“Your experience and marketing savvy have helped us position ourselves better in the marketplace and deliver persuasive messages to customers and prospects.”
VP of Marketing, XcelleNet, Inc.
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Messaging and Positioning

In their classic marketing book, Positioning: The Battle for Your Mind, Al Ries and Jack Trout define positioning this way. “Positioning starts with a product. A piece of merchandise, a service, a company, an institution, or even a person. Perhaps yourself. But positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”

At Herring Management Consultants, we believe that strong positioning and messaging are the foundation for everything else you do to market and promote your products and services. It’s what makes us different from other marketing firms.

Messaging, Positioning and Value Statements
To help you with this effort, we use a proven methodology to craft distinctive positioning statements, define your key marketing messages (key selling points), and create value propositions that illustrate your worth.

Often companies skip this important step in their haste to market. Yet, it is vital to let the marketplace know what you are selling, how it differs from similar products or services, and the value you bring to buyers.

To see the templates we use with clients, view our Positioning, Messaging and Value Proposition Worksheet.

To read more about messaging and positioning, try some of these resources:

• Positioning: The Battle for Your Mind by Al Ries, Jack Trout
• Focus: The Future of Your Company Depends on It by Al Ries
• The 22 Immutable Laws of Marketing: Violate Them at Your Own Risk by Al Ries, Jack Trout
• Differentiate or Die: Survival in Our Era of Killer Competition by Jack Trout
• Classic Failures in Product Marketing: Marketing Principles Violations and How to Avoid Them by Donald W. Hendon

Please contact us to discuss how we can help you win the struggle for recognition in a crowded marketplace.