Positioning is not a marketing exercise.
Most people think of it as a starting point for messaging and content.
But it is so much more.
Positioning defines how your business (and the service it provides) is the best solution to get the result/transformation that your specific best-fit clients care most about.
It is one of the most important things you can do to effectively grow your business.
Here’s why:
POSITIONING HELPS YOU MAKE DECISIONS FAST
“Why wouldn’t you want the keys to unlock every single decision you need to make in a business capacity?
We get to stay in our lane…double down and keep things cohesive.
And that just makes it really easy to justify just about anything you do in your business.”
~ My client when talking about why positioning is so valuable.
While we are drowning in information every day, when it comes to our businesses, we simply don’t have enough of the kind of information we need to make informed decisions. There are so many unknowns.
Positioning mitigates this uncertainty by providing the direction for all the decisions you have to make about how you market, sell, deliver, and communicate your services.
POSITIONING HELPS YOU CREATE MORE VALUE
When you have well-defined positioning, you have a clear direction and constraints to guide everything you create in your business.
Let’s take the example of SuperScript. They provide content marketing for financial brands.
Their focus on the Finance vertical and their content marketing service specialization are two strong components of their positioning.
Looking at their site, they also seem to differentiate themselves by providing real metrics to prove the ROI of their services.
While they are already experts in their areas of specialization, with a strong positioning, they are well equipped to continually improve their services and deepen their expertise.
The finance brands who care most about what they do – their best-fit clients – will benefit from that added value.
POSITIONING HELPS YOU COMMUNICATE BETTER
Your positioning defines your business’s competitive context, categorization, specific market, and special value combination.
Knowing exactly where you stand helps you communicate simply and specifically with everyone who matters to your business growth. This includes your contractors, clients, audience, referrers, partners, and team.
The choices you make in your positioning help you communicate more clearly and specifically about what you do, what you stand for, who you do it for, and how you do it.
POSITIONING HELPS YOU SHOW UP STRATEGICALLY
For the first year of my business, I really wasn’t sure what I should be sharing and how I should show up in the content I created.
Now that I’m getting clearer on my positioning, it’s much clearer which parts of myself to bring to this now more well-defined context.
When you are clear on your business’s positioning, you have a context within which you can meaningfully express yourself to your audience in the way that best suits you as the owner of that business.
Positioning helps you uphold your boundaries which will filter out the people who aren’t a right fit.
WRAP UP
Positioning is a foundational force multiplier for your business ecosystem.
The choices you make to position yourself profitably are powerful levers that amplify the effectiveness of your decisions, actions, and communications.
When you and your clients know what lane you’re playing in, everything you do in that lane has more impact.