{"id":75951,"date":"2022-08-08T18:08:00","date_gmt":"2022-08-08T22:08:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=75951"},"modified":"2022-08-22T12:50:50","modified_gmt":"2022-08-22T16:50:50","slug":"importance-of-positioning","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/importance-of-positioning\/","title":{"rendered":"The Importance of Positioning\u2014the Bedrock of Successful Selling"},"content":{"rendered":"\n
How well do customers understand how to use your product? Are they clear on why they need it?<\/p>\n\n\n\n
In Obviously Awesome, <\/em>positioning consultant and speaker April Dunford explains why positioning is critical to successfully selling your product. Dunford argues that positioning isn\u2019t merely helpful; it\u2019s the bedrock of successful selling and marketing.<\/p>\n\n\n\n
Read more to understand the importance of positioning in selling your product.<\/p>\n\n\n\n\n\n\n\n
The Importance of Positioning<\/h2>\n\n\n\n
Dunford explains that positioning is an often misunderstood and undervalued part of the marketing process. Positioning is contextualizing the use of your product so consumers understand why they should buy it. Dunford contends that, without proper positioning, customers don\u2019t understand how or why to use your product. Subsequently, they won\u2019t buy it. When executed well, however, positioning gives customers context on what your product is for and how it will benefit them, thus incentivizing them to buy. The importance of positioning becomes more clear when you see your product from the customers’ perspective.<\/p>\n\n\n\n
If you can\u2019t position your product properly, no amount of money thrown at marketing and sales can sell it.<\/strong> This is because consumers can only appreciate and value a product when it\u2019s set in the right context. For instance, if you try to sell a multitool as a kitchen accessory, people won\u2019t see its value because you\u2019re not setting it in a context that highlights its usefulness. But, if you position a multitool as an accessory for a backpacking trip, consumers will see its value because the context makes clear how useful it is (it\u2019s good for opening cans, cutting wood, and so on).<\/p>\n\n\n\n