Market Positioning secrets your mother won’t tell you:
It’s been a long time since I’ve played “tooth fairly,” but I loved when my kids were little and they lost a tooth. Besides looking really cute, they’d put the tooth under their pillow… knowing full well, when they woke up in the morining… the tooth fairy would have paid them a visit overnight, taking their tooth, and leaving some money in its place.
Interestingly enough, a lot of folks I work with, are also sub-consciously and unfortunately, waiting for a fairy.
Let me explain…
Today we’re going to stray off the beaten path a bit. I want you to know a little about some of the psychology that goes into writing good sales copy, and maybe open your mind to new ways of looking at your marketing.
Here’s what I mean: There’s a fundamental rule of human relationships, that says… people will treat you the way you ask them to be treated.
For example, if you’re passive and meek, and you’re the kind of person who’s basically a bleeding heart and takes on everyone else’s drama… then guess what?
You’re going to consistently get dumped on and everyone’s going to make their problems…your problems.
May not be fair, but that’s the way it works.
On the other hand, if you’re a kind and compassion person, but it’s clear you don’t tolerate any nonsense, and you establish healthy personal boundaries… then for the most part… people will respect your generosity and not take advantage of you.
These are simple facts, yet not many people leverage this dynamic to their best interests, when it comes to their marketing.
For instance, guess what happens, if… in your marketing, you position yourself as an “expert” in your industry?
What happens is, exactly what you’d expect under the “People will treat you the way you ask to be treated”, theory: Your credibility goes way up, and your prospects believe in you. You’re perceived as having more knowledge and more insight than your competitors.
Instead of looking like just another “sales guy,” you’re perceived as a successful problem-solver with a lot of solid information to offer.
Your buyers will look to you for answers, and they’ll listen closely whenever you speak. And most important…
They’ll pay you a bundle for what you have to say. Which isn’t bad, either, right?
Of course not.
Yet, NOT positioning yourself as an expert, is one of the biggest shortcomings people have in their marketing. Here’s an example:
If you start off your sales pitch saying something like this, which you see all the time: “Here at Insurance Specialties, we’re friendly and courteous, and… we put your needs first.”
Guess what’s going to happen?
Your prospects are going to shut down and stop reading before they even get through that sentence.
Well, besides being incredibly boring, that’s exactly what everyone else is saying. It’s more “blah blah blah,” in a life, for most people, that is completely FILLED with nothing but “blah blah blah” all day long.
You’re not positioning yourself as an expert, and… you’re certainly not inspiring any confidence with stuff like this.
As opposed to: “Here at Insurance Specialists, you get to take advantage of our proprietary matrix software. It uncovers the top 5 policies, based on your health, your financial situation, and your family’s priorities.
We also work with over 75 different insurance companies and rank them in terms of financial stability and their proven ability to deliver (or not deliver) on the promises they make, and the coverage they are offering you. This program is so effective, in the last ten years, we’ve represented over 5,000 families just like you – and NONE of them, have ever been denied a claim.
Call us right now, to get your Free Insurance Spectrum Analysis, and these 2 money-saving guides called “How To Check Out Your Doctor BEFORE You Make An Appointment”… and “7 Secret Supplements Big Pharma Doesn’t Want You To Know About.”
Now that’s a lot better than the “blah blah blah” you’re used to hearing, no?
So what inspires your buyers to feel safe and confident working with you?
What kind of tools would allow you to position yourself properly – so you’re looked “up” to and not viewed as just “another sales guy?”
Remember, you can be the nicest person in the world… but when it comes to money, your buyers are dead serious about where they spend it.
Being nice, and being “caring” are mutually exclusive from being effective and GOOD at what you do. People want value, not puppies.
In fact, how nice you are (or aren’t)… doesn’t even enter into the equation until after buyers become your clients.
But what do you do, if… you’re either not that confident, or you’re too shy… or, you’re just not comfortable holding yourself out as an expert?
The answer is simple: In the long run…
So you must position yourself as an expert, period.
If you feel “awkward” about positioning yourself like this, yet you’re willing to try and get out of your comfort zone and change, there are a few things you can do, and I’ll share them with you next week.
In the meanwhile, make sure you’re positioning yourself at the TOP. Because no one wants to work with “the second best guy in town.”
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Have a great weekend.
Now go sell something, Craig Garber
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Lay It On The Line – Triumph (1979)