Positioning a message in the consumer’s mind – one that will stand out in an already overcrowded memory bank – is one of the most critical strategies for your company’s long-term success.
If your positioning is based on having the lowest price, you’ll find yourself in cluttered territory – easily forgettable and lacking customer loyalty.
Consumers only remember certain things about products, services or companies and what they most easily remember is based on categories and owning certain qualities within a category. Who was first to do it? Who is the leader? Who offers what no one else provides?
Develop the exclusive claim or position you would like to own in the memory banks of your customers. Once you’ve chosen that position, your sales-building marketing plan becomes much easier to implement at every level of your business.