Position Yourself As the Expert: Focus Your Message

By Michael DeLon

To position yourself as the expert, you must Focus Your Message.

This is where many people fail in marketing. They have a message that's all over the board. Nobody knows who they are or what they do. When you focus your message, you set yourself up to be known for something. Let's go back to our example of Federal Express.

Federal Express is known for overnight delivery. That's where they hung their hat. That is the nail that they have driven into our minds over and over and over again. Federal Express now provides a variety of services including three and four day shipping, but they got here by focusing their message.

Federal Express owns the word "overnight." That's what made them successful. It was a marketing strategy where they focused their message and eliminated everything else. They were not trying to be an international courier, they were not trying to be a four-day delivery service; they were an overnight delivery service of small packages. When you needed your package delivered overnight you thought Federal Express.

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Theirs was a focused message and that's really what you need to do in your marketing as well. You need to focus your message. You need to be very clear about your message. You need to be as specific as you possibly can be.

You need to be willing to sacrifice everything else to focus your message on what it is that you do so that you will become known for that. When you're known for something like that you immediately become the expert in that and you will more easily position yourself as the expert. When you can do that consistently you're going to gain many more clients just like Federal Express has done.

Remember, Federal Express did not come into the market and say, "Hey, we're the overnight guys," by running two or three ads. No, they've been hammering that message for decades and we now we know them as the overnight delivery company.

Positioning yourself as an expert is not an overnight proposition. It is a long-term battle. You're going to be investing in marketing long-term regardless. Why not do it the right way? Focus your message, be known for something, be clear, be specific.

You can't be all things to all people. You have to give up to go up. In marketing, less is more. This is what we call the message to market match. You have to understand your market-what we just talked about, which was defining your target market. You have to understand who they are. You have to make sure that your position is right, and then you have to focus your message and you have to pound that message into their mind over and over and over again through a variety of media, through a variety of methods.

Focus your message so that you are known for something.

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