What's your positioning statement?Share with the community: what's your positioning statement?
Remember, you need to fill in five blanks:
To whom,
The name of your brand
is the brand of what is the frame of reference
that what benefit does (brand) offer
because you why should I believe you.
Here's mine: To a Biznik indie professional, Joe Hage is the marketing strategy expert that can help you focus on the right strategies to build your business because Joe successfully helped other Biznik professionals.
"To NJ/NY B2B technology and manufacturing companies craving a more intimate and effective connection with customers and prospects,
Bruce Colthart Creative is the business-savvy graphic designer and writer
who will energize your online and traditional marketing mix,
because for 20 years my design experience has ensured printed materials that engage, inform and motivate."
Thanks Joe for whatever you can offer...
Thanks, Bruce.
You "filled in the blanks" perfectly and that gives me a good place to start.
To whom? I get that you are focusing on NY- and NJ-based companies. Presumably you have a strong technology and manufacturing portfolio to leverage. Both are good.
It's the "craving" part that loses me a bit. I see what you are going for but I don't see how you would use the statement as a targeting tool.
That is, the positioning statement is YOUR blueprint (and not copy). So you're telling yourself that you're going to target companies that target effective connections.
I'm not sure how that narrows the playing field for you. How would you segment your market - "those who crave" and "those who don't"?
The who and what work fine. I don't know your market well enough (perhaps others can chime in here) but I wonder if "graphic designer and writer" is a better frame of reference than "small marketing agency."
Talking out loud, I'm wondering if your sweet spot is 1-10 person companies. I wonder if the notion of "you're small and want to keep your expenses down and get me focusing on your account in a way that larger agencies never would" could work for you.
Benefit? Energize your online and traditional marketing mix seems vague to me. It suggests to me that your answer to Question #1 is "there are people out there looking for a way to give their materials more zip."
Is that the insight?
Supporting claims? You've been doing it for 20 years. That is good. Is there something concrete you can offer about your results? Some metrics? Solid testimonials? A link to your portfolio?
Give some thought to Question #2 as well. Presumably you are stealing share from some other graphic designer. Why should I switch?
You got me on a "rambling night." I hope these concepts challenge you to zero in on your unique selling proposition.
Joe
Joe, amazing you are still going strong with this! Obviously something people are really hungry for. I have visions of books/dvd's and turn-key products on the topic in your future.
Continue to be in excellence! Tammy
Hmmm. Interesting idea.
I'll have to think about that. Joe
Thank you Joe, for all the time and energy you've expended – with me and with others – in this long, long thread!
I will digest this more before replying; there's lots of food for thought in your words. You've given me exactly what I'm looking for – a proper and enlightened critique.
So here is mine ... I hope I am on the right track!
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Joshua, I have many thoughts on yours.
So many, in fact, I just wrote an article about it. I'll wait until it's published so I can refer to it.
Joe
Hey Joe!
This has been on my To-Do List since I took that class that you and Barry put on in June! As I am currently working on my 2009 business plan, I thought it might be good to incorporate this into it. I am still having trouble zeroing in on a target market, but regardless, here's what I got:
To Seattle Area buyers and sellers of real estate, Aaron Janus is the Real Estate Consultant that you can trust to get you the best home for your money, or net you the most from your sale because he has the advanced education, market acumen, and a proven track record of results.
Am I close?! Thanks Joe! You are the man!
Aaron, your closing made me laugh.
I have to refer you back to my real estate marketing article because this is what I learned from your statement: you work in Seattle you do real estate I can trust you to get me the most you have a degree, you know the market, you have a "proven track record"
Doesn't really tell me much more than "Aaron is a Seattle real estate guy."
Why are you different? Why should I choose you over another real estate guy? Does your "Realtor" designation "buy" you anything?
Thanks Joe! How about...
"Aaron Janus is your man for real estate because your last Realtor is now waiting tables full time, and the woman your friend referred is now testing the waters as a financial planner instead"
I'm kidding, of course. I appreciate your input very much and I will certainly revisit your article and re-think my statement.
-Aaron
Interesting article full of great information! I will have to give my positioning statment some more thought. Thank you!
It is absolutely awesome that you have volunteered to coach all of us Biznikers in our positioning statements! Thank you so much!
Here's my stab at my raison d'etre:
To solopreneurs, small and medium-size business owners who need help with administrative tasks, and larger companies whose organization may be suffering from downsizing, More Than 9 2 5 Virtual Assistance is the virtual administrative support that can help your business thrive and improve moral by taking over some of the workload. Phyllis Harber-Murphy, sole proprietor of More Than 9 2 5, has over 30 years experience supporting senior executives (Presidents & CEOs, Boards of Directors, Chief Financial Officers) in a wide array of businesses (oil and gas exploration and a film studio in England; corporate banking and reinsurance in Australia; healthcare associations in Canada; and an international hotel chain and marketing/PR firm in the US, just to name a few). Phyllis' proven breadth and depth of knowledge - in office systems and technology, office administration, management, and advanced organizational management – provides an unusually well-rounded approach to problem solving and office management.
Phyllis, that is really quite good.
You obviously know who you are targeting, what you are offering, how they will benefit, and why they should believe you.
Well done!
Have at it Joe:
To (confused) service professionals,
The eMarketing Strategist is the internet marketing consultant who will guide you through creating an efficient and effective internet marketing plan that will get you more clients because I…
Elge, this is quite good.
To whom? I want to challenge your target here: What does a "confused" service professional look like to you?
How would you go about targeting a confused one versus a not-confused one?
Who and what? eMarketing Strategist, internet marketing consultant. That's clear. Got it.
Benefit? Who will guide you through creating an efficient and effective internet marketing plan that will get you more clients.
OK, that clearly is a benefit. I wonder if you doing most of the work is a better benefit, such as: "Who will develop and execute a business-building Internet presence for you."
Supporting claims? These are good and would be stronger with specific examples of some of your clients' successes based on your help.
I wonder how valuable a confused professional would find #2.
I'm intrigued by #4 and wonder if you can give teeth to it like, "If you don't succeed, I don't get paid."
Joe
Feedback?
To anyone with skin or hair concerns, The Bathery Electrolysis & Skincare is the brand of spa services that offers practical and affordable skincare and hair removal services, because no one should have to break the bank in order to keep their skin looking its best. www.thebathery.com
Cassandra, thanks.
To whom? Are you targeting anyone with skin or hair concerns or (anyone with skin or hair concerns) + (who is budget conscious)?
Who and what? The Bathery Electrolysis & Skincare is the brand of spa services. Pretty straightforward. I'm assuming that you have a retail front. I'm assuming that you have foot traffic, appointments, and maybe you sell products to take home.
Benefit? For "practical and affordable skincare and hair removal services" to be the answer, this assumes that your consumer insight is there are people who have a problem: "I can't find practical (I'd be surprised if that was the word) and affordable skincare / hair removal."
Supporting claim? Here we need you to say why we should believe that you provide your benefit. Your present statement reads more like ad copy.
We want to know why The Bathery is THE place for us to solve our consumer problem or need.
Hope this sparks some ideas for you.
Joe
For menopausal women, Dr. Rhoades is the naturopath that is experienced with lifestyle changes, supplements and bioidentical hormones, that will help you to sleep through the night, stop having "personal summers", and stop the emotional rollercoaster ride. Call today for an appointment!
that's a first cut, btw -- not sure I phrased everything exactly right (gimme a break, it's not even 7 am yet!).
thanks!
Victoria, thanks.
To whom? Menopausal women. Got it. (I wonder "all" menopausal women or if there is a sub-segment you really target ~ maybe only those with insurance, for example?)
Who, what, benefit? All good.
Supporting statements? You offer none. How experienced are you? Number of years? Satisfied patients? Why are you THE naturopath? Sounds as though any number of naturopaths could have written the same frame of reference and benefit as you.
What makes you stand out?
Lastly, "Call today for an appointment" does not belong in a positioning statement. That's more like marketing copy.
Here I go Joe...and it was nice meeting you at Gasworks Gallery.
To people with health insurance, Jacob Caldwell is the Massage Therapist injury specialist that can help you understand how your insurance can get you a massage so those constant ailments can be relieved, in his seven years as a professional therapist many have felt the success of the renewed health and inspiration.
Jacob, good but I'm concerned about how many people you'll find who meet all of your targeting criteria.
To whom? As I understand it, your prospect will need to meet each of these criteria: Has an unhealed injury Has health insurance Wants a free(?) inexpensive(?) massage (I'm assuming money is the reason you put 'insurance' in your targeting statement) Lives within a reasonable drive from your office (implicit since you are providing the service) * Hasn't explored massage therapy before / didn't know that it could be covered by medical insurance / medical insurance is THE REASON they haven't previously gone to a massage therapist.
Who and what? Jacob is the massage therapist specializing in pain-relieving massage
Benefit? Who can give you relief from constant discomfort from injury
Supporting claims? Because Jacob has seven years' professional massage therapy experience who has provided renewed health and inspiration as shown by these testimonials.
Two things there:
First, let me see the testimonials (if online) or give me a list of references willing to speak with me.
Second, if your prospect isn't familiar with your work, they may not be ready to take the leap that massage therapy will provide "renewed health and inspiration."
Another thought, it sounds as though you are exclusively looking to grow the category (see The First Three Questions). You provide no reason why you are a better massage therapist than the one that someone presently visits. Should anyone switch therapists to come and see you?
Joe
Okay, I've got it! Straight outta biz class!
My name is Cassandra Lanning, I am an esthetician and electrologist. I own a private skincare office on the Eastside in the Juanita area of Kirkland. My office is called The Bathery Electrolysis & Skincare. I offer a variety of unique skincare and hair removal services that are designed to help you look good and feel better about yourself. I specialize in permanent hair removal which is electrolysis and I am certified in sugaring which is a natural, gentle alternative to waxing.
To whom? - unspoken, people on the eastside.
Who and what? - got it.
Benefit? - unique skincare and hair removal services to make you looke good and feel better about yourself.
Why? I specialize in two unique hair removal techniques.
Good?
Cassandra,
Sorry I have to dash this off, I've got a busy day at work.
To whom? "Unspoken" is not actionable and doesn't help you focus on who you are trying to attract.
Who? Cassandra the person or The Bathery business? Are you the only one?
What? Skincare and hair removal services.
Benefit? Make you look good and feel better about yourself.
Because? You specialize in it doesn't tell me why I should work with you. Perhaps you have dozens of satisfied clients? You can take care of me in one visit versus multiple? You have a third-party certification in your expertise? Something like that.
Thanks. Joe
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