Came across this thought-provoking quote by Bernbach recently: “Dullness won’t sell your product, but neither will irrelevant brilliance.” It’s quite the eye-opener, don’t you think?
As marketers, we’re always dancing this delicate dance – balancing our challenges with those of our customers. When these two worlds collide perfectly, that’s where the real magic unfolds.
Now, let’s wade into the waters of positioning. Here’s a perspective that might stir the pot a bit: in any crowded market category, not everyone’s going to fit. To truly carve out your space, you’ve got to unearth those little-defended niches. The goal? Make your product not just known but genuinely desired, ideally in the top 3 of your category.
Here’s a hard lesson I’ve learned: playing it safe in marketing has an expiration date. Sooner or later, you’ve got to dive into the depths of what your competition is up to. Get a feel for their offerings, understand their unique selling points.
But also, wear your customer hat for a moment – what would make you say ‘yes’ to your product? We’re gunning for reactions – either a satisfying “Oh yeah” where your product just nails it, or a challenging “So what,” which is all about making your product matter, resonate.
If you’re not there yet, maybe pump the brakes on those big, flashy campaigns. I’ve witnessed product leaders rush to launch with just a sprinkle of preparation, leading to, well, not much. The missing piece? A well-thought-out, comprehensive Go-To-Market (GTM) strategy that gets the customer buying process.
Remember, strong positioning doesn’t happen overnight. It’s a craft that takes a few iterations to perfect – to not just be first out of the gate but to be the best. So, invest that time and energy.
Positioning is more art than science, and it’s all about finding that sweet spot where your product doesn’t just meet market demand but becomes a crucial part of it. In a previous post, I shared a 2×2 framework to help sharpen your product differentiation. If you need a hand with your positioning or want to bounce around some ideas, feel free to drop me a DM or shoot an email to [email protected].
Let’s aim to do more than just launch products; let’s strive to make them indispensable. Happy marketing, folks! 🌟🚀
