Are you special? Unique? Better than the others?
If I were to ask you this question, you would likely say yes; at least to some of those.
That is how we are as human beings. 🙂
However, if you are building a b2b product then it’s not so easy to answer them as “yes”.
Most products solve a business problem that has multiple solutions. Many of the solutions are special for those who are building it but not necessarily for their customers.
This is where the art and science of product positioning comes into play.
At a high level – your product positioning must communicate:
– How your product solve the customer problem or problems
– Why it is better than alternatives including competition
This needs to be communicated from the customer’s point of view. Also, in most cases there are multiple people (or buyer personas) involved in the buying process. This means that the messages will have to be tailored accordingly.
In most cases you will need different messaging for the IT buyer and the business buyer.
– Listing features is usually not the right answer
– Talking benefits can help
How do you position your product?
Do you tailor your messaging for the different personas?