There is a difference between your current position and your positioning statement. Your current position is that which you now hold in people’s minds. Your positioning statement is how you wish to be perceived in the minds of your customers.
Let’s take a look at your current position:
- If you are a new business you may not have a current position in the minds of your customers. That is not all bad because you have a blank slate to start with. You’re not off the hook yet. Ask your family and friends, who know about your new business venture, how they see you in this new venture. These are the people that you will need to help spread the word about your new venture.
- If you are an existing business, take a day and visit your clients or as they come in to purchase your products, ask them how they perceive your position in the marketplace. This research process is an important block in your positioning efforts (marketing efforts). Don’t overlook this step, perhaps the answers will shock or disappoint you, but complete this before you develop your overall marketing plan.
- Now, let’s talk about your positioning statement. Answer the following questions and then form your positioning statement from the answers.
- Who are you?
- What business are you in?
- What people do you serve?
- What are the needs of the people you serve?
- Who is your competition?
- What makes you different from your competitors?
- What unique benefit do you provide?
- The following example demonstrates my answers to these questions:
- Strategic Duck
- Providing business and marketing “Value based, strategic focus plans” and ongoing coaching support.
- Small to medium size businesses
- To turn their business endeavors into a profitable venture
- Owner’s pride ( I can do it myself), do it yourself books, seminars and on-line advice. Last but not least, fear on the part of the owner in making a wrong decision.
- Small business experience, legitimate credentials, a proven track record, a willingness to prove my system works in a “no charge” business analysis. We focus on the “heart” of our clients’ needs to achieve quick results.
- My clients are more than just a number, they become “client –friends” with whom we share our business life that becomes a lifelong relationship built upon trust and understanding.
Now ask yourself the same questions and provide answers from the “heart”. It’s not as easy as it seems.
Those who understand Strategy move without delusion and progress without tiring. Hence the saying: “Know the other and know yourself.” SUN TZU
Nick J. Petra CFP We care about you and want to welcome you into our professional friendship circle. Visit us at www.strategicduck.com and make an appointment with me.
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