In Marketing High Technology (1986), author and celebrated Intel executive Bill Davidow warns that poorly thought out positioning damages a company's credibility because what the company says it is and what the customer demands do not coincide. So how do you build a long-time leadership position that customers find both authentic and valuable?
First, you must find out what are the most desirable perceptions (positions) that customers have of other companies in your market, and then you must determine whether your company's strengths match up with any of those perceptions. Honesty is essential in this analysis. It's risky to call yourself The Market Leader unless you have a consistent strategy to achieve and dominate a given position. This is the thinking that has to be firmed up BEFORE the promotional plan is defined and carried out.
As a B2B marketing writer, I have experienced first hand the value of positioning done right--especially when it is clearly stated and communicated throughout the organization. That way, when it's time to write the website copy, script the demo video, create the landing page, write the blog entry--the company's time and money can be spent on creating focused content instead of debating the position du jour.
Here's a really good article on the mechanics of writing a position statement: Marketing is not a Post-Processing Step
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