Positioning is about sacrificing some information to highlight what's most meaningful to a specific target. The goal of positioning is to stake a claim in the customer's heart and mind. Here are the 3 Key Components:
An insight statement indicates what's going on with the consumer before they're aware of your product or service. A good insight should cause a head nod in agreement. It's the opening hook that lets people know that you're speaking to them.
The benefit pays off the previous consumer insight in a focused and single-minded way. It must clearly answer the consumer question, "What do I get?" Avoid the temptation to combine multiple benefits together. One per concept is the rule.
RTBs convince your consumer that your product or service will really pay off the promised benefit. We find that 2-3 support satements are usually the right amount to provide the confidence that your idea can actually deliver.
Ideas To Go Innovation Process Facilitator Cynthia Ryan discusses what it takes to position your product or service successfully. Hint #1: Start with consumer insights directly from your consumers.
Communications Development starts with the consumer insight, but to write a great positioning concept, it takes an even better benefit. Be it functional or emotional, here's what it takes to generate great consumer benefits.
Learn from our Professional Concept Writer, Katie Franke, why you should be developing the proper communications and/or positioning for your product or service. These are our most Frequently Asked Questions.
A lot happens from the realization of an idea to its final concept. And just because you have a great idea doesn't mean it will translate to a strong concept. See what to do—and what not to do—to get the most out of your concepts.