Seattle Community

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.


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226 Bizniks have posted replies

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Sep 30, 2008

    Yuno,

    I wonder, then, if your bilingual skills belong in your positioning statement. Do you ever use it in your selling?

    What might you have to offer young couples that could set you apart from every other real estate agent?

  • Real Estate Broker - Kirkland & Bothell  Specialist 
Bothell, Washington 
Yuno Marioni
    Posted by Yuno Marioni, Bothell, Washington | Sep 30, 2008

    Joe,

    This is a bit beyond my comfort zone. I usually don't like talking aloud in this kind of situation. But i am pushing myself here.

    The first question. No...I have not used Japanese in my selling yet. I would like to but I just don't know how to get into their society. I am out of the loop. It does not mean I can't... Also I've heard that many Japanese who move to the Seattle area already are connected to Kotoku or a couple other Japanese agencies even before moving up here. So I don't know how to compete with those... Am I just making excuses here? If you have some ideas, I will be happy to take them. I am ready to challenge myself.

    The second question... now you had me think. I have a great loan officer that I work as a team and we help young couples understand both loan and real estate side. We go step by step. About 40% of my clients are the first time home buyers so far. But I realize that does not set me aprt from others. How about if we offer a seminar or consultant service to those young couples and help them set a goal?!

    As you can easily tell, I want to make a difference but I just don't know where to start... That's why I needed your help. Thank you again for your time.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Sep 30, 2008

    Yuno, I'm going to have to think on this one.

    Thanks.

  • Real Estate Broker - Kirkland & Bothell  Specialist 
Bothell, Washington 
Yuno Marioni
    Posted by Yuno Marioni, Bothell, Washington | Sep 30, 2008

    Joe, I have more work to do on my end. I'll let you know, thanks.

  • Project Manager, Wedding Official 
Woodinville, Washington 
Denise Pyles
    Posted by Denise Pyles, Woodinville, Washington | Oct 01, 2008

    For those seeking to deepen their spirituality, Denise Pyles, M.Div. of Weekly Spiritual Reflections is the spiritual mentor who can help you grow in your spirituality while journeying with you on a path of mutual respect and empowerment because Denise has a 25 year history of preaching, walking, seeking, and living the God-quest.

    Visit me a Weekly Spiritual Reflections.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 01, 2008

    Denise, very good!

    I would specifically call out your former vocation.

    It is a superlative supporting claim. Joe

  • Designer and Small Business Owner 
Andover, Kansas 
Jenn Brockman
    Posted by Jenn Brockman, Andover, Kansas | Oct 09, 2008

    This really got my juices flowing and helped me think of not only what I can and do offer, but what my target markets can be. I'm sure they need more work but I'll put myself out there.

    Jenn

    To those who have tried and failed with mineral makeup, Painted Laydies offers renewed hope and a solution to cakey, itchy, dissapointing natural mineral cosmetics with our unique, skin loving formulas and you'll get direct contact with the owner and formulator and our customers can attest.

    To salons, estheticians and boutique owners who want a naturally unique, cost effective mineral makeup line, Painted Laydies offers wholesale and private label natural mineral makeup that customers love for its quality and ease of use and we offer direct contact with the owner and product formulator.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 09, 2008

    Jenn,

    I'm unfamiliar with the mineral makeup segment so before I can help I have to ask, how big is the mineral segment of the makeup category?

    -- How aware are women (presumably) that there is such a thing as mineral makeup?

    -- What percent of makeup sales are mineral makeup?

    -- What percent of women who are familiar with mineral makeup have ever tried it?

    Joe

  • Money Coach, Mindset & Money Management Expert 
Seattle, Washington 
Judith Stephens, MBA
    Posted by Judith Stephens, MBA, Seattle, Washington | Oct 09, 2008

    Hey Jenn!

    Small world! It's great to see you here.

    I didn't know your Painted Laydies is a mineral makeup line. Good luck with the positioning statement.

    See you on Skype. :)

    Warmly, Judith

  • Designer and Small Business Owner 
Andover, Kansas 
Jenn Brockman
    Posted by Jenn Brockman, Andover, Kansas | Oct 10, 2008

    You know, Joe, I'm not sure of all those questions.

    It has grown very much over the last 5 years (since I started my biz) and now most every major brand has some form of it.

    My market til recently has been mostly work at home moms who have tried the product in general. Many of which, have complained of the very things I listed. They didn't like the texture, the feel or they had an allergic reaction (itchy).

    I have had many of my customers tell me that compared to THE national brand, they liked mine better and my prices were easier to deal with.

    Does that help?

    I'd like to get into the private label and wholesale sectors more which is why the second statement is there.

    Thanks for your help, and HI JUDITH!

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 12, 2008

    Jenn, I'm still a little out of my league here.

    What is the national brand? How do they position themselves?

  • Engagement Ideas for Family, Corporate and Education 
Edmonds, Washington 
Jessie Upp, M.S.
    Posted by Jessie Upp, M.S., Edmonds, Washington | Oct 13, 2008

    Ok, Joe. Here's my attempt to speak with two different audiences:

    To executives with special “Green” projects, Jessie Upp is an “Eco-Friendly Gift Finder” that can help you create a memorable outcome because Jessie has access to over 900,000 gift ideas that can be personalized for your prospects, clients and employees.

    To the holiday gift giver, Jessie Upp offers a resourceful website that sifts out eco-friendly gift ideas from over 50 popular stores.

    Thank you for this amazing thread!

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 26, 2008

    Jenn, I still have questions on your positioning but here's another try.

    To whom? You wrote, "To those who have tried and failed with mineral makeup." It tells me you are targeting people who: * already know what mineral makeup is * tried it * rejected it

    You want to convert these mineral makeup rejectors. Is this right? It is an ambitious goal.

    Another option could be to introduce mineral makeup to people who don't recognize why mineral makeup is better than "regular" makeup. (P.S. Why is mineral makeup better?)

    Who and what? Painted Laydies is the mineral cosmetics company. Is this right? You will produce mineral cosmetics exclusively?

    If you plan to add non-mineral cosmetics to your line at some point, this may not be the best frame of reference.

    Benefit? That lets you use natural mineral cosmetics that don't cake or itch.

    (This suggests that you know that mineral cosmetics rejectors really wish there were mineral cosmetics they could use. Is this right?)

    Supporting statements? This needs work. From what you've written, the only support you lend is that customers can talk to you directly (that doesn't assure me the makeup won't cake or itch) and that you have customer testimonials (that also doesn't assure me I won't have an allergic reaction).

    I think your support might lie in the product attributes. Why doesn't it cake? How do I know it won't itch?

    If we can solve this one together, we can take a crack at your second one.

    Joe

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 26, 2008

    Jessie, first, you're very welcome and thank you for the note. OK, let's take a look at yours.

    To whom? To executives with special Green projects.

    I'm afraid I don't know what that means. Presumably "executives" means corporate types who have spending authority. Maybe "with special Green projects" means they are eco-minded? Please clarify.

    Who and what? You are an Eco-Friendly Gift Finder.

    We can do this two ways. 1) Jesse is the green gift finder (kind of what you said) or 2) EcoCorpGift is your resource for environmentally friendly gifts.

    I prefer the latter because it "frees you up" to hit the benefit statement a little harder.

    Benefit? That can help you create a memorable outcome. With the stronger frame of reference, we can strengthen the benefit statement.

    • That lets you delight employees and customers with gifts that say something thoughtful about your company.

    As in, you could have just given any gift, but you gave them a gift that shows that you care about the environment.

    Supporting statements? You had "Because Jessie has access to over 900,000 gift ideas that can be personalized for your prospects, clients and employees."

    That statement supported the notion that Jesse is the green gift finder. I'm taking the leap that you can do that and focusing instead on how you'll deliver upon the new benefit statement.

    • Because with EcoCorpGift, you can give a gift that shows that you care about the environment instead of "any old gift."

    Then, we can overlay your 900,000 ideas (although this does sound like an absurdly high number).

    If we agree on this one, we can discuss the next one.

    P.S. Why dilute your resources by supporting two brands. I think "Village Green" or "EcoCorp" can serve as an umbrella for both audiences. Personally, I like the "Village Green Gifts" name better but we could research which resonates more with your prospects and customers.

  • Designer and Small Business Owner 
Andover, Kansas 
Jenn Brockman
    Posted by Jenn Brockman, Andover, Kansas | Oct 26, 2008

    OK, Joe. Thanks for the feedback. I've tried to clarify and answer some of your questions.

    Your question are marked with an * followed by my answers. You want to convert these mineral makeup rejectors. Is this right? It is an ambitious goal. (This suggests that you know that mineral cosmetics rejectors really wish there were mineral cosmetics they could use. Is this right?)

    It isn't that ambitious really. There are tons of people who have tried the national brand (bare escentials and others) and have had reactions because of a certain ingredient or the amount of that ingredient that the brand uses. I don't use as much or I don't use it all depending on which formula a customer chooses. Many of the people who have tried mineral makeup are well aware of the issue and there are thousands of blogs and other businesses dedicated to the pursuit of mineral makeup in all its forms.

    One reason I mention direct contact is that many of those same customers when trying to work out their issues, can't get ahold of anyone or the customer service people they do get hold of are not help.

    I can't assure anyone that they won't have an allergic reaction because it just isn't possible. People are allergic to many different things and even though I use the purest ingredients, someone can still be allergic to one of them, but the fact that I have customers who have used the national brands and have found mine to be better for them in regard to itching and breaking out backs up the claim that ours won't make them itch (on average).

    *I think your support might lie in the product attributes. Why doesn't it cake? Some ingredients are not as light on the skin as mine and can seem cakey to a degree. How do I know it won't itch? Well, I can't say it absolutley won't - but as I said above, I have customers who say it doesn't when the other did, and I have cut the main ingredient that is blamed out of my formulas.

    *Who and what? Painted Laydies is the mineral cosmetics company. Is this right? You will produce mineral cosmetics exclusively?

    That is me and mine and we are only mineral makeup for 5 years now. I have begun to work on natural skin care but the minerals are still the main line.

  • Engagement Ideas for Family, Corporate and Education 
Edmonds, Washington 
Jessie Upp, M.S.
    Posted by Jessie Upp, M.S., Edmonds, Washington | Oct 27, 2008

    Thanks, Joe.

    This just goes to show me that trying to toggle b/w both sites was very confusing so I needed to create a platform that says it all. So here is the re-take:

    For Event Planners wanting to "green" their events, GreenYourTheme.com is a Members-Only Network that allows you to connect with other green vendors to decrease the carbon footprint of your events and build on the powerful brand of going green.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 27, 2008

    Jessie,

    This sounds like a completely different concept. Is that right?

    What is the name of your company? Are you targeting event planners? I'm confused now. You've introduced: * EcoCorpGift * Village Green Gifts * Village-Green-Gifts.com * GreenYourTheme.com

    Joe

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 27, 2008

    Jenn, you revealed something new and important in your last answer -- the notion that you customize for your clients.

    So, how's this:

    To women who've yet to find a mineral makeup that works for them,

    Painted Laydies is the brand of mineral makeup that will work for you

    Because behind every product, founder Jenn Brockman is willing to customize your product to your skin. Hers is a small shop. You can reach her directly. And she has tons of testimonials from satisfied customers.

    P.S. Remember, positioning statements are not intended for copy, but if I've got your statement right, your copy could write itself!

    Thanks for the back and forth and let me know if we've got it.

    Joe

  • Engagement Ideas for Family, Corporate and Education 
Edmonds, Washington 
Jessie Upp, M.S.
    Posted by Jessie Upp, M.S., Edmonds, Washington | Oct 27, 2008

    Sorry, scratch the other sites and just go with GreenYourTheme.com.

    I will be just one of resources on this site that Event Planners can go to. Of course, I'll dominate the eco-gifts section ;)

    Saying that, does it seem clear enough now, Joe?

  • Designer and Small Business Owner 
Andover, Kansas 
Jenn Brockman
    Posted by Jenn Brockman, Andover, Kansas | Oct 27, 2008

    No, thank you! I appreciate this thread in general and have learned a lot.

    I hesitate to say customize because in this realm, that word tends to mean I will mix a color/shade to their specifications. I do not do this. I'm not sure where you got that I customize.........?

    My formulas are simply different than what the name brands offer.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 27, 2008

    Jenn, I interpreted this line to mean you customize:

    "I don't use as much or I don't use it all depending on which formula a customer chooses."

    I'm now guessing you mean that you make two varieties -- those with "some of that itchy stuff" and "some with none of that itchy stuff." Is that right?

    If that is the case, what is the true benefit of being able to get in touch with you? Is it "just nice" to be able to talk to someone about the product? If so, that would fall lower on the supporting points and perhaps be omitted from the positioning statement entirely, based on your answer.

  • Linked:Seattle Community Chairperson 
Seattle, Washington 
Joe Hage
    Posted by Joe Hage, Seattle, Washington | Oct 27, 2008

    Jessie, I think we're at the "Buy Joe Hage lunch and let's discuss in person" point.

    Let's meet offline to continue. ;-D

    Joe

  • Engagement Ideas for Family, Corporate and Education 
Edmonds, Washington 
Jessie Upp, M.S.
    Posted by Jessie Upp, M.S., Edmonds, Washington | Oct 28, 2008

    I agree. Thanks, Joe :)

  • B2B graphic designer & writer 
Paramus, New Jersey 
Bruce Colthart
    Posted by Bruce Colthart, Paramus, New Jersey | Nov 19, 2008

    Hi Joe: have time for another one?

    " To NJ/NY B2B technology and manufacturing companies craving a more intimate and effective connection with customers and prospects:

    Bruce Colthart Creative is the seasoned, business-savvy graphic designer and writer...

    who energizes your marketing efforts with printed communications designed to engage, inform and motivate."

    I'm fighting the urge to cloud this with issues of how print is an important but often underrated part of a healthy marketing mix.

    Would appreciate your thoughts at your convenience.

  • B2B graphic designer & writer 
Paramus, New Jersey 
Bruce Colthart
    Posted by Bruce Colthart, Paramus, New Jersey | Nov 19, 2008

    Sorry. Just realized how incomplete my above submission is. Will rework, resubmit...