Pure Positioning: Elevate Your Business with Strategic Marketing

2. Congratulations! You’re building your business, putting yourself out there online and getting everything done to take your business to the next level. And you’re ready to stop chasing every potential client out there who may or may not move forward with your offer. I know it’s been a challenging process so far, but we’re about to make it so much easier. We’re about to scale you up to “Pure Positioning” so you become thego-to-authority on your “One Thing”. And best of all, you’re about to shift away from selling your time and hunting customers down to having them pursue you for the true value of your unique transformation.

3. How to use this template First of all, I want you to forget about what you think is important around what you offer. As you go through this template, let the conversations your ideal customers are already having speak louder than the conversations going on inside your head. Take as much time as you need and write down everything that comes to mind. You’re about to do some heavy lifting and a little market research, so hang in there. Once you’re done, put it aside for two days. When you come back you can tweak, edit, revise and re-shape it to get it where you want it. This template is structured to help you shake off the fuzzy, unclear and uncertain ideas you have about the transformation you provide. You’re more than welcome to play with the framework, but please wait until you get your first draft down. I really want you to focus on creating a process that attracts and converts your ideal clients.

4. 1 ONE PERSON The worst thing you can do is to try to be all things to all people. Yes you’re a multi-talented entrepreneur, but if you market yourself this way you’ll only confuse people. Your ideal customers won’t think that what you do is for them. Think about your favorite client, or someone you’d love to work with. Do you have a really profitable client who you dream of getting 5 more just like? This is the one person you serve. When you get this right, you’ll know exactly who your ideal customer is. PLUS, you’ll know exactly where to find them so you can focus your marketing efforts and save time and money. Let’s say your favorite client is Sue, a 52-year-old divorced woman who lives in San Diego with her teenage son and works at CBS Radio…

5. 2 ONE PROBLEM What is Sue’s one pressing problem? When you can articulate the problem your ideal customers have better than they can, they’ll automatically perceive that you have their solution. You have to communicate to Sue that you understand exactly what she’s feeling and the pain points she has. Sue has to get, on an emotional level, that you can genuinely help. I’m so excited for you! When you really get this, you will be able to draw your ideal customers in to your marketing message because you will speak directly to their pain points. PLUS, you’ll know exactly what to say to convert them. Now let’s get Sue from point A to point Z – your total transformation.

6. 3 ONE SOLUTION What is the one solution you have for Sue? Let Sue know your special blend of talents, what you’ve overcome or experienced that’s similar to what she’s feeling. Briefly describe what you do, and your WHY. Communicate what makes you truly unique to solve their problems. Explain how it is that you identify so well with Sue’s feelings. When you really get this, your ideal customers will actually seek you out and you’ll be laser-focused on where you should be spending your time. You’ll know exactly what offers your ideal customers will find irresistible. You’ll officially toss out the window trying to be all things to all people.

7. Here’s an example: So now that you’re clear on your “One Thing”, it’s time to pull it all together. Here’s an example using Sample Sue as an ideal customer for a new CrossFit gym.

8. Sample Sue • Skews male and female • Age 50-65 • Dual HH income: $150,000 • Suburban • Vice president, Local Commerce Operations • Worked at the same company for 8 years • Divorced with one child • Enjoys spin classes and yoga

9. Staying vibrant and fit, living a long and active life • Losing 20 pounds and keeping it off • Managing her blood pressure without taking drugs • Finding a workout that challenges her at her level • Staying motivated and inspired to workout • Needs a real solution to losing weight • Wants classes that fit with her schedule • I’m intimidated by CrossFit • Getting to the gym may be hard for me • I’m not sure I can afford it • I’ve tried other programs without any results • I don’t want to get hurt or have trainers who yell at me

10. “I love high intensity training and wonder why there’s not something for baby boomers.” “I don’t want to work out with millenials.” “I’ve tried dieting but always gain the weight right back.” ‘I already take spin classes, but this looks like it might be a good add-on.” “I don’t want to take drugs for my blood sugar.” “My husband is at a point where he really needs to do something about his health.” “I want to try CrossFit but I’m afraid the trainers will yell at me.”

11. Make the workouts varied and scalable • Reassure her that CrossFit is safe, fun and exhilarating • Give her a low-cost way to try out our gym • Show her actual results with weight loss + bp • A kinder, gentler CrossFit for adults 40+ We give you an ultimate workout experience that inspires you to form a new relationship with your own fitness, combining CrossFit with yoga and pilates movements so that your muscles and joints are well-conditioned for the highest levels of intensity training.

12. Over to you! Use the blank template to create your “One Thing”