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247. Lounge Lessons: Perception is Reality – How Your Product Positioning Drives Consumer Behavior

247. Lounge Lessons: Perception is Reality – How Your Product Positioning Drives Consumer Behavior

Every quarter in the Lounge we hold a week-long workshop with 2 calls and daily prompts to help members plan the next 3 months in their business. It’s one of my favorite things in the Lounge and this most recent wrap call was sooo good I had to share some of the takeaways on the podcast.

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What is Product Positioning?

Simply put, product positioning is deciding how you want the market to think and feel about your product and articulating that in your marketing and messaging. This can also include how you compare to your competitors, but it doesn’t have to.

Essentially, potential customers will think and feel about your product what you tell them to think and feel.

If you want them to see you as a luxury brand, you have to present yourself as a luxury brand. If you want them to see your product as a great gift-giving option, you have to present yourself as a great gift-giving option.

Present Your Product As a Great Gift

It was actually a lounge member mentioning how they never really got holiday sales until they started marketing themselves as a great gift that is the perfect example of this and what prompted me to record this episode.

Up until then her customers were only purchasing her product when they needed it for a specific event. It’s kids’ costumes if you were wondering. But she started positioning her product as a great gift, especially her accessory kits, and she saw an immediate change in her customer’s behavior.

Be Clear About Who & What Your Product is Good For

You’ve probably heard me say before that customers like being told what to do in your marketing, usually in reference to giving them very specific calls to action. Well the same is true here, they want you to tell them exactly what and who your product is good for.

The majority of consumers are overwhelmed and pressed for time… consider super clear messaging as a way for you to help them make a buying decision. You have to lay it out for them as if they were an 8-year-old.

Repackage Your Product for Different Uses

A father and son come on with a product they call storm bag. The material it’s made out of can absorb about 4 gallons of water, which is X times their weight – I can’t remember the exact number. And they created it as a replacement for sandbags that people use during floods to keep water at bay.

While they were talking to the sharks, they casually started mentioning other ways they use the products, one of them is using it in a garden to slowly release water over time to keep the soil moist. They will stay hydrated for about 2 weeks in hot, dry conditions.

As soon as they said that, I said out loud, to absolutely no one, except for maybe my cat Gomez – you need to repackage your product as a gardening item that can water your plants for you.

And once Mark & Lori made their offer – Mark said the same thing.

Same product, same function… repackaged to appeal to a different customer. In this case, one that happens to have a much more universal appeal and bigger market share.

Why It's Okay to Have Multiple Customer Avatars

I know this can be confusing at first because you hear sooo many people say speak to one customer, if you try to be everything to everyone you’ll be nothing to no one, have one customer avatar, be known for one thing, etc.

And all of those things are still true. I’d always rather you do one thing really well in this case speak to one customer, vs. multiple half-ass.

But that doesn’t mean there isn’t a time when it makes sense to present your product in a different way to a different group of people.

How to Position Your Product Differently In the Market

What that looks like for you is going to depend on your business and the product you sell, but since we’re coming up on the biggest gift-giving season of the year, the easiest way to think about this is who would be buying gifts for your perfect end consumer?

If you sell kid things, and you traditionally market to parents… maybe it’s time to market specifically to grandparents. If your perfect end user is a woman or a mom, then you can create messaging that’s targeted to their partners.

Adjust Your Messaging Throughout the Year

And how you position your product can change throughout the year depending on the season. Maybe you have a product, something I can’t think of right now that would be perfect for van or RV life. Maybe that messaging doesn’t make sense in winter, but come the summer it could become the main way you talk about it.

Using eCommerce Badassery as the example. When we do our free training events to marketing the Lounge membership, in the fall we talk about having your best Q4 and at the beginning of the year we talk about having your best year.

How to Present Multiple Marketing Messages in Your Business

Does this mean you have to revamp your entire website, product descriptions and social media content? No. This might look like different messaging and targeting in your paid ads. It could be blog posts you create for SEO to reach these specific groups of people. It might be different PR pitches you make to different publishers throughout the year.

If you’ve ever attended the gift guide pitching workshop that Nora of Wolf Craft does – the replay is the Lounge – she shares a client she worked with who sold a leather tassel, I think maybe it’s a key chain. They found an opportunity to pitch a gift guide for travelers, so they positioned the product as a great way to identify your luggage on the airport carousel.

The average person might not be able to see all the ways your product can be used – that’s part of your job as the CEO and marketer of your business. To present it in a way that makes sense to the person who wants to buy it.

People Buy For Different Reasons

And this is a skill that will serve you beyond just capturing different customer avatars. Sometimes the same general demographic is going to buy for a different reason. Understanding what those reasons are and how to incorporate them into your marketing can go a long way to capture attention and increase conversion.

How to Know What to Say in Your Marketing

If you’ve never sat down to think about this before, I have two free tools to help you do that, the ideal customer workbook and content brainstorm worksheet Both are part of the free resource library that you can access in the eCommerce Badassery vault. If you haven’t signed up for the library yet go to eCommerceBadassery.com/freestuff to get your hands on all those goodies.

And even if you’ve been in business a while and think you already know all that stuff… I promise taking the time to work through these two exercises will unlock new ideas and bring clarity that you didn’t know you were missing. In fact, I recommend you revisit these exercises every 6-12 months depending on how quickly your business is growing because you’re always getting new data, new feedback, and can uncover hidden insights over time.

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Hey, I'm Jessica

I support scrappy female entrepreneurs with actionable steps & strategies to grow and scale the traffic, sales & profit in their eCommerce businesses. 

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