I hear this phrase regularly. From founders, from SMEs, from scientists who have developed a brilliant product, service or research result and wonder why nobody is interested and customers are not coming.
„Our product is really good. Everyone should understand that.“
It is a sentence that is honestly meant and comes from genuine conviction. And yet it costs customers every day. This article on the topic of positioning in marketing explains why this sentence is wrong and what works instead.
Why good products without a clear message fail
Nobody buys the best Product. People buy the Product that you understand best.
That sounds cynical. But it is a description of human psychology.
Purchasing decisions are not made in rational analysis processes. They arise from the gut feeling that forms in the first few seconds of encountering an offer. And this gut feeling is controlled by communication - not by product quality alone.
An example: two management consultants, same training, same experience. One has a clear positioning in marketing: „I help IT SMEs build their first structured sales pipeline in 90 days”. The other says: „I advise companies on all strategic issues.”
Who gets the customer who has exactly this problem? The first one, of course. And not because he is better, but because he is clearer.
The difference between product and positioning
Many people confuse product quality with positioning. This is understandable, but fatal.
Product quality describes what your offer can do and how well it does it.
Positioning describes who your offer is made for, what specific problem it solves and why you are the right choice compared to all alternatives.
Positioning in marketing is not an advertising message. It is a strategic decision: You consciously decide who you address and who you don't. You focus, you exclude. And that's exactly the problem with „Our product is good for everyone“: it's a statement that doesn't appeal to anyone. If you address everyone, you won't reach anyone.
A classic formula for a clear Positioning:
For [target group] who have [problem/need], we offer [solution] - in contrast to [alternatives], because [unique advantage].
This formula sounds simple, but the work behind it is not. Because it requires decisions: Who do you really want to address and what are you focussing on?
The messaging problem: When the message doesn't reach the customer
Even with a clear positioning, many companies fail when it comes to messaging, i.e. how they communicate their positioning to the outside world. Messaging is the translation of your positioning into concrete words: on the website, in sales pitches, on LinkedIn, in emails.
The most common messaging errors:
Mistake 1: Inside-Out instead of Outside-In
Companies communicate from their own perspective: „We have 20 years of experience, use state-of-the-art methods and offer the highest quality.” This is a self-description, not a customer approach. Customers are interested: What's in it for me? What will change for me?
Mistake 2: Functions instead of benefits
„Our system has an AI-supported analysis with a real-time dashboard.” Great. But what does this mean for the customer's everyday life? What do they decide faster? What do they no longer have to do?
Mistake 3: Too many messages at the same time
If you say everything, you say nothing. Clear messaging prioritises: What is the one message that should stick?
Mistake 4: Industry jargon instead of customer language
The best message uses the customer's words, not the provider's jargon. Knowing the language of your target group is one of the most valuable skills in marketing.
How to develop a positioning that works
Effective positioning is not created in a brainstorming meeting. It is created through an honest examination of three questions:
Question 1: Who are you really there for?
Not: Who could you theoretically work for? But rather: Who are your favourite people to work for? Who do you achieve the best results for? Who would you like to tell you what they need and who you can really help?
The answer to this question defines your target group. And a good target group is concrete: not „companies” but „IT SMEs with 50-200 employees in the DACH region who are building their first structured sales team”.
Question 2: What specific problem are you solving?
Not: What are you doing? But rather: What pain are you taking away? What problem are you solving that keeps your target group awake at night?
The temptation here is to remain vague. „We help companies to grow.“ Great. Many do. More specific: „We help B2B start-ups build a repeatable sales process in their first 12 months.“
Question 3: Why you and not someone else?
What is the one thing that sets you apart from all the alternatives? This could be: in-depth expertise in a specific niche, a unique method, your network, your personality, your story.
What it can't be: Quality, reliability, customer proximity. All customers expect these things as a minimum standard. They are not a distinguishing feature.
Positioning for B2B companies: The special challenge
In the B2B sector, there is an additional difficulty: it is often not individuals but buying groups - several people with different roles and priorities - who make a purchasing decision.
This means that your positioning must be so clear that it also works in internal communication. If the person who knows you wants to recommend you to a colleague or their boss, they need a simple sentence that they can pass on.
This is the ultimate test for positioning: Can you say it in one sentence and would someone else understand and pass it on?
Practice: Check positioning in 15 minutes
A simple test that you can carry out now:
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- Open the homepage of your website
- Read the main heading
- Question: Can someone who doesn't know me understand in 5 seconds who I'm helping with what?
- If not, what is the most concrete sentence you could use to describe this?
Then: Write down three versions of your positioning. Show them to three people who don't know your work. Which version resonates most strongly?
This exercise only takes 15 minutes, but it can take your marketing in a different direction.
Conclusion: Positioning in marketing is not an optional extra, it is a must
I regularly come across companies that have an excellent offer - and still struggle. The reason is almost always the same: the communication doesn't keep up with the quality of the offer.
Clear positioning and precise messaging are not a luxury for large marketing departments. They are the foundation on which every investment in marketing, sales and AI content bears fruit.
If you don't build the foundation, you're building on sand, no matter how good the product is.
FAQ: Positioning in marketing
Why doesn't anyone buy my product even though it's good?
In most cases, this is not due to the product, but to the communication. People buy the product they understand best - not the best product. Unclear positioning, generic messaging and a lack of differentiation are the most common reasons for a lack of purchasing decisions despite good product quality.
What is the difference between positioning in marketing and USP?
The USP (Unique Selling Proposition) is a part of positioning in marketing - namely the only central differentiating feature. Positioning is more comprehensive: it defines the target group, problem, solution, context and competitive differentiation. A strong positioning must include a clear USP.
How do I formulate my unique selling proposition?
A good unique selling proposition describes what you do and what sets you apart from all the alternatives - in the language of your target group, not in technical terms. The best method: Let your best customers describe why they chose you. Their words are often more precise than your own.
What is a messaging strategy and how do I create one?
A messaging strategy defines which core message you communicate, for which target group, in which tone of voice and with which words. It consists of at least: a positioning statement, a main message (the central promise), supporting messages (which substantiate the promise) and a clear tone of voice.
When do I need positioning advice?
If you realise that your marketing is working but not delivering results; if you are attracting customers who are not a good fit for you; if you are struggling to get your price accepted; or if your team internally disagrees on who you actually want to target - then the time has come for professional positioning work.
Marco Barooah-Siebertz is the founder of Superblau in Cologne. He supports start-ups, SMEs and scientific organisations in developing clear brand positioning and messaging strategies - from strategy to implementation. (Contact)
