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](/positioning-analyzer) tool.

Read It

Read the full post on the [Blog](/blog/two-step-positioning-survey-ask-customers-first).