The XYZABC Approach
We built a messaging and brand positioning methodology especially for tech companies.
How do you write an extraordinary brand positioning strategy?
It’s as easy as XYZABC.
Total Product Marketing has developed a proven methodology to help technology companies like yours perfect brand positioning, nail messaging, and communicate differentiation to cut through the noise.
Organizations like PayPal, Magento, HiConversion, and Sierra Wireless rely on our XYZABC methodology to strengthen their marketing messaging and build awesome marketing content.
“It’s rare that I approve the first draft of messaging, but the XYZABC process hit the mark the first time around. Total Product Marketing understood our target audience and translated our deep technical content into meaningful business messaging.”
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Zee Aganovic, CEO |
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How does the XYZABC brand positioning strategy work?
We start with the XYZ
The XYZ is how we position your product to your buyer (and show why it matters to them). It sounds straightforward, but extracting the most important aspects of your solution for the XYZ can be difficult. Can’t see the forest for the trees? Total Product Marketing can help.
The X is the solution you have to offer. Distill this description to its most basic format — not too broad, not too narrow. No heavy jargon, no pointless fluff.
The Y is your buyer. Who is the ideal customer for your solution? The primary buyer persona? What is the optimal market segment?
The Z is the benefit your ideal customer will gain from your solution. It’s the value — the reason a customer will be willing to pay for your solution. How does your buyer measure their gains?
The X is the solution you have to offer. Distill this description to its most basic format — not too broad, not too narrow. No heavy jargon, no pointless fluff.
The Y is your buyer. Who is the ideal customer for your solution? The primary buyer persona? What is the optimal market segment?
The Z is the benefit your ideal customer will gain from your solution. It’s the value — the reason a customer will be willing to pay for your solution. How does your buyer measure their gains?
And finish with the ABC
The ABC is how we differentiate you from your competitors and prove that you’re better. It anchors the benefits your solutions provide against your competitors and delivers conclusive points to demonstrate your solution is superior.
The A describes your top competitors in your space.
The B outlines how you differentiate against the competitors. What is your brand promise? How do you stand out? Why are you better?
If the B is why you are better, the C is how you are better. It’s not good enough to say that “we provide better customer service.” If you can’t prove it, that point of differentiation doesn’t exist.
The A describes your top competitors in your space.
The B outlines how you differentiate against the competitors. What is your brand promise? How do you stand out? Why are you better?
If the B is why you are better, the C is how you are better. It’s not good enough to say that “we provide better customer service.” If you can’t prove it, that point of differentiation doesn’t exist.
What Does the XYZABC Brand Positioning Strategy Achieve?
Using the XYZABC positioning strategy methodology helps our team build a robust brand messaging framework for your organization.
From there, the sky’s the limit. Great messaging will transform your content marketing, fuel your lead generation engine, increase conversion rates — and ultimately — help you drive tangible business results.