Positioning Foundations

#positioning #marketing

David Ogilvy defines positioning as "what the product does, and who it is for."

Most marketers don't have a clear idea on what it means. Before you decide how you want to position your product follow these steps:

  1. Study the product. The more you know the better your ideas. If you dig deep into all aspects of the product you'll be primed to sell it.
  2. Study the competition. Find out how they're advertising their product. Understand their success in reaching the audience. Use this to get a baseline of the overall market.
  3. Research with consumers. Find out how they think. Gain an intimate understanding of the language they use when thinking about your subject. Find out what's important to them and what promise they need to hear.
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