Positioning
Positioning decides what place you occupy in your customers’ minds. If you’re clearly positioned, you have to sell less on price, win the right customers and get recommended. The uncomfortable truth: if you don’t position yourself, the competition will do it for you – usually on price.
The positioning formula to fill in
For [target audience] who [need], [your offer] is the [category] that [key benefit] – unlike [alternative], because [reason]. This one sentence forces you to be clear and sums up your position.
Differentiation instead of comparability
Find the difference that really matters to your target audience – specialisation, experience, speed, proximity or trust. Rule: if you’re comparable, you end up in a price war; if you’re unique, you set the price.
Apply your positioning consistently
A strong position shows in your offer, language, price and presence – the same everywhere. Only this consistency makes it credible. planix helps you derive your positioning and target audience properly and translate them into a clear message – free.
Frequently asked questions
What is the difference between positioning and a USP?
Positioning is the big picture – what you stand for and who you’re for. The USP is the concrete unique selling point within that position. Position first, then USP.
Can I change my positioning later?
Yes – especially early on, refining it is normal and right. What matters is having a clear position at all times instead of seeming interchangeable – interchangeable never sells.
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