10 Mar Positioning For Profit
An aspect of your proposition that you need to be clear about from the start is how you’ll position your business in the marketplace. Are you an expert or better qualified than the majority in your field/area of expertise? Are you a specialist or guru? Do you have more in-depth experience of the problems you solve than many?
Do you offer good value, innovation, creativity? Is yours a challenger brand, doing things differently to the best known brands?
Is what you offer new and exciting or traditional and safe? Do you offer a high-end, luxury service or are your products and services cheap and cheerful?
Positioning your business as offering good value, great customer service or ‘quality’ is no longer enough – these are all taken as expected, so differentiate your proposition by digging deeper and clearly state how you would like to position your business in your customer’s minds.
Your purpose and positioning are both aspects of your business that are worth explaining in the About Me/Us section of your website. The About page is usually the second most visited page of a website which goes to show how interested people are in who is providing the solution they are looking for.
When visitors click on this page they are asking:
“Who are these people – can I connect with them?”
“Will they understand my problem?”
“Will they make me feel stupid or valued?”
“What’s their background?”
“Why do they think they can help me?”
“Are they my kind of people?”
“Do I respect them?”
“Do they have what it takes to solve my problem?”
By writing about your purpose and explaining your positioning in the market you will answer their questions and begin the process of helping your customers come to know, like and trust you. Once they know who they’re dealing with and have become convinced that you can help them, a mutually profitable relationship will undoubtedly follow.