ve already missed her last two games. Can you help ?”
This isn’t just a query; it’s a human story, one that can turn an everyday transaction into a poignant moment of connection.
Transition now to the world of marketing. Consider the launch of a new biodegradable, eco-friendly disinfectant.
The factual approach is straightforward: “It kills 99.9% of germs.” Yet, imagine weaving a narrative that resonates with deeper, more personal values: “Clean surface, cleaner planet.”
This is the crux of “positioning” – it’s not solely about the product but how it intertwines with the fabric of your audience’s values and emotions.
Now take HubSpot, for example. They chose to flip the narrative by pioneering the concept of ‘Inbound’. Their positioning was clear – instead of chasing customers, attract them with valuable, relevant content and interactions. This approach not only positioned HubSpot as an innovative leader in marketing automation but also resonated deeply with businesses striving for a more customer-centric, humane way of engaging with their audience.
Just like the traveler at the airport, HubSpot understood the power of a narrative that connects on an emotional level, turning the conventional marketing dialogue into a story of growth, connection, and mutual success.
This approach to positioning profoundly impacts your go-to-market strategy and execution.
I often advocate for the ‘two-chair’ method to gain diverse perspectives. Sit in the ‘Buyer’ chair and ponder, “What makes this product indispensable to me?” Then, shift to the ‘Marketer’ chair and contemplate, “If this were my money, how would I market this?”
Through this exercise, you observe the product positioning from dual viewpoints.
The objective? To craft a narrative that not only resonates on an emotional level but also creates a bond. Before you start spending your marketing budget, ensure that your product’s story is not just told but deeply felt.
A story that builds bridges, sparks engagement and leaves a lasting impression on your audience’s hearts and minds.
