Position Your Business With Storytelling

There are several ways to position your business in a crowded market. Without a position, you are competing with 800 lb. marketers with entrenched positions.

I see this often when a person asks for a copy critique. Many times their workout program or weight loss system, for example, offers nothing new or unique, thus there is no reason to switch from an established product in the niche.

Their copy might have problems. But the bigger problem is they are trying to build a house on a lousy foundation.

Storytelling is one way to create a profitable position. A brand that established a beachhead with this method in the crowded tea category is 52 Teas. After some initial success, they stalled a bit, and now have new managers re-invigorating the brand.

Their hook is they create a brand new tea every week, often from customer suggestions.

52Teas

One advantage of this approach is it makes publicity easier. It’s also simple for fans and followers to get behind the brand. The “story angle” is already there — all they have to do is post, blog, and tweet about it, which they will if they like the product and the hook.

Sometimes product owners hesitate to niche their product because they are greedy. “This is a great product for EVERYBODY,” they say. Really they are just afraid to lose ANY sale. In the process they appeal to no one, and what happens? They lose sales.

Can you have more than one niche? Yes, but your copy and funnels should only appeal to one market segment at a time.

Unless you have several billion dollars. Then do what you want.