Positioning – Have you made it into your customers’ minds?

Positioning is a “buzz word” in the marketing world. It is a frequent topic of conversation and – truth be told – can be a critical factor in your company’s success (or failure if executed poorly). 

Many times, people see positioning as how a company chooses to ‘present’ itself, its product, or its services to potential customers.  It is viewed as mystically predicting consumers’ wants and needs, and placing a physical product or “new edition” in front of consumers – “wowing” them into realizing a true or fictitious want or need.  As it were, positioning is SO much more than simply how a product or service looks, feels, smells, performs, etc.

Positioning is how you are viewed through the mind (not merely the eyes) of a prospect. It is securing a meaningful position in that prospect’s mind. To solidify this position, you must find a way to effectively communicate value. Your company or brand should be directly associated the particular product or service you offer.  For example, when I think of energy drinks, I think of Red Bull.  Why? Because it gives you wings.

You might be asking: What is the key to making an impact on my customer? How do I truly communicate effectively to win a position in my customers’ minds? Remarkably, the answer is at the core of Phoneworx’ business strategy.  The answer is SIMPLIFICATION.

With longer working hours and shorter attention spans, it is important to provide a simple, straightforward message to your target customer. Define your ideal customer and speak directly to them.  Take away all the bells, whistles, glitz, and glamour that are getting in the way of your message, and be mindful of the fact that the human brain can only absorb so much at one time. 

So, what are your next steps?

First, simplify your message – in fact, oversimplify it!

Next, make sure you communicate what makes you different, better, special, etc. 

-          Is it that you make things simple (as we do at Phoneworx)?

-          Is it that you make the premium product within your industry (like Haagen Dazs or Rolex)?

-          Or is it simply that you provide a service above-and-beyond your competition (like Best Buy’s Geek Squad, Costco’s lenient return policy, or Bed, Bath & Beyond’s customer-friendly wedding registry)?

Finally, don’t cast your net too far – find your niche market customers and cater your message to them.   Don’t waste valuable time or money on individuals who only might want or need your product – spend it on individuals who most certainly do! Think about your message from the receiver’s point of view. Make sure it’s something they will hear – validate their opinions and needs – then assure them you can help.

Are you positioned to win your market?

-         Megan