Expert Positioning in 7 Steps

Marketing is a continuous process. Every month you devise your plans, execute your strategy and look for victories small and large. Just when you think you have a good plan in place, a new method comes on the scene or a new competitor shows up unannounced. To win decisively, you need a secret weapon. That weapon is POSITIONING.

In marketing you have a choice. You can do marketing based on what feels right at the moment with no real plan in place hoping to come out a winner, or you can aim for the marketing bull's-eye by carefully positioning yourself as the expert in your market.

However, if you want to gain the highest return from your marketing dollars, then you need to aim carefully. In this article we are going to highlight the 7 steps to EXPERT POSITIONING.

1) Know the Battlefield 

The marketing battle is fought-and won or lost-not in the marketplace, but in the mind of your prospect. Their decisions are made not based on your product as much as on how they think about your product. Match your offerings to how they think and you'll place yourself in a winning position.

2) Choose Your Ladder 

The prospect thinks in terms of product categories (Rental cars, Overnight delivery, etc.). We call these categories "ladders." To position yourself as the expert in the mind of your prospect you must choose your ladder properly.

3) Determine Your Position 

Your position (the level you occupy on the category ladder in their mind) will determine the marketing strategy you use. You want to "own" the top rung of your category ladder in their mind. If that position is taken, then you should create a category that you can own.

4) Define Your Market 

Choosing who you will target is one of the most important decisions you will make. To hit the bull's eye you need to aim carefully, be patient and communicate in ways that are meaningful to your prospect. Your objective is to win their heart as they come to know, like and trust you.

5) Focus Your Message 

You want to be known for something. By owning a word or phrase in the mind of your prospect, you can dominate your market more easily. To focus properly you will need to purposefully eliminate other distractions.

6) Create Your Media 

You will use a variety of media to continually position yourself as the expert in the mind of your prospect. Structuring your personal, Direct & credentialed media to communicate your message effectively to your market takes a well thought-out plan that is executed properly.

7) Remain Consistent 

As we said earlier, marketing is a continuous process, not an event. Positioning yourself as the expert in the mind of your prospect takes time. People forget quickly. Repetition is the mother of learning. You can dominate your market and become a household name when you remain consistent.