November 2, 2023

Is positioning really that important?

Let’s say you meet someone at a cocktail party or a wedding reception or a backyard BBQ.

You strike up a conversation and ask, “So, what do you do?”

Which of the following replies would be more memorable, interesting, or intriguing to you...

One of these?

• “I cut hair.”
• “I’m a barber.”
• “I’m a hairstylist.”

Or one of these?

• “I do historically accurate men’s grooming for film actors.”
• “I do hair for TV reporters who need to be on-camera in inclement weather conditions.”
• “I do transformational makeovers for women who have recently gone through a major life change.”

Or maybe even one of these?

• “I’m THE steampunk barber.”
• “I’m THE hurricane hairstylist.”
• “I’m THE makeover maven.”

Here’s the thing...

From a pricing standpoint, it’s dramatically more effective to be positioned as “the one and only” instead of “just one of many.”

When people from your target market come to you, they’ll expect to pay top dollar.

As far as they’re concerned, you’re the only real option.

Once you’ve nailed down a position like one of these, innovative and unique ideas for branding, marketing, sales, products, and services become almost obvious.

Yours,

—J

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