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The Positioning Framework

Watch this video for an introduction to the positioning framework, that walks you through how to position your product or service.
How do you want your customers perceive your product or service? This is really the question. This is the core question that I want to make sure that you answer because this is how you’re going to master your positioning strategy. I want to make sure that positioning strategy is this not a slider to in your pitch deck that you tell to investors and then you shove it the drawing you forget about it. This is actually the foundation of both of both your messaging strategy your branding strategy and your marketing plan overall. It’s critical that this all, like I said earlier, it pulls it all together and so very important.
It’s very hard to sell anything without a clear positioning strategy all and what you actually do it, but you just confuse the customer in the last thing that you want is a confused customer trying to buy your product or service that is bad. So positioning is going to get that Clarity in the mind of the consumer that you so much want and really I like to think of positioning is kind of the intersection between your business and your customers needs meet, and this is how you describe what it is that your customers needs really are, you describe it with your positioning strategy.
Another great question that I want you to ask yourself is how would your customers describe your product or service to their friends? I love that question. Think about that for a second because that’s really when positioning strategy starts to resonate it’s when they can describe it to their friends. I think that really says that off I want to give you a quote that I really liked by Jack Trout “A company can be incredibly successful if it can find a way to own a word in the mind of their Prospect. I find that very interesting because that’s really you can own a word like some very successful companies. What does that word for you?
What word do you want to own think of it can be one or two words, of course, but think of that word and think what it is for your business. Let’s take a look at some very very successful companies
real quick Volvo: What word do they own? I say they own “Safety”.
Walmart: What word do they own? really easy, “low prices”. E-Trate. If you’re familiar with E-Trade, they own the word “online stocks”, there’s no question.
Red Bull: what they own is “Energy drinks” when you think of energy drinks you think of Red Bull and my favorite one, which actually created a new verb in the world. Is Google, and what where do they own? Googling, or Google it. And so that’s synonymous. We don’t say go look for something. We say just go Google it, right? We don’t search for something. We Google it. So this really represents brands that have really themselves and their positioning strategy. So look for that word.
So I want to make sure that you understand that you actually have a lot of control of your positioning but you don’t have full control over it because what you do and how your business interact with a consumers has a lot to do with how they experience your brand and that translates into how they position you. If they have less than a desirable experience with you, as much as you try to position your brand as a high-end brand or a lot of service.
If you’re not really living up to that then they’re not going to believe it in the mind the words going to get out there and today’s land of social media and we live in this world of social media. You really have to be focused on backing up what you do with your product or service very important to tell you a little story about my company Market live. We had some bad days there were days and I mean years when I say day in our 20-year history where we couldn’t live up to the promise that we had problems. We were backlogged on service request 800 to a thousand deep and in our business, that’s a bad thing.
And so we had to catch up and we dug our way out of that and I got to tell you it took years to rebuild our reputation, but we did do it. We rebuilt our reputation which was great. So one of the best shots that you have in establishing your positioning overall in the minds of the consumer is when you launch your product such a pretty good opportunity, so we had to get this right early on in the business you can set that expectation of what kind of experience your customers are going to have with you and then define it for them and then fulfill on it, which is the most important thing but that you got to get the definition right?
That’s so important, now to do this, I want to make sure that you have to look at all aspects of your business all the different inputs that you need to make sure that you nail down.
Let’s take a look at the first one: target market, what are the needs and priorities of your customers? the product itself? What is your product do or what does it not do? How is it unique?
Those are some questions you want to ask: your competition. How are you offering a similar or different product than what’s in the market your problem statement? Which is how are you positioning your product or service to solve that problem? And then your vision, what do you want to become? What you want to be? These are all important questions that you need to understand. So all of this helps you come up with a succinct positioning strategy that will resonate with your customers and their need, that’s really the key.
Now, we’ve got a framework, we got a framework for everything, and we’ve got a framework for this too, our framework is a six step process to creating a precise positioning strategy for you. So let’s go through it. Step number one, let’s begin by listing basic attributes of your product or service this going to be taking a walk, walk you right through what we call those basic attributes and then we want to get creative here. We’re going to actually develop some custom attributes that are going to be unique to your business or your industry or your competitive set and the third step is we’re going to evaluate or rank these attributes.
We’re going to use a scoring system so that we can understand really what’s your customers. What’s important to your business overall? How are they aligned together? Step four is we’re going to rank our positioning elements and essentially every one of these attributes they’re standard attributes or their custom attributes actually take on a positioning element if you will and what we’re going to do is we’re going to determine what score do the overall definition, of your brand we’re going to bring that out, step 5 we’re gonna describe your positioning for each one of these elements for each one of these attributes and then step six is we’re going to craft an overarching positioning statement for your business. Sounds good?
Let’s get started.

You will learn step by step exactly how to position your product or service. In this video we introduce an easy to use framework that walks you through the process.

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