Message and Positioning 101

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Message and Positioning101

• Camberley Bates
• Bates Strategy Group, Inc.

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If you can remember one thing

• For who, Does what, Unlike

Geoffrey Moore, Crossing the Chasm
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For Who?

• Consumer??

• Business??

Or Both???
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For Who?

• Be Very, Very, Very, Very Descriptive
• Know the primary, secondary and influencers.

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What For Who looks like

1. For researchers who have to analyze large data
   sets and solve visual problems.
2. For landscape architects who need a design tool
   that is easy to use.
3. For people who need to make sure their data is
   secure.

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Does What?

• What pain of mine do you solve?
• How do you improve my life?
• How do you improve my business?
• Can you quantify the value?

• Is this enough to get me to change?

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Does What? - Your Identity

• Your actual widget or service
• Make it in laymans terms, the lowest common
  denominator

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What Does What look like

• For researchers who have to analyze large data
  sets with visual problems. We enable you to
  develop predictable, repeatable math routines,
  with simple to use software.
• For landscape architects who want a design tool
  that is easy to use and dont have time to invest
  in huge app like autocad. We are a highly
  intuitive tool that you can master in 15 minutes.
• For people who need to make sure their data is
  secure. We are a simple and safe way to back up
  all the important stuff on your computer. A copy
  of your data is stored in a secure, remote
  location for safekeeping, so that in the event of
  disaster your data is always retrievable.

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• The Missing Link in 90 of Positioning
• UNLIKE

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Unlike - Who is your competition?
Capitol Grill?
Zolos?
Whole Foods?
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What Unlike looks like

1. For researchers who have to analyze large data
   sets with visual problems. We enable you to
   develop predictable, repeatable math routines,
   with simple to use software and without extensive
   programming and complicated analysis.
2. For landscape architects who want a design tool
   that is easy to use and dont have time to invest
   in huge app like autocad. We are a highly
   intuitive tool that you can master in 15 minutes
   without knowledge of technology.
3. For people who need to make sure their data is
   secure. We are a simple and safe way to back up
   all the important stuff on your computer. A copy
   of your data is stored in a secure, remote
   location for safekeeping, so that in the event of
   disaster your data is always retrievable. No
   software, no hardware, no tapes, just simple 3
   steps to protection.

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Exchange you Company for a Competitor

• If you can place your competitors name in your
  About Us statement, you got some work to do.

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If you can remember one thing

• For who, Does what, Unlike

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Questions?

• Camberley Bates
• 303.956.4284 cbates_at_batesstrategygroup.com