positioning cheat sheet › wzukusers › user...facebook advertising specialist, or an adwords...
TRANSCRIPT
Positioning Cheat Sheet 1. When you try to be all things to all people,
you end up being nothing much of anything to
anyone of importance. What can YOU do to stand
out from all the “me too” marketers out there?
2. I’d rather a Brain Surgeon poke around inside
my head, than my local Doctor.
Are you a specialist on one topic, or a generalist? If
you want to make more money while eliminating a
vast amount of competition, being a specialist in one
area is the way to go.
Email specialist. Traffic specialist. Funnel specialist.
You know, those topics can be narrowed even more:
Instead of a traffic specialist you could be a
Facebook advertising specialist, or an Adwords
advertisement specialist. Specialists are MORE in
demand. It’s why they can charge more.
3. Polarise your message. Now, more than ever
people are looking for people to buy into ahead of
their products.
With that in mind: Are you coming off sounding like
a people pleasing ponce, or worse, a corporate
formal speaking douche? If you are; stop it. Be
yourself, warts and all – and I guarantee you will get
a lot more loyal followers as a result.
4. Have you ever thought about NOT giving a
feck whether anyone buys from you? Most folk are
desperate to make a sale. In doing so, they ooze
neediness.
Instead, you should tell people that they shouldn’t
buy from you, if... (and then list of a couple of
reasons you don’t want them to buy). Yes, this can be
scary if you are indeed a needy person desperate to
make a sale, but it actually makes people WANT to
buy from.
“Hey, this guy doesn’t seem to need my business,
maybe he’s more successful than I thought”.
5. Raise your prices. Almost no one buys on price
don’t buy the cheapest clothes, trainers, houses,
cars... whatever.
The higher the price; the higher the quality
perception. You can, and should raise your prices
today, and automatically position yourself and your
products at a much higher level. As long as you HAVE
a quality product, you should raise your prices.
6. Fresh hot pizza delivered to your door in 30
minutes or less… guaranteed! Dominos didn’t
position their product as the best or tastiest. Instead,
they knew EXACTLY what the customer wanted
(quick food) and positioned their offer in that way.
7. Anything that differentiates you and your
product from your competitors, is always a smart
approach.
Differentiation should be thought of less as a specific
product and more as an offer — a benefit bundle or
value package involving product, price, service,
delivery and the entire mix of a company's
supporting capabilities.
8. What’s the scarcest commodity online? It’s
attention. A powerful positioning strategy is to make
sure everything you create, grabs the reader by the
short ‘n curly’s. Make them think. Make them laugh.
Make them angry. Make them cry.
9. What’s in a name? Well, a lot, according to the
people behind the “I can’t believe it’s not butter”
product name. Instant positioning against other
margarine products, just in the name alone.
10. You never confuse a Harley Davidson with a
Yamaha. Same for a Rolls Royce to a Ford. And what
about a Rolex to a Swatch watch? Where is the most
romantic city in the world? Paris, right? When you
think of a razor blade, it’s a Gillette, right? Pizza is
Dominos. Fast food is McDonald’s.
Even if at the moment you are selling a commodity
product. You can still pull it apart and look it from
every angle to find something unique that sets it
apart from other similar products. Do that NOW!
11. Deliver something NEW. Yes, I’m aware that
everything is merely a variation of something that
has come before. I’m also aware that the product
you created last year is still relevant today.
However, how can you make that product NEW
again? Sometimes all that’s needed is a NEW name.
New packaging. NEW sales presentation. The
product itself can stay the same while the perception
shows that it’s something NEW.
12. I used to be a plasterer. If there’s one thing I
know, that people hate more than anything else
when hiring a plasterer, is whether or not they are
going to turn up on time, and if they are going to
leave their home clean when they leave. That’s all
they really care about.
They don’t care about how long I’ve been in
business. They don’t care whether I’m the cheapest.
They don’t bloody care about my fancy logo.
Question? How do I position my plastering services
ahead of my competition inside my local paper?