Message and Positioning
101
Camberley Bates
Bates Strategy Group, Inc.
If you can remember one thing…
For who, Does what, Unlike *
*Geoffrey Moore, Crossing the Chasm
www.BatesStrategyGroup.com
For Who?
Business?? Consumer??
Or Both???
www.BatesStrategyGroup.com
For Who?
Be Very, Very, Very, Very Descriptive
Know the primary, secondary and
influencers.
www.BatesStrategyGroup.com
What “For Who” looks like…
1. For researchers who have to analyze
large data sets and solve visual
problems.
2. For landscape architects who need
an easy to use design tool.
3. For people who need to make sure
their data is secure.
www.BatesStrategyGroup.com
Does What?
What pain of mine do
you solve?
How do you improve my
life?
How do you improve my
business?
Can you quantify the
value?
Is this enough to get me to change?
www.BatesStrategyGroup.com
Does What? - Your Identity
Your actual widget or service
Make it in layman’s terms, the lowest
common denominator
1
2
www.BatesStrategyGroup.com
What “Does What” look like…
1. For researchers who have to analyze large data sets with
visual problems. We enable you to develop predictable,
repeatable math routines, with simple to use software.
2. For landscape architects who want an easy to use design tool
because I don’t have time to invest in huge app like
autocad. We are a highly intuitive tool that you can master
in 15 minutes.
3. For people who need to make sure their data is secure. We are
a simple and safe way to back up all the important stuff on
your computer. A copy of your data is stored in a secure,
remote location for safekeeping, so that in the event of
disaster your data is always retrievable.
www.BatesStrategyGroup.com
The Missing Link in 90% of Positioning
“UNLIKE”
www.BatesStrategyGroup.com
Unlike - Who is your competition?
www.BatesStrategyGroup.com
What “Unlike” looks like…
1. For researchers who have to analyze large data sets with
visual problems. We enable you to develop predictable,
repeatable math routines, with simple to use software and
without extensive programming and complicated analysis.
2. For landscape architects who want an easier to use design tool
because I don’t have time to invest in huge app like autocad.
We are a highly intuitive tool that you can master in 15 minutes
without knowledge of technology.
3. For people who need to make sure their data is secure. We are
a simple and safe way to back up all the important stuff on your
computer. A copy of your data is stored in a secure, remote
location for safekeeping, so that in the event of disaster your
data is always retrievable. No software, no hardware, no
tapes, just simple 3 steps to protection.
www.BatesStrategyGroup.com
Exchange you Company for a Competitor
If you can place your competitor’s
name in your “About Us” statement,
you got some work to do.
www.BatesStrategyGroup.com
If you can remember one thing…
For who, Does what, Unlike
www.BatesStrategyGroup.com
Questions?
Want more?
Finding Value, Creating Conversation Blog
www.batesstrategygroup.com/blog
Camberley Bates
303.956.4284 | cbates@batesstrategygroup.com
B2B Marketing Examiner