Design and execute tests to validate your positioning story

Business benefits

Develop a strong foundation for your marketing efforts.

Define your positioning story, including the end state or promised land your product helps customers achieve and the simple promise your brand makes about that transformation.

Define your ideal customer profile (ICP).

Work with sales representatives and customer facing staff to identify at least 5 customers or prospects fitting your ICP with whom you can test your positioning story.

Decide whether your team will use live pitches, user testing software, or both to test your positioning story.

Tests may include live sales pitches with a version of your sales pitch modified for your new positioning story, user tests of your website, A/B tests with multiple versions of your website copy, and small PPC campaigns using your simple promise as the title. Use tools like UserTesting or Userfeel to conduct user tests.

To modify your sales pitch for the test, lay out your positioning story in the following order: simple promise, change, stakes, promised land, villain, superpowers, and, lastly, proof. Test multiple simple promises by creating a different versions of the pitch. Ask your sales team to collect insights from your audience after they see the slide deck.

To modify website and landing pages for the test, follow the same order, and include proof points right below the simple promise and throughout the entire page.

If using user testing software, create a list of screener questions to confirm potential test participants fit the profile of your best customer who will provide the most relevant insights. Use why and how questions, rather than yes or no questions, and avoid leading questions.

Conduct user tests and live pitches, and record insights about what was most effective and what did not resonate with the positioning story you are testing.

Ask questions like how they arrived at that decision or why they chose what they chose. Go beyond the surface level. Review best practices from UserTesting.

Analyze insights from the test to refine your positioning story and its elements.

This is good - “Gather insights, and launch a go-to-market positioning strategy to effectively dominate your market.”

This is just repeating the step.

Don’t need the word lastly as the step says following order.

this may need rewording it doesn’t read very well.

Can this be condensed at the end? ‘…leading, how, and why questions?’

These can be italics instead of speech. Also, an image might be good here.

Some of these can be worked into the step.

@lsmous

This playbook is talking about a Simple Promise as though the reader has one – before it takes the reader through creating one. Imagine that you’re seeing this playbook for the first time. You’ve never seen the hub, let alone the course that the playbook is based on. Do you understand why it keeps talking about a Simple Promise? Do you even know what that is? Is there a good chance you’ll get frustrated and leave because there must be better instructions elsewhere that won’t confuse you?

Key actionable information is in the step explanation:

… This should be in the step text. Content like that will test the effectiveness of your Simple Promise and positioning story through a sales deck and landing page is explanation, not action – it doesn’t belong in the step itself.

This step has a couple of problems. It’s too complicated; and we don’t have a Build a sales deck playbook to link to. Is there enough content in the course to put one together, using these playbooks as core steps?:

  • Create a memorable and simple promise
  • Craft a promised land, identify your superpowers, and harvest compelling proof to support your story
  • Identify a compelling change, stakes, and villain for your positioning strategy

That would help us to simplify this step, while making it easier for readers who don’t know how to construct a sales deck to simply click through and get started.

These 2 are essentially the same step – combine them along the lines of:

… Then add the rest of the information in the step explanation.

What does alter how you will integrate it into your company strategy mean?

Too fanciful and not actionable enough.

@lsmous indeed weve mentioned this previously where playbooks suddenly keep refering to items outside of the scope and without direct linking.

@lsmous @naomi_kramer please check other playbooks for this

@naomi_kramer I massively simplified this one to focus on the basic steps to validate the positioning and its elements in different settings/using different methods. The course material itself covers a ton of high level things, and I think the most task or outcome based playbook to shake out of it is how to validate the positioning story before rolling it out into broad applications.

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