Time and time again we've seen it, product positioning that doesn't answer the most essential questions—what does your product do, who should buy your product, and why should they choose your product over the competition—and fails to communicate anything meaningful or relevant about the product itself. Over the years we have identified trends that diminish the effect of this powerful marketing tool.

It is time to take a closer look at your product's positioning messages. Evaluate your current language against the following tips and see if your company has fallen victim to poor product positioning:

1. Be clear about who your buyer is and what problem your product solves or key benefit it provides. Don't try to be everything to everyone. Not only does this dilute your positioning and cause longer-term brand damage, it simply confuses prospects. Or, worse yet, doesn't have an impact at all. If you aren't giving them context around their specific needs and how you uniquely meet them, they cannot apply your proposed solution to their situation. They'll simply move on. It is also critically important to be specific about what makes your product unique and how it solves your prospect's problem or benefits them.

2. Don't be vague, cute, or too "jargony" when describing your product. Your prospects don't have the time or energy to guess if your product could help them. Use clear, precise language and tell them specifically why they should purchase your product. Avoid industry lingo and acronyms. Although you may think they help show you're "in the industry" and entice prospects, they tend to have the opposite effect, resulting in confusion or a "so what" response. And always include a list of unique features and benefits to further amplify why your product should be chosen, but avoid the "me too" features that are expected in a product or service like yours. It's wasted real estate. (Remember a feature describes an aspect of the product—what it looks like or what it does. A benefit describes what positive results the product brings to the person or organization that uses it.)

3. If your product is mediocre, you can't fix it with positioning. Make sure that your product positioning is both accurate and a compelling description of your product. This means you should never over promise (or undersell) any aspect of your offering. If you find yourself putting an exaggerated spin on your product description—for example, listing unproven, untested, or "stretch" features and benefits—ask yourself if your product is strong enough to solve the true market need. If your product is inadequate and not the better choice for your prospects, there is no possible way to position your product to mitigate the gap.

Product positioning is a powerful marketing tool and when done correctly, results in higher product sales, more successful promotions, and—most importantly—a loyal and satisfied customer base. Just as your company's positioning language must be audited regularly, so should your product's positioning. Taking an honest assessment of your product and how it is positioned is an essential piece of your marketing strategy. It is foolish to expect success from your product promotions when no one understands exactly what your product does, for whom, and why it is a better choice.