Jack Trout and Positioning

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Jack Trout and Positioning

You have met Vilfredo and John.

Now Jack…and this guy is real…very real.

His full name is Jack Trout. You may have heard of

him.

He writes books (bloody good business ones).

I’ll tell you my personal fav of his soon, but when

you meet Jack, he will introduce you to his circle

of friends.

Dan Kennedy

Gary Halbert

Claude Hopkins

…the list goes on and on….

You need to read, read and then read some more.

If you want to get in better shape, you would alter

your diet right?

Well, feeding your mind is just as important, if not more

so.

My fave book of Jack Trout’s is

Differentiate or Die: Survival in Our Era of Killer Competition

With so many people trying to make a living in this online

game these days, this is damn good advice.

Which brings me onto…..

Positioning.

What it is and why should you care?

Firstly, do yourself a massive favor and pick up

the old classic, ‘Positioning: The Battle for Your

Mind’ by Al Ries and Jack Trout.

Along with Robert Cialdini’s Influence, Positioning

should be required reading for every serious marketer.

Also pick up ‘Blue Ocean Strategy’ by W. Chan Kim

and Renée Mauborgne.

Those three are some of the best business books

ever written.

Back to positioning…

Positioning is the “perception” that happens in

the minds of your target audience.

The story they tell themselves.

It allows you to differentiate your product or

service from that of your competitors.

The essence of “positioning” is to render the

competition IR-REL-E-VANT.

You should use positioning to:

1. laser-focus in on your ideal target audience.

2. filter out who you DON’T want.

3. differentiate yourself from everyone else.

In today’s me-too marketplace “positioning” is

how you win.

This is how savvy marketers and brands are carving

out a piece of the pie which THEY THEN OWN.

The online marketplace is already competitive.

Make no mistake of that.

This is WHY differentiating yourself is THE

ONLY way to succeed in today’s competitive world.

To add more pressure, the barrier to entry for

someone wanting to start an online business is

really low.

Meaning … pretty much anyone in their bedroom

essentially become your competitor.

Why should customers choose you over your

competitors?

If you’re not differentiating yourself you’re

going to have a hard time getting any real

traction.

For this reason you need a compelling differentiator.

If you think it’s competitive online now, you

ain’t seen nothing yet.

It’s dog-eat-dog already. But it’ll get worse.

Much worse.

This is WHY creating an accurate profile of

your target customer is essential.

Adam “positioning Payne

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