Why Your Marketing Isn't Making Sense To Buyers! | Small Business #Marketing Tips

Your choice of market category is an essential aspect of positioning your product or service. But many businesses focus too much on the category and forget about the importance of a clear narrative built around their differentiated value. The role of a market category is as a starting point for buyers. It takes someone who doesn't know that much about our product and places them on the road that leads to our differentiated value. But a category doesn't explain everything we do, who we do it for, the value we deliver, or how we're different. That's why we need branding, segmentation, targeting, and positioning. The right market category helps ensure buyers are oriented in the right direction, but in the same way, a poor category points them in the wrong direction. It sparks a set of incorrect assumptions about our product and gives marketing and sales teams additional work trying to turn those flawed assumptions around. On its own, a category can only take a prospect so far. To win the customer, we need messaging that helps buyers understand our differentiated value—what we can do that no one else can.