How do you conduct Products Positioning and Marketing?

Hello everybody,

We were having trouble communicating with our customers (messaging) about our product. Concisely describing yourself, your offering, its advantages, and the issue it solves is crucial. At the same time, it’s quite challenging to condense everything you have to offer. So, you need to put yourself in the feeds of your users and understand what benefits and solution they take out of your product and compress those into couple of words. It has been difficult for us to do so. How do you conduct your Product positioning?


Effective product messaging is crucial to capturing the attention of potential customers and conveying the value of your product. To do this, focus on the key benefits and problem-solving capabilities of your product, and present them in a clear, concise, and compelling way. Use language that resonates with your target audience and speaks to their pain points and avoid using industry jargon or technical terms that they may not understand. Ultimately, the goal is to communicate the unique value proposition of your product in a way that is easy for your customers to understand and remember.


I adore April Dunford’s presentation from the most recent Industry conference. She also has a book, which I haven’t read yet. The discussion, however, was just packed with inspiring tales, vivid illustrations, and doable suggestions.


The book Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It is sososo good and a very easy read. She breaks everything down so well and her positioning exercise is a gamechanger.


Nice! It’s something I’ve wanted for a while. I loved her talk so much that I didn’t want a poorly written book to taint my feelings about it all, hehe. It’s wonderful to hear that it’s nice, then!


Explaining the Product Positioning and Marketing in short might make it easier for you to take this further. So firstly, here are the definitions of both the terms:

Product positioning refers to the process of creating an image or perception in the mind of the customer about the product’s attributes, benefits, and the target market it is meant for. It helps in differentiating the product from its competitors and creates a unique identity in the market.

Product Marketing is the process of promoting and selling a product. It involves researching, promoting, and distributing a product to the target audience. Effective marketing helps in creating awareness and demand for a product, and can also be used to influence customer perceptions and reinforce product positioning.

In summary, product positioning sets the foundation for the marketing message and helps guide the marketing efforts to ensure they align with the overall positioning and strategy of the product.

Since you haven’t given much details about your product it might be difficult to give you any advice. But, based on these definitions you can decide your strategy for positioning and marketing of your product.


Thank you all for your replies.

Instead of a B2B offering, we have a consumer productivity tool. I am familiar with the majority of instances for B2B products, but consumer products can also benefit from the lessons learned.

We struggled to choose the appropriate positioning and messaging to explain to our potential users what kinds of problems we solve and how they can profit from us.


The principles of product positioning and marketing can be applied to both B2B and consumer products. For a consumer productivity tool, the focus would be on highlighting the key benefits and features that make it stand out from other similar tools available in the market. This can be achieved through targeted marketing campaigns, influencer partnerships, user reviews, and other methods that can help build awareness and credibility among the target audience.

When positioning the product, it’s important to understand the pain points and needs of the target consumer and to communicate the value proposition of the tool in a way that resonates with them. For example, if the tool helps save time and increase efficiency, this benefit should be highlighted in the messaging and communicated in a clear and simple manner.

So, to summarize, the principles of product positioning and marketing remain the same, regardless of whether the product is B2B or consumer-focused. The approach and messaging may vary, but the goal is always to effectively communicate the value proposition and differentiate the product from its competitors.


Thank you for your response @DhirajMehta. One of our issues is that we now have a solution that solves two problems, but the feedback is so muddled that we’re not sure which one to promote.

Since we are at a very early stage, we want to excel at just one thing, but we are unsure of what that should be. I could be mistaken, but I had no other thought except to try each one.


When a product solves multiple problems, it can be challenging to determine which one to promote and how to position the product in the market. In such cases, it’s important to prioritize the problems based on the following factors:

  1. Market demand: Which problem is most pressing and relevant to your target audience? Which one do they view as the biggest pain point?
  2. Competitive landscape: Which problem sets your product apart from competitors?
  3. Differentiation: Which problem allows you to showcase the unique capabilities of your product and establish a strong differentiation from competitors?
  4. Value proposition: Which problem offers the strongest value proposition for the target audience and aligns with your overall brand strategy?

Once you have prioritized the problems, you can then focus your positioning and marketing efforts on promoting the one that offers the most potential for success. You can also consider promoting both problems in separate campaigns to reach different segments of your target audience, but it’s important to ensure that your messaging is clear and consistent across all channels.


Perhaps the true question is which of the two issues causes your clients the most discomfort. The bigger the pain, the more attractive your product is!


Yes, that’s correct @NatashaMartin! Identifying the biggest pain point for your customers is crucial in determining which problem to focus on and prioritize. Customers are more likely to adopt a product that addresses a major pain point and offers a clear solution to their problem.

To determine the biggest pain point, you can use the following methods:

  1. Surveys: Conduct surveys to gather feedback from potential customers and understand their pain points and priorities.
  2. Customer interviews: Conduct customer interviews to gather qualitative data and understand their perception of the problems they face.
  3. Market research: Conduct market research to understand the competitive landscape and the common pain points faced by customers in the market.

By gathering this information, you can identify the problem that is most pressing and relevant to your target audience and prioritize it in your product positioning and marketing efforts. This can help increase the perceived value of your product and make it more appealing to your target audience.

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Yeah that’s the our concern and we’re trying to talk to our users to understand that. But at the same time one is a easier to solve problem like, we can solve by creating a single player, and other one is kind of a marketplace problem, “The chicken and the egg”. There are more variables that is out of our hand in that problem.

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Yes, it can be challenging when one problem is easier to solve than the other, especially when it involves creating a marketplace or network effects. In such cases, it’s important to weigh the potential benefits and drawbacks of each problem and make an informed decision.

Here are some factors to consider:

  1. Market demand: Is there a higher demand for solving the easier problem or the marketplace problem? Which one aligns better with your target audience’s needs and preferences?
  2. Competitive landscape: Are there many competitors already solving the easier problem, or is it an untapped market? On the other hand, are there many established players in the marketplace problem, or is it an open field?
  3. Scalability: Is the easier problem a one-time solution or can it be scaled and expanded in the future? On the other hand, can the marketplace problem generate network effects and create a virtuous cycle?
  4. Resources: Do you have the necessary resources to tackle the easier problem or the marketplace problem? Do you have the team, technology, and funding to execute on your plan?

By considering these factors, you can determine which problem offers the best potential for success and aligns with your overall brand strategy and business goals. You can also consider testing both problems and gathering feedback to make an informed decision.

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