Part 4/8:
The proposed framework consists of three main steps:
Understanding Customer Desires: Focus on the outcomes clients wish to achieve rather than the services provided.
Analyzing Competition: Consider what competitors offer and articulate what makes his business unique.
Highlighting Unique Processes: Develop and communicate proprietary processes that distinguish his services.
Positioning not only creates a unique identity in the competitive landscape, but it's also been shown to yield effective results. Following a repositioning exercise, he ran ads that dramatically improved lead generation, dropping costs from $150 with no results to $70, garnering six leads.