Focus on the big picture
I can’t add anything to Seth’s analysis, so I’ll just quote what I think are the two most important points:
“What’s extraordinary is the huge disconnect about what people in the industry care about and what the public cares about.”
“Instead of worrying about the finest details of your competiton and our offering and your media buys, what really matters is this: who’s going to talk about you? What are they going to say?
Your prospects are just like the undecided voters. They are woefully uninformed, extremely difficult to contact and very prone to quick judgments and first impressions.”
Let’s face it, positioning statements are less important than the impression that you leave in your customer’s mind.