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 messaging needs to be accessible. Understand the pain points, aspirations, and vocabulary of your target customer. What keeps them up at night? What are their goals? Use that understanding to craft messages that directly address their needs.
- Highlight your differentiation: Your positioning statement should clearly articulate what makes you different. Ensure this difference is prominent in your messaging. Don’t be afraid to explicitly state why customers should choose you over the competition. This isn’t bragging; it’s providing clarity.
- Maintain consistency across all channels: From your website copy to your social media posts, your messaging should be consistent with your positioning. A disjointed message creates confusion and erodes trust. Develop a messaging framework to guide all your communication efforts.
We also recommend regularly testing your messaging. A/B testing different headlines, calls to action, and even entire ad campaigns can reveal what truly resonates with your audience. This isn’t a ‘set and forget’ exercise. Consumer preferences evolve, and your messaging needs to adapt. As we look towards 2026 and beyond, agility in messaging will be crucial for sustained growth.
Ultimately, translating your market positioning into customer-facing messaging is about connecting with your audience on an emotional level. By focusing on benefits, speaking their language, and highlighting your unique value, you can create messages that not only inform but also persuade. Your next step? Review your current customer-facing materials and ask: do they clearly communicate the value we’ve defined in our positioning?
