Defining your position
10
Let’s make you stand out among the
-
Upload
tim-petree -
Category
Documents
-
view
54 -
download
0
Transcript of Defining your position
Let’s make you stand out among the crowd.
Let’s make you stand out among the crowd.
Aspirin or Vitamin?
Aspirin or Vitamin?
$2.4 billion vs. $540 millionSource: 2011 U.S. sales reported by groceries to Symphony/IRI Group, Chicago
Who is your ideal customer?
Key characteristicsGender, age, occupation, location, income level, habits, preferences, values, goals, and wants
What are your ideal client’s aspirations?
Surface: (e.g. Red Rider BB gun)
Deeper: (e.g. coolest kid on block)
What obstacles stand in your Ideal client’s
way?
In their words, not yours!
POSITIONING:What makes you different?
What We Are
What We Do
How We Do it
Who We DoIt For
Why We Do It
Tangible Intangible
PUT IT ALL TOGETHER
For: (target customer)
Who is dissatisfied with: (the current alternative or status quo)
We are: (state your category and difference)
That provides: (key problem solving capability)
Make a compelling connection:
Money Back GuaranteeFREE OfferLayer Value
Do the Unexpected
