Positioning: How to take Market Share by Creating Fear and Doubt

Up against a dominant company or product? You can take market share from it with Perceptual Positioning.

  Buyers usually rank products and service vendors. One way to move up in ranking is to create fear and doubt about your competition. How? Find their weakness in the minds of buyers. It may be small, but it's there. Look for a problem it causes buyers. It may be physical or mental.

  Start your ads by hitting this problem. Create a fear response. Then offer your product: same high quality, but without the problems. Look for niches you can create, then claim the #1 position. Don't give up. Positioning takes time.

You've developed a new widget. What do you do? If you're like most businesses, you tell customers about the remarkable features of your widget. But is that the best strategy?

 Often it isn't. When you are fighting for market share, especially against a dominant company or product, a different strategy may lead to better results. That strategy is "perceptual positioning." It's a key part of a good Psychological Marketing Strategy.

Read the entire article here.