Positioning for Products People Remember
Strong positioning gives people a simple mental handle for what your product does and why it matters.
A product becomes easier to remember when it has a clear place in the buyer’s mind. Positioning is the work of choosing that place deliberately.
The best positioning names the customer, the painful alternative, the new promise, and the reason to believe. It also leaves out a lot. Trying to be everything usually makes the product harder to recall.
When positioning is sharp, the homepage, sales calls, product decisions, and content all start pointing in the same direction.
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