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The customer journey and positioning
Positioning answers a simple, demanding question: for whom are you the best choice, and on what criterion? The customer journey then shows where that answer must appear, and in what form.
A choice that fits in one sentence
Positioning is tested on a single sentence: for this customer, in this situation, our offer delivers this result, better than the alternative on this criterion. Every term commits you. The segment must be precise enough to be reachable, the criterion sharp enough to be verified, and the result concrete enough for a customer to recognise. That sentence then runs through every page, every advert and every sales conversation.
- A segment described by a situation, not by an age bracket
- A choice criterion on which you are verifiably better
- A result phrased from the customer's point of view
- A named alternative, the one the customer genuinely considers
- One single sentence, repeated identically across every surface
The four moments of the journey
- 01
Awareness
The customer names their problem. Content helping them phrase it creates the first relationship.
- 02
Comparison
They weigh options. An honest table of your criteria speeds the decision far more than a pitch.
- 03
Decision
They look for price, lead time, guarantee. Those three shown remove half the follow-up chasing.
- 04
Use and referral
A customer supported after purchase returns and speaks. It is the least expensive segment to serve.
The programmes that build this skill
Three approaches to the same subject: online acquisition, full business management, building an offer. Taught volumes indicate the depth given to positioning in each.
| Programme | Level | Duration | Credits and hours | Fees |
|---|---|---|---|---|
| Digital Marketing | Bachelor's degree | 2 years | 120 credits · 1200 h | 4 600 000 GNF per year |
| Business Management programme — Bac+3 level | Bachelor's degree | 3 years | 180 credits · 1800 h | 4 800 000 GNF per year |
| Entrepreneurship | Bachelor's degree | 18 months | 60 credits · 600 h | 4 400 000 GNF per year |
Positioning questions
Should I choose a single segment?
One primary segment makes the message sharp and acquisition efficient. Other customers keep arriving, drawn by that very clarity: a precise message for an identified audience carries further than a general one.
How do I check that a positioning works?
By listening to how customers introduce you to others. When their phrasing echoes your terms, the positioning has landed. It is a qualitative signal, completed by conversion rate and acquisition cost.
How often should positioning be revisited?
Every year, and whenever a new offer enters the catalogue. The review starts from the same questions: which segment, which criterion, which alternative. The sentence is then rewritten in one session, and every other surface follows.
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