I have asked my readers to answer a few questions that would allow me to focus the information I’m sharing around the biggest challenges most of you are having with your marketing. And today I wanted to address the most common issue expressed by virtually everyone who responded. This would be “the common thread” if you will…
It’s a lack of positioning.
What do I mean by positioning? One way to explain it would be to ask you to think about a big brand like say Best Buy, and if I ask you what do they do, you’d most likely say “they sell electronics.” Right?
That is their positioning. It’s different than their USP (what makes them unique). Positioning is the perception that people have when they think of you or your business.
Now ask yourself this question. If you walked up to someone at random, showed them your business card or told them the name of your business and asked them what you do, what would they say?
It’s very possible they’d never have heard of you.
So let’s tighten the circle some and approach anyone at random who has bought something from you in the last 12 months and ask the same question. What would they say?
The truth is, unless your positioning is well defined, it may be a humbling experience.
People who do business with me KNOW that I’m a marketing consultant and blogger. I focus on online or Internet lead generation. That’s my positioning. It’s been built, largely through repetition, largely through regular blogging.
So how do you communicate your positioning to prospects for your products or services, so that they know exactly what you do?
First, you have to decide what it is you want them to think. You MUST decide what you want people to know or think about you and your business. Then you must share that message again and again until those who are prospects for you know it. It requires a coordinated campaign where your messaging is consistent across every form of media you use.
If you picture a “bullseye”, positioning is the outer ring. It’s critical if you want to be in control of your customer selection/attraction process. Without it, you’ll end up as one of those companies whose ideal client is anyone who has money to spend and as a result end up buried in low profit, high maintenance clients, while you’re competitors walk away with the best clients in your market.
Comments? Need further clarification? Hit reply and tell me.