Positioning a B2B product is not easy.
Especially when it’s unique. You need to mean business. And look familiar.
So what happens?
While B2C positioning sets new standards every year. B2B thinks in 20th century. They solve positioning like a statement.
For [target audience],[your product/service/brand] is a [category]that [key benefit / main reason to believe],unlike [primary competitor or alternative],we [unique differentiator].
Your positioning statement
Meanwhile...
Your competitors also have similar versions…(also from the 20th century).
For [target audience],[your competitor] is a [category]that [key benefit / main reason to believe],unlike [you],we [unique differentiator].
Your competitor's positioning statement
The consequence?
Your positioning is rendered lifeless and useless. And skeptical B2B buyers are left confused. So much, that they default to price & brand…when making buying decisions
(what’s the point of such positioning?)
The missing link...
To buy from a vendor who’s neither the biggest nor the cheapest, buyers need courage. And courage comes from a meaningful cause.
Cause = life
A cause changes your positioning from a dead statement to a living argument.
Cause = differentiation
Very few B2B companies own a cause! Those that do, stand out very easily.
Cause = conversion
A cause makes the case for buying your product over the alternatives…
Takeaway
If you want your positioning to move your buyer, then upgrade it from a dead statement to a living argument.
