Imagine this. You were invited to a ball. As you enter the ballroom, you walked into a pool of professionals: medical doctors, college professors, attorneys, scuba divers, zoologists, botanists, farmers, copywriters, web designers, and engineers. How would you, a real estate agent, present yourself in the party? If you were to sell your service, what kinds of approach are you going to take with regard to each profession?
In marketing, positioning is the process of creating an identity in the minds of the targeted market(s) for a product/service. Positioning is also said one of the contemporary creative communications.
Unless you own an extraordinary business, most products/services today have competitors of their field. In order to stand out, brand positioning is vital. In your prospect’s mind, you need to find an unoccupied niche and clash it with an impacting message; that is positioning.
Daniel Levis, a top marketing consultant and direct response copywriter based in Toronto, Canada talks more about product positioning.
- Unique selling proposition – Find something special that you can offer. Be the red dot on a blue sheet.
- Risk reversal – Differentiate your brand. Do something that your competitors will have no guts to do (e.g. the classical Avis claim: “No. 2, We Try Harder”).
- Inordinate value – Offer the right deal. Let your customers make the comparison.
- Clear, complete and concise consumer education – Never let your customers question. Teach them, show them, make them love what they know.
The clip below shows some examples of brand positioning.