Positioning is a marketing term that is deceptively important. Positioning basically means describing what your business offers, how you do it, or who you serve in relation to others offering a similar product or service in your market. You can do it in at least two ways: By positioning …
Positioning
Getting specific on who you serve (and why)
It's no secret that I love almost anything made by Patagonia. Firstly, the product quality is just great. The things I own have endured over the years and they even fix things when they wear out, at no cost. I also love that they are advocates for the environment. The CEO is famous for saying …
How to create your own reputation
Your company's "brand" is what people say about your business when you're not around. It's your reputation. In most cases your company's brand or reputation is based on: What people think about your space. What people experience about your space. What people are told about your space …
I just bought a $479 ebook
Could your members move to your competition and get the same level of service from them? If so, you have a problem. And the problem gets bigger as your space grows if you don't fix it. The problem is commoditization. When you are easily replaced, you become a commodity. The more you become …
4 steps to defining what makes your coworking space unique
In the last article, I talked about making yourself a "Category of One". In other words, it means knowing your uniqueness, delivering on it relentlessly, and using that message consistently in your marketing. How do you find your uniqueness? Allow me to walk you through the process. Step 1: …
These people are the best marketers of your coworking space
I get paid to consult and advise coworking spaces on their marketing. And over the years, I've gotten reasonably good at it! But whether I'm advising on or running the marketing for a coworking space, there's always one universal truth that needs to be known. The truth is that the best …
Gain Media Coverage for Your Coworking Space Using This Simple Strategy
A significant part of running a coworking space is getting exposure for your brand. It's not always easy, but it's an essential part of a coworking space marketing plan. One of the best ways to do this is to get featured in a media publication. If you run a differentiated or niche coworking …
Should You Niche Your Coworking Space?
If you've spent any amount of time on this website, you'll know that I believe in differentiation. In my mind, it's the only way to stand out in a competitive market. But how far should we take the idea of niching, especially when it comes to coworking spaces? Will it limit your business …
How to Make Your Coworking Space Stand Out in a Competitive Market
As more and more employees are becoming freelancers, contractors, and small business owners around the world, there's a growing need to accommodate the changing way people are working. It's a fascinating time in history and coworking and shared offices are growing exponentially because of these …