Know Your Position in the Marketplace
In an uncertain world, filled with noise and competing choices, attracting “your” customers can be a challenge.
Let’s start with the basics, what is marketing?
In the words of Seth Godin, “Marketing is the generous act of helping someone solve a problem. Their problem.”
5 Basic Marketing Fundamentals
- Start with a service or product worth sharing.
- Create it in a way that particular people will benefit from it.
- Craft a message that resonates with the people in this market.
- Share this message.
- Consistently show up to the party.
Realizing that you don’t serve everyone, can be freeing. Knowing what you stand for and who your business serves allows you to focus. A way to determine your position in the marketplace is to use an X Y grid.
Choose two unique attributes your target audience cares about and place one on the X-axis and the other on the Y-axis. Some example attributes are speed, connected, privacy, safe, competence, smart, trendy, performance, etc. Then, in each of the four grids, map out where competing influences are positioned.
By identifying your position you can create effective content designed specifically for “your” people. You don’t need to worry about people who aren’t a good fit for your product or service. It relieves you from spending cycles of energy trying to convince someone they are wrong. Know where you stand in the marketplace and make things better for the people in this space.