October 24, 2024
Positioning In Five Words
From the TBOA archives:
Rochelle and I talk about why positioning is so important for your business and give some tips on the easiest ways to get started.
Talking Points
- The single client need
- A minimum viable positioning statement
- Choosing a target market or ideal buyer that is specific enough
- Choosing the right language when describing what you do
- Describing outcomes that you know your clients will want
- Brand neighborhoods
- Getting new clients by focusing on a smaller segment
Quotable Quotes
“Basically, love and fear are the two main motivators with people.” –JS
“I believe that the way you pick your specialty is you start with what you really love to do and for whom you love to do it.” –RM
“One thing you’ll always see is a huge list of really impressive clients that they’ve worked with. And that, to me, becomes the thing that attracts new clients.” –JS
“The feeling is more important than the words to get you motivated and started and talking to people about what you do.” –RM
Yours,
—J