A Lesson on Business Positioning from an Master of the Craft

Photo by Mishaal Zahed مشعل زاهد on Unsplash

Do you know the story about the floor cleaner which became a mouthwash?

Or how ‘bout the one about the baking ingredient that turned into a fridge freshener?

Both are examples of ingenious (re-)positioning!

I’ll explain more in a moment, but first…

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Now back to those pivots I mentioned above…

Listerine, originally a surgical antiseptic, repositioned itself as a powerful mouthwash.

They basically 100% transformed their market presence, addressing a widespread need for oral hygiene.

And Arm & Hammer, known for its baking soda, reimagined its product as a refrigerator deodorizer.

This repositioning capitalized on a new use case, expanding its market (and increasing the rate of repeat purchases) dramatically.

You see… proper positioning can give you a sustainable edge by highlighting unique features or benefits that competitors cannot easily replicate.

Back in 1980, Al Ries and Jack Trout published a book called “Positioning: The Battle for Your Mind.” (Amazon aff link)

It’s still one of my favorite marketing books, making a terrific argument for the value of positioning your business.

It also has tons of great examples like Volkswagen Beetle (Simple, reliable car for the masses), 7-Up (The Uncola), FedEx (When it absolutely, positively has to be there overnight), etc.

But the one big thing the book doesn’t explain is HOW to position your business or product.

So when I learned last week that was the central focus of April Dunford’s book, “Obviously Awesome,” (Amazon aff link) I jumped at the chance to read it.

The book offers a 10-step guide to positioning.

It’s like having a secret decoder for the language of the market.

And, just in case those examples above suggested you need to be a major corporation or internationally know product… not so.

Any business or product/service can benefit from positioning.

The 10-Step Journey to Positioning Brilliance

1. Cherry-Pick Your Customers: Zero in on clients who genuinely benefit from and appreciate your tax services. It’s about quality, not just quantity.
2. Assemble Your Dream Team: Bring together diverse perspectives from marketing, sales, product development, customer success, and leadership.
3. Refresh Your Positioning Vocabulary: Embrace a new narrative that might challenge your current assumptions but will open new doors.
4. Identify Your Real Competitors: Focus on competitors who frequently cross paths with your potential clients, and categorize them based on their approach.
5. Unearth Your Unique Capabilities: What sets your tax prep firm apart? It could be your personalized service, your expertise in a particular niche, or your innovative use of technology.
6. Connect Features to Value Themes: Each unique feature of your service should address a specific client need or desire. Group these into coherent value themes.
7. Pinpoint Who Cares the Most: Identify the characteristics of your ideal clients — those who will value and benefit most from what you uniquely offer.
8. Choose Your Market Category Wisely: Determine the most advantageous niche or category for your firm, where your unique value can shine brightest.
9. Ride the Wave of a Trend (If Applicable): If there’s a trend that aligns with your service, use it to bolster your positioning.
10. Document and Share Your Positioning: Make sure everyone on your team understands and communicates your positioning consistently.

Here’s a Small Business Example of Positioning

Repositioning a general-purpose tax preparation firm requires imaginative and strategic thinking.

Here are five innovative examples of how CPAs could skillfully reposition their businesses beyond just targeting different niche audiences:

1. The Tech-Savvy Tax Partner: Position as a cutting-edge, technology-driven tax firm specializing in integrating the latest financial software and apps into clients’ tax planning and filing. This appeals to tech-oriented clients and businesses looking for efficient, modern tax solutions.
2. The Sustainable Tax Advocate: Reposition as an eco-friendly tax consultancy that specializes in finding green tax credits and incentives for environmentally conscious businesses and individuals. This not only serves a growing eco-aware market but also aligns the firm with sustainable practices.
3. The Tax Education Hub: Transform the firm into an educational leader in the tax field, offering workshops, webinars, and personalized coaching on tax literacy for small business owners and individuals. This repositioning focuses on empowering clients with knowledge and skills, rather than just providing a service.
4. The Global Tax Navigator: Specialize in providing tax solutions for businesses and individuals navigating multiple tax jurisdictions. This would involve expertise in international tax laws and regulations, appealing to expatriates, digital nomads, and global enterprises.
5. The Tax Wellness Coach: Reposition as a firm that combines tax preparation with financial wellness counseling. This holistic approach would include advising on financial health, tax-efficient saving strategies, and long-term financial planning, targeting clients who seek comprehensive financial guidance beyond just tax filing.

Let’s Invite AI to the Positioning Party

Here’s a starter prompt for using AI tools like ChatGPT to help you work through your business, product, and or service positioning process:

Act as a Business Positioning Consultant: Create a positioning strategy for my business, product, or service by applying the 10-step approach from “Obviously Awesome.”

Start by asking me questions to help work through the process. Consider my strengths, market trends, and competitive landscape to develop a unique and compelling market position.

Remember, successful positioning is about finding your unique space in the market and owning it.

It’s time to steer towards a positioning that not only distinguishes you but also resonates deeply with your target audience.

Just like Listerine and Arm & Hammer, your business has the potential for a game-changing pivot.

It’s all about finding that unique angle that sets you apart.

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