产品定位被客户置若罔闻的五大原因

Think about a time when you met someone new in a social or business situation and you instantly hit it off. The reason you hit it off so quickly is because it didn’t take long to figure out you were both on the same page with whatever you were talking about.

想一想，当你在社交或商务场合遇到一个新朋友时，你们是如何一拍即合的。你们之所以这么快就打成一片，是因为没过多久，你们就发现，无论你们在谈论什么，你们都是一拍即合。

If you create your product positioning in a way that does the exact same thing, your marketing and sales efforts will yield noticeably better results.

如果你的产品定位也能做到这一点，那么你的营销和销售工作就会取得明显的效果。

Here are five reasons your products aren’t instantly hitting it off with your target customers.

以下是您的产品未能立即打动目标客户的五个原因。

1. Your Target Customers Aren’t Convinced You Understand Them

1. 目标客户不相信你了解他们

The majority of your product positioning narrative is too focused on getting target customers to understand what your products do and how they’re beneficial. It seems completely logical.

你的产品定位叙述大多过于注重让目标客户了解你的产品有什么作用，以及它们有什么好处。这似乎完全合乎逻辑。

Here’s the thing. Your target customers don’t engage because they understand you. They engage because they’re convinced you understand them.

问题就在这里。你的目标客户不会因为了解你而参与进来。他们参与是因为他们相信你了解他们。

Effective product positioning boils down to telling your target customers things you know they’d agree with. Convince them you think just like they do and they’ll automatically assume your products are great before they ever engage.

有效的产品定位可以归结为告诉你的目标客户你知道他们会同意的事情。让他们相信你的想法和他们一样，他们在参与之前就会自动认为你的产品很棒。

2. Your Product Positioning Isn’t Conversational

2. 你的产品定位缺乏对话性

High tech companies have a language of their own, and it’s not the same language your target customers speak.

高科技公司有自己的语言，而这种语言与目标客户所使用的语言不同。

If you want your product positioning to create that instant connection, stop telling your target customers how you’re optimizing, maximizing, transforming, empowering, delivering actionable intelligence, driving growth across the value chain, and all the other buzzwords that amount to nothing more than fluff in their minds.

如果你想让自己的产品定位与目标客户建立即时联系，就不要再告诉他们你是如何优化、最大化、转型、赋能、提供可操作的智能化、推动整个价值链的增长，以及所有其他在他们心目中不过是花言巧语的流行语。

Use words and phrases they use in everyday conversations. It’s the easiest way to convince them you understand their world and the things they’re dealing with. That’s what leads them to the conclusion your products are uniquely valuable.

使用他们在日常对话中使用的单词和短语。这是让他们相信你了解他们的世界和他们正在处理的事情的最简单方法。这样，他们就会认为你的产品具有独特的价值。

3. You’re Speaking To The Wrong Audience

3. 你的听众不对

Your product positioning is too one-dimensional. It’s focused on users. Throwing in generic executive benefits like improving operational efficiency, reducing costs, improving profitability and driving more revenue won’t help your cause. There’s not enough value context at the user level to make those executive claims credible.

你的产品定位过于单一。它只关注用户。在产品中加入提高运营效率、降低成本、提高盈利能力和增加收入等通用的高管利益无助于你的业务。在用户级别没有足够的价值背景来使这些高管声明可信。

If you want to engage decision-makers and influencers, you have to communicate how your products make users measurably better at their job in ways that impact higher level initiatives and priorities that are critical to those decision-makers.

如果你想吸引决策者和影响者，你必须传达你的产品如何让用户在工作中做得更好，从而影响对这些决策者至关重要的更高层次的计划和优先事项。

Now you have full value context because the storyline is 80% about what they do and more importantly, why. Your product is merely the proof point that eliminates the obstacles.

现在你有了完整的价值背景，因为故事情节80%是关于他们做什么的，更重要的是，为什么。您的产品只是消除障碍的证据。

4. Your Writing Is Bland

4. 你写的平淡无奇

Proper corporate-style writing is out! It’s bland. It doesn’t energize anyone.

适当的企业风格写作已经过时！平淡无奇。它不会给任何人带来活力。

If you want to convince your target customers you understand them as well as they understand themselves, your positioning needs to make bold emotional statements they’d agree with, and they need to be written conversationally.

如果你想说服你的目标客户你理解他们，就像他们也理解他们自己，你的定位需要做出他们同意的大胆情感陈述，并且需要以对话的方式写出来。

It doesn’t mean your writing style has to be irreverent or unprofessional. It just means you have to write with a lot more conviction.

这并不意味着你的写作风格必须是不敬或不专业的。这只是意味着你必须带着更多的信念写作。

Here’s how your target customers perceive you. In their minds, you’re dealing with a lot of organizations just like them. They expect you to know what everyone else is doing and why they’re doing it.

您的目标客户是这样看待您的。在他们的心目中，你面对的是许多和他们一样的组织。他们希望你知道其他人在做什么，以及他们为什么这么做。

Give the people what they want! Create positioning that leads them to the conclusion you understand the world they live in, you know exactly where they want to go and you can take them there.

给人们他们想要的东西！创建定位，引导他们得出结论：你了解他们生活的世界，你清楚他们想去哪里，你能带他们去那里。

5. You Don’t Net It Out

5. 你不会过滤

Get to the point as quickly as possible. If a prospective customer scrolled your product webpage, would the bold headlines tell a story that creates an instant connection?

尽快切入主题。如果潜在客户滚动浏览您的产品网页，粗体标题是否能讲述一个故事，让人立即产生联想？

Let’s say you’re scanning your daily newsfeed and you see an article titled, The 3 Worst Habits of People With Desk Jobs.”

比方说，你在浏览每日新闻推送时看到一篇文章，标题是 "文职工作人士的 3 个最差习惯"。

When you click on the article, you want the list right up front. If it’s not there, you quickly scroll to find it. If you have to scroll too far, you abort and go to the next article.

当您点击文章时，您希望看到前面的列表。如果没有，就会快速滚动查找。如果滚动太远，就会放弃，转到下一篇文章。

Don’t create product positioning that does the same thing!

产品定位不要千篇一律！

The Bottom Line on Product Positioning

产品定位的底线

Your product positioning has to be crafted in a way that quickly endears target customers to your products emotionally. It’s your easiest path to differentiation, especially if your products don’t do anything drastically different than the competition.

你的产品定位必须精心设计，让目标客户迅速从情感上喜欢上你的产品。这是您实现差异化的最便捷途径，尤其是当您的产品与竞争对手并无本质区别时。

The magic of good marketing and sales still comes down to making your buyers feel comfortable. Remember, they’re most comfortable with what they know. Build your positioning around that!

好的营销和销售的魔力仍然在于让买家感觉舒适。记住，他们对自己熟悉的东西最放心。围绕这一点进行定位！