Here’s An Opinion On:
By Allan Starr
A position is like a chin; everyone has at least one.
For a business, it is important to have a position that is clear, and states benefits for current and prospective clients/customers. Moreover it must differentiate your offer(s) from those of your competitors. The latter characteristic is pivotal, for why else should (they) begin to – or continue to – buy from you?
Whether you are a bicycle shop in Bombay or a marketing agency in Phoenix, a company without a tagline is like a mileage sign without a listed destination; you know, like: 77 miles to (blank).
The fact is, a company name, or product name for that matter, is little more than one-half of a link. Unless you are a McDonalds or a Verizon, it is imperative that the name of your company is paired in the collective mind of consumers with a brief statement with which it can be associated. This line can be changed from time to time to coincide with current offerings or events.
Beyond this, there should be a more detailed (about 30-50 words) ‘positioning statement’ that goes into a little more detail, but still is comprised of consumer benefits. In the face-to-face world, this sometimes is called an elevator speech, while in the viral world of websites it could be your 170-character meta description.
In written communication, your position can be dispersed throughout your selling message, rather than being limited to a single paragraph, or it can be implicit in most of what you write throughout an entire advertisement, press release or, even, website content.
The position itself is, of course, imbedded in the very core of your business model; it is at the heart of your business plan and laced throughout your marketing plan. But boiling it down into a simple, clear and brief description of what it is you have to offer is a turn in the road many business owners or marketers speed past on their way to trying to close a deal.
However, it is imperative to have it on the top of your mind and the tip of your tongue for a quick recitation in the event of that inevitable elevator encounter and/or selling opportunity to an uninitiated prospect. What’s more, your employees should regularly be reminded of it, lest they forget or lose their way amongst the details of everyday business processes.
Many use a mission statement for this purpose, which is well and good, but be advised it doesn’t need to be designated as a mission statement. Doing so, to me, merely adds the element of a distracting label on a description which is better fed gently to consumers rather than being boxed and labeled for dissemination. What better time than now, at the dawning of a new year, could be a more appropriate one for clarifying in your own mind (if this be necessary) and that of your associates and supporters precisely where you stand?
Good luck. And happy marketing!
About the Author: Allan Starr founded Marketing Partners of AZ in 1976. He is former governor of the Southwest District of the American Advertising Federation, two-term president of The Arizona Small Business Assn. and recently completed six terms on the board of directors of The Greater Phoenix Chamber of Commerce. marketingpartnersaz.com
Source: isnare.com
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