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Market positioning

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Whenever you are looking to enter a market, gain more market share, or become alter your market plan, consider market positioning. There are three main areas of focus each business should prioritize when it comes to market positioning.

Whenever you are looking to enter a market, gain more market share, or become alter your market plan, consider market positioning. There are three main areas of focus each business should prioritize when it comes to market positioning.

Value- The first and most important question you have to answer for the consumer is what is the tangible benefit of your product or service for them. In other words, what is in it for them? Why should they buy your product or service? What will they get? If you do not have a clear answer to the consumer question of, "What's in it for me?" then you are not in a good place for market positioning. Not only do you need to have a clear cut answer for this question, but you also need to have an honest one. If the consumer purchases your product or service expecting a specific benefit, and that benefit is not realized, they will become a force to reckon with. You want brand advocates.

Truth- The next aspect of marketing positioning is honesty. You have to tell your consumers the truth, and stick to the things you say your company values. People have to believe that your brand will deliver on the benefits you claim they will get, and they have to know that when they support you, they support what you believe in. If they think this is organic, free trade, or green, then you better be those things. Many a company has lost market share and been brought down by pretending to be something they are not, or perpetrating value that does not exist.

Relatable- When a consumer sees what you have to offer, and who you are marketing to, they should immediately think, "That's me." They need to feel as if your brand understands their needs, and is better equipped to meet their needs then any other brand. If your brand can connect with someone, and have them feel like you understand them better than other brands, you will have a customer.

The idea with market positioning is to be clear what you have to offer, and how that offering is meant for them. Be the brand that understand them, that is in the same position, or wants the same things. If you are a young mother selling to young mothers, you relate better, and thus are more likely to sell to them. Be relatable, be honest about your values, causes, practices, benefits, etc., and get to know the behaviors and beliefs of your target market so that you can provide them with the sense of being understood.

Marketing success is sometimes based on luck, but the majority of the time, success comes from positioning yourself as an expert that cares about your consumer and wants to meet their needs, and provide them with value. People want to know that their needs are being considered and that they matter.

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