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 the words customers actually see. We often find businesses struggle to bridge this gap, resulting in messaging that’s internally consistent but fails to resonate with their target audience. 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 your unique value, while your messaging communicates that value in a compelling way. Here’s how we help our clients make that translation:
- Focus on benefits, not features: Customers don’t care about the technical specifications of your product or service. They care about the positive outcomes it delivers. Instead of saying “Our software has advanced AI algorithms,” say “Our software saves you three hours a week on data entry, freeing you up to focus on growing your business.”
- Speak their language: Your positioning might use industry terms, but your customer messaging shouldn’t. We recommend creating detailed customer personas – representations of your ideal clients – and then writing as if you’re having a conversation with them. What are their pain points? What are their aspirations?
- Highlight your differentiation: Your positioning statement should clearly articulate what makes you different. Ensure this difference is front and centre in your messaging. Don’t be afraid to directly compare yourself to competitors (tactfully, of course). For example, “Unlike other providers, we offer 24/7 Australian-based support.”
- Maintain consistency across all channels: Your messaging needs to be unified whether it’s on your website, in your social media posts, or in your email campaigns. A disjointed message creates confusion and erodes trust. We often conduct messaging audits to identify inconsistencies.
Finally, remember that messaging isn’t static. We recommend regularly testing different messages to see what resonates best with your audience. A/B testing headlines, calls to action, and even entire ad campaigns can yield significant improvements in conversion rates. As the market evolves, and as we move towards 2027, continuous optimisation will be crucial.
The outcome? Clear, compelling customer-facing messaging that directly supports your market positioning and drives business growth. Your next step should be to review your current messaging against your positioning statement and identify areas for improvement. Consider conducting customer research to validate your assumptions and ensure your message is truly resonating.
