Positioning Strategies to own your customers mind
Easy Read
Don’t duplicate. Differentiate!
— Michel Fortin
I’m sure you inward snort when you hear some version of that statement … but it’s not without merit.
Michel is referring to the power of positioning which — despite being an airy-fairy buzzword — can be the difference why someone chooses you over the next guy.
Nailing your positioning means asking the hard questions, thinking.
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It makes you dive deeper into what makes you attractive and why customers should pile in like credit-card-holding lemmings.
I’ve noted some simple strategies and questions you can apply to improve your positioning.
(Plus I point you toward an excellent positioning resource at the end)
Enjoy.
The customer service strategy
The other week I received 10/10 customer service during boozy brunch at a restaurant for my Wife’s birthday. I intend to go back. Not for the booze and grub, but because our server was next-level good. And I’d bet a limb that you’ve experienced something similar at least once.
That company is now top of mind for me because they’ve positioned themselves as offering unbeatable service. These interactions are massive in transforming customers into promoters.
A simple, but not-so-easy way to differentiate. When done right it's hugely effective. But be warned, if you want to dabble in this strategy, you better follow through with the promise.
Convenience Strategy
When your product or service is more convenient than a competitors. Like Air Fryers vs Ovens. Air Fryers do the same job but you don’t dread cleaning them like you do the oven.
This strategy works best with busy people and you can base it on things like location, ease-of-use, accessibility, and speed.
But make sure your product or service is truly convenient. While an Air Fryer is easier to clean, you have significantly less space to cook in.
Pricing Strategy
Take the sting out of the competition by using affordability as your core position. Its no secret people are watching their pennies nowadays so offering a lower price can build a good customer base and boost conversions.
Typically people equate lower price to poorer quality so be sure to counter that in your messaging.
Quality-Based or Premium Pricing Strategy
Product quality and deep expertise come at a cost. As they should. The use of high-quality materials, expert craftsmanship and specialised knowledge add expense to your offer.
Budget conscious buyers will bypass you … and that's fine. Here you’ll get pin-sharp with your targeting by looking at income habits of your audience to see if a premium pricing strategy fits your brand.
Differentiation Strategy
When you say “we’re different” and you mean it. You’re breaking the rules and providing a product or service that is so different, your name rolls of the tips of prospects tongues.
This strategy requires intense research to stem to tide of people who are fearful of new things. However, testimonials, demonstrations, testing methods and your research findings can sway that back in your favour.
Questions to discover your ideal position:
What are our strengths?
Why do we come to work each day? What drives our passion as an organization?
What tactics or channels do we have the most experience with or understanding of?
What types of clients do we like working with? What values do we share with these clients?
What audiences, groups, or types of customers do we understand?
How do we approach working with each client? What is different about our method?
How can we make someones life better?
What barriers do we need to smash?
What legacy do we want to leave behind?
How do we price our services?
What are the biggest problems we face?
What is the story of our business, and how can we frame this in a way that sets us apart?
What does your product do?
Who is it for?
Is there a common thread or something that stands out?
Is there something that’s really different than anyone else?
Can I reposition myself to look unique, original, or different?
If not, are there any special awards I or my products have won?
Are there any unique references or endorsements I can obtain from celebrities, particularly endorsements my competitors can’t have?
Do I or my company possess any unique accreditation, certifications, or memberships in specific groups that no one else has?
If so, then why, as specifically as possible, did I (or can I) get them?
Pick your strategy, take time to answer these questions, and follow the commandments in the resource (link is in the caption/bio).
Then own your customers mind.
