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Positioning - Gives YOU The Marketing Edge
Positioning is the best
plan that any business can implement.
Positioning is putting yourself in the
right place in the eyes of your market. You get your
market to know you as an expert that can be trusted.
You get looked on as a reliable resource for information.
Positioning is easy to do. Just give
free information of interest to your market. Your market
is the people who would be likely to buy the services
or products you offer.
Let's say your market is people who
like to fish. What they buy are reels, poles, lure...things
they need to fish with. You could tell them the Best
Ways To Fish For Salmon, Bass, Trout...The Fine Art
Of Fly-Tying...How To Cast For The Best Catch...How
To Find The Best Fishing Spots...Cleaning And Cooking
Fish In A Snap.
If you sell reels, poles, lure, etc.
- then such reports will attract readership from your
target market - the people most likely to buy from you.
Chances are if those readers found something
useful in your report, then they would be interested
in reading more. Give it to them - have them sign up
on your list.
That is how positioning works, and the
reward is great. Having a list built up of targeted,
loyal, and responsive prospects is the very best thing
a business can have.
Not only can you tell them how to catch
more fish with the least possible effort, but also how
your products can help them to do it even more so. Since
you are an expert, it's only natural that you would
have the greatest tools and tackle.
There is a special thing about having
a list, so treat it special. Consider it for what it
will be - the marketing life-blood of your business.
Most businesses, if they keep lists,
just have lists of customers who bought from them, and
yet do not even send them as much as a Thank You Note
or Christmas Card.
The people on your list will have a
more connected relationship with you. You are not just
a seller to them, and they are not just a customer to
you. They will look forward to contact from an expert
giving out the latest fishing tips and you will be ready
for any questions they might bring you. Your answer
will most likely be of interest with your whole list,
so share it with all of them.
The more you can make the people feel
privileged to be on your list the better. You can give
your list exclusive deals, free offers, deep discounts,
holiday specials, even the chance to sign-up for a paid
subscription service where they get the meanest down
and dirty underground secrets of fishing success where
the fish don't stand a chance in Neptune.
This works for any marketing niche you
happen to be in, not just fish. Positioning is the very
best way to 'fish' for prospects in your market. Lure
them with the knowledge and service you provide, and
soon you have your own stocked pond full of hungry fish
that you can catch over and over again.
It pays to know as much about your market
as you can. Communicate with your market about the ups
and downs, advantages and disadvantages, progress and
problems associated with it. Do what they do, read what
they read, know their likes and dislikes, search and
study resources.
Above all, look for answers and innovations.
Then find a way to use them in your marketing and advertising.
People will always be interested in new and better things
and are drawn to those who have them.
This will not only help in positioning
yourself as an expert, but also in finding ways to position
your products or service as having unique benefits.
You do this by finding unsolved needs and thinking up
solutions. Being the first at something also affirms
you as an expert par excellence.
If you do these things, you and your
business will be positioned. You will have the MARKETING
EDGE.
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