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Stop 02 · Marketing Strategy & PositioningTopics · 3/9

Positioning & Value Proposition

Part of the Digital Marketing Roadmap

In short

Positioning defines how your product is perceived relative to alternatives; the value proposition states the specific benefit a customer gets and why it beats the alternatives — the foundation every piece of messaging builds on.

How to learn this

  1. 1Write a one-sentence positioning statement for a product idea ('For [who], [product] is the [category] that [benefit], unlike [alternative]').
  2. 2Critique the homepage headline of 3 products you use through this lens.
  3. 3Notice how positioning shapes which channels and messages make sense.

More topics at this stop

Target Audience & Buyer PersonasMarket Research BasicsCompetitive Analysis for MarketersBrand Voice & MessagingMarketing Mix (4Ps)Setting Marketing Goals (SMART Goals)Marketing Budgeting BasicsGo-to-Market Strategy

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