Mindvalley is the world’s most powerful life transformation platform, with a global community of changemakers. We can learn a lot from its marketing strategy, like how it positions itself against the competition.
Many brands nowadays will simply copy what their competition is doing.
New product feature? Let’s add it to the list.
New influencer partnership? Let’s find someone similar.
This makes it hard to stand out from the crowd. It’s an exhausting cycle. There’s a way out. But it implies the courage to be disruptive and go against the status quo.
There are two ways to position a brand: about and versus.
In the ‘about’ approach, we promote our brand’s features and, occasionally, its benefits to target customers. The versus position is one in which we make it clear what we stand for to customers by highlighting the differences between ourselves and others.
In this case, Mindvalley is making its annual subscription more affordable, at a moment when most are increasing prices.
What is positioning?
- Positioning in marketing refers to the strategy of establishing a distinct identity or image for a product or brand in the mind of the target audience.
- This concept is crucial as it differentiates a product from its competitors and influences how potential customers perceive and interact with the brand.
- Effective positioning can significantly impact consumer preference and loyalty, making it a foundational strategy in marketing.
Learn more on positioning
“…companies are focused on building products rather than brands. A product is something made in a factory. A brand is something made in the mind. To be successful today, you have to build brands, not products. And you build brands by using positioning strategies, starting with a good name.”
“Positioning: The Battle for Your Mind,” Trout and Ries
These are the pioneers who first introduced the concept of positioning in the marketing world. In their 1981 book “Positioning: The Battle for Your Mind,” Trout and Ries discuss how positioning involves placing a brand in a potential customer’s mind over and against competitors based on specific attributes or associations. They emphasize the overcrowded marketplace and the importance of being noticed through unique positioning.
Want to learn email copywriting?
Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.
Are you a course creator?
Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.
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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.
The best part? It’s not about the sale.
Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.