5 Tested Techniques to Reposition Your Product Offer and Drive Action
In today's competitive market, it's crucial to grab your audience's attention and compel them to take action. Repositioning your product offer can be a powerful strategy to achieve this goal. In this blog post, we will explore five tested techniques that can help you reposition your product offer and push the right buttons to make people take action. These techniques have been proven effective by our team, and we're excited to share them with you.
Creating a Transformation in the Buyer: One effective way to reposition your product offer is by focusing on the transformation it can bring to the buyer. Instead of simply highlighting the product itself, emphasize the positive change it can bring to the customer's life. For example, if you're selling high-grade sushi, you can reposition it as a way for customers to become home sushi masters, enabling them to experience the joy and satisfaction of creating their own delicious sushi creations.
Solving Real Problems and Frustrations: Identifying and addressing your customers' real problems and frustrations can be a game-changer in repositioning your product offer. By highlighting how your product solves these issues, you create a strong emotional connection with your audience. For instance, if you offer fresh fish delivered to the door, reposition it by addressing the frustration of buying old, bland, supermarket-quality fish and present your product as the solution to this problem.
Translating Features into Meaningful Benefits: Many products boast impressive features, but customers often need help understanding how those features directly benefit them. Translate your product's features into benefits that make sense and resonate with your target audience. For example, if your water bottle comes with a 10-year warranty, reposition it as the only water bottle they'll ever need, guaranteeing their satisfaction for a decade or their money back.
Building Value that Sets You Apart: In a competitive market, it's essential to build value that sets your product apart from the rest. This is particularly important for high average order value (AOV) brands. Highlight unique aspects of your product that add value and make it stand out. For instance, if you sell 100% wool products, reposition them by emphasizing that the wool is sourced locally within the UK, traveling less than 300 hundred miles, and handcrafted by skilled artisans in the community.
Including a Reason to Act Now: Creating a sense of urgency is a powerful technique to prompt action from your audience. Provide a reason for customers to act immediately by incorporating scarcity, time limitations, discounts, exclusivity, or unexpected rewards. This can create a fear of missing out (FOMO) and motivate them to take action swiftly. For example, you can offer limited-time discounts or exclusive deals for a certain period to encourage customers to make a purchase promptly.
Repositioning your product offer is a strategic approach that can significantly impact your audience's perception and drive them to take action. By implementing these five tested techniques, you can create a compelling narrative that resonates with your target market, solves their problems, and generates a sense of urgency. Experiment with these approaches, and remember to monitor and analyze the results to fine-tune your marketing efforts continually. With the right positioning, you can effectively engage your audience and boost conversions for your products or services.
