Seattle Community

<span class="lite_member_name">Joe Hage</span>
Joe Hage
Linked:Seattle Community Chairperson
Seattle, Washington
Posted by Joe Hage, Seattle, Washington | Jun 10, 2008

Subscribe to The Biznik Community 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.


Closed_info

226 Bizniks have posted replies

  • Personal Trainer for Hair 
Seattle, Washington 
Dawn Renee Mallory
    Posted by Dawn Renee Mallory, Seattle, Washington | Jul 18, 2008

    So Joe,,, do you accept monies or gifts for your fabulous services? Will you ? You have helped soooo many of us along the way. I know many of us would probably like to offer something... How?

  • Custom web designer, web site & eCommerce development, SEO 
Rogue River, Oregon 
Susan Tilley
    Posted by Susan Tilley, Rogue River, Oregon | Jul 19, 2008

    Joe, Your article and this thread are particularly timely for me as I am working to refining my marketing position even as we speak! You've come up with an excellent tool to use to help define/refine what I am all about. Here is my attempt...

    For small business owners in Southern Oregon who want an an effective, professional business web site, A Street Web Design is the expert web design company you can rely on because your web site is too important to leave to someone who doesn't answer the phone.

    Our clients appreciate our * personal service * straight-forward approach * superior work * reasonable prices

    Our clients are saying...

    • attention to details is awesome!!!
    • a delight to work with
    • really knows her stuff
    • We are very happy with our site

    We've been making small business owners very happy for over a decade. Your site can make you happy too.


    Kind of long. What do you think?

    Susan

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 19, 2008

    Dawn, that's so wonderful of you. Thank you!

    What I really want to do is get defibrillators into public buildings. Do you know anyone who might be open to learning more about them?

    Imagine if a life were to be saved because of a defibrillator we helped place. Can you imagine anything more satisfying?

    I'm doing the Heart Walk in October, and if you'd like to sponsor me, you can win a defibrillator -- for your home, children's school, public library, grocery store -- anywhere that two or more meet.

    Thank you, Dawn!

  • Graphics Awesomizer 
Sandy, Oregon 
David Billings
    Posted by David Billings, Sandy, Oregon | Jul 19, 2008

    To small and medium-sized business owners, Sparky Firepants is the Artist who creates fun visual images that help them look great, because he has done the same for everyone from trial attorneys to MTV Networks.

    Hmm... I don't know. Sounds a little run-on sentence-y. Help me, Joe!

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 19, 2008

    Valerie, we're there.

    To small business owners and solopreneurs in the greater Seattle area,

    Valerie Farris is the lawyer to help you create a business plan complete with safeguards against potential liabilities

    because, with 20 years' small business experience, Valerie specializes in limiting liabilities for small businesses like yours. Check out her Biznik profile and read her testimonials including "Valerie is "honest, ethical and extremely knowledgeable."

  • Graphics Awesomizer 
Sandy, Oregon 
David Billings
    Posted by David Billings, Sandy, Oregon | Jul 19, 2008

    By the way, the Heart Walk and defibrillator info sound interesting - I'll check it out.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 19, 2008

    David, thanks.

    Your positioning statement is pretty good. Since positioning is your blueprint for how you market yourself, the "run-onnyness" of the sentence is just fine.

    I would challenge you a bit, though. Can your target be more specific than "small and medium-sized business owners"? Do the ones you want to target have anything in common but their size? Would anyone/everyone look great with your work? Does your work not fit in some situations?

    Can your benefit be more specific than "help them look great"? Great is a bit overused. Let's find a harder working word.

    Maybe your supporting claim mentions your client list (as you have) but also substantiates why animation would help me look great.

    P.S. I'm amused to see your avatar talking to my avatar. Thanks again for doing mine. I've gotten tons of compliments and I've seen an uptick in the number of people visiting my profile page because they are curious to see a larger version of my portrait.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 19, 2008

    Tammy and Susan, I'm spent. I'll get back to you sometime before the weekend is up.

    Joe

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 19, 2008

    P.S. Valerie, you might do well to change your Biznik title from "Attorney" to "Settle Small Business Attorney."

    Should get better search engine pickup as just "attorney" won't get you any Google play.

    Joe

  • Holistic Business Coach 
Portland, Oregon 
Taylor Ellwood
    Posted by Taylor Ellwood, Portland, Oregon | Jul 19, 2008

    To a creative, entrepreneur, or professional, Taylor Ellwood is the wealth coach that can help you develop strategies for realizing your marketing, career, or life goals.

    The reason you should believe me: I have gone through numerous life transitions including running several small businesses, transitioning from careers in academia and technical writing to a self-employed career as a life coach and I know just how important it is to have support, strategies, and excellent questions to help you realize your goals.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 20, 2008

    Tammy, I'm struggling with your statement.

    To whom/who/what To key decision makers at companies with 10-200 employees, Tammy Redmon is the executive coach

    Here's my thinking: your target was too broad and flowery; I think you target people who can "pull the trigger" to hire you. I made up the part about 10-200 employees; is that right?

    I think the who is you, right ~ not "and Associates." If we're gonna spend the money, we want the person with the name on the door. Is that what typically happens?

    For frame of reference, everyone pretty much "gets" executive coach: you come in and teach us strategies or modify our behaviors, yes?

    The benefit? This is where I really had trouble. I don't know what "expands my business by an average of 108%" means. And you promise so many ways of helping me do that.

    Cardiac Science is a $200-million, publicly traded company. It is too much to believe that you can come and make us a $400-million company. This makes me completely discount your proposed benefit as puffery or irrelevant to "grown up" companies.

    I think your supporting claims is where you can trot out all the specific ways you can help me achieve the benefit. In bullet point form, you can list, "With our help, Company A expanded into a new territory..." and then tell us why they *couldn't have done it without you. "Company B needed a stronger, more cohesive team, and we blah blah blah." And ask a specific "successful client" to own the testimonial "the single greatest investment I made in my business."

    Let's continue. I look forward to your feedback. Joe

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 21, 2008

    Susan, yours is really good.

    To whom? For small business owners in Southern Oregon who want an an effective, professional business web site. Perfect.

    Who and What? A Street Web Design is the expert web design company you can rely on. Perfect.

    Benefit? This could be stronger. As it reads, the benefit is that you are responsive; i.e., "someone who answers the phone." Surely, you do much more than that.

    Supporting claims? This is pretty good but I'm confused: is "A Street" just you or is it a a team of people? I ask because among your claims is "Because she really knows her stuff."

    Assuming you are bigger than one person, you might say, "Because we've delighted xx clients over the past decade with personal service, superior work, reasonable prices, and unwavering integrity." Then point to your website where, I hope, you have your testimonials posted: - attention to details is awesome!!! - a delight to work with - really know their stuff - We are very happy with our site

    Extra credit if your testimonials are hyperlinked with mailto: opportunities to email your references directly.

    So, with a stronger benefit statement, I think you're pretty much there.

    Joe

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 21, 2008

    Taylor, yours confused me because the span of your services seem vast.

    Can you really do ALL of these things (and wouldn't I prefer a specialist in the one of these that I need?): - strategies for realizing my marketing goals (like a marketing consultant)? - strategies for realizing my career goals (like an executive coach)? - strategies for realizing my life goals (like a motivational coach or therapist)?

    Then your frame of reference is "wealth coach" (like a financial advisor)?

    You can see where I'm going with this....

  • Seattle Small Business Lawyer 
Seattle, Washington 
Valerie Farris Oman
    Posted by Valerie Farris Oman, Seattle, Washington | Jul 21, 2008

    Joe, thanks for the feedback - I will change my title today! Unfortunately, I am barred by the rules of professional conduct for lawyers from saying I "specialize" in anything. Any good synonyms?? :)

    Thanks again for all the great guidance and help!

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 21, 2008

    Valerie, use this. It's a great reference tool.

    In the meanwhile, how about: - concentrate - focus - dedicate - devote

    P.S. So far, Elizabeth is the only Biznik entered to win a defibrillator. Can I interest you in the same?

  • Social Media Illuminated 
Los Angeles, California 
Laura Roeder
    Posted by Laura Roeder, Los Angeles, California | Jul 21, 2008

    To Service Professionals, Roeder Studios is the web design and online marketing studio that will help you create a web presence that engages your audience, captures leads, and builds sales for your service! We help professional services take their website from a stagnant to active: we create sites that WORK!

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 22, 2008

    Laura, good start.

    To whom? "Service professionals" seems awfully broad and I don't know how you would mount a marketing campaign against "all service professionals."

    Who and what? Roeder Studios, web design and online marketing studio. Yes. Although "online marketing studio" may not be common enough for everyone to "get."

    Benefit? That engages your audience, captures leads, and builds sales for your service.

    How about, "That will dramatically increase the number of visitors who leave their contact information." That would intrigue me.

    Supporting claims? This needs work. If you go with my suggested benefit, perhaps you have before-and-after statistics for some of your clients? If not, give us # of years you've been doing this, or # clients, size, something that will make us believe that you can deliver the benefit you promise.

  • Personal Trainer for Hair 
Seattle, Washington 
Dawn Renee Mallory
    Posted by Dawn Renee Mallory, Seattle, Washington | Jul 22, 2008

    It is really neat that you are doing all of this online... I keep reading and learning from all of the participants and of course, the guru of said positioning statements!

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 22, 2008

    Yes, and I'm encouraged to find that the more recent positioning statements are closer to the mark on their first try.

    Thanks to all who participated. It seems as though you've helped your fellow Bizniks.

    P.S. Dawn, I did think of something else. Folks who want to "pay me back" somehow can sponsor me for the Heart Walk (and have a chance to win a defibrillator), or click through and see my wife's artwork.

    Perhaps her unique art would make a good holiday gift for someone you love.

  • Minister of Ceremonies 
Clinton, New Jersey 
Ruthann Brown
    Posted by Ruthann Brown, Clinton, New Jersey | Jul 22, 2008

    For all who believe a legacy should not be thrown away or ignored, Ruthann Disotell is a tribute specialist, creating ceremonies to honor each persons life as a gift. Local to NJ and Eastern PA, she is available to travel at your request. With over 35 years in funeral service, her creative skills and her heart for the grieving family will fashion a testimonial you won't soon forget. Those who have experienced a [Celebration of a Lifetime] say, 'This is what Ruthann was meant to do.'

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 22, 2008

    Ruthann, yours is first-time perfect.

    And very intriguing. Your Biznik profile is really well written and invites the reader to learn more.

    Nicely done!

  • Minister of Ceremonies 
Clinton, New Jersey 
Ruthann Brown
    Posted by Ruthann Brown, Clinton, New Jersey | Jul 22, 2008

    Thank you so much for this exercise. It also helped to make my 'elevator pitch' more defined and refined.

  • Personal Trainer for Hair 
Seattle, Washington 
Dawn Renee Mallory
    Posted by Dawn Renee Mallory, Seattle, Washington | Jul 22, 2008

    Beth's artwork (your wife) is AMAZING... Ruthann might have clients for the customized pictures...it would make a nice memorial.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Jul 22, 2008

    Interesting concept indeed!

    Ruthann, if you'd like to discuss the possibilities with Beth, let me know!

  • Minister of Ceremonies 
Clinton, New Jersey 
Ruthann Brown
    Posted by Ruthann Brown, Clinton, New Jersey | Jul 22, 2008

    Dawn! Great shampoo and great ideas, too! Thanks for keeping your creative mind open.

    Joe, Have Beth send me something I can use as fodder. Brochures maybe? This idea has merit! We will talk.

    BTW- I just posted my postioning statement on my other networking sites. Thanks again for the push.