Harnessing the Power of Positioning

This year’s Limitless Summer Series is officially underway – and boy, did it start off with a bang! 

As part of the Advisor Growth Revolution, Robert J. Sofia of Snappy Kraken and Tina Powell of Intention.ly joined me last Tuesday for a conversation about positioning – a squishy concept we turned into concrete and actionable guidance over the course of a very powerful hour.

Tina and Robert didn’t waste any time getting down to the valuable, practical steps advisors can use to understand, define, and improve the way they position their firms to accelerate success. It was tough to narrow it down to three, but these are my top takeaways from the event:

Your positioning needs to include both you and your customer. Effective positioning requires you to get crystal clear about your ideal client – not just where they live or how much money they have, but their wants, needs, desires, anxieties and aspirations, along with the value you deliver to these people specifically. Their needs and your value must be inextricably linked in order to develop a position in the market that resonates with the individuals you want to serve.

Your positioning should repel as well as attract. When you establish positioning that speaks to your audience, it will also make it clear to those not in your ideal client profile, or ICP, that you aren’t the right fit for them – and that’s okay. That’s great, because it means neither of you will waste time and effort trying to make a working relationship succeed.

Your positioning can’t be diluted. Once you’ve done the work of establishing your positioning, don’t apologize for it, don’t water it down, don’t make it less than. Own the space you’ve carved out for yourself and your firm. Build your story around it.

If you missed the first event of the series, you still have time to join us for the next three. When you do, you’ll also receive all four recordings at the end of the month – that’s a completely free four-hour masterclass from some of the industry’s most innovative and insightful thought leaders.

Coming up:

Megan (Meg) Carpenter & Samantha Russell on Packaging: How to Package Your Message & Lean into Channels that Play to Your Strengths

August 15th | 12:30 pm MT

Michael Kitces on Process: Reimagine the Client Lifecycle to Drive Growth, Profits & Personal Success

August 22nd | 12:30 pm MT

Angie Herbers & Penny Phillips on People: Turning People into a Growth Accelerator: a Modern Model for Attracting, Retaining & Growing Talent

August 29th | 12:30 pm MT

(I suggest you take Tina’s wise advice and have a notepad and pen ready, because the value comes fast and furious during these conversations!). Hope to see you there!

To a no limits Summer!

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