Your Competitors Hope You Never Do This
With better positioning, you’ll win their business.
How positioning sets you apart
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"Our proprietary algorithm examines reader preferences and uses machine learning to suggest new books."
This leaves questions about what you actually do. Do you service readers or publishers? What makes you so special?
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"We're Tinder for books."
Audience? Readers.
Format? App.
Special? Not sure, but knowing what you do means we can decide if we’re interested.
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"We're Tinder for books, but a low-cost library."
Audience and format? Check.
Special? With this app, I don’t have to spend tons of money on new books. With the low cost, I know I can read what I love and save money.
If you can’t win on positioning, you’ll compete on price.
Buyers have biases, needs, and selection criteria. Positioning means you can speak to those. Showing why you’re different tells people exactly why they should choose you, and you won’t have to lower your prices to attract them.
Why you need positioning
Show how you’re better.
Strong positioning differentiates you from competing vendors. Be memorable.
Your customers have too many choices.
There are more choices than ever before. Make it easier for them to narrow it down—to you.
Investors want a clear winner.
Every dollar an investor spends needs a return. Strong positioning gives them confidence you’re worth it.
What you get for positioning
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Competitive positioning analysis
Edify will compare your positioning to up to three competitors of your choosing. We’ll analyze how they differentiate themselves in the market and against each other, and share opportunities for you to shine.
1 week turnaround
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Facilitated product SWOT
Take your team through a two to three hours SWOT workshop. We’ll uncover patterns and form insights that will shape your positioning strategy.
1 week turnaround
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Positioning framework
We build a positioning framework within one week of your SWOT. It will provide positioning statements for your brand and/or up to four products and personas.
2 week turnaround
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A/B positioning copy
We’ll provide alternative positioning statements you can test to see what resonates the most with your audience.
2 week turnaround
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Wrap-up presentation
Invite your colleagues to learn about your new positioning. We’ll share SWOT findings, thought process, and tips for using and testing positioning going forward.
4 week turnaround
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Team training
Optionally, we can extend the wrap-up presentation to educate your teams more about positioning and provide specific insights for leveraging your positioning framework.
4 week turnaround
Our thoughts on positioning
Ready to stand out from the competition?
We’ll help you thoughtfully distinguish your product.