To break out of unprofitable positioning patterns, Consumer Researcher Youngme Moon recommends 3 different brand positioning approaches. Ever tried them?
Reverse Positioning: Consider going away from points of parity in your product category. Jet Blue offered low prices with new services such as free Wi-Fi and seatback entertainment systems, redefining points of parity with the airline industry.
Breakaway Positioning: Do you find yourself stuck in low opportunity product categories? Breakaway positioning provides a way to leap into a new category. Think about how Swatch entered the wristwatch industry and revolutionised the category from heritage to fashion.
Stealth Positioning: If your product is tainted, try this approach. Stealth positioning allows brands to conceal the true nature of your products by associating them with a different category. Think about AIBO, the household robot, being repositioned as a robotic pet by Sony to lower consumer expectations and even make it enjoyable for consumers to provide training to correct it’s mistakes.
Feel like discussing these brand positioning options for your brand? Feel free to steal my time here: https://lnkd.in/gPNEKyR8
I am a believer in decoding the unique selling proposition (USP) for your products and services. They can be strong advertising taglines too! Have a read of a few below:
M&M’s: The chocolate that melts in your mouth, not in your hands. Pampers: The driest diaper. Head & Shoulders: Effectively targets the source of dandruff. FedEx: When it absolutely, positively has to be there overnight.
Freelancing has evolved into a thriving career choice for millions worldwide, offering freedom, flexibility, and financial rewards. However, navigating the freelance world can be challenging without a solid strategy. To help you on your journey, I’ve gathered invaluable insights from some of the top books for freelancers. These tips and tricks will equip you with the knowledge you need to carve out a successful freelance career.
“The Freelancer’s Bible” by Sara Horowitz
Sara Horowitz’s “The Freelancer’s Bible” is a treasure trove of advice for freelancers. One key takeaway is the importance of building a strong personal brand. Your personal brand is the essence of your freelance business, and it’s how clients perceive you. Invest in creating a professional website, crafting a compelling portfolio, and maintaining a consistent online presence to stand out in the competitive freelance landscape.
“The Freelancer’s Guide to Success” by Liz Wendling
In “The Freelancer’s Guide to Success,” Liz Wendling emphasizes the significance of effective communication with clients. Clear and prompt communication not only fosters trust but also helps in managing client expectations. Make it a habit to set realistic deadlines, ask clarifying questions, and provide regular project updates to ensure a smooth client-freelancer relationship.
“The Lean Freelancer” by Paul Jarvis
Paul Jarvis’s “The Lean Freelancer” offers valuable insights into managing your freelance finances wisely. The book advocates for setting a budget, tracking expenses, and saving for taxes. Additionally, consider creating multiple income streams, such as passive income through digital products or online courses, to secure your financial stability as a freelancer.
“The Creative’s Guide to Starting a Business” by Harriet Kelsall
For freelancers in creative fields, “The Creative’s Guide to Starting a Business” by Harriet Kelsall is a must-read. Kelsall advises on setting creative and professional goals, creating a business plan, and networking effectively within your industry. Building a strong network of peers and mentors can open up new opportunities and collaborations.
“The $100 Startup” by Chris Guillebeau
While not exclusively for freelancers, “The $100 Startup” by Chris Guillebeau provides valuable insights into launching a successful freelance venture on a tight budget. Guillebeau encourages aspiring freelancers to focus on offering a valuable service, identifying a target audience, and creating a compelling value proposition to attract clients.
“The Gig Economy” by Diane Mulcahy
In “The Gig Economy,” Diane Mulcahy discusses the evolving landscape of work and the rise of freelancing and gig work. A key takeaway is the importance of continuous learning and adaptability. Stay up-to-date with industry trends, invest in skills development, and be willing to pivot your freelance services to meet changing client demands.
In Conclusion,
Freelancing is an exciting and rewarding career path, but it requires careful planning and strategy to thrive. By drawing inspiration from these top books for freelancers, you can build a successful freelance business. Remember to invest in your personal brand, communicate effectively, manage your finances wisely, set clear goals, and adapt to the ever-changing gig economy. With determination and the right strategy, you can achieve freelance success beyond your wildest dreams. Happy freelancing!
“There is no such thing as a commodity, only people who act and think like commodities.”
According to Ted Levitt, managers do not need to change the products they are selling; instead they need to fix their positioning in consumers’ minds. Even something as basic as water can be differentiated.
Source: “Marketing Success through Differentiation – of Anything”, Theodore Levitt, HBR.
