Separating Your Agency from the Pack
One of my primary goals this year with my writing is to go deep into topics that frequently come up in conversations with agency owners. To kick things off, this article is the first in a 7-part series focused on Agency Positioning. Despite your expertise in guiding clients to stand out in the market, many of you find it challenging to effectively differentiate your own agency from competitors. In this initial piece, my objectives are twofold:
Define agency positioning in a straightforward way to aid in crafting your positioning statement, and
Outline the first steps in implementing a positioning strategy that addresses an urgent problem for your client.
Agency Positioning Explained
Popularized by Al Ries and Jack Trout in their bestseller "Positioning: The Battle for Your Mind," the concept of positioning involves identifying and aiming to “own” a marketing niche for a brand, product, or service using strategies such as pricing, packaging, promotions, and distribution. The goal is to create a distinctive impression in the customer’s mind, associating something specific and desirable with your brand that sets it apart from the rest of the marketplace.
In this context, agency positioning is not simply a communications strategy; it is a comprehensive business strategy impacting all major aspects of your firm: marketing, sales, operations, talent, and finance.
Your positioning statement should clearly articulate the customers you serve, the problems you solve, and the services you offer to address those problems. Remember, clients are primarily interested in solutions to their problems. If it's not clear how you can solve their challenges, they're likely to seek help elsewhere.
The Four Pillars of Your Positioning Strategy
You can begin to formulate your positioning strategy by answering four simple questions:
What we do? What specific problem does your agency solve?
Who we do it for? Who are the types of clients you primarily serve?
How we do it? What specific services do you provide to address these problems?
Why we do it? What reasons should clients have to trust and choose your agency over others?
The Problem You Solve
Before exploring the various ways to position your agency, it's important to focus on a step frequently overlooked: identifying the problem you solve for clients. There is a tendency to overemphasize the benefits of your services while not sufficiently communicating an appreciation for client problems. To assist you in identifying a problem that is both common and urgent, consider the following questions:
Are clients aware of their problem? (Yes/No)
Are clients currently paying to solve this problem? (Yes/No)
What are the consequences if the problem doesn't get solved?
Is there a trigger event that prompts clients to seek a solution? (Yes/No)
Do clients typically have a timeline for solving the problem? (Yes/No)
What exactly is the problem you're aiming to solve for your clients?
After reflecting on these questions, you should be able to craft a concise problem statement for your client. Your positioning statement needs to address this problem, as your ideal clients are likely facing similar challenges.
For reference, consider this example of a problem statement for your agency, which, as you will see in a future article, mirrors the inverse of your positioning statement:
We solve [specific problem or challenge] by [specific approach or solution], ensuring [desired outcome or benefit] for our clients. This targeted approach sets us apart in [specific niche], making us the go-to choice for [target audience] seeking [specific solution or result].
Now keep in mind, your problem statement need not be a word-for-word match with this template. It's designed to guide your thought process in articulating how you address a widespread issue for your clients.
Final Thoughts
As we embark on this journey through the 7-part series on Agency Positioning, remember that the essence of effective positioning is to guide the marketing and operating decisions of your business. Each installment will build upon these foundations, equipping you with the insights and tools necessary to distinguish your agency in a crowded market. Stay tuned for the next part, where we will dive deeper into the art of specialization and how you can find your niche.