Positioning Statement, Niche Marketing

Positioning Statement

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By Shawn McGee

Marketing Consultant and Author

One of the key Leverage Marketing concepts I go over with my clients is how they are positioned in the marketplace. All too often small business owners enter the marketplace with a proposition that mirrors what the competition offers. The thought process behind this is usually “it works for them so it will work for me.”

Unfortunately this approach results in mediocre success at best. More often than not this results in underperformance against entrenched competitors.

In situations like this I propose positioning the business to go after an underserved element of the marketplace. A positioning statement describes in specific terms what a business considers important.

The most successful businesses do not try to be something for everyone. Instead they focus in on a narrow subject area – a niche. No matter what you sell (whether it is a product or a professional service), you need to home in on a niche.

At first glance it may seem like offering a product or service that is appealing to everyone will generate more sales than one geared toward a small group of people. But the fact is this concept rarely ever pans out. Instead, what works better is to focus on solving a specific problem – usually the more specific the better.

Marketing is all about being in the right place, at the right time, with the right message. If you try to be there for everyone, your message will become diluted. And if you dilute it enough, it won’t be the right message, at the right time, for anyone.

It will work in your favor to select a target audience and attempt to appeal to them and them alone.

Design your product or service to solve their needs.

Adjust your marketing to fit with their interests.

Write your advertising to be compelling to them.

Many business owners initially balk at the idea of positioning their company to market to a niche. It seems like a technique that limits the number of potential customers. Some business owners would rather have their feet planted firmly in the air. But it is impossible to be everything to everyone.

Potential customers will ignore you if you do not have a compelling message. Your competition will run roughshod over you. Positioning your business to target a niche will enable your marketing to appeal to a loyal customer base.

Shawn McGee is a marketing consultant and creator of the Leverage Marketing Tools.

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Positioning Statement