In business-to-business (B2B) software marketing, you'll get little debate about the importance of positioning. Yet few B2B software companies do it well, thus failing to set themselves apart from their competitors. There are many reasons for this void, and this column will help fill one big one by describing the business process of creating effective, compelling message strategies for your products or services.
format of a method statement
communications. A standard outline format makes it easy for writers and other communicators to see the message strategy's benefit hierarchy, and to take full advantage of your work. Here is where the tactical elements emerge that enables you, for example, to create ads targeting a special segment, or to stage a truly relevant trade show event. The positioning statement, along with the supporting points and related detail, complete your message strategy. Now you need to execute it. Over and over and over.