What do we use to indicate the value behind our services? How do we find out ideal customers and then position ourselves effectively for that market? Presented at WordCamp Sydney www.elkcreative.com.au

1. Positioning
For Profit
WordCamp Sydney 2019

2. Positioning for Profit WordCamp Sydney 2019
This is not
Corey Dodd
Hey,
I’m Corey
Graphic Designer & Brand Strategist.
20+ Years Experience working for design agencies large and small.
Currently running my own studio based in Geelong - Elk Creative.
Focused on Branding for Property Development.
www.elkcreative.com.au
Who IsThis Guy?

3. Positioning for Profit WordCamp Sydney 2019
What is
Positioning?
?

4. Positioning for Profit WordCamp Sydney 2019
What is
Positioning?
This is

5. Positioning for Profit WordCamp Sydney 2019
What is
Positioning?
This is

6. Positioning for Profit WordCamp Sydney 2019
What is
Positioning?
Examples of positioning
in a physical space
This is

7. Positioning for Profit WordCamp Sydney 2019
How do we define a
products position?
What is Positioning

8. Positioning for Profit WordCamp Sydney 2019
How do we define a
products position?
• Tactile
(Shape of the bottle, type of glass,
paper quality, printing techniques)
• Intangible:
(Packaging, content & language,
logo, brand recognition, medals)
• Price
What is Positioning

9. Positioning for Profit WordCamp Sydney 2019
How do we define a
products position?
Tactile &
Intangible
What is Positioning

10. Positioning for Profit WordCamp Sydney 2019
How do we define a
products position?
By Price
Alone
$3 $40 $200
What is Positioning

11. Positioning for Profit WordCamp Sydney 2019
How do we define a
products position?
The clues
the product
gives us.
$3 $40 $200
What is Positioning

12. Positioning for Profit WordCamp Sydney 2019
Positioning for Services
Positioning promotes the
right product to the right
people, so all other options
become invisible.

13. Better
Clients?
Who the hell are...
Better Clients

14. Positioning for Profit WordCamp Sydney 2019
Whats Right
For You?
JBHIFI vs APPLE
Better Clients

15. Positioning for Profit WordCamp Sydney 2019
Everyone!
Who is your customer....?
Better Clients

16. Positioning for Profit WordCamp Sydney 2019
To position something
you need to know
where it belongs
No customer = No Focus.
Better Clients

17. Positioning for Profit WordCamp Sydney 2019
The NicheTopic
I’m going to have to mention.
Niching“ ”

18. Positioning for Profit WordCamp Sydney 2019
What is a niche?
A niche is as
small part of a
large market.
The NicheTopic

19. Positioning for Profit WordCamp Sydney 2019
What isn’t a niche?
A Website
Designer For Small
BusinessThis is too broad
The NicheTopic

20. Positioning for Profit WordCamp Sydney 2019
The NicheTopic
Vertical
Niche?Niching by
Industry
Horizontal
Niche?Niching by skill
or service.

21. Positioning for Profit WordCamp Sydney 2019
How else
can we
Niche?
The NicheTopic

22. Positioning for Profit WordCamp Sydney 2019
Benefits & Myths
of Niching
The NicheTopic

23. Positioning for Profit WordCamp Sydney 2019
Ideal Clients
Ideal
Clients

24. Positioning for Profit WordCamp Sydney 2019
Ideal Clients
find your
ideal client?
What should you do to

25. Positioning for Profit WordCamp Sydney 2019
Things you
enjoy doing
Things you’re
greatatdoing.
Things that
others need
Self
Focused
Ideal Clients
NO MONEY
NO FUNNO WORK

26. Positioning for Profit WordCamp Sydney 2019
Clients that
you love
Clients you
can help
Clients that
pay well
Client
Focused
NO MONEY
NO FUNNO WORK
Ideal Clients

27. Positioning for Profit WordCamp Sydney 2019
Positioning for Services
User Profiles
https://xtensio.com/user-persona/
• Their Name
• Their Role
• What they look like
• What they say
• Character & Archetypes
• Demographics
• Personality

28. Positioning for Profit WordCamp Sydney 2019
User
Empathy
Map
What they see.
What they say.
What they hear.
What they think.
What they do.

29. Positioning for Profit WordCamp Sydney 2019
Nailing Positioning
How do we present?
What do we say?
Back to positioning.
Forget what you want, focus on the customer.

30. Positioning for Profit WordCamp Sydney 2019
Nailing Positioning
Killer Positioning
Statement
Crafting your
I’m a who helps
with .
Unlike my competitors, .
credit: Jonathan Stark

31. Positioning for Profit WordCamp Sydney 2019
I’m a DISCIPLINE who helps IDEAL CLIENT
with EXPENSIVE PROBLEM.
Unlike my competitors, POINT OF DIFFERENCE.
Nailing Positioning

32. Positioning for Profit WordCamp Sydney 2019
I’m a UX Designer who helps Online Fashion Retailers
with cart abandonment & conversion.
Unlike my competitors, I multivariate split testing to
uncover solutions quickly.
Nailing Positioning

33. Positioning for Profit WordCamp Sydney 2019
I’m a Business Coach who helps Female Entrepreneurs
with finding investors for their startups.
Unlike my competitors, I’ve helped launch over 100
female founded businesses.
Nailing Positioning

34. Positioning for Profit WordCamp Sydney 2019
I’m a Brand Strategist who helps Land Developers to
place property buyers in their dream homes.
Unlike my competitors, I’ve been creating
brands for over 20 years.
Nailing Positioning
This is me

35. Positioning for Profit WordCamp Sydney 2019
Nailing Positioning
Positioning is how we
present ourselves.
It’s the language that we use,
and the stories that we tell.

36. Positioning for Profit WordCamp Sydney 2019
More
Profit?
How does that help us make
Nailing Positioning

37. Positioning for Profit WordCamp Sydney 2019
KeyTakeAways
We need to know who
we are talking to before
anyone will listen to us.
You don’t network by talking to the
room, you find an individual and speak
to them directly.
1

38. Positioning for Profit WordCamp Sydney 2019
Our ideal customer is the
one who see’s the most
value in what we do.
If someone values what we do, they
will pay more for the same service than
those who do not.
2
KeyTakeAways

39. Positioning for Profit WordCamp Sydney 2019
Focus on our ideal
customer & becoming
what they are looking for
Other prospects who are not our ideal
customer (or aspire to be our ideal
customer) will still be attracted to us.
3
KeyTakeAways

40. Positioning for Profit WordCamp Sydney 2019
This is actually
Corey Dodd
Thanks...
Any Questions?
Contact me:
corey@elkcreative.com.au
www.elkcreative.com.au