Strategy #2 – Positioning



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Hi, everybody, and welcome to video number two and our five keys to taking your business from survival to creating a thriving business.

Hi, my name is James Lawson. I am the co-founder of Impact Business Solutions and also the creator of the Scale Your Business/Scale Your Life Program. So, in video number one, we looked at designing your business. But, what does that mean? It means looking ahead. It means figuring out in the next three years what your business is going to look like, your organization, your clients, your niche, getting clarity on purpose, understanding your strengths, what you’re good at, what you’re not good at, and how you’re going to make yourself unique.

In this video, we’re going to talk about positioning, how you’re going to take what you know and position yourself in the market in a way that truly separates you from everybody else. I’ll be right back.

Okay. So, let’s talk about positioning. What does that really mean? Positioning is about identity. It’s about how you want people to view you and your organization, right, when talking about you. So, for instance, if you think about companies like Nike, or Virgin, or Apple, they have a certain position in their particular marketplace. Apple, for instance, isn’t the low end computer manufacturer. In fact, they will probably tell you that they’re not a computer manufacturer at all, they just happen to build computers as part of their overall strategy. But, Apple’s positioning is to create sleek, user-friendly, intuitive products that have incredible design [inaudible]. That’s their positioning. Before you can do that, there’s certain things that you have to understand and you need to be able to do if you’re going to position your company in your marketplace.

So, the first thing that I really want you to think about, if you haven’t done this already guys, is your audience, knowing your audience. Like who are these people? Who are the people that we want to sell our products or services to? It seems an innocuous question. But, how many times have you spoke to someone and says, “Who’s your market?” And they can say, “Well, my market is anyone.” So, I think the first thing we want to do is to kind of dispel that rumor. Your market is not everybody. Your market is a very particular profile. So, in understanding who your target market is, their gender, their age, their income level if you’re going to consumer. If you’re a business-to-business, right, what is the size of this organization? Are they in technology? If they are, what technology? What are the three forces that drive them? What are their fears, their hopes, and their dreams? Right? So, we call that creating an avatar. So, an avatar really is just a profile or a look of who your ideal customer is. So, it becomes really important, if you’re going to go into the marketplace, that you get real clarity on who your market really is, who your audience is, so that you can speak to them directly.

The second thing I think that becomes really, really important is to begin to kind of narrow your focus. Again, most people believe that the wider they cast their net, the more opportunity they’re going to get. I can tell you that, in the years that we’ve been doing this and working with our clients both one-on-one and in our group, that’s a complete myth. The most successful companies have a very narrow focus. Now, let me be clear about what I mean when I say that. The market still needs to be big enough in order for you to generate income and profits for your company. However, what we want to do is to make sure that our focus in that market is so narrow that we have complete clarity on who our market is, what is the need, and how we can best serve them.

So, it’s not about casting a net wide, it’s about creating a very clear box that you can put your target market into so that, when you begin to market to them, it becomes really, really simple. I kind of think of this almost like think like a brain surgeon, right? When is the last time you saw a brain surgeon at a network meeting? Never. It never happens. You’re never going to see them. Why? Well, because they’re specialists. They are specialists in a very particular niche. God forbid that you have someone in your family that has a brain tumor. I know that my wife and I we went through this with her mother. And, honestly, we didn’t want a generalist to help us in this. We went to Johns Hopkins and we found the best tumor specialist we could find. That’s how you’ve got to think. So, when you look at your market, you want your market to be thinking, if I need this thing here, then you’re the person that we need to go to because you have the skill sets. You’re the specialist in that market. And you have to position yourself as being a specialist in that marketplace, whatever it is for you.

So, know your audience, number one. Understand their fears. Understand their wants and their desires. Be very, very clear about how you want to be perceived in that marketplace. Right? You have to build your identity. If you’re going to position yourself correctly, you’ve got to build that over time. Narrow your focus. Don’t cast wide. Come really in, come sharp. You’re going to do much, much better.

So, listen, at our next video, we’re going to talk a little bit about marketing systems, okay, how you can attract, convert clients real easily. Do it in a way that’s leveraged so that you can spend more time doing more valuable stuff. It’s going to be a blast. I’m looking really forward to it. I hope you found this little segment useful. If you did, please feel free to go ahead and leave a comment.

Also, There’s a little download sheet that you can download and work through this. It’s going to help you in your positioning, creating your avatar for instance. It’s going to be a lot of fun, guys. So, I look forward to speaking to you soon. Thanks very much.


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