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Why Positioning Matters [Copywriting tip]
The first thing I try to do is create structure.
And in copy...
The structure is defined by the hook and overall positioning.
Now, a lot of people struggle with positioning.
But it's the #1 weapon you ALWAYS have at your disposal.
Here's what I mean...
Positioning is about coming from a specific intention...
And you're using that intention to enter and steer the conversation you're having with prospects.
For instance...
If you're selling a product that could help women who are having relationship problems...
You could enter the conversation by saying, "We're not trained on how to have a successful relationship. It's not there's a handbook, right? But there's actually one relationship-saving-technique... I accidentally stumbled upon... that instantly made over 1,000 men drop their "distant facade" and become vulnerable with their women... many for the first time ever."
Versus...
"If you're feeling ignored by your man and fear he might be drifting away, this is the most important presentation you'll ever see."
Versus...
"If you're trying to get your man back, speaking just 3 words could instantly grab his attention and make him start chasing YOU!"
All three entrances into the conversation are selling an ebook that teaches women how to give subtle compliments that trigger a dopamine response.
Here's another example:
As a copywriter...
I could position my services to go after people who don't understand the value of copy... which is what a LOT of copywriters do.
Or...
I can talk with people who have invested in copywriting services multiple times, know its value, made good money... and position myself as someone who understands what top businesses go through to convert.
I get to CHOOSE who I'm talking with... in the way I enter the conversation.
Whereas, again...
A lot of copywriters think it's EASIER to go after clients who need to be educated... when in reality... they're the worst prospects to go after...
Because they likely don't even have the budget to make the magic happen... if you convince them that copy is the end all, be all to converting.
So why waste your energy "bottom feeding" - when just a slight shift in your positioning can place you in front of people who are constantly on the lookout for new, top talent?
That's the power of positioning.
How does positioning apply to your offer?
Lightin' fuses is for blowin' stuff togethah.
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.
Aspiring copywriters: if you need 1:1 advice from an experienced copy chief, head over to my Phone a Friend page.
- Jack Trout
Lightin' fuses is for blowin' stuff togethah.
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