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Product Positioning

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How to craft your message.

Published in: Marketing
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Product Positioning

  1. 1. Product Positioning How to craft your message
  2. 2. The 3 questions • What’s your product? (elevator pitch) • What are your key features? • What are your key differentiators Iterate until you get it right
  3. 3. 1. Elevator pitch Describe your product in a nutshell 1-2 sentences 140 characters or less (a tweet) This is the essence of your message
  4. 4. 2. Key Features What’s cool about your product? 3-5 bullet points, 1-2 words each For each bullet point: • One or two sentences • 140 characters or less (a tweet)
  5. 5. 3. Key Differentiators What’s unique about your product? 3-5 bullet points, 1-2 words each For each bullet point: • One or two sentences • 140 characters or less (a tweet)
  6. 6. Why do this? Helps you get to the core of your message Becomes your marketing and PR foundation Can be used: • To pitch the media (short) • For social media
  7. 7. Why do this? Can be adapted / expanded: • For HW and SW products, B2C and B2B • For crowdfunding • To different markets / regions / cultures • To pitch VCs
  8. 8. Example 1
  9. 9. Example 1
  10. 10. Example 2
  11. 11. Example 2
  12. 12. Example 2
  13. 13. Questions? Myriam Joire tnkgrl@gmail.com

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