Product Management & Marketing: Positioning

Product Management & Marketing: Positioning

What is" product positioning"?

Think of it this way: if your product were sold in a giant store, what aisle would it be on? What other products would it be next to?

Or consider this: your customers always have choices. So, how does your product compare next to the nearest competitive alternative?

Your answers to these questions provide clues to how your product is positioned in the minds of your target customers. Leaving your product positioning strategy to chance is dangerous because you can't dictate how the market will respond. However, you can influence it. And that's what this course is about.

Before you can write clever advertising copy, you need a clear product positioning strategy

Positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. So, how do we influence the minds of the people we want to sell to? The answer, in large part, is in how you talk about your product, the problems it solves, and how and why it is the best alternative to competitive alternatives. You need a positioning strategy before you can write clever advertising copy, press release headlines, your website copy, etc.

Learn how to craft a positioning statement that will help you win in the marketplace

This course teaches you the thought-provoking approach called positioning. It starts with developing a positioning statement that identifies, prioritizes, and then clarifies the unique value you offer a specific target market. Equally important to having a best positioning statement tool is knowing how to use it. Because, success requires you not only be a master of marketing; you need to be savvy at organizational politics. (If you work in a big company you'll appreciate this insight.)

This course contains 6 power-packed lessons accompanied by quizzes, examples and exercises. Each video lecture can be completed in less than 15 minutes. In this course I teach you all of my secrets to position your product, service, or company for best success.

Learn how to master your "positioning statement" in just 90 minutes.

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What you will learn

• Understand how and why positioning statements drive better, more relevant and clear communications
• Learn how to create your own positioning statements
• Practice evaluating positioning statements

Rating: 4.15

Level: Intermediate Level

Duration: 1 hour

Instructor: Mike Gospe