Many people realize that they need to reach their chosen target group, while others think that a good slogan is enough in itself. But there are still many who do not position themselves in the market. That is because they do not know what - why they should, but most of all, they do not know the know-how.
Let us take an example. You want to start a mobile phone business. It would be one of the thousands of similar businesses in the country. If your advertisements and leaflets are about "a wide selection and variety of phones of good quality, with warranty, accessories and parts sales and service guaranteed", then you will not be distinguished from the similar ads of other stores. New customers will make only one distinction, based on prices. If your products are cheaper than those of the others, they will shop at your business.
Let us say you sell cell phones only to businesses, or only to business people, or only to busy people.
Or – regarding services - if you are dealing with website development, you can specialize in creating websites for NGOs only, schools only, shops only etc.
Why is this kind of approach beneficial? Because instead of being just like the rest, you can an expert in the language that your target group speaks. It is easier for you to advertise this way because you do not have to reach everyone, and it is also more effective, because the target audience will know you by your ads. Here not only the price will matter, but the feeling of "Finally, someone who has got what I need!".
In this case, you specialize in a sub-area within a large one - such as mobile phones. Staying with the cell phone example, you can specialize in services, phone cases, smartphones or simpler phones (which are sufficient for people who only want to make phone calls), etc. The key is becoming an expert in one area.
For example, a language teaching company may position itself according to point 1 (being different in the area) such as language courses for seniors above 50, and it can be called "We teach you to speak" or "We teach you grammar" by point 2 (become an expert in a sub-area).
If you are a website designer, you can choose an area to become an expert in, for example designing banners only. Within that, you can provide many services: design education for beginners, professionals, design for small companies, multinationals, individuals, etc.
Combining the previous two ways will help you specify the target group in a narrow sub-area of a large area. For example, in the area of dietetics, you can say that you only give diet advice only those who are overweight.
Here you should be careful though, as it can easily result in overcapacity, which means the market you aim at may become too small. Avoid starting from a very large area, a large market and leave your positioning as the "escape route". For example, if your message is "a workout plan for overweight dieters" then anyone is a target who thinks they are overweight, whether they want to lose 10 or 60 pounds, they can respond the call.
That’s why it is worth focusing on positioning instead of demographics (age, location, etc.), as this will bring together who think in a similar way.
However, there is one big pitfall to these positioning attempts: they can smell like textbooks. Positioning must be something that people can remember easily, something that can stay in their heads for quite long and sends a clear message to them. The idea that immediately reaches the target group, touches one as a customer for some reason, and easily comes to fruition.