Go Up Market With Your Messaging and Positioning
Is your company’s messaging and positioning caught in the same ho hum features and benefits trap that many companies face? If so, it’s time to consider shifting your strategic marketing plan and going up market with your company’s messaging and positioning. Doing so can have a transforming effect on your companies ability to compete and successfully win in its target markets with its target customers. Going up market with your messaging and positioning is not a difficult task. What it does require, however, is rethinking of your messaging from being framed as “features and benefits” to your customers and basic product and company descriptions, through to answering the fundamental question of what’s in it for me, from the standpoint of the customer. When your company shifts its messaging positioning from “here’s what we do”, to “here’s what you get”, fundamentally, your message has a much better chance of resonating with potential sales prospects and customers.
As markets become more and more competitive, reframing your messaging in order to put your company’s products or services in the context of how your customers gain is a requirement in order to win in your market place. A good example of going up market with your messaging positioning is as follows: we have a metal fabrication client that we did some work with before, who’s old messaging on their website used to say, “X company provides sheet metal, stamping, cutting, forming, shaping, and fabrication services to companies in the aerospace and automotive industries.” After we reworked the company’s message to, “We provide integrated supply chain management services to our customers to help them improve their engineering, reduce their product lifecycles, and cut their inventory costs, while increasing their ability to respond to changing market demands.” As you can see, those two messages are completely different from each other, even though they come from the same company. One message is framed in terms of what the company does, and the other message is framed in terms of what their customers get when they buy from them. Which company would you rather buy from?
About Cube Management:
Cube Management provides sales acceleration services to emerging growth and mid-market companies in the technology, manufacturing, healthcare and business service sectors. The experts at Cube Management work across the entire spectrum of marketing, sales and business development to provide customized solutions that drive revenue and profit growth. Cube Management combines Strategy, Process & People to produce winning results.
