thefunnel

The most important thing for any marketing / communication plan! Way too often marketers forget the basics and jump straight into messaging or even tactics, when following the simple rule of segmenting – targeting – positioning – messaging. When positioning is done correctly there’s no doubt about what and who the product / service is for and what it’s uniqueness and value, out of which the messaging almost flows ”automatically”. Positioning is a very good acid test, and if not convincing enough the success rate diminishes. One other common mistake is trying to write a positioning statement like a message or tag-line. Fails every time.