Why Positioning is the Key to Your Business' Success
Episode #244 with Kevin Elliott
Overview
Just because you can do everything in your business, doesn’t mean you should. It’s an easy trap to fall into. This is particularly the case when it comes to marketing. Today’s guest explains why you’ll be best served by defining what your position is.
Key Takeaways
Position your business as one that makes a specific kind of video rather than one that serves a specific kind of client. Having a clear position on this will become a large part of your marketing.
It’s okay if you don’t like to do marketing. However, you won’t grow unless you bring aboard someone who does.
About Kevin Elliott
Kevin Elliott is co-founder and lead producer for Wewa Films. He has produced videos all over the country for clients including McDonald's, Gulf County, Florida Tourism, The Children's Advocacy Center, and Florida's Great Northwest.
He lives in Panama City, Florida, with his wife, daughter, and 15 chickens.
Building Your Ideal Business
When you’re first starting out, just getting clients is your priority. Yet, it will help you if you start thinking about who your ideal client is. What kind of work would bring you joy every day? Kevin describes the process for building your company with this in mind.
When figuring out your niche, Kevin recommends focusing on what kind of films you want to make rather than what industries you want to work with. Boil this down to just a few words. Making that the focus of your marketing will attract businesses to you.
Your Role As A Marketer
It’s fine if you want to stick to simply making videos. A lot of clients are after just that. Yet, there are also opportunities in helping your clients market their own businesses. Kevin describes the opportunities for growth in helping clients market the videos you make for them. This is an excellent way for video businesses to expand their services.
By working with clients on their marketing strategy, you offer a service that continues to pay you back. You’ll be a trusted partner in their strategy and they’ll continue to work with you over and over again.
In This Episode
- How producers provide clients with an exceptional experience [6:15]
- How to attract your ideal client through positioning [10:50]
- Kevin’s process for creating heartfelt cinematic videos [23:00]
- Building a business with a marketing strategy in mind [26:35]
- Helping clients discover what they actually want [35:50]
- The importance of having a top-notch website [45:40]
Quotes
“Flip the script and stop asking who will pay you to do video. Instead, ask who do you want to pay you to do video.” [15:14]
“If you try to be everything, you will be nothing. I guarantee you will not grow.” [15:25]
“If you want to make money and be a business, you have to think like every other business. You have to focus. You have to nail down exactly what your business stands for.” [19:33]
Links
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Positioning: The Battle for Your Mind by Al Reis and Jack Trout
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