After reading the title of this article. I can imagine that many marketers will be outrag.: “But he’s encroaching on something sacr.. Trout and Rice wrote a book on this topic a long time ago! And he’s trying to get away with an article!”
Despite all the charm of Trout and Ries’ book
It is still intend. for large poland telegram data businesses. where the problem of positioning is more acute and somewhat different (let’s not go into details. since you most likely do not represent a large business) .
I don’t know about you. but in this regard. the position closest to me is that of Dan Kenn.y with his five criteria for competent positioning. These are:
- Focusing
- Congruence
- Consistency
- Advantage
- Result of work
Let’s take a closer look at make your newsletter match your brand identity each point. Do you mind?
Focusing
Overall. this should be pretty self-explanatory if you’ve ever read anything on the topic of goal setting. Focus refers to your goal.
For example. at one time the company “Euroset” had a clear focus: “No. 1 in the sale of mobile phones.” And it work..
In a small business. this focus might be: “The cheapest furniture in town” or “Only elite tea varieties in the entire area.”
Focusing allows you not to be compar
with other similar companies. european leads On the one hand. this postpones certain restrictions on activities. but on the other hand. it gives an advantage in terms of remembering you (although… I’ll tell you the truth… there is a way out here. but it is not universal. so it ne.s to be tailor. to each specific business) .
If you look at the market. most companies are unfocus.. They sell such a wide range of products that it is quite difficult to choose one in particular.
Congruence
This concept implies that you are 100% in your positioning. Not clear? Let me explain.
About 10 years ago I met the followers of Apple. Frankly. I also fell for it and decid. to buy myself an Apple laptop when it had not yet become mainstream.
So. I went into the office of a company that sold Apple equipment and was at that time one of two official Apple resellers (there are a lot of them now. but back then there really were only two).
So. when I enter. the office. I saw that their accountant was working on… Windows + Excel.
I then ask. the director why they didn’t transfer the accountant to Mac. After all. Excel is there too. To which he repli. that the accountant was difficult to learn and that she was the only one working on Windows in their office.
I wouldn’t say it was catastrophic. but it left me with a bad feeling. When a person with a Microsoft operating system sits among ardent Apple supporters. it was strange.
I still bought a laptop from them. but it left a strong aftertaste. They could at least not show the accountants to the clients.
Or here’s another example. Around 2008. I want. to buy a BMW. Merc.es. which I lov. so much back then. kill. me as a customer ( I wrote about it here ). and I start. looking at BMW. But here’s the problem. When I met with their dealer… he show. up for the meeting in a Ford Sierra. probably 1990.
It was funny. of course. After all. it would be fine if it were an old one. but a BMW. I still understand that the guy might not have earn. enough for a new one yet (or he loves classics). but he is still a fan of the brand he sells. NO! He arriv. in a junk Ford!
I think you understood that things didn’t work out with BMW either…
Do you understand what I mean?
You ne. to live (at least for the buyers) the idea and niche in which you work.
Selling wooden saunas? You must have (or at least be building) a wooden sauna.
Doing VIP makeup? You must have beautiful makeup.
Selling cheap Chinese slippers? Wear them yourself.
Little things create an impression of you and your business. And little things can ruin it all.
