Positioning is knowing exactly what you're marketing and selling and who you're selling it to.
Positioning revolves around a "Core Marketing Message" that clearly states who you work with, what problems you solve, what solutions you provide, what benefits you offer, what results you produce, what guarantee you give and what is unique and special about your particular service. Positioning is the foundation that you build the rest of your marketing upon.
In the space below write down the answers to the following questions: 
Clarity - How clear are you about who you are?
The more clarity you have, the more successful you will be. Your external circumstances are a direct reflection of your internal being.
What is your Vision?
Your vision should always be idealistic. A vision is a direction, not a destination. If your business was perfect in every way, what would it look like? What would my customers be saying about me and my business?
Write your vision below:
What problem are you solving?
This is not what your business is, but what do your customers get? What problem are you solving?
Who is your target market?
We would all love to have "everyone" as our target market. In reality nothing could be further from the truth. If you target "everyone" you will end up targeting no one. Be as specific as possible as to who your target is. The following list may help you clarify your thoughts:
Demographics: Who are these people?
Individuals or families?
- Males/Females or both?
- Where are they located?
- Annual Income?
Businesses
- Specific industry?
- Where are they located?
- What's the annual turnover and profit?
- How many employees?
- Who are their customers?
- Age of the average employee?
Psychographics: How do they think?
- Why do they buy what they do?
- When do they buy?
- What is the average spend?
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How does your solution address problems your target market is experiencing?
Be really specific. If you're just building a better mouse trap when the Pied Piper has been through town, you're destined to not sell very many.
What are the specific benefits?
To answer this question think benefits, not features.
A feature is "The car has air-conditioning".
The benefit is that you stay comfortable in any weather.
For each benefit, ask "so what?"
Being comfortable in any weather means that you arrive at your destination, cool, calm and ready for anything!
What is your Unique Selling Proposition (USP)
What makes your business unique in the eyes of your prospects? These days all businesses in the same industry pretty much do the same thing. What makes yours unique? What can you articulate about your business that is different? What Emotional Selling Proposition (ESP) can you create? People buy on emotion and justify with logic, so how can you make your USP into an ESP?
You need to create a "personality profile" for your ideal prospect based on your answers in the last section. This will enable you to qualify your prospects "in" and equally importantly, "out".
Write a description of your ideal client giving as much detail as to their demographics and psychographics as possible.
For example:
Our clients are businesses who turn over between $1M and $50M per year. They operate in the B2B field and are making a healthy profit. Their prime issue is moving to the next level in their business and they need help in becoming more innovative in their marketing, sales, business processes and personnel selection so that they can achieve their goals. They recognise that they need outside input and are willing to invest in their growth.
Write yours:
Do you struggle with how you should postition yourself, drop us a line at This e-mail address is being protected from spambots. You need JavaScript enabled to view it , we're more than happy to give you some pointers.
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