Hello. Nelly, here, and we are building your army at buildyourarmy.com. This is episode number three, we are talking about positioning. And you will notice that a lot of these concepts are interchange... Not interchangeable, that's not the right word. But they overlap, they're related. So, positioning, targeting and branding; I find to be very... You can almost confuse them. If you're familiar with photography, you'll know the exposure triangle. So if you change, let say, the shutter speed or the ISO, one setting affects the other. So, if you change anything in the exposure triangle, if you change one of the settings in the exposure triangle, it'll affect the other two. And I find positioning, branding and targeting very similar. If you change your target, for example, you have to adjust your positioning. If you change any of those, you might have to change your brand. You'll see that the themes are related and can almost be confused. I wouldn't be concerned about what they all mean or the differences between the two, just kinda ironed it out in your head of who you're talking to and what you're saying to them. So, I look at positioning as, who are you talking to? What are you saying to those people? Actually, targeting is who are you talking to? See, I'm already confusing the two. And positioning is, what are you saying to them? And I've created a workbook that helps you work through this in greater detail. It's a free workbook, just go ahead and claim it at buildyourarmy.com. Just tell me where to ship it. And all I ask is that you help me pay for shipping and we'll get that workbook out to you to work through, in greater detail, how to set up these little things that are the game changers for your business. How I look at positioning is, think about the outcome, not the product. So what is the result that the person will get from working with you, or buying your product, or getting your service? And then provide that message to your target audience of what that outcome is. So, anybody who works with me in the past will have heard me say, "Sell the thing that sells the thing." So, don't sell the thing; the product or the service. Sell the thing that sells the thing, and that is the outcome. Because I... Not to harp on personal training, again, I keep using that as an example, or makeup, or... We'll use a different example in this case, but I'll go through a few examples. Nobody buys skincare, they buy clear skin. Skincare is the product but the outcome is clear skin. So, sell the thing; clear skin. That sells the thing, skincare. Personal training: So, bigger arms and rock hard abs. The thing that sells the thing, which is personal training. Makeup: If you're, again, an upcoming bride, you want gorgeous photos on your wedding day. That's the outcome for the product; makeup artist, or makeup services. Yoga instructor: You're selling relaxation, confidence, calmness, being present, mindfulness. You sell that, you don't sell yoga sessions. You're getting the picture here? You can go on and on with any business idea. I've heard this also called selling around the product. You're not selling the product, you're selling the outcome you get from the product. This is a much shorter podcast today, episode three, about positioning. Because once I put this concept this way, there's no need to go much further. Sell the outcome, don't sell the actual product. Sell the thing that sells the thing. In the next episode, we're gonna talk about branding. And again, it's probably gonna be short, because once you start to nail these down, it goes a little faster. And they're, again, they're all interchangeable. So don't be too worried about going ahead and going into branding and saying, "You know what? I'm gonna change my positioning a little bit," and go back and revisit positioning, or even your target. It's not written in stone. You can go back and change. That's the beauty of being in business. Just get started, do it.
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