How To Find Positioning Opportunities Using ChatGPT

It can be an uphill battle to drive strong paid media results without being able to convey solid product/service positioning across ad creative and website content.

Positioning in general can be difficult, and marketers focusing on paid media don’t always own this responsibility. Thankfully, AI tools like ChatGPT can actually lend a solid helping hand here.

When working with clients over the years, I’ve found that there’s a difference between what they want their positioning to be internally compared to what it actually is externally to all of their potential customers. A review of a business’s website can reveal a lot about its positioning. As a result, I put together a standard deliverable for each client that helps me understand where they fit among their competitors, and what gaps exist that we can take advantage of within our campaigns.

The only trouble is that this exercise could take hours because I had to comb through dozens of web pages across multiple sites. Now, I can do this in just a few minutes with ChatGPT. Through some experimentation, I put together a series of prompts that help me recreate this deliverable fairly easily.

I could list out all of the prompts and example outputs here, but instead of asking you to read a lengthy email or blog post, you can simply follow this link to view an example of this in ChatGPT.

In that conversation you’ll see how I use these prompts to get a sense of how a set of similar companies display different messaging angles, and where gaps in the marketplace may be. Yes, the output isn’t perfect, but it often gets me 80% of the way to what I eventually send to clients.

This is often helpful not only for me as I make messaging recommendations, but helpful for clients as well since it’s applicable to broader marketing strategy.

Have questions, considerations, or critiques? I’d love to hear them, just comment on this post!

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