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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Leave a commentReverse Engineering Force.com’s Approach to the Cloud Computing Market
I’ve been a bit busy recently and so instead of finishing off the complex REPAMA SAS into the “Cloud Computing / Cloud Software / Cloud Management / Application Services Management” study, I decided to produce a rough draft of the much simpler REPAMA into Force.com’s go-to-market strategy instead.
Whilst the segment analysis study only covers Force.com at the moment, I will add additional vendors/providers into the study over the coming weeks. If you have any suggestions who I should compare to/with Force.com, let me know.
I’m quite pleased with the result. Not because of any specific talent on my part but rather as I’ve already said here, Force.com’s marketing is a case study in how to take a… Continue reading
Posted in All Blog Categories, cloud computing, Competition and Competitive Intelligence, go-to-market, marketing, positioning, product marketing | competition, Force.com, go-to-market, market, marketing strategy, paas, platform as a service, REPAMA, Salesforce.com, sas, segment analysis study, usp | Leave a commentPositioning 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 8 – The “OUR PRODUCT [has this unique selling proposition] element from the positioning statement
The Unique Selling Proposition
Throughout this series of blogs I’ve been examining the format of the positioning statement that we use in our REPAMA consultancy and analysis services.
In this final entry in the series I’m going to close out by looking at the pay-off, the crescendo, the exclamation mark at the end of the positioning statement – the USP or unique selling proposition.
But first, and for one last time, let’s take a look at this element in the context of the complete positioning statement.
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… Continue reading
Posted in All Blog Categories, communication, Competition and Competitive Intelligence, esb, go-to-market, marketing, Marketing Strategy, product marketing, usp, Vendor-Related Posts | benefit, competition, competitive, Danny Goodall, esb, ESB Guidance, Lustratus, marketing strategy, microsoft, oracle, positioning, positioning statement, product marketing, REPAMA, Strategic Marketing, strategy, tibco, usp | 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.