My last blog discussed how to stay true to “the essence of you” in your off and online communications and provided four useful tips. In a nut shell, it was being clear about:
- Your values;
- The benefits you offer to your ideal customer;
- The benefits for yourself and;
- Having an authentic marketing message.
Adding another layer of detail, I will now focus on how to create a “you” position statement that defines (or redefines) “the essence of you” and allows you to see exactly where your current positioning is either succeeding or falling short; and the gap you may need to bridge to achieve greater communication reach.
The six “you” positioning questions are:
- Ideal customer target: Who specifically are you trying to influence with your message?
- Ideal customer need: What are the needs of your ideal customer and how can you alone fill those needs?
- Competitor comparison: Who else might your ideal customer consider to meet their needs? How are you different?
- Unique strengths: What are the unique strengths you offer your ideal customer to respond to their needs?
- Give reasons why: What proof can you provide to your ideal customer that you can actually deliver your unique strengths?
- Describe the traits of “the essence of you”: What are the values, personality and distinctiveness of your individual essence or brand?
These six questions help you define a clear picture of where you are with your current essence or branding, and where you want to be. The “you” position statement can be used to effectively communicate the essence of you to others, in order to become known for what you alone do to satisfy your ideal customer needs.
If you are operating without either a clear essence or values branding, how will you know whether you are reaching the best possible market place positioning? Defining the essence of you is the best way to grow your business and is just too important to hand over to a third party.
In today’s business world, with its emphasis on fans, followers and friends, we all need to have access to good marketing, but trust, genuine credibility and values outweighs inauthentic marketing. People don’t always care how much you know, they want to know how much you care!
Have you got a red hot YOU position statement, I’d be pleased to hear about it?
About the author: Teresa Bassham is the Coach & Boss Lady of Zenworkz Authentic Marketing, who is passionate about educating and inspiring small business professionals to create their authentic marketing message and attract their ideal customers. She runs local workshops in Northern NSW and coach customers online and by phone – if you would like to attend the next scheduled workshop or request distance coaching online – please email me or call 02 6686 8413.
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