Do I have a positioning problem?

Product positioning can make or break your business. It’s the difference between a customer instantly understanding why they need your product or scrolling past without a second thought.

But how can you be sure your positioning is sharp enough?

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Ask yourself these 3 questions and see if the answers come easily to you, and if you think the rest of your team would answer the same way:

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1. WHAT? (What actually is your product?)

This seems obvious, but being able to articulate exactly what your product is in one simple sentence is key. If you can’t define what your product is clearly and succinctly, your customers definitely won’t be able to.

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2. SO WHAT? (What’s the value it provides?)

So what if your product does XYZ? What’s in it for your customers? This question forces you to think from the customer’s perspective and hone in on the true value proposition of your product.‍

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3. WHO CARES? (Who is your ideal customer?)

Knowing your audience is essential. If you don’t know exactly who cares about your product and why, then how can you effectively communicate with them? Pinpointing your target market is a key part of positioning and ensuring your message hits home with the right people.

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Now that you’ve answered those questions, consider these:

Did your answers come easily?

Would your team give the same answers?

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If not, you may have just uncovered a positioning problem.

And that’s OK! It’s far better to diagnose it now and figure out how to address it than to discover it after wasting a heap of money and time on messaging and campaigns founded on the wrong things.