Good Afternoon!
I wanted to take a moment to explain the concept of positioning to you. You see, positioning is one of the strongest, most powerful marketing tools on the planet. Positioning is what allows small businesses to become huge businesses in a very short amount of time.
But what does it mean to actually use positioning? Well, in order to use positioning, you must first understand what positioning is. Positioning can best be described as a reflex in the mind of your target market. Positioning is the relationship that your prospect has between a need and a solution. Let me give you an example:
What do you drink when you are thirsty and want something that tastes great? There are literally thousands of different choices out there, but you probably had one, maybe two different choices pop into your head. That is positioning at work. Whatever product you just thought of, whether that's some sort of fruit juice, carbonated cola, or alcoholic beverage, the company that makes that product has spent millions of dollars in generating that reflex you just had. In other words, they have made a very deliberate attempt to position themselves in your mind as the solution for great taste on a hot, sweaty day.
What do you do when you need food in a hurry? That's another example of positioning. The food product that you just thought about is there because you enjoy that food, and when you're in a pinch for time, you'll eat it, because it solves your need for fast food.
But how did those companies do that? How did they get inside your head, and develop those relationships and connections between your needs and their products? They did it by spending boatloads of money on advertising. The good news is that you don't need tons of cash to position yourself as an expert in your product.
Here's an example of positioning on a small-scale. Let's say that I market a travel opportunity, where I help people get cheap travel fares, and I'm trying to recruit other people to join my opportunity. Now, I simply can't walk up to a potential distributor and start talking about making millions of dollars unless I'm already making good money. So if I'm in a travel business, and I want to position myself as an expert, I might call my prospect up and say something like this:
"Hey Bill, one of the things that I do is help people save a tremendous amount of money on all their traveling. Let me ask you, if I could show you how to save 68% off your next vacation, would you want to know how to do that?"
If I say something like that, I do so many things in a short amount of time.
1. I position myself as an expert with good information.
2. I allow my prospect, Bill, to make the decision to pursue information on his own free will, no arm-twisting.
3. I lead with my product, which means that if Bill signs up as a rep in my downline, he will continue to use my travel product even if he doesn't decide to stick with the business side of things, which is important for long-term residual income.
I hope this clears the air on positioning. I get many emails and phone calls asking for clarification on this subject. Positioning is an extremely valuable tool, and once you master it, you'll wonder how you ever got by without it.
