The world’s no. 1 marketing consultant Jay Abraham reveals how to build brand awareness and harness the power of positioning in order to dominate the marketplace.
Today, more than ever before, you need to focus all your efforts into creating compelling marketing programs and campaigns to set yourself (your brand and business) apart in order to get ahead. Before you sit down and craft highly-targeted marketing messages, you need to do a couple of other things first.
Mastering the fundamentals in marketing
1. Define your ideal customer. Before you create a product or service, sit down and ask yourself for whom do you want the product / service to be. Whose problems, needs, and wants do you want to address?
You’d be surprised how many business owners get this wrong. Most entrepreneurs start with a product instead of the customer; yet the customer is the one you want to reach out to and deliver your produce / service. Always start with the end in mine. The customer comes first.
2. Position yourself strategically. How do you want to be perceived by your customers? How do you want to be perceived by your competitors? Articulate very clearly what you stand for and more importantly, why you stand for something specific.
Positioning is about bringing value to the marketplace. Ask yourself what benefits and advantages your product / service brings to the marketplace. Why should people buy your stuff as opposed to the stuff your competitors are providing?
If you can illustrate and prove why people should do business with you and your company, “you owe the world” as Jay Abraham says. This will give you a little taste of how to harness the power of positioning and branding.
In this quick 2-minute video Jay Abraham talks about the importance of positioning and why you need to separate yourself from the herd in order to stand out.
Jay Abraham – Harness The Power Of Positioning
What about your brand positioning?
Many of the brick and mortar business owners I talk to have never taken the time to think about their positioning and branding. Few of them have a marketing plan, or at least something that is remotely looking like one. They are honest and hard-working people who are hard-wired to traditional ways of doing business. “It worked fine all these years, therefore we don’t see a need to change anything.”
The severe implications of globalization and technology can’t be ignored anymore. These twin forces, both of which have accelerated in the last 10 years, are responsible for today’s “killer competition”. Therefore, the most important thing to do as an entrepreneur and business owner is to differentiate and position yourself strategically and intelligently.
“Differentiate or die.” – Jack Trout
What about you? How do you harness the power of positioning and branding? What does your positioning statement sound like?