When you want to attract more of your ideal clients, it’s essential to give them a reason why they should choose you.
They don’t care how great you think your company is, or how long you’ve been in business. They want to know what sets you apart from your competition.
It sounds obvious, but do you know why your customers should buy from you and not someone else? You need a good reason; otherwise, you might as well jump around shouting “buy mine, buy mine” like virtually everyone else out there!
You need to know why people should buy from you and be able to express it in one or two sentences.
This description is your positioning.
Positioning can help you break through the clutter in the most saturated market. Your positioning can help you become a leader.
Take the example of FedEx with the promise “When your package absolutely, positively has to be there overnight.” Their positioning is that you can count on them. It’s specific. Instead of just saying “we’re dependable”, they used an example that appeals to the consumer.
You don’t want to be just another dentist, consultant or therapist. You don’t want to offer just another set of tools, another “how to” book, or another training program.
So try to put yourself in your prospective customer’s mind and ask yourself: Why should they buy from you?
Ultimately, this is about finding a unique quality in your business and conveying it clearly. The last thing you want is to try to get customers just by saying “buy from me” or “we’re better”.
Don’t be one of those business owners who, when asked about their business, don’t have a clear, articulate answer.
To have a clear position, you need to identify something special about your business, for example through one of the following:
- A guaranteed outcome.
- Unique features and benefits.
- Serving a specific market sector.
- Independent endorsement.
Whatever you identify has to be important enough to get consumers clamoring to buy. You need to find your most marketable point and then create an irresistible positioning around it.
A profit-pulling positioning will:
- Identify with a clear want from the marketplace.
- Set you apart from your competition.
- Give people a reason to buy from you rather than a competitor.
When people think of your product or service, you want them to think of you. You want to create awareness for your business so that when an individual needs what you have, they choose you immediately.
You don’t want to just exist in the marketplace; you want to be the company of choice!