The world of marketing is massive. There seems to be so much to learn, so much that can go wrong, and so many new advancements made every year.
Don’t let the rush distract you.
Underneath the constant flow of tactics for marketing your business, there is always the steady stream of principles. The surface of the marketing ocean may be choppy, but the principles underneath are calm.
That’s why you should rely on principles, laws that never change when it comes to marketing.
One of those principles is that of effective positioning.
All positioning is, is where you place yourself in the market. If you sell razors, do you advertise them towards the rugged outdoorsman, or for the busy business executive?
A razor is a razor, but how a business positions the razor influences how they are seen.
If you go for the business executive, then a way to strengthen your positioning would be to call the product “The Most Trusted Razor With CEOS and Executives Everywhere,” which adds a premium feel to the razor.
Of course, you can only make a claim that is true, but through this small example, you can see how powerful this marketing principle is.
To improve your own business’s marketing, first have a look around you, at all the competing brands vying for your attention.
Why did you buy that soap and not the other? Why did you buy that phone instead of the next?
Ask yourself questions like this whenever you buy, and soon the veil will be lifted, and you will see the hidden world of positioning all around you.
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