“No one – I repeat no one – will get you a lower return with higher risk than us” (Anon)
How is your company positioned in the market? How is the spokesperson for your company positioned?
This is a crucial question, because once you OWN a position in the market that is highly attractive to your market…
- You will ATTRACT more customers…
- Your customers will PAY you more …
- Your customers will BOND with you more closely…
And best of all…
- Your customers will be less likely to JUMP SHIP to your competitors companies. In short…
You’ve gone from being a commodity to hot property.
The important thing is to find a ‘positioning’ you can OWN that:
- Is unique.
- Your target market is attracted to.
There’s no point in being known as the ‘low return, high risk’ guy in the financial markets industry.
“No one, I repeat, no one, will get you a lower return, with higher risk than us”.
You may as well specialise in selling U.S Mortgage bonds to the world market for a premium.
It’s not going to go well!
One good way to work out your position is to dig deep into the biggest problem that keeps your customers awake at night. And then create a ‘positioning statement’ solving that problem.
For example, direct response legend Clayton Makepeace helped position Martin Weiss at Money and Markets as the ‘Safety’ guy with a track record for telling you to sell before the markets caved in.
This ‘Safety’ positioning was developed after investors had been kicked around the by the ‘tech wreck’ and other financial catastrophes.
They wanted someone they could trust. So this new positioning allowed Martin Weiss’s newsletter to become the biggest investment newsletter in the world with 100,000’s of subscribers.
Oprah’s created an empire by positioning herself as emphatic, ‘the one listens.’
While obviously Gordon Ramsay has positioned himself as the ‘psychopath’ of the kitchen -has its own appeal to a section of the ‘foodie’ market.
The morale of the story?
Create a positioning statement your target market will go flock to like little chicks to mother hen…because you offer them unique advantages that they desperately crave – that none of your competitors do.
No related posts.
