A Lustratus REPAMA Guide to the Positioning Statement
I’ve just uploaded a document to Scridb which is based on a series of blog entries from the REPAMA blog.
In this series of 8 blog postings I described the format of the positioning statement that we use to help our clients capture their company or product strategy. I’ve finally got around to committing the description of the 7 elements…
- target customer/ideal client
- main pain/need or desire
- product name
- product category
- main reason to buy
- primary competitor or alternative
- the unique selling proposition – USP
…to ‘paper’. The document is embedded below and can be found on scribd.com.
[scribd id=23826456 key=key-15yeyrl8slzgx9uzm65p width=620]
Enjoy!
Danny Goodall
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Posted in All Blog Categories, marketing, Marketing Strategy, positioning, product marketing | 
alternative, competition, competitor, customer pain, ideal customer, main benefit, pain, positioning, positioning statement, primary alternative, primary reason to buy, product category, product name, unique sales proposition, usp | 
Leave a commentAudience Strata
In infrastructure software sales and marketing, Lustratus categorises the primary end user target audience as one or more of the following three categories:
- IT Technical – Represents the overtly technical disciplines within the IT organisation that have no management, strategic or commercial responsibilities
- IT Business – Represents the higher management levels of the IT organisation that have strategic and/or financial responsibilities
- Business – Represents the line of business functions outside of the IT organisation
Whilst there are many subtle distinctions between these these layers a general description of the types of positions and the role of they play in enterprise software sales for infrastructure software is shown in the diagram below:
Danny Goodall
Related posts that you might also… Continue reading
Positioning and the Positioning Statement
Positioning and the Positioning Statement
This page contains a summary of a series of blog entries I made during January and February 2009. It describes the format of the positioning statement that we use in the REPAMA competitive intelligence methodology. I refer to the concept of positioning and the positioning statement frequently so I wanted to pull them all together in once place. So here you are.
Danny Goodall
Links to Original Posts
The Positioning Statement
FOR… positioning element
WHO…positioning element
OUR…positioning element
IS A…positioning element
THAT PROVIDES…positioning element
UNLIKE…positioning element
OUR PRODUCT…positioning element
Part 1 – Positioning
Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, differentiation, go-to-market, ideal customer, marketing, Marketing Strategy, positioning, product category, product marketing, product name, reason to buy, Uncategorized, usp | alternative, audience, benefit, competition, competitive, competitor, customer pain, Danny Goodall, ideal customer, Lustratus, main benefit, messaging, offer category, positioning, positioning statement, primary alternative, primary reason to buy, product category, product marketing, product name, REPAMA, Strategic Marketing, target customer, unique sales proposition, usp | 1 CommentPart 2 – The “FOR [ideal customer]” element from the positioning statement
The Ideal Customer
As mentioned in the previous blog entry on the positioning statement, I’m going to continue to flesh out the details of the seven other positioning elements.
This time its the ideal target customer, so let’s first revisit the format of the positioning statement just to give us a context.
FOR [the ideal customer] WHO [has this specific pain or problem] OUR [product name] IS A[product category] THAT PROVIDES [this main benefit and reason to buy] UNLIKE [the primary alternative or competitor] OUR PRODUCT [has this unique selling proposition].
The ideal customer allows the organisation creating the positioning statement to express the characteristics of their ideal target customer for the… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, ideal customer, job roles, marketing, Marketing Strategy, positioning, product marketing, prospects | competition, competitive, Danny Goodall, esb, ideal customer, Lustratus, marketing strategy, positioning, positioning statement, product marketing, REPAMA, Strategic Marketing, strategy | Leave a commentPart 1 – The positioning statement
Positioning
Happy 2009! I’ve been in debate with a number of correspondents about the layout and format of the positioning statement that we use in the Lustratus REPAMA-based research. So I’m going to dedicate the next few blog entries to the positioning statement. I hope to answer the following questions.
- What is the positioning statement?
- Why use a positioning statement?
- What is the value of a positioning statement?
- What is the format of a positioning statement?
The first thing to say is that over the years, having worked with some of the best product marketing people in the industry, I’ve seen many different approaches to positioning and equally many different formats for positioning statements. Each of them,… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, ideal customer, marketing, Marketing Strategy, pain, positioning, product category, product marketing, product name, reason to buy, usp, Vendor-Related Posts | alternative, benefit, competition, competitive, competitor, Danny Goodall, ideal customer, Lustratus, main benefit, marketing strategy, oracle, pain, positioning, positioning statement, product category, product marketing, product name, REPAMA, Strategic Marketing, strategy, tibco, usp | 1 Comment
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Recent Comments
May 12, 2011 (12:01) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? Hmm. I really do like the name Sarah but what about my ego? If I were to call the index 'GoodRead...
May 12, 2011 (11:36) The Goodall Technology Reading Ease Index - How Complex is Your Marketing Copy? I suggest calling it the GoodRead Index. Maybe it's over-reaching a bit, but you'll just have to ...
October 14, 2010 (4:19) Truth Denied? The Software Appliance Revisited. I hope you could tell that I was being more than a little flippant here Jacques. Perhaps I should...
October 13, 2010 (1:56) Truth Denied? The Software Appliance Revisited. Allow me to disagrre. At a customer, we have used Datapower for years to process XML (BTW, it is ...
June 7, 2010 (4:38) New Report From Lustratus Research: A Competitive Review of SOA Appliances Pete,Thanks for your comments, and those of your colleague. I think Danny has answered the 'mar...
June 4, 2010 (4:03) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hi,I'd very much like to develop a point made in the report where it is asserted that software ...
May 6, 2010 (12:35) New Report From Lustratus Research: A Competitive Review of SOA Appliances Thanks for your comment Blake. This is a marketing-focused blog that looks at different vendors' ...
May 5, 2010 (1:23) New Report From Lustratus Research: A Competitive Review of SOA Appliances Hello There - It seems that this is a very provocative report, especially with respect to the sta...
April 14, 2010 (2:57) The Decision Making Unit for Cloud Computing Nice Technology Related Blog. Will visit again.
October 16, 2009 (5:56) The Decision Making Unit for Cloud Computing Very interesting point of discussion. I would be very interested to hear your results.