Sunday, 3 March 2019

How to use positioning to differentiate your business


Last week I wrote a blog about harnessing the power of your why as a key differentiator for your business. If you missed it, you can read it here.

Of course, your why is only part of what makes your business different from all those others out there. 

This week I'm going to talk a little bit about positioning and how you can position your business to achieve greater success.


Who are your main competitors?

It’s a reasonable question, yet when I ask some of my copywriting clients they have no idea what the answer is.

So how do you find your competitors?

Most businesses have three main layers of competition. Here are three ways to find your competitors at each of the three levels:
  • Enter your simplest business description into Google.For example, I would type copywriter Leicester.
    This is the simplest term people are going to use to find my business. The copywriters I find might be similar to me, but they may not be my closest competitors. To find those, I have to dig a little deeper.
  • Enter your main services into Google.In this instance, I could type Website copywriter Leicester, Creative copywriter Leicester and Copy editor Leicester.
    This should bring up a list of copywriters offering the same services as me. These are closer competition.
  • Enter your main USP into Google.For this one I might look at my specific niche. I could try SEO content writer Leicester and Health and Safety copywriter Leicester.
    If these are true USPs you should find less competition here.


Who are your ideal customers?

There are two main things to consider when determining your ideal customer. 

1. Demographics
  • What is their age range?
  • What is their gender?
  • Where are they based geographically?
  • What is their level of education?
  • What is their occupation?
  • What is their marital/family situation?
  • What is their income?
2. Motivations
  • What needs do they have?
  • What problems are they looking to solve?
  • What benefits are they looking for?
  • What is most important to them?
  • What factors will influence their purchasing decision?
  • When are they most likely to buy your product/service?
How do you fit in?

Once you have determined your competition and ideal customer, you can start to figure out how your business fits in and, more importantly, how you can make it stand out.

Look at your competitors
  • What are they offering?
  • How are they selling their proposition?
  • How are they talking to their customers?
  • Who are they selling to?
  • What can you identify as their main strengths and weaknesses?

Look at your customers
  • Where are you looking for them?
  • How will they find you?
  • What reason do they have to choose you over your competitors?
Look at your own business
  • In what ways are you the same as your competitors?
  • How are you different to/better than your competitors?
  • What wants/needs do your customers have that your competitors are not addressing/satisfying?
  • What other skills/resources could you bring in to the mix?

What to do next?

These exercises should help you to identify where the gaps are and how you can refine or adapt your proposition to fill them.

If you need some help to decide how best to use the information, I can help.

I am a copywriter with more than eight years’ experience in positioning brands to achieve optimum success.

If you would like to find out more, why not give me a call on: 07815 652 031.

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