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The Power of Product Positioning

Creative Market July 26, 2021 · 6 min read

Daniel Feldt is known on Creative Market for the typefaces and illustrations in his shop, Great Scott. A busy UX designer during the day, being a shop owner is something Daniel does during his free time. It’s a way for him to explore his creative side and try new things.
In his many years of design experience, he has used the power of product positioning to his advantage in many ways. Today, he’ll be sharing some of these insights, touching on:

  • The basics of product positioning
  • Promoting your products
  • His best and worst product experiences
  • Customer influence

Product Positioning 101

For Daniel, an important part of his success is product positioning, which is a marketing technique that presents products in the best way possible for its intended audience. Jen Wagner recently talked about the importance of prodcut positioning in an interview as well.
For Daniel, this all starts with him doing his due diligence in the area of customer research, and then asking himself these questions:

  • What is the category in which my product will be sold?
  • What are the top sellers?
  • What do customers/people say in the comments on the product page?
  • What are the prices of the products that I’m going to compete with, and what is included in the price?

Depending on the market your products fall into, the competition may or may not be strong. Regardless, you’ll come across gaps, which equate to amazing opportunities. To make the most of these gaps, Daniel suggests you, “make sure to advertise that your product fills the missing need – in your promos and description.”

The Art of Effective Promotion

Speaking of product promos, this is going to be your next step. When you finish a product, it’s time to announce it to the general public.
Start by asking yourself this question, “With so many products in the market, how does yours stand out from the competition?” The way Daniel first approached product promotion was to research top sellers, and learn how they promoted their products.

This is a great first step, but Daniel knows not all promotion ideas will work equally well for every product and/or audience. He keeps this in mind in his next step, where he experiments with different methods to see which ones show off his products in the best way possible, “I like to use strong colors to stand out, and I like to use my fonts on mock products. It’s a change of pace from my regular work as a web and app designer to make package design all of the sudden.”

Highs and Lows of Product Positioning and Promotion

In Daniel’s opinion, the most effectively positioned product he’s ever made is Alma Mono typeface. Although there were several ways Daniel could have pushed the typeface, he credits its success to having a charity aspect, as well as a monospace design (a design choice that allowed him to reach a new audience).

Alma Mono’s unique execution has led Daniel to consider it his proudest accomplishment as a designer, “I’m pleased with how it looks and works, and proud that I’ve raised $1,300 so far toward charities around the world.”

Every designer experiences highs and lows. While Alma Mono has been great, what hasn’t worked as well for Daniel is script fonts. There is a massive amount of competition in this area, and it can be difficult to break away from the top players.
Daniel notes, “It’s hard to be heard over the noise. Some of the top selling shops are really great at creating top notch script fonts. You can really see the care and quality in them, and the fact that they support a lot of characters (not just A-Z in basic latin).”

Daniel doesn’t see this as discouraging, “I’m fine with not having a top selling script font. Typography is a learning process for me and I have a long way to go. My brush fonts are just an experiment; a learning process for me. In my case, I was curious about brush fonts and using an iPad to create them. They have been a way to learn a new tool and delve into a new category of products.”

The Importance of Customers

Customers play a pivotal role in whether or not a product fails or succeeds. Because of this, knowing your customers is vital, or as Daniel puts it, “it’s the key to success.” But what’s the best way to communicate with them?
In November, Creative Market launched the Shop Updates feature—a place where shop owners can keep their followers up to date with announcements about their products. Daniel is still experimenting with this new feature. Additionally, Daniel runs an email list and engages with his customers via various social media platforms.
However you choose to communicate with your customers, it’s important to pay attention to how they react to new products. Doing so can give you insight into whether or not you need to reposition your offering.

Daniel has experience in this area. In fact, his now popular font Cherie Bomb is a perfect example of repositioning, “When I launched [Cherie Bomb], it had a different name and the promos were more ‘cute and crafty.’ Crickets. It was a total cricket fest. No sales, no likes, and almost no views. That made me questions the quality of the font and I even started to dislike it.”
It wasn’t until a friend of Daniels used the font for the Rebel & Bird Festival that Daniel learned to see the font in an entirely new light. “She used it in the right context and it just blew my mind. So I decided to pull the font from Creative Market, rename it, and create an entirely new concept based on awesome ladies in punk.”

When the changes were finished and the font was relaunched, sales started to take off. Cherie Bomb was even featured as one of Creative Market’s weekly free goods. It just goes to show you, when product positioning and customer influence go hand in hand, they can make a serious impact!

Keep the Conversation Going!

Is there a product concept that you want to run with, but you’d like some feedback first? Do you have questions about product positioning that we didn’t cover? Leave a comment below, Daniel is excited to talk with you!
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  • Great tips, and I love you work, Daniel! 5 years ago
  • Hey all! If there are any questions and/or feedback I'll be hanging here in the comments section at your service. 5 years ago
  • Thanks @Josh Ownby, you're too kind! 5 years ago
  • Well, THAT was an eye opener. Busy days ahead rethinking and applying. Thanks so much for the tips. 5 years ago
  • Very interesting article =D 5 years ago
  • Great article @Daniel Feldt! My favorite part is that you shared that your marketing ideas aren't always going to work. I've made products I thought I positioned and promoted well and they flopped. Then I've made products that were unconventionally positioned and they did great. This reminds me of something I read about called "The Law of Category." It's from a book called The 22 Immutable Laws of Marketing by Al Ries and Jack Trout. The law says if you can't be first in a category invent a new one (even if it's a very niche category). I love the fact that many of your products tend to follow this idea. They fit into a popular category. But they're refreshingly different at the same time. Love your work. Thank you for sharing your ideas! 5 years ago
  • Top work and top tips cheers @Daniel Feldt 5 years ago
  • Great tips there @Daniel Feldt. Thank you! I'm always scouring articles on positioning & marketing ha ha. I've tried to do the same with some of my products, learning some thing new every single day. It's really interesting how creating screenshots + promotion ideas often take up more time than that taken for creating the actual product (at least in my case lol). 5 years ago
  • Nice article, I think I'll make new aproaches to my oldest fonts! It will be refreshing 5 years ago
  • thrilled that they got the creator of Cherie Bomb for this blog! that font is amazing :DDD, along with all the tips in this article, of course :) 5 years ago
  • Awww, @Jayla Vos, I'm sure @Daniel Feldt is excited to hear you're such a fan 😄 And I'm glad you enjoyed the article. @Sneha Mohanty, I've heard from sooooo many shop owners here on Creative Market that the screenshots and promotion prep can take them longer than the product creation work at times, so you're definitely not alone. I think marketing, promotion, and product positioning are often under valued, which is just one more reason why doing those things well can really set you apart from others and make your work shine! 😎 5 years ago
  • @Julia Martinez Diana, if you end up refreshing the positioning of some of your oldest fonts, you'll have to let us know! We'd love to see before and afters, and hear how everything works out 👍 5 years ago
  • Glad you liked the tips @Sneha Mohanty! The promo pics could be a black hole of time spent, no doubt. Since its fonts I'm mostly making I usually start with the promos before the font is finished, it helps with getting the typeface were I need it to be and also a part of testing the font. 5 years ago
  • @Julia Martinez Diana Its always fun to revisit your old work! I like to refresh the product once in a while. Maybe ad some extras and do a relaunch. I'm getting pumped to refresh some of my old work! 5 years ago
  • You made my day @Jayla Vos, thank you for the kind words! And thank you @Kelley Johnson for the heads up, it seems like I've missed a few comments even though I have thread notifications turned on. Well, happy weekend everybody! (Insert dancing banana emoji here) 5 years ago
  • You know what's funny? I use Cherie Bomb as a cutesy font. I like going against the grain and the as advertised version didn't fit my style, but the font itself stood out as edgy but sweet. I use it to roughen up watercolor flowers and bouquets and romantic banners. It gives my projects a edgier feel without being completely out of place. I love it. 5 years ago
  • I love it @Lindsay Hartwell! If you'd be willing to share I'd love to see your use of Cherie Bomb. Very curious! I still have a hard time grasping people using stuff I've created. If you want to, you can email a screenshot or pic to 5 years ago
  • ooohhh, @Lindsay Hartwell I want to see too! 😍 Feel free to share what you've made with Cherie Bomb in the "Made With Creative Market" area of the discussions 🙌 5 years ago
  • Nice article, thanks for the share this great info.. 5 years ago
  • Great article! 5 years ago
  • Hi @Daniel Feldt my name is Andrea, I'm new on Creative market and recently I have pushed two products of which one is the "Sweet Snow" font ( it's the first font that I ever made :) What you think about it and his positioning? 5 years ago
  • Hi @Andrea Alati and welcome to Creative Market! Great job with your first products and especially with your first ever font. I'll take a closer look at it but my spontaneous thought is that it looks real nice. And as a swede that uses Ã… Ä and Ö a lot I'm always glad when a type designer takes just a little bit extra time to optimise the use of his/hers typeface for a bigger market. If I were you I'd spend a little more time on the product descriptions - get them a little bit longer and descriptive. The presentations are real nice! 5 years ago
  • Hi @Daniel Feldt, thanks for your feedback, I has spend more time to made the second font ( ), I hope to you enjoy it, if you give me your email I can send you Dakar for free to thank you for your advice. 5 years ago
  • inspiration much 4 years ago