Product Positioning and Marketing Messaging

Product positioning is a strategic exercise that defines where your product fits into the marketplace and how it will help your target audience. It helps your business build credibility with customers and lays the groundwork for your key messaging statements.


There are many factors that influence how your product is perceived. This article will explore several strategies to help you craft a clear product position that communicates unique value.

Market Research

Market research is a process by which businesses gather information about their target markets, consumers and competitors to inform the business’s strategies. It includes both primary and secondary research. Primary research collects first-hand data from consumers such as focus groups, telephone interviews and questionnaires. It may also include information from government census data, industry reports and polling results.

The goal of market research is to identify the needs and wants of your target audience so that you can create products that are more likely to sell. It helps you determine what type of marketing message to use and how to deliver it, and how to position your product within the marketplace.

It can help you decide what features your product should have or how it should be priced based on the value that your consumer perceives in those features. It can show you whether your product is a good fit for the market and if it has potential for expansion to new markets.

It can provide valuable information about the attitudes and opinions of your target consumer segment to guide the development of buyer personas, assess price point perceptions, measure market share trends and direct marketing campaign targeting efforts. It can also help you understand your competition’s positioning in the market to keep an eye on their strengths and weaknesses.

Target Audience

Your target audience is the group of people most likely to buy your product or service. This is based on demographics such as age, gender, location, or socioeconomic status. It can also be based on psychographic traits like interests, goals, or challenges. Once you have a clear picture of your target audience, you can better craft marketing messages to appeal to them and drive conversions.

Your product positioning is the unique value that your business offers your target audience. It is a key part of your overall marketing strategy and is communicated through all the marketing channels your business uses. For example, this could be through social media ads, blog posts, emails, customer support, or even the company website. To be successful, it is important that all members of your team understand the product positioning and how to align their work with it.

Nailing your product positioning is challenging, but it’s worth the effort. A great way to ensure you’re on the right track is to get user feedback on your product and listen to what your customers have to say. You can use a no-code in-app survey tool to easily collect contextual and targeted user feedback and make sure you’re communicating your product positioning well. Try it for free!.

Unique Selling Proposition

A unique selling proposition is one of the most critical tools that a business can have. It communicates the key factors that separate your product from the competition and explains why your product is the best choice for a prospect’s specific needs. It can be a verbal tool used in conversation, or it can be incorporated into your marketing materials. A strong USP can help you stand out from the crowd, even if it means ostracizing some potential customers.

Unlike other business branding elements, such as a logo or slogan, your USP is not something that is easily rebranded. It is a core aspect of your business that is consistent throughout all the products, features, and experiences your company provides.

You can create a powerful USP by doing detailed research into the competition and understanding your target audience. You can also test your USP by presenting it to people outside of the industry and asking for feedback.

While it may seem like a daunting task to identify your unique selling point, there is always something that can be carved out from your business to make you stand apart from the competition. The key is finding that defining moment and then incorporating it into every aspect of your marketing strategy. Strong coffee, easy payments, shoes that give back—these are all examples of businesses with a well-defined and powerful USP that is clearly displayed on their website.

Messaging Statements

Once you’ve nailed your value proposition, it’s time to bring it to life through your messaging. While positioning sets the strategy, messaging is the day-to-day talking points that are used across all marketing and sales activities.

You’ll want to develop a set of key message statements that are aligned with your value prop and targeted at your target audience. These can be referred to in your messaging framework, which is a document that provides a set of boilerplate text for each person in your organization to use in their daily interactions with prospects and customers.

For example, the all-in-one fulfillment company Airhouse focuses on the market segment of direct-to-consumer (D2C) companies in its messaging and demonstrates how the product meets their needs by outlining features like syncing shops, sending inventory, and creating custom shipping labels. In doing so, the company positions itself as an easy-to-use, do-it-yourself solution to ecommerce fulfillment.

It’s important to note that your messaging should be grounded in benefits, not features, and should include a specific promise to deliver on those benefits. This will help ensure your messaging resonates with the right audiences, as well as make your product seem more credible in comparison to the competition. For this reason, you may want to conduct a competitive analysis and identify any claims that are too similar to the ones your business is making.