{"id":75948,"date":"2022-08-09T18:08:00","date_gmt":"2022-08-09T22:08:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=75948"},"modified":"2022-08-22T12:50:49","modified_gmt":"2022-08-22T16:50:49","slug":"poor-positioning","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/poor-positioning\/","title":{"rendered":"Poor Positioning: 3 Marketing Mistakes to Avoid"},"content":{"rendered":"\n<p>Is <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy\/\">product positioning<\/a> necessary? What about repositioning?<\/p>\n\n\n\n<p>If you work in marketing yet still can\u2019t define what \u201cpositioning\u201d is, consultant and speaker April Dunford is here to tell you that you\u2019re not alone. If you&#8217;re not sure what positioning is, you&#8217;re not likely to understand its importance\u2014and you&#8217;re bound to make a few mistakes.<\/p>\n\n\n\n<p>Let&#8217;s look at Dunford&#8217;s insights into poor positioning and three marketing mistakes to avoid.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-mistakes-companies-make-in-positioning\">Mistakes Companies Make in Positioning<\/h2>\n\n\n\n<p>Dunford argues that, because positioning is poorly understood and undervalued, people make three common marketing mistakes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mistake 1<\/h3>\n\n\n\n<p>Marketers think they don\u2019t need to position products because their positioning is clear to them and seems as though it should be clear to anyone else. Alternatively, they are guilty of poor positioning because they position the product how they, as ideators, originally conceived the product\u2014not how consumers, who have different needs and use cases,<em> <\/em>will perceive it. For instance, a marketer may think a new compact e-reader will be great for travelers, but, for consumers, the e-reader makes the most sense as a tool for presentations.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: Marketers who succumb to this problem might benefit from developing greater empathy, the ability to see things from someone else\u2019s perspective\u2014in this case, the customer\u2019s. You can give your marketing team <a href=\"https:\/\/www.unthsc.edu\/culture-and-experience\/putting-someone-elses-shoes\/\">the following exercise to build empathy<\/a>: Ask them to think about the daily workplace experience of each of their colleagues and then write down what they think each colleague\u2019s high and low points are, what bothers them, and what makes them happy. Then, have the team compare these notes to see if they\u2019ve understood each other\u2019s experience. Consider adapting this to be about the <em>customer\u2019s<\/em> daily lived experience so employees improve their ability to empathize with the customer.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mistake 2<\/h3>\n\n\n\n<p>Even if the product changes in development, marketers can\u2019t see the product as anything other than what they originally intended it to be, claims Dunford. Because they\u2019re stuck on the original idea, they don\u2019t reposition the product based on how it\u2019s changed, and consumers consequently don\u2019t understand it, or they think it\u2019s a bad product. This is the second <a href=\"https:\/\/www.shortform.com\/blog\/marketing-failures\/\">marketing mistake<\/a> to avoid. For instance, if a compact e-reader has become bigger throughout development, a marketer might still position it as a travel e-reader, even though it won\u2019t make sense to customers in that capacity because it\u2019s too large.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: It\u2019s doubly important to reposition a product that\u2019s changed over the course of development because <a href=\"https:\/\/ventrify.ca\/news\/costs-of-new-product-development\/\">developing new products can be costly<\/a>, and you need to recoup the money you\u2019ve spent on ideation, design, prototyping, engineering, and testing. Prototyping, for instance, can cost up to $10,000 per iteration, and engineering can come with a price tag of up to $40,000. If, after having spent all that money developing a product, you position it poorly, you\u2019ll not only fail to make a profit\u2014you might find yourself in the red.)<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Mistake 3<\/h3>\n\n\n\n<p>Sometimes the <em>market<\/em> initially selected for a product changes, and marketers fail to adjust their positioning to ensure they continue appealing to consumers in that market. A market might change if consumers\u2019 preferences change\u2014the car market might change dramatically if consumers decide they only want electric cars, for instance.<\/p>\n\n\n\n<p>(Shortform note: Marketers likely make this mistake because adapting to a new market\u2014and being adaptable as a company in general\u2014can be extremely difficult. One way to be more adaptable to market changes is by adopting <a href=\"https:\/\/www.apm.org.uk\/resources\/find-a-resource\/agile-project-management\/\">agile project management, an approach frequently used by software companies<\/a>. In agile project management, you complete projects over several steps during which you periodically test the software, ensure it\u2019s still relevant, and adjust if it\u2019s not.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Is product positioning necessary? What about repositioning? If you work in marketing yet still can\u2019t define what \u201cpositioning\u201d is, consultant and speaker April Dunford is here to tell you that you\u2019re not alone. If you&#8217;re not sure what positioning is, you&#8217;re not likely to understand its importance\u2014and you&#8217;re bound to make a few mistakes. Let&#8217;s look at Dunford&#8217;s insights into poor positioning and three marketing mistakes to avoid.<\/p>\n","protected":false},"author":9,"featured_media":75950,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,103],"tags":[720],"class_list":["post-75948","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-sales","tag-obviously-awesome","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Poor Positioning: 3 Marketing Mistakes to Avoid - Shortform Books<\/title>\n<meta name=\"description\" content=\"Positioning is undervalued and not well understood. 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