038 - How to write a positioning statement that attracts clients to your photography business
A while back, if you listened to any radio station in the DC area, you’d hear a catchy jingle with this slogan, “if you can’t we can!”
Pop quiz. What are they selling? I won’t tell you the name of the business.
Here’s the point. You can’t tell the name of the business, the product they offer, or the benefit they are promoting. It’s just word salad.
The best positioning slogans remind customers who you are and the benefit of using your service. The same works for photographers. Part of differentiating yourself from your competition is in your positioning statement.
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A positioning statement is a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. It's meant to be used as a tool to align marketing efforts with the brand and value proposition.
Positioning Essentials
Your audience
Your market
Your brand promise
Your evidence
Positioning Elements
Who you serve
What you offer them
How do you offer it
Why you do what you do
How this compares to what's already out there
Guidelines for Good Positioning Statements
It is simple, memorable, and tailored to the target market. It provides an unmistakable and easily understood picture of your brand that differentiates it from your competitors. It is credible, and your brand can deliver on its promise.
Value proposition - What value do you add.
Brand position - How are you unique or different in the way you deliver your value.
When you get your brand position correct, you:
Communicate unique value to potential clients
Help the wrong clients self-identify and take themselves out of your sales cycle.
Focus your marketing efforts better.
It’s not:
Your style of photography. Most can’t see the same nuance as you.
Word salad. Not backed up with experience and photos.
Industry jargon
Other considerations:
First to own a position
A variation on a service
In words commonly searched
What do you do with it?
Put it on your website.
Put it on your business card.
Put it on your email signature.
