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What's the best way to position yourself in a new market?

by Celvin
12 replies
Imagine starting out in a market where you have no prior experience or authority to give you a kickstart.

It could be an established business that's branching out into unknown terriotory or perhaps a niche you yourself find interesting. Either way, we all have to start out at some point.

Generally speaking, how would you position yourself when it comes to your product, sales letters etc. and still come off as credible?

Keep in mind that being an authority, for instance a doctor, or curator with a masters degree related to the market you're entering is out of the question.

I find myself stuck at this point struggling with this exact issue at the moment.
#copywriting #market #position #positioning
  • Profile picture of the author shawnlebrun
    You can always position yourself as a researcher and consultant who has studied ANY niche in depth.

    In John Carlton's Kick Ass copy course... he shows you how anyone can become an expert in any niche in a weekend.

    But, in all honesty, I've entered many niches that i had no experience in... and just used the "researcher and consultant" angle.

    Then, you have to find the BIGGEST pain points and problems in the niche... and position yourself as having found a unique/better/different way to solve those problems.

    In other words, you have to find out that niches' biggest problems they want solved... and position yourself as having expert knowledge that can solve those problems.

    Then, you gotta be unique/different/better than what's out there... whether it's service/guarantee/terms/price/quality, etc...

    I've sold programs in the heartburn market, tinnitus, men's sex health... and simply positioned myself as a researcher and consultant who studied those problems and compiled solutions.

    the bottom line is, you have to find out the single biggest problems in that market... and position yourself as a researcher who can solve those. Then, you have to find a way to be different/unique/better than what's currently available.
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    • Profile picture of the author ewenmack
      Here's an example on what I did for a client
      who was in the same position.

      Selling web design

      Not a designer

      No client history

      Full breakdown on it here, including ad...http://www.warriorforum.com/offline-...5k-2-days.html

      Has become the most ripped off ad on the internet for web designers
      and they are still running it 14 months later.

      Best,
      Ewen
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      • Profile picture of the author Rhino99
        Use storytelling. Tell your visitors how the problem they face is something you've had to deal with yourself. This helps to build rapport and credibility as well as gets readers nodding in agreement, which is a precursor to making a sale. You then run through how you tried out the alternatives, why they didn't work and then how you stumbled upon the solution. Times change but people don't, and storytelling will always be a powerful way of creating interest and credibility.
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      • Profile picture of the author Celvin
        Thanks guys!

        A researcher or "fellow man" could work given the right angle. I guess people won't doubt your credibility if it shines through that you truly get it. Like you feel their agony, especially if you can back up your solution with proven science or solid proof in other ways.

        Differensiation, thorough research, envolving copy. It sounds so easy when you put it like that Shawn

        This helps more than you know! Really appreciate it guys. That's an interesting angle Ewen. The consequence of not knowing the the answer(hence, not choosing your web designers) could potentially make your company lose out on a lot of money. I like it! It makes the reader more accountable for making the right decision(in this case these web designers) in a clever way.
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        • Profile picture of the author ewenmack
          Originally Posted by Celvin View Post

          That's an interesting angle Ewen. The consequence of not knowing the the answer(hence, not choosing your web designers) could potentially make your company lose out on a lot of money. I like it! It makes the reader more accountable for making the right decision(in this case these web designers) in a clever way.
          Another part of it is you are demonstrating you are their advocate
          and care more than the product pushers.

          It's also comes from the meaning of what a client relationship is...
          to be under your care and guidance.

          Best,
          Ewen
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          • Profile picture of the author ewenmack
            Another way a client got around the issue
            of not being known.

            He has a liquid fertilizer which takes out the biggest problem
            West Texas Pecan growers face, salt on their soil.

            He got the most well known and respected grower to trial
            it.

            Outstanding results and now we have traction in that market.

            Here's a problem when an existing business is in a crowded market
            where they are all saying a variation of the same 2 things.

            I took him out of that no win game into one where he
            is the first to offer a bug removal service
            which just happens to use the same equipment he used
            for carpet cleaning.

            The bonus is they get a clean carpet.

            However clean carpet isn't mentioned once.

            Best,
            Ewen
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            • Profile picture of the author Celvin
              Yeah, I saw the ad in another thread. A brilliant move to differensiate yourself from the competition. Creating a new profitable category from an already saturated market is awesome when executed properly.

              The trouble I've had lately is being stuck in saturated niches when you already have dozens of strong competitors trying to re-invent the wheel.
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              • Profile picture of the author ewenmack
                Originally Posted by Celvin View Post

                Yeah, I saw the ad in another thread. A brilliant move to differensiate yourself from the competition. Creating a new profitable category from an already saturated market is awesome when executed properly.

                The trouble I've had lately is being stuck in saturated niches when you already have dozens of strong competitors trying to re-invent the wheel.
                In the dating/relationship market for info products,
                gurus are coming up with new mechanisms
                to achieve the same end result.

                Guys get hot chicks to contact you and leave their details
                in your inbox. They are coming off dating sites.

                Using text messages to turn up the romance.

                Quickly tell if she is a keeper, sleeper or disaster on legs.

                In the weight loss industry this has been going on for decades.

                Same deep desires but different methods keep
                coming along to achieve the same end result.

                Best,
                Ewen
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                • Profile picture of the author Celvin
                  Originally Posted by ewenmack View Post

                  In the dating/relationship market for info products,
                  gurus are coming up with new mechanisms
                  to achieve the same end result.

                  Guys get hot chicks to contact you and leave their details
                  in your inbox. They are coming off dating sites.

                  Using text messages to turn up the romance.

                  Quickly tell if she is a keeper, sleeper or disaster on legs.

                  In the weight loss industry this has been going on for decades.

                  Same deep desires but different methods keep
                  coming along to achieve the same end result.

                  Best,
                  Ewen
                  That's how it is with most evergreen niches I suppose.

                  In an earlier life(or so it seems), before I settled to down to get married and have kids, I was heavily into the PUA/Dating community. The different fractions within the community had almost a cult-like following as it appealed to so many different types of people. Anything from social robots rehearsing a scripted game to people sticking to a natural game or some very direct, almost cavemen-like style and so on.
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  • Profile picture of the author Mark Pescetti
    Copywriters have to research and position their clients as experts all the time...

    ...becoming an expert in the process.

    In terms of actual positioning...

    If there's a powerful story to leverage, use it.

    If not, gather enough social proof to lead off with.

    mark
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  • Profile picture of the author wizozz
    I'd say, create content. Write articles. Do videos. Rip the audio and make them into podcasts. Publish them on ezinearticles, youtube, Itunes and everywhere else you can potentially reach a prospect. If you are not the expert yourself, interview other experts. And then, link all that content to building your list. And then, communicate with your list, and build your products around that.
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  • Profile picture of the author n3o
    one way is to interview the expert in the industry
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