Learn Great Positioning Online

Positioning Course

See terminology used in the course

Positioning is the most important aspect of B2B software and technology marketing. In Crossing the Chasm, Geoffrey Moore writes, “Positioning is the single largest influence on the buying decision.”

Your position is a mental space in your target audience’s mind that you can own with an idea that has compelling meaning to the recipient. Done well, positioning can captivate your audience. Done poorly, it can make your audience stop listening.

Learn how to position effectively by taking the Messages that Matter online positioning course.

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Develop Your Compelling Story

Everyone loves a good story. Effective  positioning is like a story that quickly tells recipients what you do and why they should care about your product or service. When you lead off with a compelling story, you’ve got your target audience where you want them – listening to your message.

We call these compelling stories message strategies, and we teach a powerful positioning framework to create them.

The Messages that Matter positioning course guides you step-by-step to create a message strategy that is unique, important to the buyer, believable and can be used in all marketing communications. The course includes 12 lessons that explain how to create a positioning statement and the supporting story.

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Start Shaping Buyer Decisions Now

We’ll lead you through a positioning framework that was developed at Microsoft and has been fine-tuned by Messages that Matter co-founder Lawson Abinanti. As you follow the framework, you’ll express your position in terms of a benefit that solves your customers’ most pressing problem.

When you complete the Messages that Matter online positioning course, you’ll have a compelling, differentiated position.

Don’t waste another dollar promoting a position that doesn’t stand out from the pack. Get started on a new course: Messages that Matter.

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Still have questions?

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Terminology

Terminology used in the course:

Positioning: a mental space in your target audience’s mind that you can own with an idea that has compelling meaning to the recipient. It’s in this mental space where your solution to the recipient’s problem meet and form a meaningful relationship. See the section “What is Positioning?” for more about this.

Positioning statement: a short, declarative sentence that addresses the target audience’s most pressing problem by stating a benefit. In 16 words or less, not counting your company or product name, a positioning statement makes it clear why the target market should care about your claim and take action. Your positioning statement becomes the central theme for all your marketing communications.

Support points: three or four sentences that unfold your story in more detail and explain how you deliver on the promise made in the positioning statement. “That’s interesting, tell me more, how do you do it?” is how you want your target buyers to react to your positioning statement. Good support points explain how you deliver the promise made in the positioning statement.

Message strategy: a positioning statement and three to four support points. The combination can be extremely detailed and is like a recipe for all marketing communications. Follow the recipe and you get a good story!

Your message strategy makes it easier to deliver the same message in all your marketing communications, which is one of the keys to claiming a position in your market.

Positioning strategy: includes your message strategy and a rationale document that presents the research that helped you converge on your message strategy. To effectively position, you need to thoroughly research the 3C’s – customers, competitors and channel. This understanding of the 3C’s leads you to a position that is unique, important, usable and believable.

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