If you are a Marketing Team of One, you are solely responsible for the strong unique positioning for your company. Getting this right is so important as your marketing flows from your positioning. If you are struggling with positioning or just want to take a fresh look at it, here are tips and tools to help you out.
Growth Manager at Almanac, a collaborative doc editor for async teams. Side hustle building TheSiliconForest.com. A Portland, OR native, often found rooting for the Blazers or Timbers with an IPA in hand.
Twitter: @alancassinelli Website: www.almanac.io
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Positioning differentiates your product from the crowd. You break through the noise. All of your marketing will flow from your strong unique positioning.
It can be intimidating to think about defining your positioning in the marketplace. But there is no need to overcomplicate it. Keep it simple.
There are two questions that you need to answer:
1. What makes you different?
2. What does your customer care about?
Copy.ai starts with your input to create AI-generated copy for ads, social media content, blog posts, and strategy ideas.
You can use the personal tools to generate a Love Letter, Mother's Day Card, or Birthday message (although you probably shouldn't tell the recipient you used an AI tool).
Using Copy.ai to generate copy is a great way to get ideas and unstick your brain. It still takes a human touch to edit and tweak the copy to make it right.
Create a Perceptual Map on a 2x2 grid to visualize your positioning compared to your competitors as your target market perceives you.
In Miro.com, start a new board. Search for the Perceptual Map template and use it as your starting point.
What are two important characteristics of your product that matter to your target market? A traditional choice would be price and quality. In my example, I am using marketing team size as the first characteristic and service level as the second.
Use the high and low of your two important characteristics and label your axes. Each quadrant represents the combination of your characteristics. For example, "Marketing Team of One" and "Personal Service" is Quadrant 2 in my example.
Place yourself and each of your competitors in the appropriate quadrant as they are perceived by your target market.
After mapping out your positioning on these two characteristics, you can now visualize where you stand.
If you find you do not have a strong positioning and your quadrant is crowded, try a different combination of characteristics. It's important that these characteristics to matter to your target market. Get creative to find a way to stand out.
The original classic marketing book "Positioning: The Battle for Your Mind" was published in 1981 by Al Ries and Jack Trout. This book is the cornerstone for this marketing concept.
Both Al Ries and Jack Trout worked for General Electric before working at their advertising agency Ries Cappiello Colwell in New York City in the 1960's.
Does this conjure up images of Mad Men? You might be surprised to learn that Al Ries graduated with a mathematics degree. Let's hear it for the Math majors!
If you have had struggles or success with defining your unique positioning, I would love to hear about it.
Feel free to reach out if you need help, particularly if you are a Marketing Team of One. You don't have to go it alone.
See you next week. Happy Scrappy Marketing!
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