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

For Who? Business?? Consumer?? Or Both???

For Who? Be Very, Very, Very, Very Descriptive Know the primary, secondary and influencers.

What For Who looks like… For researchers who have to analyze large data sets and solve visual problems. For landscape architects who need an easy to use design tool. For people who need to make sure their data is secure.

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?

Does What? - Your Identity Your actual widget or service Make it in laymans terms, the lowest common denominator 2 1

What Does What look like… 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. For landscape architects who want an easy to use design tool because I dont have time to invest in huge app like autocad. We are a highly intuitive tool that you can master in 15 minutes. 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.

The Missing Link in 90% of Positioning UNLIKE

Unlike - Who is your competition? Whole Foods? CB Potts? Capitol Grill?

What Unlike looks like… 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. For landscape architects who want an easier to use design tool because I dont 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. 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.

Exchange you Company for a Competitor If you can place your competitors name in your About Us statement, you got some work to do.

If you can remember one thing… For who, Does what, Unlike

Questions? Camberley Bates | Want more? Finding Value, Creating Conversation Blog B2B Marketing Examiner