Bookmark topic
Follow topic
Email to a friend
Share 
Yahoooo!!! I'm looking forward to your comments.
Posted by Joe Hage, Seattle, Washington | Jun 10, 2008
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.
207 Bizniks have posted replies
-
Posted by Ramona Lynne, Tacoma, Washington | Aug 13, 2009 -
Posted by Joe Hage, Seattle, Washington | Aug 13, 2009Ramona, we have some work to do and that's ok.
To whom? "Everyone experiencing essential moments in life" sounds like romance copy, not an effective target for your focus.
How would you target "everyone"? Everyone within a 20-mile drive of you? "Essential moments in life" - leaves a lot to the imagination: could be any wedding, bar mitvah, school play, etc. Which makes it difficult for you to focus your effort. As a start-up you, especially, need to focus your limited resources.
Who and what? Ramona Lynne Photography, expert photographer. OK.
Benefit? It's not clear what benefit you provide over all others. Your "excellent music, portraits, weddings, or events" is more of a supporting statement which, presumably, we would be able to see first-hand on your Web site.
I recently worked on Daphne's positioning statement and her primary benefit was an intimacy with her clients. I'm not saying hers is the 'definitive benefit' but it is one that works for her.
Write back and give some thoughts about how you might offer something that no one else does. @joehageonline
-
Posted by Ramona Lynne, Tacoma, Washington | Aug 13, 2009
Thank you Joe. I will work on this and get back to you.
-
Posted by Karen Johanson, Seattle, Washington | Aug 23, 2009Mine is still a work in progress (aren't they all?). Your thoughts on how to refine this, Joe? (Thanks so much for offering your time to do this). To photo buyers worldwide who need compelling action and adventure shots: Karen Johanson Photography takes the time to conceptualize, create and deliver shots that align with your editorial and/or branding needs - before your deadlines arrive. Hire her because she's saved other photo buyers time and headaches.
-
Posted by Joe Hage, Seattle, Washington | Aug 23, 2009
Karen, it's a good start. I'm concerned about your targeting which is unmanageably broad for you to focus on.
How would you target "to photo buyers worldwide"?
In your benefit statement, I might say "action shots" and in your supporting statement your prospects will want to see your portfolio as well as strong testimonials from "big name" endorsements if you have them.
-
Posted by Karen Johanson, Seattle, Washington | Aug 23, 2009
The four core areas I am targeting are extreme sports, health/fitness, adventure travel and pop culture. If there's a unifying theme there, I think it's either adventure or a youthful perspective. With that in mind, do you have any thoughts about targeting? Once I work on that, I'll update the other parts.
-
Posted by Joe Hage, Seattle, Washington | Aug 23, 2009
Karen, I don't know the categories well enough to intelligently comment.
The question I'd have is how would you connect to these disparate groups of "photo buyers"? Is there a place, an association, you can meet many of them or do you need a one-to-one direct marketing approach?
This forum is unmoderated, but please keep discussion courteous and not too far off topic.
Members posting in this topic
Post tags
- consumer insight
- expert marketing strategy
- positioning statement
- source of volume
- stealing share
- growing the category
