How to Position Your Complementary Practice
Positioning is one of those phrases that gets banded around but, what does it actually mean?
In its simplest terms, positioning is how your brand sits in the mind of your favourite client and determines how you connect with them. It decides where you appear in relation to your competition and how you distinguish yourself from them.
How you position yourself can be responsible for how you build your brand and the strategies you use to connect with prospective clients. It will determine your services and how they are packaged, how much you charge and ultimately will affect how successful your business will be.
Where are you now?
What perception do clients have of you and your brand?
- Are you an expert or a ‘Jack of all trades’?
- How experienced are you?
- Are you trustworthy and professional?
- What does your brand, website, photo, information and pricing communicate?
Who are your clients?
Being able to clearly articulate who you help, and who you don’t help, will assist you to position yourself. You want to create a situation where you attract people who will benefit from working with you and repel those who aren’t a good fit.
Your position lets people know what to expect from you and whether you’re the right person for them to work with.
Position yourself an expert in one specific area and be known for that. If you appear as though you can help anyone, you won’t be visible to those people you want to work with.
Packages and Pricing
Create packages and services that appeal to your favourite clients. How you provide your solutions (in person, online, digital products, post etc.) to your client will play a big role in how you price them.
Your pricing can then be worked out based on what you what you’re offering, how you’re supplying it and importantly, the value you’re providing to your clients.
Remember, there is a perceived value to the price you charge. Are you providing the ‘value option’ or do you want to offer a premium service? I’ve known people refuse to buy something because it was too cheap and perceived as being poor quality.
Your marketing message is a simple sentence that tells people who you help, what problem you help them with and what results they can achieve. This can be enhanced to include your approach or expanded upon when needed. At the core, it’s a simple message that clearly demonstrates your expertise.
I’ve found my message has evolved with my business. Get comfortable with it not being perfect as it’s likely to change over time.
Create a short message along the lines of: I help (x people) with (x problem) to achieve (x results).
Focus your marketing efforts
You are positioning your marketing to reach your ideal clients. Once you understand who they are, work out the best way to communicate with them. There is no point in spending hours on social media if your clients never use it.
Positioning and branding
Your positioning is integrated with your branding and represented in everything you do in your business. Patience is a virtue, brands and positioning take time to establish, they don’t happen overnight. Having the courage to take a stance on your position will help you to build a sustainable, thriving practice.
If you’re struggling to position yourself, contact me to find out how I can help you.
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