196. The #1 Thing Missing In Your Marketing - POSITIONING Part 1
The Fitness Business Podcast with Erin Dimond and Jordan Dugger
Erin Dimond and Jordan Dugger
4.6 • 667 Ratings
🗓️ 21 January 2021
⏱️ 15 minutes
🧾️ Download transcript
Summary
What is positioning and how can you leverage this concept to grow your business? Positioning refers to the place that a brand occupies in the minds of the customers and how it is distinguished from the products of the competitors and different from the concept of brand awareness. Now with a coaching business, the product is YOU, and your offer. But mostly, YOU. How do prospects view you, and distinguish you as different and unique from the competition? That’s what we’re going to dive into today. So grab a pen, and take notes. Because this is going to be VALUE packed.
Time Stamps:
(0:57) Starting From a Self-Centered Place
(1:50) Definition of Positioning
(6:22) Blair Warren Quote
(10:35) Fears
(11:40) Skepticism
(13:20) Enemies
(14:15) Clubhouse App
(14:45) Next Episode Preview
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Transcript
Click on a timestamp to play from that location
| 0:00.0 | What's up guys? Welcome back to flow state of mind. Aaron and Jordan here. Hope you guys are having a |
| 0:03.6 | fantastic week. Well, this is coming out on Monday, so your week's just starting. But how you doing, |
| 0:08.0 | babe? I'm good. I feel like we haven't sat down and recorded together in a while. It's true. |
| 0:11.5 | You've been making me do all the work lately. It's true, man. This kind of episode is one of those that |
| 0:21.7 | I really recommend you get a pen, you listen to multiple times. There's going to be so much |
| 0:25.6 | practical step-by-step advice in terms of how to position your offer more effectively and how to |
| 0:31.5 | position yourself more effectively. This episode alone could be worth tens of thousands of dollars. |
| 0:36.6 | Yeah. And it's something that early coaches have a hard time wrapping their head around. |
| 0:40.9 | And it's due to one simple reason, we're too caught up in what we know and what we think. |
| 0:47.5 | And we think our product's so awesome so that we talk about benefits, first features. |
| 0:51.9 | And we're essentially, we all start in business from a really self-centered place. And we want to talk about benefits first features and we were essentially we all start in business from a really |
| 0:55.4 | self-centered place and we want to talk about our things and the sooner you can remove yourself |
| 1:00.0 | from that the sooner you learn how to effectively position and take it from jordan and i because |
| 1:05.5 | we just launched our fitness offer and we it hit i mean it hit well enough to have over 500 people apply to |
| 1:14.3 | one-on-one coaching and that's not because we have any secret proprietary oh my god our app is so amazing |
| 1:21.9 | or we do this this way or we have you know just something we, people heard us. We, all the stuff we're |
| 1:29.5 | going to talk about today, it landed with them. So let us teach you how to do that. Yeah, no, that's a |
| 1:33.2 | great point. I like how you said the thing about being too focused on yourself. You might, you often hear, |
| 1:38.2 | well, nobody's wanting to buy my product. And it's because you are, you're too focused on you rather than the person who you're trying to serve. So this idea of positioning, and if you've never heard the word before, just a quick definition, |
| 1:47.0 | definition, it refers to the place that a brand occupies in the minds of a customer |
| 1:52.4 | and how it is distinguished from the products of the competitors and different from the concept |
| 1:56.8 | of brand awareness. So essentially with coaching, you are kind of your brand, right? The product is |
... |
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