Here’s How to Strategically POSITION Your Business for Maximum Marketing Success

 

 

Positioning your business strategically in the heart of your leads and prospects is perhaps the most critical issue to settle before you begin all your marketing efforts for your products or services.

 

The reason why is because:

 

The offer of your products or services that you make to your leads and prospects is not just about price and terms.

 

Sometimes if you charge too little, they value your product or service less.

 

If a consultant was only charging you say, $25 per hour for his work, you might appreciate his low price, but you would certainly decline his service….

 

…“How can he or she charge so little if he or she is any good?” you’d think.

 

On the other hand, if he or she is charging you say, $500 per hour, you might stagger at the price, but you’d end up accepting it…

 

…knowing his or her price is high because he or she is the very best at what he or she does, and you certainly want the very best consultant to consult with.

 

Are Gucci’s shoes and handbags really worth the staggering price?

 

Are Gucci’s products really that much better than other brands that are one-third the price?

 

Gucci’s products do not necessarily look anything different from the others’.

 

Gucci’s entire marketing appeal is that its products are ridiculously over-priced.

 

Apparently, that’s part of what people want when they buy Gucci.

 

The Gucci label shouts to their friends: “look at me! See how much I paid for this. I must have so much money I don’t know what to do with it all.”

 

What this looks to me is just like someone saying, “Hey! Look at me!  I’ve just been ripped off!”

 

But there it is – that’s Gucci’s entire marketing pitch in a nutshell.

 

Smartphones and other smart devices are pretty good.

 

A whole range of companies are producing them, and they’re all good…but with little or no difference between the products of these different companies.

 

And the costs to get them are largely affordable to most people.

 

But Apple has figured out how to create a monopoly on the production of these electronic devices.

 

Then Apple figured out how to market their electronic gadgets, not just as costly, but as a way for people to show the kind of class they belong in the society.

 

So the question of price is not necessarily always about how low the price is compared to your competitors, but about the “positioning” of your product or service in people’s minds.

 

The question of how you “position” your product or service is the most important issue you must settle before you begin your marketing efforts.

 

Gucci is not really selling shoes and handbags…

 

Gucci is selling “image” and “status”.

 

Apple is not really selling smart, portable, and durable gadgets…

 

Apple is selling, “class”.

 

 

Figure out what makes you different – your Unique Selling Proposition (U.S.P.)

 

 

What is it that’s different about your business, your product, your service?

 

What is it that your business, product, or service does that no other business, product, or service does?

 

What makes you different from your competitors?

 

Marketers often toss around the term, “unique selling proposition” all the time.

 

But there are probably very small numbers of businesses that can say in 50 words or less why I or any other consumer should buy from them as opposed to all the other choices out there.

 

All this takes is some little thought and creativity.

 

Maybe what makes you different is that you are local.

 

Or maybe you’re different because you’re national or even multinational.

 

Maybe your advantage is that you’re small, or that you’re big.

 

Maybe your advantage is that your staff is old and “experienced”, or that your staff is young and “energetic”.

 

If you were to start a business that’d compete with say, Facebook, you don’t have to do exactly what Facebook does.

 

You only have to try to figure out what needs to be done in the art of social connections that Facebook isn’t doing.

 

You have to try to find a task that needs doing that no one else is working on.

 

Perhaps, you’d try to be even more specific and narrowed down to a path, say, business and job connections, just like LinkedIn is doing.

 

By taking this approach, you’d never become as big as Facebook, but you might become 20 percent or even 10 percent the size of Facebook.

 

You’d try to find some niche to dominate and become known for, some niche not occupied by Facebook already.

 

It would be hopeless to try to compete directly with Facebook, as hopeless as it would be to try to compete with Coca-Cola by launching an imitation cola.

 

Yes, other companies have done it.

 

Pepsi did it successfully with many billions of dollars in advertising.

 

Of course, Pepsi is unlikely ever to surpass Coke.

 

Pepsi will always be the #2 cola drink, at least in our lifetimes, and that’s not bad.

 

But even Pepsi emphasizes its differences with Coke.

 

Pepsi claims to be less “syrupy”, to have a “cleaner, more refreshing taste”, to be “chosen by 70 percent of people in blind taste tests”, and that it’s for a “younger generation”.

 

Pepsi never says it is the same as Coke, but rather claims to taste better than Coke.

 

But most of us don’t have billions of dollars to compete with the Coca-Colas of the world…

 

…so we need to do something different…

 

…something that’s clearly not being done by some other businesses that are a lot bigger and richer than we are.

 

So, figure out, or come up with something, that makes you different from your competition, and continuously hammer that theme into the minds of your customers and potential customers with relentless repetition.

 

Of course, your USP must be a difference that’s both needed and sell-able.

 

There’s no point in having a USP no one wants. 

 

 

What new thing have you just learned? Let me have your thoughts in the comments section below.

The 3-Stage “Argumentative Style” CHOICE LEVERAGING TACTIC to COMPLETELY Make Your Products or Services the BEST OPTION to Your Prospects and Customers

 

 

Generally speaking, as human, no one likes to be sold to – we rather want to buy.

 

The literal explanation of this is that, we don’t like to be somewhat forced to buy a thing.

 

We like to logically come to the conclusion for instance that, “I see this so and so feature in this thing, so I bought it” – not that, “I bought this when the sales person won’t let me rest!”

 

And this ideology further implies that, to sell a thing to anybody, you need to let them see the reason why they must buy…

 

If what you intend to sell them is something that has some level of competition, then, you might want to take some careful notes of some points I’ll be explaining in this post…

 

Firstly, let me make it clear that I don’t take full credit for the tactic that you’re going to learn in this post… I learned it from Todd Brown of the Marketing Funnel Automation.

 

Now… from our college days argumentative essay writing, if you remember, we’re always told to bring out the features and benefits of both sides of what we’re exposing on… but then at the end, point out to why one option or way is more or highly defected, and why the other is better off.

 

And a more advanced way to use that argumentative tactic as a marketing tool is what I’d be exemplifying to you right here now…

 

In your marketing statements, because you want to place some choices at the feet of your prospects that they can pick their desire from, so that you won’t seem to be forcing them to buy…

 

But while stylishly making sure you portray your OWN product or service to them as the best alternative to all the others, there has evolved some style of presenting your arguments…

 

When trying to present your product or service, what you do is that you present it along with two others that are competitors to it…

 

…but you systematically present them by highlighting certain features and benefits to them all… with your OWN product or service having the least or even negligible defect and the most outstanding benefits…

 

The strategic and systematic format to use – as explained by Todd Brown – is as pointed out below:

 

(Competitor’s Solution) Choice 1: weak advantage, strong disadvantage, strong disadvantage.

(Competitor’s Solution) Choice 2: strong advantage, strong disadvantage, strong disadvantage.

(Your OWN Solution) Choice 3: weak disadvantage, strong advantage, strong advantage. (That can’t be matched or delivered by the other alternatives).

 

In the first alternative solution you inform your prospects about, which is that of a/some competitors, that you feel the prospects might’ve heard of or known, you name it, and then go on to state an advantage, but letting them know it’s just a weak advantage, then to quickly follow it up with a strong disadvantage it has, and then another strong disadvantage.

 

You then move on to mention another alternative which is still that of some competitors…

 

…you name it – whether or not your prospects know it – and then go on to state a strong advantage to it, but to quickly follow it up with a strong disadvantage, and then another strong disadvantage.

 

And then, you now come up with your OWN solution.

 

For you not to be caught up for discrediting others, first come up with a disadvantage of your solution too, but make sure to note that it’s just some very negligible and weak disadvantage, and then quickly follow it up with a strong advantage, and then another strong advantage.

 

That way, you’d have completely changed your prospects way of thinking, to view and see your solution and option as the best amidst all other competing alternatives.

 

The importance of arguing this way is that, somehow, your prospects might come across the marketing and adverts of these competing options, and they might want to try to weigh them with yours.

 

But when you’ve strategically brought their cases up in your marketing already before your prospects hear of them from external sources that would be hyping them, so to speak, then your prospects would not be dumbfounded to be in some kind of indecisive states.

 

They’d always readily go for your option and solution.

 

That’s about that.

 

Let me know what you feel about this post in the comments section below.