Seven Elements of becoming “The Only” Perceptual Positioning™

On June 12, 2012, in Uncategorized, by John Ekonomou

1. Credibility Creating a credibility perceptual position allows the business owner to create credibility in the prospects mind so that the customers feel they’ve made the right decision. For many years the credibility of safe & reliable vehicle is associated with Volvo.Volvo spent millions of dollars creating the credibility position that their product is the […]

1. Credibility

Creating a credibility perceptual position allows the business owner to create credibility in the prospects mind so that the customers feel they’ve made the right decision. For many years the credibility of safe & reliable vehicle is associated with Volvo.Volvo spent millions of dollars creating the credibility position that their product is the safest vehicle on the road. This customer focus, made Volvo the worlds most reliable vehicle in the mind of the consumer. The question the credibility position answers is:
What gives you the right to do what you are doing?.

2. Identity

When this perceptual position is established correctly, the customer feels like they are a part of something bigger, something that goes beyond your product or service. A good example of an identity perceptual positioning is Nike. Nike has created a zealot like following by making people that wear their clothing feel like TOP athletes so the Nike customer goes through a virtual identity change when they put on their clothes.The question the identity position answers is:
Who am I when I use this product/service?

3. Value

The value perceptual position is about making something valuable the moment the customer sees it, hears about it, or experiences it. You automatically have a general idea of the value of a Ferrari, the moment you lay your eyes on it. There are several factors at play to create a value perceptual position.The question the value position answers is:
What is this product/service truly worth?

4. Categorical

The Categorical perceptual position is when you create a category in the target market that makes you first to market with the particular product or service. This perceptual position is your niche, and what makes you unique in the market place.There are many elements to creating a new category. The last page of our white-paper shows you how to get a complimentary video on how to create a categorical position. The question the categorical position answers is:
What makes you unique in the market place?

5. Image

When positioning your business, your target market usually already has a preconceived notion about it. When your image doesn’t match that preconceived notion, you are creating Psychological Incongruence. This is when you or your message don’t match what the customer expects. Example – Mercedes is a Luxury Car. However, they also sell mid-market (low priced) vehicles with the Mercedes brand name. This doesn’t match what the customer thinks about Mercedes and therefore creates psychological incongruence.
The question the image position answers is:
Do you or your message match what the customer thinks?

6. Familiarity

This perceptual position is based on the fact that you or your business message is being disbursed in as many exposure media as possible. Exposure mediums are anywhere your message can be seen or exposed. Newspapers, email,articles, podcasts, blogs, websites, radio, t.v. facebook, twitter etc. are exposure mediums.The question the familiarity position answers is:
Are you creating multimedia buzz?

7. Continuity

This perceptual position is based on the idea that trust is built through consistency. The continuity position is created by picking the mediums that captures your market and exposes your message to them over and over, so that the market knows they can rely on, and get comfortable with, the way you communicate to them. The question the continuity position answers is:
How often are you talking to your market?

Combine the 7 elements together, and you’ll EARN trust and respect from your marketplace which in turn gives you The Only position.

These are the seven elements of “Perceptual Positioning™”
Designed out of observation and assistance of 100s of successful companies that are The Only in each area, each is a building block that builds on the last. When we build the entire perceptual position your company becomes The Only company to do business with. Period!

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