Positioning Cheat Sheet 1. When you try to be all things to all people,

you end up being nothing much of anything to

anyone of importance. What can YOU do to stand

out from all the “me too” marketers out there?

2. I’d rather a Brain Surgeon poke around inside

my head, than my local Doctor.

Are you a specialist on one topic, or a generalist? If

you want to make more money while eliminating a

vast amount of competition, being a specialist in one

area is the way to go.

Email specialist. Traffic specialist. Funnel specialist.

You know, those topics can be narrowed even more:

Instead of a traffic specialist you could be a

Facebook advertising specialist, or an Adwords

advertisement specialist. Specialists are MORE in

demand. It’s why they can charge more.

3. Polarise your message. Now, more than ever

people are looking for people to buy into ahead of

their products.

With that in mind: Are you coming off sounding like

a people pleasing ponce, or worse, a corporate

formal speaking douche? If you are; stop it. Be

yourself, warts and all – and I guarantee you will get

a lot more loyal followers as a result.

4. Have you ever thought about NOT giving a

feck whether anyone buys from you? Most folk are

desperate to make a sale. In doing so, they ooze

neediness.

Instead, you should tell people that they shouldn’t

buy from you, if... (and then list of a couple of

reasons you don’t want them to buy). Yes, this can be

scary if you are indeed a needy person desperate to

make a sale, but it actually makes people WANT to

buy from.

“Hey, this guy doesn’t seem to need my business,

maybe he’s more successful than I thought”.

5. Raise your prices. Almost no one buys on price

don’t buy the cheapest clothes, trainers, houses,

cars... whatever.

The higher the price; the higher the quality

perception. You can, and should raise your prices

today, and automatically position yourself and your

products at a much higher level. As long as you HAVE

a quality product, you should raise your prices.

6. Fresh hot pizza delivered to your door in 30

minutes or less… guaranteed! Dominos didn’t

position their product as the best or tastiest. Instead,

they knew EXACTLY what the customer wanted

(quick food) and positioned their offer in that way.

7. Anything that differentiates you and your

product from your competitors, is always a smart

approach.

Differentiation should be thought of less as a specific

product and more as an offer — a benefit bundle or

value package involving product, price, service,

delivery and the entire mix of a company's

supporting capabilities.

8. What’s the scarcest commodity online? It’s

attention. A powerful positioning strategy is to make

sure everything you create, grabs the reader by the

short ‘n curly’s. Make them think. Make them laugh.

Make them angry. Make them cry.

9. What’s in a name? Well, a lot, according to the

people behind the “I can’t believe it’s not butter”

product name. Instant positioning against other

margarine products, just in the name alone.

10. You never confuse a Harley Davidson with a

Yamaha. Same for a Rolls Royce to a Ford. And what

about a Rolex to a Swatch watch? Where is the most

romantic city in the world? Paris, right? When you

think of a razor blade, it’s a Gillette, right? Pizza is

Dominos. Fast food is McDonald’s.

Even if at the moment you are selling a commodity

product. You can still pull it apart and look it from

every angle to find something unique that sets it

apart from other similar products. Do that NOW!

11. Deliver something NEW. Yes, I’m aware that

everything is merely a variation of something that

has come before. I’m also aware that the product

you created last year is still relevant today.

However, how can you make that product NEW

again? Sometimes all that’s needed is a NEW name.

New packaging. NEW sales presentation. The

product itself can stay the same while the perception

shows that it’s something NEW.

12. I used to be a plasterer. If there’s one thing I

know, that people hate more than anything else

when hiring a plasterer, is whether or not they are

going to turn up on time, and if they are going to

leave their home clean when they leave. That’s all

they really care about.

They don’t care about how long I’ve been in

business. They don’t care whether I’m the cheapest.

They don’t bloody care about my fancy logo.

Question? How do I position my plastering services

ahead of my competition inside my local paper?