Positioning outcomes: More word of mouth

Word of mouth happens when a lot of people who talk to each other and have similar needs have experience with a product. It’s also the holy grail of marketing and sales efforts — who doesn’t want their product to fly off the website without big campaigns or direct outreach?

Tight positioning will dramatically increase word of mouth because it a) makes it easier for people to describe your product, ie easier for them to talk about it and b) ensures that you’re reaching people in a small enough subset of individuals, who talk to one another about their problems and how to solve them.

You can’t get word of mouth if the customers you have don’t ever interact with other people who would benefit greatly from your product. When you position your product narrowly, in a small market, you’re going after people who all know one another. If your product is awesome, your customers will talk about it. And the people they talk to will listen and potentially buy.