00:00:01
positioning what is
00:00:03
positioning positioning is the strategy
00:00:06
to influence how your product is
00:00:09
perceived in comparison to
00:00:12
competitors so they are broadly two
00:00:16
types of positioning I want you to
00:00:19
forget everything you've read or studied
00:00:21
or learned in the past about
00:00:23
positioning and just listen to me
00:00:25
because this is something a bit
00:00:28
different from what your used to what is
00:00:31
out there in the public okay so just put
00:00:33
all that information aside and just
00:00:34
listen to me now we have brand
00:00:38
positioning and then we have product
00:00:41
positioning these two concepts are been
00:00:44
introduced by me to try to differentiate
00:00:48
the old from the new so that you can get
00:00:51
like a robust understanding on how we
00:00:54
use them and I'm going to give you
00:00:56
examples to make it very clear
00:01:00
so let's deal with brand positioning
00:01:01
which is the one you likely more
00:01:04
familiar with and it's a strategic
00:01:06
exercise that involves creating a
00:01:08
specific image or identity for a brand
00:01:12
or a product in the minds of the target
00:01:15
audience so it's all about um creating a
00:01:19
specific image or identity it's all
00:01:22
about you know creating a perception in
00:01:26
the mind of the people or in the mind of
00:01:28
the target audience so I'll give you
00:01:30
an example using the this
00:01:33
perceptual map on um automobiles okay if
00:01:38
you think about automobiles you have
00:01:40
this let's say four different you know
00:01:43
areas some automobiles are regarded as
00:01:46
conservative some are classy some are
00:01:48
spoty some are
00:01:50
practical and affordable right so if you
00:01:54
just look at this U map you can see okay
00:01:57
something that's classy distinctive you
00:02:00
say okay maybe a BMW it's also spotty
00:02:03
you know and if you come down to say and
00:02:06
you say something that's spotty and it's
00:02:08
affordable you can say Toyota right so
00:02:12
these different brands deliberately
00:02:15
position themselves in such a way that
00:02:17
they'll be perceived just like this it's
00:02:20
not a mistake it's a
00:02:22
strategy which is why when Toyota wanted
00:02:25
to make a luxury brand no matter how
00:02:29
they created new products you know um
00:02:33
you know new new types of Toyota maybe
00:02:36
the Highlander the SUVs you know people
00:02:40
still perceive them as a budget car and
00:02:43
that's why they created the Lexus right
00:02:46
because Lexus is owned by Toyota so they
00:02:48
created Lexus because customers have
00:02:51
already mapped them out and perceived
00:02:54
them as affordable right not as a luxury
00:02:58
brand okay so now that you understand
00:03:01
this I'll give you one more example when
00:03:04
you talk about the mac and the PC okay
00:03:09
so the Mark is designed for people who
00:03:12
are more you know
00:03:15
flashy people who are designers people
00:03:18
who love you know Aesthetics and stuff
00:03:20
like that why PC is designed for people
00:03:23
who are business oriented right so of
00:03:28
course there's always a blend between
00:03:30
both and there are people who are
00:03:31
comfortable using both of them like me
00:03:35
and but at the greater divide you have
00:03:40
more creative people using the mac and
00:03:43
more business oriented people using the
00:03:46
PC and this was a strategy from the
00:03:48
beginning it didn't happen by mistake it
00:03:51
was carefully crafted so if you have an
00:03:53
e-commerce
00:03:54
store um or any kind of business you
00:03:57
want to be conscious of the kind of
00:04:01
positioning brand positioning that your
00:04:04
business is creating if you're not doing
00:04:06
anything about it then you're going to
00:04:09
form something that you don't like okay
00:04:12
you want to be conscious of the kind of
00:04:14
perception that you're given to
00:04:16
customers so now let's move on to talk
00:04:18
about the really exciting one which is
00:04:20
the product
00:04:22
positioning so product positioning I've
00:04:25
defined it as the strategy to optimize
00:04:28
sales by posturing selecting an
00:04:32
awareness level or by lowering Market
00:04:35
sophistication so these are obviously
00:04:38
not new Concepts to you I mean when I
00:04:40
say awareness level or you know Market
00:04:44
sophistication now what you might what
00:04:46
you may not know is posturing so
00:04:48
posturing
00:04:49
is is posturing basically how you want
00:04:52
to be perceived as well right so you can
00:04:56
you know posture as a high ticket person
00:04:59
you know an expensive person you can
00:05:01
posture as um someone with a lot of
00:05:03
authority um you can posture you can
00:05:07
posture your business to be you know a
00:05:09
luxury e-commerce store or they
00:05:12
different it's all about posturing what
00:05:14
you want people to perceive right and
00:05:16
then you can also position a product by
00:05:19
selecting an awareness level remember I
00:05:21
told you that we cannot choose the
00:05:25
market sophistication level because
00:05:27
that's decided by the market but we can
00:05:29
choose the awareness level we want to
00:05:31
reach with our ads okay so um let me
00:05:35
give you some examples to make it very
00:05:37
very clear so I begin with the awareness
00:05:41
level okay so before I talk about the
00:05:45
awareness level let me just let me just
00:05:47
give you a simple example of why
00:05:49
positioning is important now this book
00:05:52
by Norah Hayden called astrological love
00:05:55
that was later retitled to be how to
00:05:58
satisfy a woman every time and have her
00:06:01
beg for
00:06:02
more is a very good example of why
00:06:05
positioning works so the first book they
00:06:09
basically the same book okay the first
00:06:11
edition sold less than 5,000 copies but
00:06:16
the the new the renamed one sold over
00:06:19
2.7 million and I'll tell you something
00:06:23
it is not just a change in the name the
00:06:26
man who bought the the right to this
00:06:28
book who renamed it like
00:06:31
this understood
00:06:34
posturing sorry understood positioning
00:06:37
and using that idea of positioning he
00:06:41
renamed the book okay and he positioned
00:06:45
it for a different market now the first
00:06:47
book was targeted at people who were
00:06:50
interested in astrology right astrology
00:06:53
lovers okay but he repositioned this
00:06:56
book for people who were more interested
00:06:58
in satis find their Partners okay and he
00:07:04
he kind of plays on the ego path because
00:07:06
he says how to safy a woman every time
00:07:10
and have her beg for more in fact this
00:07:12
guy does a lot of things right he says
00:07:14
the first and only book that tells you
00:07:17
exactly how just by making that
00:07:20
statement he has reduced the
00:07:22
sophistication of the market we'll come
00:07:24
to that you know as we progress in the
00:07:26
lesson but let's move on to see examples
00:07:29
okay
00:07:30
now imagine you're selling a copywriting
00:07:32
course copywriting is a sophisticated
00:07:36
Market there are lots of people selling
00:07:39
copyrighting related materials courses
00:07:42
books name it now there are three
00:07:46
different ways that you can um sell this
00:07:49
copyrighting course in fact more than
00:07:51
three okay I'm just going to give you
00:07:53
three
00:07:54
examples the first you know way you can
00:07:57
sell it is as a mechanism to make money
00:08:00
you are speaking to an hon aware
00:08:02
audience you know you're telling them
00:08:04
well if you want to make money come I
00:08:06
want to show you something and then you
00:08:07
give them all the stories and all that
00:08:09
and then you say well the mechanism to
00:08:11
make money you can get people who want
00:08:13
you to write for them right to sell
00:08:16
their products everyone needs the write
00:08:18
to sell their products right and they
00:08:20
need you so you take this copyri in
00:08:23
course and you learn all about that now
00:08:25
that that's the first one as a mechanism
00:08:27
to make money you can also sell the same
00:08:30
copyrighting cost as a way to increase
00:08:32
sales and revenue it's the same cost now
00:08:35
you're selling it to business owners
00:08:37
you're targeting you know an a different
00:08:41
audience and you're telling them
00:08:43
well if you want you can increase sales
00:08:46
you can increase your Revenue by taking
00:08:48
this course okay you can also sell it to
00:08:51
people who are Social Butterflies they
00:08:53
want to become influencers on social
00:08:55
media those who are very outgoing and
00:08:58
you know they want to be become social
00:09:00
social media influencers you can say
00:09:01
well if you learn how to write good copy
00:09:03
you know everything on social media is
00:09:06
about storytelling is about copy and if
00:09:08
you learn how to tell better stories
00:09:10
people will enjoy your content more it
00:09:11
will get more shares more likes and you
00:09:14
can become a social media influencer so
00:09:16
now this is the same product sold to
00:09:18
three different kinds of audiences right
00:09:21
at different awareness levels okay so
00:09:24
let's move to the next example let's
00:09:26
assume you have a customer acquisition
00:09:28
course that shows people how to get
00:09:29
customers
00:09:31
from uh maybe different strategies paid
00:09:35
paid ads and stuff like that now you can
00:09:37
sell it as a mechanism to make money
00:09:40
again well people need media buyers if
00:09:43
you learn how to become a media buyer
00:09:46
you can you know make money from them
00:09:48
now bu is my course and you learn how to
00:09:51
do all that right and you can also sell
00:09:54
the same course as a system to get high
00:09:58
ticket clients to business owners and
00:10:01
you can do this for virtually anything
00:10:05
you can sell the same product even if
00:10:07
it's a fysical product to different
00:10:09
audiences as different things for
00:10:12
example you can sell um a pendant let's
00:10:16
assume you have a jewelry store a
00:10:18
jewelry an online jewelry store for
00:10:20
instance you can sell the pendant to
00:10:22
women so they can look classy and feel
00:10:24
good and all that then you can also sell
00:10:26
it to men right who want to surprise
00:10:29
their wives or their dates or their or
00:10:31
their girlfriends you know or whatever
00:10:35
and Sly to them as as as a gift right
00:10:38
this is a nice gift idea um you can you
00:10:41
know buy this as a gift so by by
00:10:43
thinking just by applying your mind you
00:10:46
can unlock different markets and lower
00:10:50
your competition right just by thinking
00:10:54
so you want to look at your product and
00:10:55
think carefully okay what other markets
00:10:59
segment of the market can I attack and
00:11:01
what other way can I position this
00:11:03
product to perform
00:11:05
better where would the the the interest
00:11:07
of this product have the strongest
00:11:09
appeal okay and how can I give it a name
00:11:13
that you know arouses that appeal so if
00:11:15
you're selling a customer acquisition
00:11:17
course the name might change if it was a
00:11:20
mechanism to make money from if it's a
00:11:22
system to get high ticket clients right
00:11:25
it could be titled um unlock High ticket
00:11:29
client's program whatever I'm just
00:11:32
making that up as a mechanism to make
00:11:34
money you could title it how to become a
00:11:36
highly paid media buyer so it could have
00:11:39
different names but basically it's
00:11:40
exactly the same content it's just the
00:11:42
way the product has been positioned okay
00:11:45
now let's move to another type of
00:11:48
example which would deal more on um the
00:11:51
awareness levels so let's assume you
00:11:53
have a code outreach
00:11:56
program okay as a for a code outreachr
00:11:59
program you can position your product to
00:12:03
your solution aware audience and you can
00:12:05
say well how to improve code DM
00:12:08
responses and close more deals so here
00:12:10
you're reaching out to people who maybe
00:12:12
they bought other programs and you know
00:12:14
code DMS and all that they know very
00:12:16
well what Cod DMS are that you know it's
00:12:19
a technique to get high ticket clients
00:12:21
by messaging them on social media right
00:12:24
and you can sell a product just to that
00:12:26
solution aware audience now the same
00:12:28
product can be sold if you go you know
00:12:32
backwards okay just one level back to
00:12:35
the problem aware audience those who are
00:12:37
not aware about Cod DM they like they
00:12:40
are wondering how they can start getting
00:12:42
high tiet clients and you can say well
00:12:44
here's how to get high to get clients
00:12:45
without spending money on ads so those
00:12:48
people they they're tired of spending
00:12:50
money on ads you know and stuff like
00:12:53
that but they want High ticket clients
00:12:55
and then you introduce codm to them as
00:12:57
the solution and you can can take it one
00:13:00
step
00:13:01
backwards and reach the hon aware
00:13:03
audience and see
00:13:05
well here's how to get paid 10 times
00:13:08
more for the same amount of work so now
00:13:10
you're reaching people who are servicing
00:13:13
low ticket clients you know they get
00:13:15
paid a 100 bucks for something that
00:13:17
someone else gets paid 5,000 10,000
00:13:20
right so you're saying well you can get
00:13:22
paid more for the same amount of work
00:13:24
now this is the exact same
00:13:26
product but it has been positioned for
00:13:30
three different levels of awareness the
00:13:33
same product so you want to think about
00:13:35
your product sometimes I'm selling the
00:13:38
same product to two different levels of
00:13:40
awareness at the same time or two
00:13:42
different positions just like what I've
00:13:44
been showing you so far and you would
00:13:46
continue to make a lot of sales because
00:13:48
you are broadening you are scaling on
00:13:51
the awareness level so scaling your ad
00:13:55
is not just about throwing more budget
00:13:56
and you know looking for all the tweaks
00:13:58
you can do in Facebook
00:13:59
there are many things you can do in your
00:14:02
store or in your funnel to increase your
00:14:07
income like I just give you an example
00:14:10
you can scale on the awareness you know
00:14:13
on aware on the awareness uh levels
00:14:16
right and you can reach more markets and
00:14:19
dominate with your products let me give
00:14:21
you another example now this is an email
00:14:24
marketing program okay mind you all
00:14:27
these are made up so I'm not even sure
00:14:29
they're very good headlines cuz I didn't
00:14:30
spend a lot of time crafting them I just
00:14:33
wanted to give you an idea of you know
00:14:35
what you should be doing so so of course
00:14:37
this could be improved a lot um there's
00:14:39
a lot of room for improvement so now
00:14:41
let's reach the solution aware Market
00:14:43
with our email marketing program so
00:14:44
we're going to tell them something like
00:14:46
this use this storytelling approach to
00:14:48
revive your dead list and make more
00:14:51
money while lowering your unsubscribe
00:14:53
rate even if your list is small so these
00:14:56
are people who are already aware of
00:14:58
email marketing and was saying well we
00:15:01
have a new mechanism that can help you
00:15:03
make more money even if your list is
00:15:05
dead you know and help you reduce your
00:15:07
unsubscribe rate you know a lot of email
00:15:09
marketers are scared of people
00:15:12
unsubscribing I don't know why but you
00:15:15
know we can position this product in
00:15:19
this way to people who are solutionware
00:15:21
and we can move backwards and sell to
00:15:23
those who are problem aware you know
00:15:25
they know they need to be doing email
00:15:26
marketing but they don't know how to
00:15:28
start and and you know it's a lot of
00:15:30
cost you have to spend money on ads and
00:15:32
stuff like that and we can say well yes
00:15:33
how to build a big list without spending
00:15:37
money on ads so we can even take it
00:15:40
further by moving backwards again and
00:15:43
sell to those who are unaware and say do
00:15:45
you know you can continue making sales
00:15:47
without even when you stop running ads
00:15:50
if your ad account gets shut down you
00:15:52
know and we position it as a way to as a
00:15:55
mechanism to get sales and continue to
00:15:57
make money even when they are not
00:15:59
running ads and so we're talking to
00:16:01
people who are unaware of email
00:16:03
marketing of course those people will
00:16:06
it's the the the the higher you go on
00:16:09
the unaware on the awareness level the
00:16:12
bigger the market I mean so the unaware
00:16:14
people are going to be the largest
00:16:16
followed by the problem aware and the
00:16:17
solution aware also depending on how
00:16:19
sophisticated the market is so the
00:16:21
market can be so sophisticated that
00:16:24
everyone is aware of something okay and
00:16:27
then it becomes a lot difficult called
00:16:29
to you know play in the on aware space
00:16:32
all right so that's the email marketing
00:16:36
example now I want to talk about how to
00:16:38
reduce sophistication levels so if
00:16:40
you're playing in a market that is
00:16:42
really so sophisticated and the
00:16:44
competitors are going to eat your life
00:16:46
what do you do okay so you simply go
00:16:49
deeper all right you solve a smaller
00:16:52
pain first so let me pick an example for
00:16:57
you if you're selling Facebook ads
00:17:00
training that is a very very
00:17:03
sophisticated Market everyone is talking
00:17:05
about it now instead of you know dealing
00:17:09
with that instead of trying to sell to
00:17:11
those people go deeper right solve a
00:17:14
more Niche problem so you can say well
00:17:16
here's how we scale our ads or here's
00:17:19
how we target our ads or here's how we
00:17:22
craft
00:17:24
Ecom ads that has grown our store to so
00:17:28
and so level so you go deeper you solve
00:17:30
something smaller so you can reduce the
00:17:32
competition that you face fewer people
00:17:35
are going to be selling that specific
00:17:37
thing and so you would have an advantage
00:17:41
or you can Niche down even further so
00:17:43
for example I I was one of the first few
00:17:47
people to start selling Facebook um
00:17:49
advertising for real estate people okay
00:17:53
because and I discovered that product or
00:17:56
that Niche just by I um I had some
00:18:01
customers some clients who took my
00:18:02
programs and they wanted cons they
00:18:04
wanted
00:18:05
Consulting and they paid Big Top dollars
00:18:08
for it right to help real estate
00:18:10
companies and having worked with a
00:18:12
couple of them I was like well this
00:18:13
might very well be a very good Niche
00:18:15
there's no one selling a specific you
00:18:17
know course that can help these kind of
00:18:19
customers and so I decided to make one
00:18:21
for them addressing all the kind of
00:18:24
problems that you know are in that
00:18:26
Nation it was a very good sale so I
00:18:28
literally didn't have competition the
00:18:30
moment I started it was like one of the
00:18:32
first things of course they already knew
00:18:35
about ads and they were already trying
00:18:37
ads themselves so I still had and they
00:18:40
were sophisticated in that sense of ads
00:18:43
so I had to still use an indirect
00:18:45
approach and come up with a big idea
00:18:47
just to ensure that I'm able to capture
00:18:49
attention and get people to you know
00:18:51
read my ads and then read my copy and by
00:18:54
all right so that'll be all for this
00:18:55
video I hope you've understood
00:18:57
positioning I want you to think deep
00:18:59
about your product and how you can
00:19:01
position it you know either by posturing
00:19:05
or just by you know looking at different
00:19:07
ways your products can be sold different
00:19:10
segments of the market or by selecting
00:19:13
you know people based on the awareness
00:19:15
levels and maybe trying to Niche down so
00:19:18
that you can
00:19:20
attract you know more customers in in an
00:19:24
area that has you know lower compe
00:19:26
competition okay so that will be all
00:19:29
like I said and I'll see you in the next
00:19:30
video
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