Post on 27-Mar-2015
Message and Positioning101
Camberley BatesBates Strategy Group, Inc.
www.BatesStrategyGroup.com
If you can remember one thing…
For who, Does what, Unlike*
*Geoffrey Moore, Crossing the Chasm
www.BatesStrategyGroup.com
For Who?Business?? Consumer??
Or Both???
www.BatesStrategyGroup.com
For Who?
Be Very, Very, Very, Very Descriptive
Know the primary, secondary and influencers.
www.BatesStrategyGroup.com
What “For Who” looks like…
1. For researchers who have to analyze large data sets and solve visual problems.
2. For landscape architects who need an easy to use design tool.
3. For people who need to make sure their data is secure.
www.BatesStrategyGroup.com
Does What? What pain of mine
do you solve?
How do you improve my life?
How do you improve my business?
Can you quantify the value?
Is this enough to get me to change?
www.BatesStrategyGroup.com
Does What? - Your Identity
Your actual widget or service
Make it in layman’s terms, the lowest common denominator
21
www.BatesStrategyGroup.com
What “Does What” look like…
1. For researchers who have to analyze large data sets with visual problems. We enable you to develop predictable, repeatable math routines, with simple to use software.
2. For landscape architects who want an easy to use design tool because I don’t have time to invest in huge app like autocad. We are a highly intuitive tool that you can master in 15 minutes.
3. For people who need to make sure their data is secure. We are a simple and safe way to back up all the important stuff on your computer. A copy of your data is stored in a secure, remote location for safekeeping, so that in the event of disaster your data is always retrievable.
www.BatesStrategyGroup.com
The Missing Link in 90% of Positioning
“UNLIKE”
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Unlike - Who is your competition?
Whole Foods?
CB Potts?
Capitol Grill?
www.BatesStrategyGroup.com
What “Unlike” looks like… 1. For researchers who have to analyze large data sets
with visual problems. We enable you to develop predictable, repeatable math routines, with simple to use software and without extensive programming and complicated analysis.
2. For landscape architects who want an easier to use design tool because I don’t have time to invest in huge app like autocad. We are a highly intuitive tool that you can master in 15 minutes without knowledge of technology.
3. For people who need to make sure their data is secure. We are a simple and safe way to back up all the important stuff on your computer. A copy of your data is stored in a secure, remote location for safekeeping, so that in the event of disaster your data is always retrievable. No software, no hardware, no tapes, just simple 3 steps to protection.
www.BatesStrategyGroup.com
Exchange you Company for a Competitor
If you can place your competitor’s name in your “About Us” statement, you got some work to do.
www.BatesStrategyGroup.com
If you can remember one thing…
For who, Does what, Unlike
Questions?
Camberley Bates303.956.4284 |
cbates@batesstrategygroup.com
Want more?Finding Value, Creating Conversation
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