Hello ,
I've dedicated myself to encouraging and assisting self-employed solopreneurs, who are nowadays often called freelancers. Typically, they will engage with various specialists—from accountants to administrative assistants or freelance collaborators—offering targeted support for their project-based needs. While I work with several solopreneurs, many clients run larger businesses or professional practices. Today's article on positioning forms the core of your marketing effort and how you present your services to the market you seek to serve.
By the way, I'm offering a free 30-minute coaching session. See details below.
For freelancers, solopreneurs, or the self-employed, mastering the art of positioning isn't just a marketing strategy; it's the cornerstone of their success.
It's about consistently emphasising what you offer, identifying your target audience, and articulating your promise.
This approach, reinforced in Seth Godin's book This is Marketing, ensures that marketing efforts are focused clearly and effectively on those you aim to serve.
However, positioning isn't merely about standing out in the market; it's about creating a robust and relatable narrative that clients can connect with, remember, and trust.
This ongoing reinforcement of your distinct value proposition sets you apart in a crowded marketplace.
For professionals considering freelancing or already working for themselves, mastering the art of positioning is beneficial and essential. It transcends mere branding or marketing tactics.
Positioning encapsulates your service's unique value and promise, resonating with the exact audience you intend to serve. Drawing from the expertise of April Dunford and David C. Baker, this guide aims to weave their insights into a practical framework tailored for those seeking to carve out their unique space in the competitive market.
Defining Your Niche
April Dunford illustrates,
Defining your niche is the first critical step in effective positioning for anyone in business. It involves a deep dive into understanding what sets you apart. Is there an underserved market where your skills can shine? The niche you choose should reflect your strengths and interests, aligning with your brand and the unique value you bring. This focused approach ensures that your positioning strategy is grounded in an area where you can genuinely excel and differentiate.
Crafting Your Unique Selling Proposition (USP)
In developing a USP, Dunford's method highlights the importance of distinctly expressing the unique value of your services. A unique selling proposition (USP) is the defining factor of your business—it's what distinguishes you in your specific market niche.
It's where your unique expertise, innovative problem-solving approaches, and journey towards specialisation in your domain converge. This USP is not just a marketing tool; it forms the essence of your brand identity, shaping how your niche audience perceives and values your services.
Avoiding the "More Better" Trap
David C. Baker warns against vague superiority claims, noting, "More better is not a strategy." More than ever, this is especially relevant for freelancers. Your work must stand on concrete value and differentiated skills specific to your niche rather than subjective claims of being 'better' than competitors.
Building a Realistic Positioning Strategy
Baker also emphasises the importance of an unbiased assessment of one's strengths and weaknesses. As a freelancer, conducting a realistic self-evaluation within your chosen niche is vital. What do clients in this niche consistently praise about your work? Where could you improve? This honest assessment and self-awareness form the foundation of a solid positioning strategy that is authentic and compelling in your niche.
Communicating Your Positioning
How you communicate your positioning forms the basis of your branding; it's the message you will use repeatedly to identify what you stand for and for whom, hence needing to be well thought out. It should be clear, concise, and reflect your unique value within your niche. Positioning is not just what you say about your services; it's also what your clients believe about you.
Your job is to ensure that all your communication resonates strongly with your niche audience, highlighting your understanding of and commitment to their needs and challenges.
As a freelancer, positioning is an ongoing process of adaptation and refinement. Continually revisit and fine-tune your position as you grow in your freelance career, always ensuring it aligns with the evolving dynamics of your niche. This guide, inspired by the insights of Dunford and Baker, aims to help you carve out a unique space in the market that resonates with your personal brand and professional aspirations.
Five Takeaways for Positioning
- Positioning is Essential, Not Optional: For freelancers, positioning is a critical strategy for standing out and connecting with their target audience.
- Defining Your Niche: Identifying and focusing on a specific niche allows freelancers to tailor their message and services to meet the unique needs of their audience.
- Develop a Strong USP: Articulating a unique selling proposition is crucial for highlighting what sets your services apart in the marketplace.
- Avoid Vague Superiority Claims: Concrete value and differentiated skills are more effective than subjective claims of superiority.
- Positioning is an Ongoing Process: Regularly revisiting and refining your positioning strategy is necessary to stay relevant and connected with your audience as you evolve in your freelance career.
Notes
David C Baker, More Better is Not a Strategy https://punctuation.com/more-better-is-not-a-strategy/
April Dunford, Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It
Seth Godin, This is Marketing, You Can’t Be Seen Until You Learn To See
Cheers
Nigel Rawlins
Affordable Hands-On Marketing Support
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