All Aboard! Sharing Positioning With Non-Marketers
Whenever I teach a positioning class or kick off a positioning workshop, one of the first things I say is that positioning statements are generally internal-use-only documents. This is not because they contain secrets – any marketing communication you create will reflect your positioning. Rather, it’s because positioning statements are written for the strategic purpose of getting the marketing team on the same page using clear, basic language. Plus, the standard positioning format makes for a pretty grammatically awkward sentence. You can see the template by clicking here.
But what happens when you want to share your positioning with the non-marketers in your company? One of my clients, Savant Capital Management, recently created an elegant internal communication tool that will eventually be distributed to all 100 of its employees to help them better understand 1) their target client’s profile and 2) the marketing message foundation.
The rollout will start with one-on-one meetings between the marketing team and each of Savant’s investment advisors to make sure they understand the strategy and how to use it to clearly and consistently communicate with both potential and existing clients. The document will also be used as part of every new employee’s orientation process.
Savant has given me permission to share this document so take a look here!
Cage Match: Positioning v. Elevator Pitch
A while back, we taught a workshop for the Accelerator participants at the University of Chicago’s Polsky Center for Entrepreneurship about positioning statements and marketing plans. In the attached video segment, you can see how we helped the entrepreneurs differentiate between positioning and an elevator pitch, and to understand when and how to use them. Watch the segment.
You can also view the slides used in this portion of the workshop here.
Bonus: Seth Godin also addressed this topic in a blog post, and he made some great additional points including “No one ever bought anything on an elevator.” You can read it here.
Tags: elevator pitch
, Marketing Plans
, Positioning Statements
Jamming at Content Jam
Last week I had the opportunity to present at #ContentJam, Chicago’s premier content marketing conference. It was fun to tailor my positioning how to’s to a very specific marketing audience, and I was able to put one of my favorite examples, cheaplubes.com, to especially effective use. You can see the example certainly made an impact on Lin Wilson, of Funnel Inc., when he was drawing these fabulous visual notes during my presentation.
It was also interesting to see some of the audience’s key takeaways, including a pithy one from my friend Andy Crestodina, Orbit Media Studios‘ content guru, who said that my positioning talk reminded him of this photo:
To see a recap of Content Jam, including many of the presentations, click here.
Tags: Content Jam
, Marketing Events