Positioning: The #1 Email Marketing Benefit?

by John McIntyre

email marketing benefit What do organic blueberries and artisanal cheeses have in common?

They’re both sold (and bought) at outrageous prices.

People happily walk over to Whole Foods and spend twice as much than at a normal grocery store.

But why?

Positioning.

It’s one of the biggest influences in purchasing decisions.

Think about it.

Who do you want to buy a car from?

Honda — The indisputable king of “econobox” cars that scream financial responsibility.

Or…

Lamborghini — The stunning, sexy, “I Live Life Like A Rockstar,” piece of metal that people drool over.

Differentiate Your Business… Increase Profits

Learn how to position yourself and everything else is a piece of cake.

Think of it this way, positioning allows YOU to define:

  • Who buys your product (you compel your target market to buy)
  • How much you charge (without getting ANY complaints from clients)
  • What you are really selling (hint: it’s probably not what you think)

In lots of poorly-designed businesses, the owner takes a “back-seat” approach to positioning the business.

This is when potential clients complain about your prices…

(Even though they were interested enough to inquire about the service!)

Essentially, bad positioning is when your goals and intentions as the business owner do not translate well into the target market.

Bad positioning leads to poor client relationships, lower sales, and worst of all… never-ending headaches from dealing with clients who aren’t a good fit for your service.

Learn how to fix your positioning, and you’ll be 99% of the way to a (headache-free!) successful business.

The Modern Implementation

So how do you take advantage of this key piece of marketing?

Positioning isn’t a one-off approach.

It begins in the deepest portion of your business strategy…

And is visible throughout every facet of your business.

First, take as much time as necessary to brainstorm these ideas.

Figure out:

  1. Who you are selling to (the perfect client)
  2. How much value you really offer to that ideal client
  3. The strongest, most compelling reasons they NEED to buy

Then, integrate those core values and ideas into your entire business.

Every business is going to be a little different in this regard, but the end result is a stronger, more effective, more compelling brand that sells to potential clients (without “selling” at all).

Does Lamborghini need to convince you to buy their masterpiece?

Didn’t think so. Their positioning does all the work.

(Don’t forget that having a killer product to back-up your claims is important.)

The Benefit Of Email Marketing Positioning

You’re in luck!

If you own a tech-based business, reworking your positioning is easier (and even more important) than you realize.

While Honda would need to redo their employee workwear, storefront designs, marketing materials, and more… just to update their positioning, you have none of those roadblocks.

One of the most powerful ways to convey your positioning is email marketing.

Emails can effectively and concisely demonstrate all of these key points.

Sure, you’ll need to carefully think out and create your email series in a way that displays your positioning.

But that’s nothing in comparison to the potential benefits…

That’s right.

Just a few short emails could mark the difference between a business that crashes and burns… and one that has potential clients clawing at the door to get in.

So what’s your position?

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