By the Ocean
Sunny 67 Degrees
7:34 a.m.
When it comes to positioning your business in the marketplace, most of the work seems to be about REMOVING every part of the package wrapping that doesn’t belong at the beginning of a relationship.
You probably stand for a lot. You probably do a lot. You probably have plenty to say about what you do.
Positioning, according to me, is about structuring how all of that gets presented to the world.
In most cases, the majority of the material DOESN’T get presented, especially at first.
It’s just too much…too fast. Too many things that the prospective buyer has no reason to care about…yet.
All we’re looking for is the distilled essence of WHY YOU MATTER to a prospective buyer.
This doesn’t take many words or ideas to convey. But it often takes a fair amount of work to whittle down everything to JUST those few, valuable pieces of information that matter. Once we have that, the next step is figuring out how to present it in a way that the prospect can FEEL.
It’s a little bit like that quote from Michelangelo: “I saw the angel in the marble and carved until I set him free.”
That’s all we’re doing. We’re setting a certain version, the “best” version, of the truth about your business free for the world to see.
Why go to all of this trouble? Because without this level of clarity, decisions become more difficult. And it makes it much harder for your prospective buyers to say “Yes” to what you have. Prospects don’t want to investigate, they don’t want to have to work to figure out if you’re right for them.
They just want their problems solved.
The easier you can make it for them, the happier everyone will be.