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Positioning - an expression that you will make money from if youlearn what it means

Positioning has become a fashionable expression to use in
marketing circuits. It sounds smart to talk about positioning for many reasons
and it's fuzzy - oddly enough.

The concept behind positioning is simple - find a gap in the market and fill
It's about making it easy for customers to understand the benefits of being
your particular customer. It's about showing what it is that distinguishes your
business from others. Marketers often talk about the concept of USP (Unique
Selling Point) as something that shows customers what differentiates your
business from others.

How do you figure out your USP?
To begin with, create a list of the special skills and experiences your
company has to offer that can resolve your customer's issues, reduce their
doubts and remove their natural resistance. Your job is to identify what can be
vague about your product or service. Your USP should make the unclear clear.
• Explain what you offer and what makes you special.
• Explain what you will give your customers that they can't get anywhere else.
• Talk about what specific reasons customers have to want to buy from you. Is
it the products, the staff, the service, the opening hours or something else
that makes the company unique?
• Write it down, keep it simple and remember it!

Benefits of a USP
There are two main advantages of the USP:
• It shows the difference between your company and other companies. It's your
job as a marketer to give people a clear reason to like your company.
• If you make a USP, your company will be focused on making sure that you can back
it up. A company's business concept is often too long and complicated to
remember but ”delivery in 1 hour” is something even a child can understand.

How do people find out about your USP?
Your statement about the company should be attached to all the material that goes
out to your customers. The claim should be in every letter, on every bill, in
every brochure, on all advertising mails and on every business card. You can
print ”Personal fishing guide for small groups” or ”We always offer 3 years warranty”
on the car, on T-shirts, signs and on anything else that customers can see.

Practical tips for your USP
• The best theme for a USP is to create one that can work over a long
period. The longer you use the theme, the more powerful it will become. Avoid
buzzwords. The word ”synergy” is popular right now, but so was ”charm course” -
in the eighties.

• Be honest. Make sure your USP can really deliver what it promises. If you
provide products or services to different markets, you can also have different
USPs that are focused on each specific part of your business.

• If you run out of ideas, take a closer look at your business and see if you
can summarize it with a single line (that is a challenge in itself and a very
useful one – so do it).

Important about your USP
Remember that your USP will give people a reason to like your company, to
trust it and to make people wanting to do business with you and not with anyone
else because you have given them a clear reason why they should chose you. This
is not about writing slogans that rhyme (unless there is a clear reason for
it), it's about showing people who you are in a clear way. Clear. Clear. Clear
is the key word here!

Don't try to be everything to everyone. Focus on the target audience and on
what you can actually offer. Maybe you shouldn't have too big or too small
customers. If you think in these terms, you will define your target market
better and learn to aim for it better as well. If you say that you want
everyone to buy your products, I respect that, but can you really meet absolutely
everyone's demands, wishes and interests?


Many companies are working
broadly: ”We will reach everyone, everywhere” might be good for Coca Cola, but
it's not certain that it suits you. Being too general can make your business
much too wishy-washy. So instead of sending out the same message to everyone, you
need to realize that you have different audiences and that it's important that
you identify the differences between them so you can turn to each group in a
unique way. Identify all your different audiences and aim specifically at each target
group instead of trying to become a universal supplier = a fuzzy company.


About the author

Stefan Ekberg has worked in marketing for small business for 20 years and has written around 30 books on how small business owners can market themselves with limited resources. . In 2012 Stefan was nominated as Entrepreneur of the Year in Stockholm.

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"The 5 minute marketer" - the book
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