This simple thought can course correct your positioning
Easy Read
I read 13 articles before writing this.
The truth is, they all overcomplicated positioning your business or product.
It was like each author read the others and became mimics of the same message. Afraid to polarise. Afraid to think freely. It resulted in one sludgy lesson on how you position yourself.
Their stance included questions and demands like:
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How is your brand positioned now?
You need to create a distinct brand positioning value.
You need to write your positioning statement.
And my personal favourite … You need to look at your direct competition and focus on their positioning so you know how to position yourself.
Oy vey!
You see the trouble with this?
We just end up copying. You think “that sounds like what we do, let's just change a few words and we’re in business.” But that’s the lazy mans way.
Don’t look to do something that’s already been done.
Create, don’t copy.
And we create by focusing inward first.
Time spent looking at the competition is time spent thinking “how can we be better than them?”
What you can think instead is “How can we be different? How can we be the first to do something in this industry?” Anything else is comparison.
Marketing is not a battle of products but a battle of perceptions.
Not a battle to be the best but to be the first.
And if you’re first in any category, the perception (funnily enough) is that you’re the best. Even if you’re not.
It’s a simple way of thinking. But buyers will see you as favourable, valuable, and credible and as a result you occupy vital space in their minds.
So … how do you get it right?
You can start by asking yourself these questions: (They’re simple, deeper, and more provoking than their counterparts)
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, 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?
Many will falter at these because they require thought. And thought runs on energy. And our energy can always be better used elsewhere.
But I pray, dear reader, that you take the time for these and think hard and long if you want eyes to light up for your brand. The best have.
Here’s an example of powerful positioning in the same market:
Hinge & Tinder
Both are dating apps. But both have very different approaches.
Hinge is the dating app designed to be deleted. They know people want to get off dating apps by finding the right person. That anyone looking for love should be able to find it. That's their positioning strategy.
Tinder treats being single as something not to be ashamed off but celebrated. It isn't the thing you do unhappily before settling down but simply a way people choose to live their lives. They help people meet online who would never have met in real life.
Tinder is the worlds first dating app. Hinge is the worlds first dating app designed to be deleted.
See the difference?
When positioning yourself don't get caught up in what everyone else is doing, drill down on what sets you apart, what will make you the first.
