{"id":76112,"date":"2022-08-17T17:13:00","date_gmt":"2022-08-17T21:13:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=76112"},"modified":"2022-08-22T12:50:34","modified_gmt":"2022-08-22T16:50:34","slug":"positioning-implementation-plan","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/positioning-implementation-plan\/","title":{"rendered":"Your Positioning Implementation Plan: The 3 Steps to Success"},"content":{"rendered":"\n<p>Once you&#8217;ve created a <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy\/\">product positioning<\/a> plan, what are your next steps? How do you make your plan a reality?<\/p>\n\n\n\n<p>Once you have a <a href=\"https:\/\/www.shortform.com\/blog\/product-positioning-strategy-2\/\">positioning strategy<\/a>, you need to put it into effect. Your positioning implementation plan should involve <a href=\"https:\/\/www.shortform.com\/blog\/how-to-create-a-narrative\/\">creating a narrative<\/a> about your product, building your messaging, and, finally, tracking your success and making any needed adjustments.<\/p>\n\n\n\n<p>Let\u2019s take a look at each step in detail.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-1-narrative\">Step 1: Narrative<\/h2>\n\n\n\n<p>Creating the narrative is the first step in your positioning implementation plan. This is the pitch with which your salespeople will approach prospects. Here\u2019s how to construct the narrative about your product, according to Dunford: First, articulate the problem your product helps the customer solve (\u201cIt takes you forever to vacuum your entire office\u201d). Then, explain how other solutions fail to solve that problem (\u201cMost vacuums require frequent emptying and cleaning, which slows you down\u201d). Next, tell the customer what the perfect solution to the problem would be, and then introduce your product by explaining what market it\u2019s in (\u201cYou need a vacuum with immense cleaning power, which is why you need the DustDestroyer, the top vacuum for workplaces\u201d). Finally, explain the value the product adds to the customer\u2019s life (\u201cThe DustDestroyer lets you clean faster and more efficiently than other vacuums, saving you time\u201d).<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Alternative Marketing Narratives<\/strong><br><br>In <a href=\"https:\/\/shortform.com\/app\/book\/building-a-storybrand\/1-page-summary\"><em>Building a StoryBrand<\/em><\/a>, Donald Miller presents an alternative marketing narration that helps <a href=\"https:\/\/www.shortform.com\/blog\/how-to-sell-a-product\/\">sell your product<\/a> to customers:&nbsp;<br><br>Instead of beginning the story with the problem your product solves, <a href=\"https:\/\/shortform.com\/app\/book\/building-a-storybrand\/1-page-summary#part-1-the-customer-protagonist-wants-something\">Miller begins the story with the customer\u2019s desire: the state or objective they wish to attain<\/a>. Next, he advises <a href=\"https:\/\/shortform.com\/app\/book\/building-a-storybrand\/1-page-summary#part-2-the-customer-protagonist-encounters-a-problem\">explaining the customer\u2019s problem<\/a>, elaborating that the problem can be external (tangible), internal (an unpleasant emotional state), or philosophical (misalignment of the customer\u2019s lifestyle with their values).&nbsp;<br><br>The narrations continue to diverge in an important way: Dunford\u2019s narration includes an articulation of the value the product adds while <a href=\"https:\/\/shortform.com\/app\/book\/building-a-storybrand\/1-page-summary#part-5-the-brand-mentor-calls-the-customer-protagonist-to-action\">Miller\u2019s narration contains a call to action\u2014the ask for the customer to buy<\/a>. We might imagine Dunford is aware of the foundational importance of the call to action in selling and doesn\u2019t include it in her narrative because it\u2019s not as integral to positioning as communicating the problem to customers and showing them how your product helps solve it. <a href=\"https:\/\/www.shortform.com\/blog\/a-call-to-action\/\">A call to action<\/a> is more important in messaging to customers because this is where you truly sell the product.<br><br>This means that when it comes to messaging\u2014which Dunford doesn\u2019t elaborate on\u2014you might consider adding a \u201ccall to action\u201d field to your messaging document. This will ensure you actually ask the customer for the sale.&nbsp;&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Step 2: Messaging<\/h2>\n\n\n\n<p>Next, have your marketing team adjust the messaging based on the new positioning. Messaging is contained in your marketing to customers. Dunford doesn\u2019t elaborate on how to message because there are other resources to help you do that, but she does recommend creating a messaging document containing the main message, which your team can adjust for each piece of marketing material.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-step-3-tracking-and-adjustments\">Step 3: Tracking and Adjustments<\/h2>\n\n\n\n<p>According to Dunford, the final piece of your positioning implementation plan is to track the success of your positioning over time and make adjustments if needed. <strong>Assess your positioning every six months to learn if the market has changed and if you need to thus reposition your product.<\/strong> Possible changes to the market include established competitors entering it, changing government regulations, the introduction of new technology, changing customer desire, and the economic environment.&nbsp;<\/p>\n\n\n\n<p>(Shortform note: How can you stay abreast of changes in your market to ensure your product remains optimally positioned? You might <a href=\"https:\/\/buddypunch.com\/blog\/effective-ways-track-trends\/\">conduct simple research online or keep track of what your competitors are doing<\/a>. You could also use social media, including LinkedIn, to gauge what\u2019s happening in the market and how customers are feeling. Finally, it may be worth soliciting the input of advisors and going to industry conferences to obtain the insights of leaders to gain a long-term perspective of where your market is headed.)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Once you&#8217;ve created a product positioning plan, what are your next steps? How do you make your plan a reality? Once you have a positioning strategy, you need to put it into effect. Your positioning implementation plan should involve creating a narrative about your product, building your messaging, and, finally, tracking your success and making any needed adjustments. Let\u2019s take a look at each step in detail.<\/p>\n","protected":false},"author":9,"featured_media":76116,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[104,103],"tags":[720],"class_list":["post-76112","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","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>Your Positioning Implementation Plan: The 3 Steps to Success - Shortform Books<\/title>\n<meta name=\"description\" content=\"Once you have a positioning strategy, you must put it into effect. 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