Daniel Levis discusses 4 different methods of product
positioning that will help your web business succeed. Learn
these positioning techniques and the reasoning behind each.
Product Positioning - 4 Differentiation
Here are 4 product positioning tips to differentiate your business.
Luckily, itís not all that hard to stand
out from the crowd, as long you realize the importance of
Positioning is the art of matching your marketing message, with
the desires, feelings, & beliefs of the particular type of
customer that you know you can service better than anybody else.
You make yourself "visible" as the kind of business
this individual would naturally be attracted to.
Why would I say that itís not that hard?
Well, you really donít have to look very far to see that
effective product positioning is about as common as caviar
at a McDonaldís outlet. Just look in the yellow pages, look
on the net, and youíll soon see what I mean.
Itís more of the same old same old, look at us were #1
for pricing, service & selection nonsense. Itís just
meaningless drivel. Anyone can say these things & everyone
does, & I ask you this.
Are you guilty of spouting these "buy from us for
no apparent reason" platitudes? Donít feel guilty if
you are. Just take these product positioning tips to heart.
What happens when everybody in your industry says the same
thing? Customers donít know how to tell the difference between
one product & another, so they make their decision based
on price. And everybody loses. The customer doesnít get
the product that best fits their needs. You donít make nearly
as many sales as you could, and those that you do make,
are at less margin than you would like.
Listen, if you can just get the principle that Iím about
to reveal hammered into your head, youíll have more business
than you can handle, and you wonít worry about having to
undercut the competition.
That sounds pretty good doesnít it?
Hereís the secret. Just take the time to communicate, clearly,
specifically, & thoroughly why youĎre different &
how that difference makes a difference in your customerís
perception of his or her life. Such a simple concept, but
so rare, it canít help but differentiate you.
You see, people really donít buy on price at all. They
buy on value. If they bought a cheaper product, itís because
you didnít demonstrate the value of yours. Admittedly, there
is a certain percentage of the market that is best served
by an inferior low end product, but this segment is much
smaller than it appears. More often than not, people cannot
differentiate, buy based on price, & live to regret
it. This is a crying shame, & were not going to stand
for it much longer, are we?
As you absorb this material you will become intimate with
the following 4 product positioning principles that will
set your business apart.
*** Unique Selling Proposition
Something unique, that you have to offer. Not necessarily
entirely unique. You can appear unique by simply packaging
your product or service in a unique way. For example, a
lawyer, might advertise flat rate incorporation, and attract
a lot of customers because the market fears the open ended
legal bill. In reality, it is all of the other "back
end" services that come about as a result of incorporation
that generate incorporation revenues. But who do you think
will end up getting more of that lucrative business, the
flat rate USP savvy attorney, or Mr. Conventional?
*** Risk Reversal
Differentiate yourself with outrageously bold guarantees,
that you're competition don't have the guts for. Most people
are genuinely honest, and if your service is what you say
it is, you've got nothing to worry about. The increased
sales volume will be well worth it.
*** Inordinate Value
Leverage your advertising, by offering to let complimentary
businesses come along for the ride, in exchange for a free
sample of their wares. Then bundle those into your offering.
Cut the right deals, & your offer will appear "irresistible",
compared to your competition.
*** Clear, Complete, & Concise Customer Education
Here's were most advertisers fall down, and you can stand
head & shoulders above the crowd. Tell your full story.
Don't make people try to figure out on their own why they
should be doing business with you. Spell it out for them.
Spend some time thinking deeply about these product positioning
ideas, and how you can use them to your advantage. Your
market share is predicated on how well you assimilate them,
& apply them to the promotion of your business.
Copyright 2005 Daniel Levis
About The Author
Daniel Levis is a top marketing consultant & direct
response copywriter based in Toronto Canada. Recently, Daniel
& world-renowned publicist & copywriter Joe Vitale
teamed up to co author ďMillion Dollar Online Advertising
Strategies Ė From The Greatest Letter Writer Of The 20th
Century!Ē, a tribute to the late, great Robert Collier.
Let the legendary Robert Collier show you how to write
words that sell...Visit the below site & get 3 FREE
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