Stop talking about yourself. No one cares.

No one cares about how your technology works or all the great features.

What customers care about is themselves. How will your product make them richer, healthier, happier, faster, etc.?

You need to be blatantly obvious about what you do, who you serve, how it’s unique, and value delivered.

And it has to happen quickly. No confusion or ambiguity.

Brand positioning and messaging underpin your marketing. They establish clear and consistent themes and stories about why someone should care.

They ensure that marketing reflects your customers’ problems, needs, and aspirations.

My advice:
* Take a long & honest look at whether your marketing is 100% customer-focused.
* Test your current positioning to see if people get what you do and why it matters.
* Ask your employees how they think your product delivers for customers.
* Talk to your customers to discover why they use your product, key benefits, and why they selected it.

Bottom line: brand positioning matters more than ever. It is a powerful weapon in a competitive landscape at a time when capturing the spotlight is hard.

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