This Marketing Concept Will Bring You More Customers
What is positioning... and why should you care about it?
Positioning is one of those big marketing words that scare off non-marketing folk. But it’s actually a pretty simple concept…
At its core, positioning is simply defining how you are best at something in any given market.
This doesn’t mean that you need to have the best product. Rather, positioning explains why a certain market segment will consider you as the best option to solve their problems.
Let’s put it this way…
Apple positions itself as a PREMIUM brand that offers innovative, user-friendly, and aesthetically pleasing products.
On the other hand, Samsung positions itself as a VERSATILE brand with a wide range of smartphones catering to various budgets and preferences.
You’ll notice that each brand positions itself as the best choice for different market segments – Apple is the top best choice for people looking for a premium brand, while Samsung is best for those searching for versatility.
In the same vein, positioning can help you define which markets to serve, and how you serve them in a better way than your competition!
So how do you actually discover the best way to position your product? Here are some tips:
Know Your Audience Inside Out: Effective positioning begins with UNDERSTANDING your target audience's pain points, needs, and aspirations. Dive deep into their world, conduct research, and empathize with their challenges. This foundation will help you tailor your messaging to speak directly to them.
Craft a Compelling Value Proposition: Your value proposition is at the heart of your positioning strategy. It's the unique promise you make to your customers – the reason they should choose your product over others. Make it clear, concise, and focused on the transformation your product brings.
Highlight Your Unique Differentiators: What sets your product apart from the competition? Is it your innovative approach, superior quality, or exceptional customer service? Positioning is about showcasing these differentiators in a way that resonates with your audience.
Once you have all this available, you’re ready to craft your positioning statement!
There are many schools of thought on how to create a positioning statement. But the classic way of crafting one is by using this template…
For [Target Market], [Brand] is the [Point of Differentiation] among all [Frame of Reference] because [Reason to Believe].
And to illustrate how it can be used, here’s what positioning statements from some big brands might look like…
For active urban professionals, Peloton is the ultimate home fitness solution among all interactive workout platforms because of its live classes and community engagement.
For budget-conscious travelers, Southwest Airlines is the most affordable and customer-friendly option among all major airlines because it has low fares and no hidden fees.
For health-conscious consumers, Whole Foods Market is the premium organic grocery store among all grocery chains because of its wide selection of organic products and commitment to sustainability.
Remember, effective positioning isn't about creating a false perception – it's about authentically communicating the value your product delivers. By mastering positioning, you're not just selling a product. You're shaping a meaningful connection with your audience – and declaring why you have the best solution to their problem!