Positioning is a business phrase that is relatively common, but not always understood by the small service business owner. It’s easy enough to understand the ways that large corporations position their entity, but sometimes we small business owners get lost when we try to work this out for our own business. For purposes of this article, let’s understand positioning to mean a complex of intended target market, strategic approach, and brand (unique self description). As our business positioning changes, so must our marketing writing.
Often, it is changing marketing conditions that require the small business owner must consider positioning or re-positioning their business. This necessitates a new round of marketing writing. Here are a few questions to consider about positioning your business.
1) Are you aiming for the upscale market, or do you want to be a volume discounter?
There are pros and cons for each, and of course economic changes influence the decision. These are very different positions and have long range impacts on your business.
2) How clear are you on your niche? How defined is your niche?
Even more important, how far along are you in claiming that niche, being known for it, and having your company readily recognized as the leader in that niche? If your business niche is still a secret to your intended market, it’s time to look at a strategy to sharply define that niche, and make your position widely known.
3) What distinguishes your business from your competitors?
You don’t want to get lost is a crowded market. What makes your business unique? Is it the way you deliver your services? Do you have an unusual process to help clients solve problems? Be sure you can articulate distinct differences and understand how your business is preferable to others in the market. State this clearly in your marketing writing.
4) Are you positioning yourself for one time sales or for long term repeat business?
Depending on your business, one or the other of these may be your best bet. However, repeat sales would always be preferable. It’s a lot easier to close repeat business. This builds a positive reputation for your company, and it’s a better revenue stream. How can you position your business for repeat business?
5) How clearly defined is your target market and your strategy to access that target market?
If your target market is nebulous, then necessarily you have no clear marketing plan in place. Exactly who is your target market? Can you describe them as if they are a real person or persons? What age, gender, socioeconomic stratus are they? What problem are they looking to solve (that you can solve)? How do they feel about these problems? What words and phrases do they use to describe their problems? How have you seen them suffer from these problems?
6) What “personality” do you want your business to present?
Are you friendly, customer-service oriented? Do you give fast response? Can they count on your keeping your agreements and staying in communication? Is your phone answered by a real person or do you subject your customers to time-wasting telephone trees, then ignore their messages?
Every business needs to consider their positioning, but it is critical for the small service business. Be sure that your marketing writing captures the unique aspects of your business’ positioning.
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