How do you want a customer to feel when they think about you or your company/brand?
Positioning is the key to answering questions correctly. If you don’t position yourself in the market, your competitor will—and you usually don’t like how they position you.
Most small businesses don’t position themselves. They see themselves as restaurant owners, clean stores, software managers. Or they see themselves as the best in something. Or the cheapest. Or the longest in business. This is not enough for positioning.
Position yourself, step-by-step:
1. Who is my target client?
Who can benefit from my product or service? Who can I reach with my marketing message?
2. What key solutions do I offer my target market?
What are the benefits of your product or service? How can your services help your potential customers?
Why buy it?
3. What are their fears?
Knowing why people hesitate from using your product or your services, or what they dislike or fear is
very valuable. It’s an important part of creating your marketing message.
4. What sets me apart from my competitors?
What is the main thing that makes me a better choice than my competitor?
5. What do you do with your brand positioning?
Try different words you can use to position yourself. Try adding some words, and deleting others. Build a strong sentence that tells people who you are, what benefits you can provide them, and what sets you apart from your competition. This may take a number of iterations before you find the right wording for you.
Write down your ideas, say them out loud, bounce them off a few people and ask them what it means to
them when they hear it.
Once you figure out this sentence, where should you use it?
- In your office
- On your flyers
- In your videos
- On your business cards
- On your website
- In your offers
- In your content strategy
- In every email that you send to clients
- On marketing materials, T-shirts, cards.
The more people see it, the more they will remember it.