Positioning – You won’t grow till you learn this

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My name is Liz Scully. I’m a business strategist. And I spend a lot of time thinking about branding, positioning and speaking to copywriters.

In this case, I have been speaking to the fantastic Rachel Allen who is a client, a friend and often writes copy for Rethink.

Now, she said recently

‘Nobody knows who you are until

1. You know yourself and
2. You can explain it clearly to other people.’

And that’s a beautiful quote because this is so true. It’s not just a matter of you knowing what your brand is, of you knowing your position. You have to be able to express it, not just clearly, but in terms that your avatar will understand and will want.

My example that I always use is that in health coaching – I used to work with a lot of health coaches – people would talk about

’What’s the benefit from working with you?’

And they would say ‘Oh, well people will have more vitality and their sex life will be better and their skin will glow and their hair will be amazing.’ And I’m like, uh-huh and does any clients lie awake at night saying, ’You know what I need, I need more vitality.’ No, they don’t.

What clients are lying awake worrying about is’Will I look good in that dress next week?’ and ‘How am I going to look fabulous at that reunion I’m going to?’ People worry about weight. They worry about how they look.

What keeps them awake at night is what is going to take them to a point where they have to take action.

If they also get vitality and glowing skin and wonderful hair, that’s a great bonus. That’s the Trojan Horse of what you’re bringing to the party. That’s your stuff.

For them, you hook them with something that they’re feeling huge pain about right now.

So take action. Be clear about what you do. Describe it clearly. And then look at what your avatar needs. Describe that clearly. And only then marry the two together.

Because this is part of how you build a great brand.

You have your positioning, what you do, your secret sauce. You have the pain of your avatar and how you can help. And then you create a brand that encapsulates that work.

Now if you have questions about your brand come along to my next Q&A. There’s a link below. I’d love to see you and we can talk all of this through.

Next live call is May 9, 2023 - 1pm Eastern / 6pm UK.
Come along to ask your questions about launches, strategies for marketing, Masterminds or whatever you're stuck on in your business.

Add your email below and I'll send you the zoom info for the calls. See you there!

Or come say hello on Instagram here.  I microblog daily.