Fellow Business Builder,
Here’s something for you to dig deep into this week.
Whenever I start working with a new client, we put a significant amount of our time into the positioning of them in the market place. We want to make sure they know where they stand in the buyers eyes, and what makes them the one and only choice in a competitive situation.
It isn’t simple.
Most entrepreneurs want to be everything to everyone… but we all know that strategy is doomed to fail.
So what does work?
How do you reposition yourself in the market?
How do you find the ‘thing’ that puts you heads and tails above the others?
Here are 4 strategies that may help you get clear:
1. Pick on the competition… blatantly! This is the exact strategy that Avis took when they wanted to go head to head against Hertz. The whole “we’re #2. We try harder.” Approach worked like wildfire for Avis.
They turned their competitors main advantage (being #1) into a David vs. Goliath approach. And people ate it up.
This approach works just as well today, maybe even better, than it did then.
People mistrust big corporations more. They want specialized attention. They like dealing direct with the owner(s). They like the tlc they can get from the smaller guys… so give it to them.
Don’t try and hide from the competition… make the competitions so-called ‘advantages’ into a disadvantage.
2. Big benefit. Is there one thing you can do or provide that makes the entire investment in your product or service seem miniscule?
If you look at the big picture… is there one thing about your product or services that justifies the price every single time? Compared to your competition? Or are they saying the same thing?
There is almost always something there for you; it just takes some digging on your part.
One of my clients in the adventure business mentioned quietly one of his ‘hobbies’ that he loves. He then went on to tell me that: no where else in the world can you do this, it really is possible (most people think it is only done in the movies), people have paid him BIG dollars to tag along side him for this, and that it only happens once a year.
Can we say ca-ching?
Major opportunity there that we can use as his big benefit. Being a part of his other program can guarantee you a spot in this… and there is no other way possible to get the chance to do it… other than join.
There is a major benefit to joining him, if you are the right type of person who is wealthy and passionate about getting a serious adrenaline rush. And there are lots of those out there that would LOVE to do this with him.
3. Your buyers. Who are they and what makes them, specifically, different than other buyers? Going back to standard customer research… you must know your buyers better than anyone else does.
You need to know: what they think about, what they worry about, what foods they eat (and hate), what their drink of choice is, what books they read (and how often), what movies they watch, what hobbies they have, what their biggest dreams are, and what their grandest desires are.
Not an easy task.
But imagine what power you hold when you do!
Going back to the 80/20 rule… how does it apply to your buyers? Your top 20% of buyers… what do you know about them?
How can you find more of just that 20%? What about the 20% of those 20%?
What makes them different? You can redesign an entire business around the strategy of selling to a VERY specific business. And you should!
This is an easy way to grow your profits rapidly, while making your marketing much more targeted and focus on a very specific person (which makes it much easier to find the marketing media to reach them)
4. Picking on the problem. I have another client who is a traditional MD, but she has changed her focus to the more natural ways to help the body inside and out.
Her biggest pet peeve right now?
Flu vaccinations. We are right in the middle of the immunization drive to get everyone and their dog into the doctors for a flu shot. People are panicking about the N1H1 hype.
And she is PO’d.
Did you know that flu shots use formaldehyde? The exact same ingredient that is used to preserve DEAD BODIES?
Yup, little Johnny there is getting a flu shot and injected with embalming fluid at the same time.
Not quite what you thought would be in the flu vaccine?
Well it is.
And when my client makes a stand against the traditional medical establishment and the ridiculous things they do, claiming it is for your ‘health’, people pay attention.
People are mortified when they realize how little they know about these shots the medical authorities are putting in your body. They have assumed, until now, that the medical community was acting in their best interest.
Once their eyes are open to the real problem, the real underlying issue that no one else is talking about… my doctor client has their attention.
She is seeing record sales this year (in a private clinic… much rarer in Canada than the US).
There is good reason why: she picked on the real problem (lack of real education about the traditional medical ‘cures’), and is guiding her clients and prospects to a much more educated and intelligent way of deciding who is injecting what into your baby girls blood.
These are 4 simple strategies that might get you thinking.
Pick one – and find some ways to make it fit your business.
The economy is sluggish in most parts… but the signs are picking up and people are spending more.
Are you preparing yourself to tap into it?
Or are you hoping and praying that when people start buying again, they are waiting with credit cards in hand to buy from your same old pitch you have always used?
Maybe it’s time to invest some brain power on a new strategy for the remaining months in 09 and to kick start 2010?
Don’t wait… get busy!
I would love to hear your ideas.
Thanks again.
To your success,
Troy White
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