I explain, and they still don't remember me
Positioning isn't a nice-sounding slogan. It's deciding the exact moment someone should think of you first.
This might be you
- It takes you five minutes to explain what you do
- People remember what you sell, not who you are
- Line you up next to a competitor and nobody can tell the difference
- You keep getting price-shopped
What you get
- A one-line position, written in English and Chinese
- Who you're for — and who you're not for, in writing
- Three real differences from your competitors, each with evidence behind it
- The words to use when someone asks what you do
A real situation
A hair salon kept saying they were 'skilled and fairly priced'. So was every other salon in the city. We narrowed it to extensions and repair for damaged hair only. Fewer enquiries came in. More of them booked.
Common questions
- Will positioning bring me more customers?
- No. Positioning makes everything after it stop being wasted. On its own it brings nobody — but without it, every ringgit you spend on ads is buying attention you can't convert.
- What if I narrow it and lose customers?
- You will lose some. That's the point. The ones you keep stop asking for a discount, because there's nothing to compare you to.
- How long does it take?
- Usually one to two weeks, most of it spent on questions, not design.
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