Here’s a short story about Arnold Swarzenigger.
People think that Arnold was somehow famous overnight and he just “landed on his feet” but that’s not the case at all.
Arnold moved to the US in 1968, couldn’t speak a word of English, became a world champion bodybuilder and then an iconic movie star, but what people don’t know is that when Arnold landed his first movie role he was already very successful in business.
When he was 21 Arnold started his first business in the Hollywood Hills when he noticed a demand for bricklayers around the high-end homes, and he also noticed the “keeping up with the Jones,” mentality, so he formed his own bricklaying company with his bodybuilding friends and demand for his company skyrocketed.
His business wasn’t much different from the other bricklaying companies around YET they couldn’t get the same high paying gigs that Arnold got.
Now, there was nothing special about what Arnold’s business did. They did the exact same work as many other bricklaying businesses…
BUT …
HE STILL CHARGED MORE.
AND…
… PEOPLE WERE WILLING TO PAY!
What’s the difference between a personal trainer and a celebrity personal trainer?
The answer… Positioning.
Now, more than ever as more and more businesses pop up, having a damn good position is more important than ever.
It’s no longer enough to just launch a product and hope for the best.
If you are a business owner, if you are not thinking about positioning your business then you’re just waiting for your competitors to sweep in like a thief in the night and steal away your business, so here’s a quick, easy way to establish a fast positioning statement in your market..
STAND OUT. STAND FOR SOMETHING. OR SOMEONE.
Arnold’s Bricklaying business stood out because he positioned the business as a European Bricklaying Company full of large muscle bound men laying bricks in and around a neighborhood that needed their services. That’s an image that stands out!
He also targeted those who truly believe HIGH VALUE = HIGH QUALITY and those who wanted the bragging rights associated with using such a high priced company.
Positioning is super powerful. Stand for something. Mean something to your target audience. Don’t try and appeal to everyone. Work on appealing to your target market.
