Today, we are going to peel the layers back on how you can figure out your market positioning for your business.
IE 140: Market Positioning of a Small Business
Now before we get started, let me say that if you are looking to take this podcast and bring it to life, you need to come to Influencers Entrepreneurs Academy, March 31 – April 2, 2020.
At this conference, you will have the chance to meet and mastermind with other attendees, and be taught strategies that will apply to your business. We keep this event intimate, capping ticket sales it 150 attendees, (and we are already close to that cap) so make sure you get your ticket today.
Who Are You and How Did You Get Here?
As always, I created a worksheet that is going to walk you through what we are going over today. Part of being able to understand your marketing position is being able to take this walk backward over your life.
Everything that has happened to you over the course of your life, good and bad, has made you who you are today. Taking this walk backward will help you see all those monumental moments that pushed you to the place where you find yourself today.
If you want to be able to scale and grow your business and provide the life you have dreamed of for your family, you need to be able to do the work that goes along with this.
What Makes You Unique?
I know that market positioning sounds really fancy, but all it really means it how you are identified within the market. Whether you are an influencer, a nutritionist, a blogger, a life coach… no matter what you do, how are you identified?
What makes you uniquely you?
Many of you may have gone through Pitch Perfect Live, and know that I really want to hear your life story. I often hear people say, “There’s nothing special or unique about me,” and that is so far from the truth.
Every single one of us is different. We all have our own unique stories and we need to look back at those and bring them into our positioning. The way we view the world is based on all our past experiences.
From this moment on, it’s up to you to create the life of your dreams by creating the business of your dreams.
- What makes you different?
- Who are you?
- Are you a homeschooling mom of 9 children?
- Are you a Michelin trained chef that had your own restaurant?
- Are you a nutritionist that works with young women who have eating disorders?
It doesn’t just have to be about what you do, it’s also about who you are. Maybe as that nutritionist, you or someone you loved suffered from an eating disorder and that pushed you to where you are today.
What are the stories behind who you are and what you do?
Focusing On What’s Important
You to be able to tell your life experiences from your childhood all the way to this moment in time. Everything that has happened to you is important.
My high school yearbook quote said, “I’ll always look behind me and smile.” I truly believe that everything that has happened to me, whether truly beautiful or truly tragic, has made me who I am today.
You may have heard this story if you have met me in person or are a long-time listener of the podcast. I am 5’4” tall and I played college basketball. I scored 1,000 points as a college athlete, as well as playing in high school with only 3 years of varsity.
The reason I bring this up is that I was small. I’ve always been small.
I’m also introverted and have anxiety when it comes to meeting new people. I’ve learned how to combat it and breathe through it in order to continue to reach my goals and make my dreams come true.
Focusing on the skills I needed to have instead of focusing on just having conversations made me into who I am.
I hustled and worked hard in order to hit my goal of feeling comfortable with my teammates. I even practiced in the snow, wearing lots of sweatshirts, as snowflakes fell into my eyes because reaching my goals was so important to me.
Know, Like and Trust
When I created my business after having a lifestyle blog, I pivoted into a field where I wasn’t well-known. I had to work hard to build up that side of my business and create relationships with other people.
I told my story and gave people the opportunity to connect with me. We have to share all of who we are, the ups and the downs.
What are the stories that you can share that are going to create a connection with your audience?
Once you start to create a connection and provide a chance for people to trust you, that’s when they start to view you as a leader in your industry.
You have to connect with them on a personal level. They have to know, like, and trust you.
Build Connections with Your Audience
You want to inspire the people that are watching you. You want to connect with your audience whether that is through email, social media, or in person. You want your audience to feel like they are at home with you…like they know you.
Look back at your story. Take the journey over the course of your life.
What are some of the things that stand out to you?
Your stories don’t have to be tragic.
There are many things that happened in your life that served as a crossroads for you. You could have gone one path but you chose the other. That choice made you into who you are, and that is something people can connect with.
Action Steps
- Make sure you download the worksheet I created for you. It will help you whether you are an influencer, own a brick and mortar store, or are selling products.
- Understanding your positioning will help you stand out in the market and will begin to attract those clients and that audience to you that will help you create the business of your dreams.
