Ready to elevate your business and craft messaging that intuitively appeal to your customer?
Fill out the form and sign up for my newsletter—packed with insights, strategies, and inspiration to help your product stand out.
Most companies start by describing their product. But the best positioning starts with understanding your customer first.
When businesses struggle to position their product effectively, it’s often because they’re focused on the wrong starting point. They lead with features and capabilities rather than stepping into the mindset of their ideal customer. But here’s the reality: Your product doesn’t matter—until it matters to your customer.
Many businesses describe their product like this:
Feature-First Positioning:
“We offer AI-powered marketing automation with cutting-edge analytics.”
(Who is this for? Why should they care?)
Now, consider this alternative:
Customer-First Positioning:
“For e-commerce founders struggling with low email open rates, our AI-driven tool helps you craft personalized campaigns that increase conversions—without hours of manual work.”
(Speaks directly to the customer's challenge and outcome.)
See the difference? The second version starts with the customer’s challenge and positions the product as the solution. That’s the foundation of great positioning.
Before you craft messaging, you need clarity on who you’re speaking to. Ask yourself:
If you had to pick just one customer type to focus on, who would it be? The clearer your audience, the stronger your positioning.
Your customers are already telling you how to position your product. You just have to listen.
Instead of brainstorming positioning in a vacuum, look at:
The language your customers use to describe their challenges? That’s the language your positioning should reflect.
→ Scan customer testimonials and look for recurring words or phrases. Those are the real pain points you should emphasize.
Your product isn’t just a set of features—it’s a solution to a specific problem. Shift your messaging from:
Feature-Driven Messaging:
“Here’s what we do.”
Outcome-Driven Messaging:
“Here’s how this helps you.”
Use this simple framework:
“For [customer type] who struggle with [problem], we provide [solution] that helps them [achieve desired outcome].”
For small business owners who find bookkeeping overwhelming, our automated accounting software eliminates manual data entry so you can focus on growing your business.
Positioning isn’t about you—it’s about your customer. When you deeply understand their struggles, your product’s value becomes clear.