A solid positioning statement is the core to successful marketing. You need to know what you stand for, but also what you stand against. Too many companies simply list generic platitudes, which isn’t particularly helpful.
Sure, it’s great that you’re ethical and strategic and responsive, but no one would ever argue against that. According to David C. Baker (in this episode of the 2Bobs podcast), if no one can argue against your position then it’s not really worth much.
Specifically, here’s what David says:
It’s easier said than done.
In crafting the messaging for GreenMellen, I think we’ve succeeded with this.
For example, we believe that companies should grow through credibility, not cold calls. I have no doubt that you get enough cold calls every day to know that some companies disagree with our approach.
Related, we believe that marketing should be impossible to automate at scale. There are ways to remove all humanity from your marketing to help it grow, and some will push for that, but that’s not how we work.
We also believer that websites should be created for humans, not algorithms. While we certainly build sites that perform wonderfully in Google, we know that at the end of the day your website exists to share knowledge with humans.
We’re absolutely ethical and strategic and responsive, but isn’t everyone? You should always stand for the core things that matter, but it’s crucial to find areas where you can really stand apart.
