Great communicators have an appreciation for Positioning. They understand the people they’re trying to reach and what they can and can’t hear. They send their message in through an open door rather than trying to push it through a wall.
~ John Kotter

Correctly positioning your services can be the key to all your marketing efforts.

You may have heard from marketers that you have to pick something specific, to narrow down what it is you do. Even though your heart and passion may be in this area of expertise, they say to be successful you to restrict your services.

Are they right? Well, yes & no.

You don’t need to restrict anything. You need to Define.

It’s true that the more specific you are when describing your services the more people will pay Attention. Think about it, if you are in need of a new car, the car commercials catch your attention. Or in my case, shoe commercials ALWAYS catch my attention.
So the key is not in narrowing, but in positioning.

How do you position your services? Positioning is about making connections. So by determining YOUR definition of what you help people achieve then connecting that to what your ideal client is experiencing, you will start attracting the right people. Let me give you an example.

If you are a coach who works with people through transitions you could work with people going through a divorce or entering into a marriage, or moving from corporate world into their own business, or recovering from a life-threatening illness, or even people going through the loss of a loved one.

These are all people in transition, but their experiences are different.

Can you coach each of these situations? Probably.

Does transition mean the same to each of these people? No.

Your job is to define what transition means to you. Then describe the details of that transition. This opens the right doors to the right audience!

This Week’s Goal

Define your services in a way that is meaningful for you, then go out and open the doors to the people looking for what you offer!