What is a competitive positioning reference template?
A competitive positioning template is an essential document for product marketers. The aim is to systematically identify and highlight a product’s unique value proposition in comparison to competitors.
The downloadable template acts as a strategic tool for crafting compelling narratives that differentiate your product in the market. It provides a structured approach to assess competitive alternatives, reframe your product’s strengths, and focus on key product moments that resonate with your target audience.
Creating a competitive positioning document for your product carries 5 key advantages:
- Clarity in communication: Helps marketers articulate the distinct advantages of their product clearly and persuasively.
- Strategic differentiation: Identifies and emphasizes unique selling points that set your product apart from competitors.
- Consistent messaging: Ensures all marketing and sales teams are aligned with a unified message, enhancing brand consistency.
- Enhanced campaigns: Supports the creation of targeted marketing campaigns, content strategies, and SEO plans.
- Informed decision-making: Provides a reference point for making strategic decisions about product development and market positioning.
Sound like something you need? Well, let's take a look at how to build your own competitive positioning document.
How to Use the Competitive Positioning Reference Template
Acknowledge major competitive alternatives:
- Identify key competitors and evaluate their strengths and weaknesses.
- Use comparative statements to highlight where competitors fall short and where your product excels.
- “[Legacy Competitor] was a great product for … but their approach hasn’t kept up with the need for …”
- “[New Competitor] has created some buzz with … but they’re only solving for a fraction of the problem …”
Reframe: How we see the world:
- Position your product as a solution to more significant and relevant problems than those addressed by competitors.
- Use reframing techniques to challenge the value provided by competitors and present your product as a superior alternative.
- “Competitor might be good for … [outdated or trivial problem], but we help teams with … [bigger and more important problems].”
Specify Key Product Moments to Emphasize:
- Highlight 3-4 key features or moments that showcase your product’s unique benefits.
- Include short captions explaining why each moment is different and why customers love it.
- “Product moment: [Brief description]… why it’s different… why customers love it…”
Accompany each moment with relevant product screenshots to visually reinforce your points.
Specific terms to avoid:
- Define the product categories where your product does not compete.
- Avoid using terms that are closely associated with competitor products to prevent confusion and maintain a distinct brand identity.
- “We do not compete in the … product category. Don’t use the term … when referring to our products since that term is associated with a competitor product …”
Reinforcement through visuals:
- Use product screenshots and visual aids to reinforce key points and make the document more engaging.
- Ensure visuals are clear, relevant, and effectively highlight the product’s unique features.
Download your competitive positioning template
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