New Blog Post: The Two-Step Positioning Survey

We published a new blog post: The Two-Step Positioning Survey: Why You Need To Ask Your Customers First.

What It Covers

1. Why most marketers skip the only step that matters: the AIDA Attention gap and how the wrong word kills otherwise great campaigns
2. Why the HOOK is not the MESSAGE: definitions, the difference, and why your existing customers are the only audience that can give you a real hook
3. Step 1 - Hook Discovery (Attention Study): the 5 open-ended questions to ask your existing paying customers
4. TANK PHONE worked example: how a startup found the word "indestructible" in customer answers and built a $0 to $30M brand on it
5. Step 2 - The Positioning Survey: the canonical 5 steps to find the comparison object you will position your brand against, with, above, or below
6. Daytona racing car worked example: how an ISP turned the customer-supplied word "speed" into the ad campaign that beat Warner Brothers cable
7. How to apply this on your own customer base in 48 hours: the practical 5-action playbook

Why It Matters

You cannot position a brand. You can only build positioning around the words your customers already use. This blog post is the foundation methodology behind the free Positioning Analyzer tool.

Read It

Read the full post on the Blog.