There’s no lack of options for customers. There’s a 1,000 of what you do for customers to pick from.
So how do you stand out? Is it even possible? Absolutely it is!
How you position your service is the most critical decision a company can make. This decides the success of your marketing and sales. Al Ries once said, “The results of your campaign depend less on how we write your advertising than how your product is positioned.”
If you want to speak to the right customers who are waiting to pay you and only you, this is the right page on the internet to be on.
I’m going to show you why your positioning should be determined before creating a single ad.
The Power of Right Positioning
What’s positioning? We’re about simplifying things around here. So, positioning is how is your service different than your competitors.
Take a bouquet of flowers and put them in a vase on the table and they make the kitchen glow. Take that same bouquet and place it in an alley next to a garbage can, and it’s definitely the nicest thing in the alley, but not a great look for the flowers. Take that bouquet and place them next to a less beautiful arrangement and now your bouquet looks more impressive. This is positioning.
It’s about finding a unique and compelling place for your service in the market. The positioning decision can determine how your target audience perceives your product and, whether they choose to buy it or not.
Let’s consider a couple of classic examples to illustrate the importance of positioning:
Law Firm – General Practice or Specialized Expertise?
A law firm has to make a decision: Should they position themselves as a general practice firm, offering legal services across a wide range, or specialize in a particular field of law, like intellectual property law?
The choice decides the clients they attract and the reputation they build. Specialization can make the firm a go-to choice for clients looking for expertise in a specific area, while a general practice appeals to clients with diverse legal needs.
Let’s do another.
IT Support Company – On-Demand or Managed Services?
Do they offer assistance as needed, or as a managed services provider? Well, if they’re a managed service they can offer ongoing IT support and maintenance.
Managed services position them as long-term tech partners, while on-demand services caters to clients with random IT needs.
Why Positioning Beat Advertising
While ads plays a role in promoting a product, their effectiveness relies on the positioning. Here’s why you decide positioning before creating ad campaigns:
- Defines Your Target Audience: Determines who your target audience will be. Different positioning appeals to different customers. So identify your primary audience before writing a single ad message.
- Sets Expectations: Sets expectations in the minds of consumers. It gives them a reason to choose your service over competitors. Advertising campaigns should align with these expectations to be effective.
- Influences Brand Image: The way you’re positioned contributes to your reputation. An inconsistent or unclear positioning confuses customers and weakens their chance of choosing you.
- Shapes Marketing Strategies: Impacts the marketing strategies and where you show your ads. Whether you focus on price, quality, or unique features depends on how you’ve positioned your your business.
Wrap It Up
How you position yourself will make or break your marketing efforts. It influences everything from your audience, expectations, brand image, and guides your marketing.
Look before you leap. Research so you make smart decisions of how to position in the market. This is what ultimately drive sales.
If you read to this point, maybe you’re thinking, “this guy is pretty helpful. I like him”. If that’s you and you’d like to see how else I can help you, click on the link and send me a message. I’d be happy to help you get more customers you love to work for.
