Message and Positioning 101 Camberley Bates Bates Strategy Group, Inc

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


For Who?Business?? Consumer??

Or Both???


For Who?

Be Very, Very, Very, Very Descriptive

Know the primary, secondary and influencers.


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.


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?


Does What? - Your Identity

Your actual widget or service

Make it in layman’s terms, the lowest common denominator

21


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.


The Missing Link in 90% of Positioning

“UNLIKE”


Unlike - Who is your competition?

Whole Foods?

CB Potts?

Capitol Grill?


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.


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.


If you can remember one thing…

For who, Does what, Unlike

Questions?

Camberley Bates303.956.4284 |

[email protected]

Want more?Finding Value, Creating Conversation

Blogwww.batesstrategygroup.com/blog

B2B Marketing Examiner

mailto:[email protected]

http://www.batesstrategygroup.com/blog

http://www.batesstrategygroup.com/blog

Documents

Message and Positioning 101 Camberley Bates Bates Strategy Group, Inc