This article outlines 6 effective positioning strategies.
Positioning is critical to marketing and sales success if you wish to differentiate yourself and your business from competitors.
Often products and services can be very similar but you can easily differentiate yourself by using one, or more, of these strategies.
Here are few things to remember about positioning:
- Your positioning does not need to be revolutionary - a slight spin on an existing concept can be sufficient to position your offer or product as new or innovative.
- There are literally dozens of ways that you can position your product - find a way that best sells your product
- you don't need to 'invent' anything when creating your product so positioning is not difficult
- positioning is more about 'framing' your product so that it more focused - this makes it more valuable to the consumer and easier to create for you.
Here is the basic positioning technique:
'This product teaches people how to BROAD TOPIC AREA + POSITIONING ANGLE'.
Let me give you some examples:
- This product teaches people how to lose weight using a simple 3-step system
- This product teaches people how build abdominal muscle using 5 quick and easy exercises
- This product teaches people how to rank on the first page of Google using a simple free tool.
- This product teaches people how to date beautiful women with an easy proven psychological strategy.
- Our website design service is specifically for architects only
Once you have your basic positioning sorted, then the following strategies can be layered on to give you the ultimate edge over your competitors.
Here are 5 more effective positioning techniques:
#1 – Don’t Tell Them What You Do, Tell Them Who You Are
When you’re introducing your business, it’s not time to talk about the products or services that your company offers. Chances are, your prospect already knows what services you provide.
Instead, you need to let them know who you are, and you need to do it in a way that differentiates you from your competitors. The last thing you want to do is introduce your company as another “me too” brand.
Here’s an example:
If your business sells fishing equipment, don’t just tell them that you’re a fishing equipment provider. Tell them you’re the premier fishing equipment supplier in your locale. Or you could tell them that your company specializes in providing quality equipment specifically for bass fishermen.
Find a way to set yourself apart from your competition. Don’t tell them what you do, tell them who you are.
#2 – Focus On Outcomes
When positioning your company, it’s important to remember that it’s the outcomes your services provide that are important, not the services themselves.
Your prospects only care about the services you provide when they know what these services will do for them. This is why it’s important to focus on the benefits your services offer.
If you have a management consulting firm, you don’t want to just talk about the consulting services you provide. Talk about the fact that your services help managers increase efficiency and make their teams more profitable.
Focusing on the outcomes of your services will help your prospects understand why they need them.
#3 – Give Them Evidence
Your claims, while certainly compelling, will not be able to stand on their own. Back them up with some evidence.
No, this doesn’t mean you need to show them all of the data and analytics that prove that your services work. It just means making a short statement about things your company has done.It doesn’t have to be complicated.
Here’s some examples:
We helped over 1,000 businesses optimize their IT procurement programs.My last client experienced a 50 per cent increase in sales.We helped a client reduce their costs by $500,000 a month.
Not too hard, right? A quick example of the results your product or service has produced can strengthen your positioning.
#4 – Tell Them What You Stand For
Nowadays, consumers want to know what a brand stands for.
You have to be about more than just your products or services.Your brand has to have an actual personality.
Yes, it is important to have a unique selling proposition, but it’s even more important to have a purpose.
A great example of this is Dell. Through their YouthConnect program, they provide technology education to kids in emerging countries. They don’t just stand for selling computers, they stand for helping disadvantaged children understand technology and how it can benefit their lives.
If your company is going to attract customers, you need to stand for something they can believe in.
What problems can your product or service solve? When you identify your brand’s purpose, you can show your company’s human side. This will make it easier for prospects to relate to you.
#5 – Don’t Just Say It Once
When it comes to positioning, repetition is key. If you only use these techniques once, don’t expect the prospect to remember it. You have to reaffirm your position in each interaction.
Source: Small Business Trends
Once you have brainstormed some positioning angles, it is worth asking yourself some questions:
- Can you simplify the product idea?
- Can you add to the product idea
- Can you add some sort of measurement to the positioning angle?
- Is your angle credible and convincing?
- Does it solve a major pain or frustration in your marketplace?
- Based on your research, is this something your market wants?
- Will your positioning angle invoke curiosity in your marketplace?
- Can you combine positioning angles create something even better?
These 6 effective positioning strategies should give you more than enough inspiration for creating a competitive advantage for your business, products and services.