Note: at this time transcripts are automated and unedited, which means errors may occur. But we hope you find them helpful!
[00:00:00] Viv: Welcome back to another episode of Marketing Without Social Media. Now, before we dive in, I wanted to let you know that if you are a service based business, think coaches, consultants, therapists, who wants to get to $7,000 plus recurring months, yes, every month, but needs help with growing your audience, maybe with generating regular leads or landing paying clients, then I’d like to invite you to a free.
[00:00:26] Viv: 15 minute leads. Game plan call. Yes, just 15 minutes to work on your marketing plan. This is a super fast paced call, and in this call we are gonna take a look at your current situation to see what is and isn’t working for you right now in your business. We’re gonna figure out and identify what’s possible for you and your business in the next six months and beyond.
[00:00:48] Viv: We’re gonna uncover the number. That is restricting your growth and holding you back right now. And finally, we are gonna develop a three step action plan. [00:01:00] Yes, three step action plan that will get you results in your business asap. Now the session is, Free. It’s 15 minutes and all you have to do is head on over to viv guide.com/game.
[00:01:15] Viv: Yes, that’s viv guide.com/game plan right now. Pick a day, pick a time that suits you and let’s chat. In this episode, we are talking about positioning, so how to actually position yourself in the marketplace so you stand out amongst all the noise because heck, it is a very noisy space out there. So let’s dive straight into this shorty episode.
[00:01:46] Viv: You’re listening to Marketing Without Social Media with me, Viv Guy, the podcast for people who want more clarity, connections, and cash in their business. I’ll be sharing with you proven techniques from leading [00:02:00] entrepreneurs. And experts from across the globe to help you to market without social media and to grow your business in a way that actually feels good to you.
[00:02:19] Viv: So what do we mean when we talk about positioning? Well, fundamentally, it is the question of what position do you occupy in the minds of your ideal clients? Why would they work with you versus other people who do what you do if you don’t get your positioning? It’s really hard to become known and you will have to do a lot more legwork in your sales calls.
[00:02:51] Viv: It’s really difficult. It’s also hard to create an audience as your brand. It’s not spreadable, okay? If you have not positioned yourself [00:03:00] correctly, it needs to be contagious. What I do want to say though is it’s very hard to position yourself until you are clear on your specialty, what you help them do and how you help them do that.
[00:03:15] Viv: Okay? It’s really hard to figure out your position in the marketplace if you haven’t got that specificity yet. Now, depending where you are at within your business, you may have that, or you may be in that position where you can get that. If you are really. It’s very, very hard to get that level of specificity to position yourself, and that’s okay when you’re starting out.
[00:03:37] Viv: You don’t necessarily need to position yourself in that way because what we want is just to get those first few clients in and figure out like, who do we wanna help? Like how do we help? How are we different? Who are the people that we really are lit up by working by? Once you’ve got that, then you can start to get more clarity around how you’re gonna position yourself and the position you want to occupy in [00:04:00] the minds of your ideal clients.
[00:04:02] Viv: But you don’t know that early on because our ideal clients evolve from the work that we do. So I just wanna talk about one of the big shifts that you can make right now. You are one option in the marketplace, and we want you to become the only. So in the book Zag by Martin Newmeyer, he says it’s better to be the only option than it is to be the best option.
[00:04:28] Viv: So if you are kind of saying, I wanna be the best, whatever it is, sports coach, I wanna be the best marketing coach, whatever it is. He says, actually, that’s not what you want. You wanna be the only option, the only person that does it in that way. So if you are the only coach who does something in a certain way for a certain group of people, you have no competition.
[00:04:49] Viv: Therefore, your position and the position you occupy in the minds of your ideal clients is that of that’s the only person who can help me do whatever it is. Okay, [00:05:00] so what is the. Biggest reason to hire you versus someone else the most compelling. That’s what I want you to focus on right now. What is the one biggest reason someone will hire you?
[00:05:12] Viv: And I have a lot of people say, well, it’s me because I’m unique. Yes, of course you are unique, but everyone’s unique. So if everyone says, well, that’s the reason to hire me, then you’re just, again, one of many options in the market. Of people saying, well, hi, an because I’m unique and there’s nobody like me.
[00:05:27] Viv: We have to have something that’s more compelling, okay. Than that. So is it that you sell services without ever having to launch? Is it like me? You market without ever having to organically post on social media? Is it that you’re the only money mindset coach who works and specializes in working with female entrepreneurs who are going through relationship breakups, for example?
[00:05:55] Viv: What is it? What’s different? Who are you and what is that position that you are occupying [00:06:00] in the minds of your ideal client? The next thing is people want to hire somebody who is an authority. So going from being just, um, a service provider to being an authority on a subject. Okay? People don’t just wanna hire a coach, okay?
[00:06:15] Viv: They wanna hire someone who has something to say, who is an expert, who knows more, more of an authority on a subject. Than you are. And that’s why we want to think about how do we position ourselves as an authority? So after people can say, well, actually writing a book positions you as an authority and having that published, what else positions you as an authority, speaking at an event, uh, hosting a podcast?
[00:06:38] Viv: What are the things that position you as a, an authority with your ideal? But what if you’re starting out or what if you are early on and you’re not in a position to do some of those other things that I’ve just mentioned? Well, we can do this through our free content. So here’s number one. You can educate people as to how to solve a problem.
[00:06:58] Viv: So, for example, [00:07:00] 21 Ways to Market without Social Media Quick Wins. Strategies, and I’m building authority because they may want more help figuring out what the best ones to use and for me to help implement. Number two is perspective shift. So reframing what your ideal client thinks the problem is. So great example is one of my clients, Rita.
[00:07:20] Viv: She is a diabetes reversal coach. So for her reframing is where her ideal client think that sugar is the main cause of their diabetes and actually reframing the problem what they think the problem is, it as actually carbohydrates. So that’s shifting perspective and ream. What they think the actual, the problem is to what is actually the problem.
[00:07:42] Viv: So doing a reframe. So you’re kinda saying, Hey, no, I’m the authority because look, this is the actual like reality here. The final point on becoming an authority versus just a service provider is to set the buying criteria through the content that you create. So for example, here’s the criteria for how to look for.[00:08:00]
[00:08:00] Viv: Marketing coach, a birthing coach, a money mindset coach, and being specific, again, with your point of view, your perspective. But if you give that information like, here’s, here’s the criteria for how to look for this person, it shows that you’re an authority and you know, You’re sharing willingly and openly, like, Hey, here’s the things, and people are like, oh, wow.
[00:08:21] Viv: Well, if they’re all the things, then that’s good to know, and they obviously know what they’re talking about. If they know that, it automatically puts you in a position of a authority. Now, I just want you to say, when you are looking at positioning, the key is, Not trying to please everyone. I want you to polarize and filter, okay?
[00:08:40] Viv: I don’t want you to be vanilla. I really want you to think about, you know, what flavor do you wanna be in the marketplace? So polarizing and filtering, repelling some people who are never gonna be your ideal clients is okay. I also don’t want you to worry about perfection in your content at this stage.
[00:08:59] Viv: Okay? [00:09:00] I just want you to get into this habit of thinking about how you’re positioning yourself. Positioning is a long term game. It doesn’t happen overnight. It’s about continuously adding value and then you’ll become a leader in your space, in your niche, and it is worth it. It is so worth it to be that authority.
[00:09:19] Viv: Just this week, I had an invitation to speak in Edinburgh in February because of the position I have created as the authority on marketing without social media within the marketing space. And these are the things we want. You want to be positioned in such a way that you get these invitations coming to you.
[00:09:38] Viv: And I have people often reach out and saying, Hey, do you wanna collaborate? Do you wanna partner? Do you wanna guest speak, da da da, da, da. Because I have positioned myself in such a way. And did that happen overnight? It did not. If you think it’s just over 12 months since my niche became very specific around marketing without social media, organic marketing, without social media.
[00:09:59] Viv: And so it’s [00:10:00] taken me. The best part it, my authority, my position became more established. Around six months in, I started to be getting more invitations, but I would say it took a good nine months for me to start seeing that consistently happening within my business. So I just want you to be aware. It’s not an instant game, but it is something to be thinking about as you go on within your business about how you want to be seen, and then creating that content around that to solidify it.
[00:10:30] Viv: That evolve over time so that eventually you do become a leader in your space. So there we have it, a super shorty episode on positioning and how to think about positioning yourself in the marketplace. So you stand out, we have to change things up, you know, it’s a very busy, noisy online space at the end of 2022 are moving into 2023.
[00:10:54] Viv: And so positioning is the thing that is going to help. Stand out. So there you [00:11:00] have it, folks. I hope you’ve enjoyed this episode of Marketing Without Social Media Today, and feel inspired to take action in your business, whatever that looks like for you. And as always, thank you. Thank you. Thank you for tuning into another episode of this podcast, and if you haven’t done so already, please do subscribe to the podcast so you don’t miss an episode.
[00:11:25] Viv: Speak to you soon.
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How to actually position yourself in the marketplace
What do we mean when we talk about positioning?
Well, fundamentally, it is the question of what position do you occupy in the minds of your ideal clients?
Why would they work with you versus other people who do what you do if you don’t get your positioning?
It’s really hard to become known and you will have to do a lot more legwork in your sales calls.
In this episode, we are talking about positioning, so how to actually position yourself in the marketplace so you stand out amongst all the noise because heck, it is a very noisy space out there
Today you will learn:
- Biggest Reason to Hire You Vs. Someone Else
- Becoming Service Provider to an Authority
- Setting the Buying Criteria through the Content You Create
- Keys in Looking at Your Positioning
Connect with Viv
If ‘getting fully booked with 1-1 clients’ is one of your annual goals THIS YEAR and you’re not moving forward on this, that’s your cue to book a call.
Connect with me via email – firstname.lastname@example.org
Here’s a glance at this episode:
00:00 – Intro
4:08 – Big Shift That You Can Make
5:01 – Biggest Reason to Hire You Vs. Someone Else
6:02 – From a Service Provider to an Authority
6:44 – Free Content for Starters to Build Up Authority
7:48 – Setting the Buying Criteria througn the Content You Create
8:31 – Keys in Looking at Your Positioning
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