Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It

Last, it has to be possible to demonstrate that this subsegment has a very specific and important unmet need.

Pricing and margin

For these types of businesses, it’s very important that the positioning is embodied in the way your salespeople frame the product, particularly on a first sales call.

Market categories help customers use what they know to figure out what they don’t.

Once we narrowed in on the happiest customers, we went looking for the reasons they were so satisfied while others were not. What was

Attributes or features are a starting point, but what customers care about is what those features can do for them.

You get the advantage of a well-defined category without the stiff competition.

Be broad and creative with the attributes you list. They could be a proprietary process, expertise in a special area, distribution channels, partnerships or special skills. Tech companies usually think of features first, but it is helpful to dig deeper into the full range of what makes the offering and the company unique. For service companies, the

Your target market is the customers who buy quickly, rarely ask for discounts and tell their friends about your offerings.