Positioning

Let me show you how positioning influences perception.

The textbook definition is “the ability to influence consumer perception regarding a brand or product relative to competitors.” BTW, you could also say it’s “the ability to influence someone’s perception of you.”

It took me a long time to understand what this really means.

I used to think it meant things like articulating what made you unique, or effective, your credentials, or experience.

Those things are important to positioning, yes, but a better way to think of positioning is “the place from which you communicate.”

For example, if I introduce myself to you saying: “Hi, I’m Dan. I’m a communications trainer, and my workshops are unique because they include live practice” – then I’m not really using positioning.

I could instead say: “Hi, I’m Dan. Organizations come to me when their teams or leaders face tough communications challenges.”

See the difference?

By saying “Organizations come to me when…” I am speaking from a position of expertise. This second sentence communicates all kinds of things that aren’t in the first sentence. Can you think of a few?

By speaking from the position of a successful trainer, it communicated things like: I’m effective at what I do, I’m in demand, I solve real problems, and much more, with less words!

Positioning influences perception.