How often have you found yourself in a meeting where the product was simply listed based on its features and functionalities?
You might have done this yourself—it’s an easy trap to fall into. While such information is undoubtedly crucial, and customers will require specifications, your product proposition must be exceedingly clear regarding why it should resonate with potential customers.
Enter the “So What?” test.
Let’s consider an example:
“Our new patented active PA system boasts a frequency range of 100Hz to 10kHz, a 1000 watts RMS rating, and a mere 10lbs weight per speaker.”
Now, apply the “So What?” test! This statement lacks significance—it merely echoes what many other active PA systems offer. What sets ours apart? Who would find our product appealing, and why should they opt for ours over brand X? The starting point is understanding the consumer—who stands to gain the most from our product and what pain points do they experience? How does our product alleviate this pain?
Consider this revised approach:
“Numerous travelling professional musicians require top-tier PA equipment that they can rely on and trust. Venue equipment quality varies, leading musicians to either haul bulky, traditional gear or make do with subpar venue equipment, risking their reputation.
“Our innovative active PA system delivers high power and unparalleled clarity, rivalling Brand X (our benchmark competitor). However, its lightweight design at only 10lbs per speaker allows for easy transport in a compact bag, fitting snugly in the trunk of a car.”
In this revised statement, not only have you addressed real pain points within your target market, but you’ve also identified key customer segments and crafted messaging that resonates with them.
Begin with the ideal customer.
Start by pinpointing the target customer—in this case, travelling musicians—and define their pain points. Then, articulate how your product or service alleviates those pain points, effectively creating a positioning statement.
Take the time to refine this statement—seek feedback from industry peers. A well-crafted product positioning statement is essential, as it guides all marketing and sales efforts, ensuring resources are focused on reaching potential buyers while avoiding wasted marketing expenditures on irrelevant audiences.