Australian SMEs often struggle to cut through the noise. In a competitive landscape, simply having a good product or service isn’t enough. Effective market positioning – clearly defining where you sit in the minds of your target customers – is crucial. And the foundation of strong positioning in 2026 will be deeply rooted in understanding and leveraging the actual language your customers use.

For too long, positioning statements have been crafted internally, focusing on what *we* believe we offer. This is a mistake. Customers don’t buy features; they buy solutions to their problems, articulated in their own terms. We’re seeing a shift towards ‘customer-centric positioning’ where the voice of the customer dictates the narrative.

Here’s how to practically leverage customer language in your positioning development:

• Deep Listening is Key: Go beyond basic market research. Analyse customer reviews (Google, Facebook, industry-specific sites), social media conversations, and – crucially – sales team feedback. What words and phrases do customers consistently use to describe their challenges, needs, and desired outcomes?
• Uncover ‘Jobs to be Done’: Understand the underlying ‘job’ your product or service is hired to do. Customers don’t buy a drill; they buy a hole. Identifying this core job, and the language customers use to express it, is powerful positioning fuel.
• Mirror Messaging, Don’t Create It: Resist the urge to invent clever marketing speak. Use the language your customers use. This builds instant rapport and demonstrates you genuinely understand their world. Think about how everyday Australians talk – authenticity resonates.
• Position Around Pain Points: Customers are motivated by avoiding pain. Identify the specific frustrations your target audience experiences, and position your offering as the direct antidote, using their language to describe the relief you provide.

As we move into 2027, this approach will become even more critical. Customers are increasingly sophisticated and expect brands to ‘get’ them. By embedding customer language into your core positioning, you’ll not only stand out from the competition but also build stronger, more meaningful connections.

The next step? Schedule a workshop with your sales and customer service teams. Their direct interactions hold a goldmine of customer language insights. Start documenting these phrases and use them to refine your positioning statements – and watch your marketing resonate like never before.