Many Australian SMEs spend valuable time defining their market positioning – understanding where they fit in the competitive landscape. But a brilliant positioning statement is useless if it doesn’t translate into compelling messages that resonate with customers. We often see businesses stumble at this crucial step, resulting in marketing that feels…flat. The key is to move beyond *what* you do, to *why* it matters to your ideal customer.
Think of your positioning as the strategy, and your messaging as the tactics. Your positioning defines the ‘who’, ‘what’, ‘where’ and ‘why’ of your business. Your messaging then brings that to life in a way that attracts, engages and ultimately converts. Here’s how we help our clients bridge that gap:
- Focus on Customer Value, Not Features: It’s tempting to list everything your product or service *can* do. Instead, concentrate on the benefits – how it solves a problem, improves their life, or helps them achieve their goals. For example, instead of “Our software has advanced reporting features,” try “Get clear insights into your business performance so you can make smarter decisions.”
- Embrace Your Differentiation: Your positioning highlights what makes you different. Your messaging needs to amplify that. If you’re the most affordable option, lead with value. If you’re the premium choice, emphasise quality and expertise. Don’t be afraid to be specific about *how* you’re different.
- Speak Their Language: Understand your target audience’s pain points, aspirations, and the words they use. Avoid industry jargon. We recommend conducting customer interviews or analysing online conversations to gain these insights. A message that feels like it’s written *for* them is far more effective.
- Consistency is Critical: Ensure your messaging is consistent across all touchpoints – your website, social media, email marketing, and even sales conversations. A unified message builds trust and reinforces your positioning.
Ultimately, translating positioning into messaging isn’t about clever copywriting; it’s about clear communication. It’s about connecting your business’s unique value to the needs of your ideal customer. By focusing on benefits, differentiation, and customer language, you can create messages that not only attract attention but also drive meaningful results. If you’re unsure where to start, we suggest revisiting your customer personas and mapping your key messages to their specific needs. This simple exercise can unlock a wealth of marketing potential.
