Positioning – The Winning Business Formula

Positioning your business should be simple and easy, right? We do this for you better than [___] and…

But even I am challenged to be precisely positioned to effectively grow business faster, more profitably and more productively.

At the heart of positioning is assuring that the right (profitable and productive) prospects, allies and advocates know, understand, differentiate and value my products and services. I then can grow even in this economy.

So, I have been reviewing my business, successes and competition. I have been brainstorming and researching to be precise and systemic in this effort.

I grabbed one of the most powerful books from my arsenal, The Manager’s Guide to Marketing, Advertising & PR by Barry Callen. Barry’s practical advice and ideas are always valuable.

He endorses an emotional positioning statement. He recognizes that products have rational and emotional qualities.

At the heart of positioning is assuring that the right (profitable and productive) prospects, allies and advocates know, understand, differentiate and value my products and services. I then can grow even in this economy.

However, he also believes that the strongest positioning statements are EMOTIONAL. They are most effective when written in emotional language and consist of the following parts of his positioning formula:

  1. Macali Enterprise article imageTitle: usually states what you do (E) and whom you serve (A).
  2. Who: “for (A) type of person who wants/fears (B) benefit/loss when facing (C) situation…”
  3. What product/service does: product (D) active verb (E).
  4. (Optional) Why care: “…so that reason to care (F)…”
  5. Why best: “…product does main strength (G) because of reason to believe (H).”
  6. Brand personality adjectives: list up to four personality characteristics (I).

Here is his example with labels to show the various formula parts:

(E) Teflon Furniture Recommendations for (A) Office Secretaries

For (A) nervous head secretaries seeking (B) foolproof office furniture recommendations (C) for the management committee, (D) Brand X (E) Teflon’s your recommendation so (F) you don’t have to worry about being questioned or fired. Brand X is the (G) most popular choice because (H) it’s made from titanium. (I) Bulletproof. (I) Solid. (I) Unquestioned.

Here is what I am refining now with help from you and my trusted advisers:

Macali Communications are PR experts who work with golf business owners and leaders who want to get their product and/or services known, valued and growing using our knowledge, skills and spirit. Clients testify that we are successful, enterprising and engaging in accomplishing their goals.

Work in progress but it’s getting there, thanks to Colleen, Jayme, Ron, Kathy, David and Mark. So what’s your positioning? I urge you to use Barry’s formula and his exercises like jargon generator, brand personality descriptors and “TheOne” to create and enhance your positioning.