B2B Positioning: How to Stay Specific As You Scale
Positioning & messaging teardown, with Anthony Pierri
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Your consulting services: Define what you do, the problems you solve, and the results you create. Your value proposition: Get clear about why solving the problems matters to your ideal clients. Your differentiators: Define your experience, expertise, and unique approach to solving problems and creating the results your ideal clients want. Your bran
... See moreMelisa Liberman • Grow Your Consulting Business: The 14-Step Roadmap to Make Your Independent Consulting Goals a Reality
We start with Competitive Alternatives, or what would customers do if our solution didn’t exist. Once we have that, we can ask ourselves, “What do we have that the alternatives do not?” That gives us a list of Differentiated features or Key Unique Attributes. We can then go down that list and ask ourselves, “So what for customers?” Put another way,... See more
April Dunford • A Quickstart Guide to Positioning
Great positioning takes into account all of the following: The customer’s point of view on the problem you solve and the alternative ways of solving that problem. The ways you are uniquely different from those alternatives and why that’s meaningful for customers. The characteristics of a potential customer that really values what you can uniquely d
... See moreApril Dunford • Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Those similar scenarios are possible when positioning presents you with that opportunity. So the initial pattern presented itself because I was working with a very specific, identifiable subgroup of clients (marketing firms, privately owned, smallish, run by a deeply involved principal) because my positioning delivered repeating scenarios.