Build A Competitive Positioning Grid to Help Your Staff Stay on Message
“What else might our messaging document include?” Zoot asked.
Marka scribbled more on the whiteboard:
- Further defining target markets
- Positioning statements for all FEI products
- Longer company and product descriptions
Throughout the next week, Marka, Zoot, and Org worked together to develop this messaging document. They distributed the final version to all customer-facing employees, instructing them to memorize it and keep it at the ready.
Over the next few months, the three team leaders noticed a definitive change in the way FEI employees talked to customers—and how customers responded. Months later, after Numo had tallied up FEI’s 2Q sales results, anybody with two eyes (not to mention Cecil the Cyclops) could see how better messaging in FEI’s sales and customer-service departments had positively impacted their bottom line.
Next week: Marka discusses how basic text-only broadcast email communications can achieve results.
Today’s FIRE! Point
Create a competitive positioning grid detailing your competitors’ key selling messages and how you’re differentiated. If needed, do the same for each of your main products, and your competitors’. Distribute this document to your marketing department and all customer-facing staff. Then, when questions about competing solutions inevitably arise, they’ll have an intelligent, on-message answer.
FIRE! In Action: Consider Humor in Messaging
A memorable, funny and self-deprecating message can draw attention to your brand. Buckley’s has built a cough syrup empire on the slogan “It Tastes Awful. And It Works.”