Focus and Positioning in Marketing Your Firm
In the classic Selling the Invisible, Harry Beckwith talks about focus and positioning as a cornerstone of marketing. Quoting Positioning: The Battle for Your Mind by Al Ries and Jack Trout:
- You must position yourself in your prospect’s mind.
- Your position should be singular: one simple message.
- Your position must set you apart from your competitors.
- You must sacrifice: You cannot be all things to all people; you must focus on one thing.
Harry talks about Domino’s campaign ‘30 Minutes or It’s On Us’ in ad after ad after ad. When asked about the secret of his success, Tom Monaghan the president of Domino’s answers “A fanatical focus on doing one thing well.” Harry says “Stand for one distinctive thing that will give you a competitive advantage.”
That’s good advice. Here is an advertising commercial that uses this fanatical focus on doing one thing well. It’s from Captain Hooke Silver, a pirate lawyer who specializes in suing ninjas. He does multiple areas of law as long as the defendant is a ninja, covering ninja attacks and kicklash among others. Captain Silver, really doesn’t like ninjas. His logo is getting ye ‘The Booty Ye Deserve’. Thanks to Virginia Law Blog for the link.
