Messaging and positioning, while related and dependent upon one another, are two very different concepts. Positioning is a relative term that is used to describe how a company fits into the market landscape and how the solution stacks up relative to the competitors and alternative choices. The goal of positioning may be to be placed in the upper right hand corner of Gartner’s magic quadrant, or to be perceived as a premium price/premium value solution. In both cases, the focus is on how the company is perceived relative to other choices in the market place. On the other hand, messaging is the development of the words that a company consciously chooses to describe themselves in their internal and external communications—
To create a compelling value proposition statement, the relative positioning must be established to create a statement that is differentiated, compelling and defendable. The value proposition is a promise of value that is to be delivered to a customer and a belief from the customer that value will be experienced from the purchase. In order to develop an effective value proposition statement, it is necessary to analyze the benefits, costs and value that an organization can deliver to its customers.
Peter J. Buscemi, CMO and Founder of VP Marketing On Demand urges companies to focus on seven key areas when developing a value proposition statement:
- Clearly define your target market and the target audience.
- Articulate what the target market and audience value most through use cases.
- Specify what products or services are being offered.
- Document the benefits customers will derive from the product or service.
- Analyze the alternatives and substitutes that exist in the market.
- Offer proof or evidence to substantiate your value proposition.
- Engage analysts, influencers, customers and prospects into the process.
A best practice is to conduct an internal communications assessment to document the current state, the future sate, the gap and the required steps for advancing internal and external communications. Download an assessment template >>
The messaging and positioning framework should become the source code for all internal and external communications, including but not limited to the value proposition statement. That means when a press release is going to be drafted, an email blast is being crafted or a company brochure is to be written that the source code is referenced and becomes the framework for developing the specific communication. In these specific situations, and every other that comes to mind, the messaging and positioning framework should be referenced to write whatever communication needs to be developed for use inside or outside of the company. Create your own source code >>
About VP Marketing On Demand
VP Marketing on Demand was founded by Peter Buscemi, a CMO with 30 years experience that spans start-ups and Fortune 500 companies. The sole purpose of VP Marketing On Demand is to provide marketing insights and a huge head start to those tacking key marketing projects, through managed, repeatable processes. Over decades, in working with various boards and executive management teams (CEO's, COO's, VP's Sales and Development)