The document discusses the importance of positioning and branding for expert service professionals like coaches and consultants. It states that positioning is about how your brand is perceived in the marketplace and can make the difference between being invisible or becoming a relevant resource that commands attention. An effective positioning positions your brand as a "friend" that provides value rather than an "enemy". It recommends using an outcome brand based on the outcomes clients achieve rather than labeling yourself by your modality. This outcome brand should communicate your value to a specific high-value audience in a way that gets them to choose you. The document invites the reader to a free online training on how to position themselves so that high-value clients choose them.

1. What’s The Best
Positioning For Expert
Brands?

2. with
Ana Rosenberg

3. The amygdala (/əˈmɪɡdələ/; plural: amygdalae;
also corpus amygdaloideum; Latin from Greek,
ἀμυγδαλή, amygdalē, 'Almond', 'tonsil'[1]) is one of
two almond-shaped clusters of nuclei located
deep and medially within the temporal lobes of
the brain in complex vertebrates, including
humans.[2] Shown in research to perform a
primary role in the processing of memory,
decision-making and emotional responses
(including fear, anxiety, and aggression), the
amygdalae are considered part of the limbic
system.[3]
en.wikipedia.org/wiki/Amygdala

4. "If only people could see..."

5. I have the best job in the world. I help
successful coaches, trainers, consultants
and service professionals grow their
business based on their expertise fast.

6. Clients come to me because they want to
build a loved and respected brand that
sells a ton at the same time...

7. And even though they are great at what
they do, they don't seem to have a big
reach with their message. They feel
frustrated because they know they can
help people if only those people could
see how valuable their help is...

8. How could they not feel overwhelmed
and frustrated if it seems we live in a
world of the shortest attention span ever
and important messages are getting lost
and missed by the very people who need
to hear them most?

9. And still...

10. There are brands and people who don't
seem to have problems to get the full
attention and devotion of their audiences.
Fees don't seem to be an issue. Clients
can't wait to invest in working with them.

11. This is what I tell them...

12. People have all the attention in the world
for your brand... if it's positioned right. Fees
are not an issue with the right positioning.
Getting people ready to become clients is
not an issue with the right positioning.

13. So what's
positioning and why
is it so important for
people like us?

14. Positioning is about the
place (or position) your
brand occupies in the
mind of your market place.

15. It makes the difference
between being invisible
and ignored or becoming a
relevant resource that
commands attention.

16. How does
positioning in the
mind of your
audience work?

17. W h e n w e m e e t a p e r s o n , t h e
o l d e s t p a r t o f o u r b r a i n
( s o m e t i m e s c a l l e d t h e " r e p t i l i a n
b r a i n " ) p o s i t i o n s t h e p e r s o n a s . . .

18. a ) a " f r i e n d " ,
b ) a n " e n e m y " , o r
c ) s o m e o n e t o b e i g n o r e d .

19. W i t h o v e r 7 b i l l i o n p e o p l e o n t h e
p l a n e t , t h e m o s t c o m m o n
p o s i t i o n i n g t o g e t i s . . . t o b e
i g n o r e d .

20. " T h a t d e f a u l t p o s i t i o n i n g t u r n s
p e o p l e l i t e r a l l y i n v i s i b l e s o t h e i r
m e s s a g e d o e s n ' t h a v e a c h a n c e "
- A n a R o s e n b e r g

21. A n e n e m y i s s o m e o n e t o b e
a v o i d e d . I t ' s a p e r s o n w h o i s
h e r e t o t a k e a w a y f r o m m e . ( O n e
o f t h e m o s t v a l u a b l e t h i n g s I
h a v e i s m y a t t e n t i o n a n d t i m e
a n d t h i s p e r s o n i s g o i n g t o t a k e
i t a w a y f r o m m e ) .

22. T h e p o s i t i o n i n g t o a i m f o r i s t h a t
o f a f r i e n d , m e a n i n g a v a l u a b l e ,
r e l e v a n t r e s o u r c e . ( I n r e p t i l i a n
m i n d l a n g u a g e : " t h i s p e r s o n i s
h e r e t o b e p a i d a t t e n t i o n t o
b e c a u s e t h e y ' r e h e r e t o g i v e
m e " ) .

23. W i t h t h e r i g h t s t r a t e g y , t h i s i s
d o a b l e f o r e x p e r t i s e b r a n d s l i k e
o u r s b e c a u s e t h e y a r e a l r e a d y
r e l e v a n t , v a l u a b l e r e s o u r c e s .

24. The first step...

25. F o r y o u r m e s s a g e t o b e h e a r d
a n d f o r p e o p l e t o s e e t h e v a l u e
o f y o u r g o o d w o r k . . . t h e y n e e d
t o t r u s t a n d b e l i e v e y o u f i r s t .
( T h e a m y g d a l a i s d e c i d i n g
s e c o n d p e r s e c o n d w h e t h e r a
p e r s o n i s t o b e t r u s t e d o r n o t ,
n o m a t t e r w h a t w o r d s c o m e o u t
o f t h e i r m o u t h o r t h e i r w e b s i t e s ) .

26. S o , h o w c a n y o u p o s i t i o n y o u r
b r a n d a s a trusted, valuable,
relevant resource?

27. What is a brand,
anyway?

28. "Your brand is what people
say about you when you're
not in the room" - Jeff Bezos

29. "Your brand is the perceived
promise of an experience" -
Ana Rosenberg

30. Most people associate a
brand with names of
companies, logos and colors
and fonts. That is a small
outward expression of a
brand.

31. A great definition of a brand:
“A brand is a desired
perception”.

32. In other words, a way people
think about your company and
the way they feel about you
and your work. And it’s a
brand created with this depth
what attracts high-value
clients.

33. "Your brand isn't what you say
it is. It's what they say it is" -
Marty Neumeier

34. What works for brands like
ours...

35. Not having the right brand keeps
experts, coaches, trainers,
consultants and other service
professionals from having the right
clients, having visibility and not
making the impact they want to
make in the world.

36. Using Labels – For example, I’m a
life coach, I’m a business
consultant, I’m a certified Reiki
Master.

37. Branding A Modality - For
example, Coaching LA, Reiki NY,
NLP London, etc..

38. One of the biggest problems is
that you don’t have the time to
explain your modality. People are
looking for solutions to a problem
(and they are not looking to learn
about a modality they may not
know about).

39. Even if you had the time to explain
your modality, people cannot
comprehend how powerful it is
and they doubt it will work for
them.

40. By trying to brand with your
modality, you are limiting yourself
to people who know what your
modality is and you are leaving
out all the people who could
benefit from it.

41. Most experts use this model
mainly because it’s familiar. We
hear doctors saying “I’m a doctor”
or dentists saying “I’m a dentist”.

42. Some other modalities are not
understood and well-known yet.

43. So you can focus your time on
trying to sell people what they
don’t understand or want or you
can choose to do things
differently: you can create a brand
that works, get clients and let that
do some of the selling for you.

44. What works for people like
us...

45. Let me show you the deepest core
of a brand that you can create to
bring you your ideal coaching,
healing, or consulting clients more
easily, a brand that will
dramatically increase the
perceived value of your work and
bring in more highly qualified
clients than you can imagine.

46. It’s about presenting yourself to
the world in a consistent, valuable,
compelling way.

47. A High-Value Brand – High-value
clients are looking to solve high-
value problems. So your brand
needs to announce that you are
here to make a real difference.

48. One formula that works for
experts like us is…

49. An Outcome Brand – It’s based on
the outcome you help your clients
get.

50. It has 3 elements:

51. 1) High-value – Value is the heart
of this type of brand. (Value is to
get your clients closer to the
results they want to achieve.
Anything that gets them closer to
getting what they want is value).

52. 2) An Audience – This is a group of
people who would greatly benefit
from your work.

53. 3) Communication of value – The
value of your work needs to be
communicated in the right way so
that it is seen, valued and chosen
by the people who are already
there ready to hire someone.

54. Next Step

55. Do you want to see an
example of positioning for
independent service
professionals, coaches,
trainers and consultants?

56. I have a special invitation for
you to a free online training I
created for you.

57. The first thing you’ll discover
is:
How to position yourself so
that high-value clients
choose you...

58. It‘s all about the right positioning to
be seen, respected and chosen by the
people who are looking to invest in
solving their problems. The default
positioning makes experts invisible to
the people looking for them.

59. Save your spot here -
https://anarosenberg.com/class

60. AnaRosenberg.com/class