Positioning — Your Message

Before I begin this week's article, I wanted to let subscribers know that they may have missed the last two articles. While I believe I have corrected this problem, you might want to go back and read: Designing a Logo That Works and Positioning and Marketing.

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Last week, I defined and discussed what "a button" is and does, and this week's article continues from there with a discussion of what the message is.

Button versus Message
Remember, the button is for getting your prospect's attention in an over-communicated world. It's the thing that will hit some emotion. It triggers something that is already in the mind of the prospect. This is very different from the message. Your message can be delivered because you've gotten your prospects' attention by using the button. It's important not to confuse the button and the message.
The message is what you want to tell prospects about your company, service or product. It's the thing you want them to know. It is what should make the prospect want to call a salesperson, or click on the more information button or send a card requesting information.

The Message Builds on the Positioning
You might think you're done with all this positioning business once you start into your message but it is important to continue building your position in prospects' minds. This is the time to tell prospects why your product, why your service. What do they get out of it?
For example, let's say you sell snow tires. You've established where your prospects are located; obviously, someplace with snow. (They're not down here in Houston!) Additional digging found that fear is the emotion. Specifically, fear of losing control of the car is the button. You now construct a headline that repeats that button back in a positioning statement. In this case, something like: "Never be afraid of losing control in the snow again." There are lots of ways to phrase the button — negative, positive, for or against — but I'll use this one for my example.
The message should now build on that button. Don't start a new topic or get into other emotions or other fears or additional needs. Answer that button statement. How are you going to keep them from being afraid? What does your product have that will solve this? What is your position in relationship to their fear of losing control? Are you for it? Against it? In this case, my button said "Never be afraid again." My message better back that up with how and why. Things like where the tires are made or how many have been sold or very technical data probably shouldn't be part of this message. It doesn't relate. It doesn't tell them why they won't be afraid anymore. Perhaps materials and workmanship would be part of the message. Quotes from current tire owners expressing their lack of fear or how much more control they have would be good. Statistics that show how much control these tires provide — remember, it was loss of control that is feared, so anything showing how control is maintained would be good.

Keep it Simple and Cohesive
This is not the time to add background data, technical specifications or extra information (unless it backs up or proves how you address the problem). Hit your button, make your point in your message and then give prospects an easy way to get that additional information, or contact a salesperson, or place an order. If you have hit a valid button and backed up your position in a well-stated message, qualified prospects will want more information.

While there is a lot more to positioning and it can be applied to just about every aspect of marketing, these are the basics. Start looking for positioning statements in ads and promotion and begin gathering the data you need from prospects to formulate your own positioning statements. Then work those into your promotional materials along with your message that answers that position.

If you have a specific question you would like addressed regarding positioning, leave a comment and I will respond either directly or in an upcoming article.