Developing your positioning statement

Here is an exercise we perform with new clients, in order to generate a positioning statement which becomes central to all their marketing messaging. You will establish your positioning statement by answering the following seven questions: Who: Who are you? What: What business are you in? For whom: What sectors do you serve? What need: What are the special needs of the sectors you serve? Against whom: With whom are you competing? What’s different: What makes you different from... Read More

Narrowing the gap between your position and your positioning statement

A positioning statement describes what you want to the world to think. A statement of position, by contrast, admits the truth. Getting your prospects to move from how they see you – your position – to how you want to be perceived – the perception captured in your positioning statement – may require a huge push. And the wider the gap between your position and your statement, the stronger you must push. If the gap between your position and your positioning statement is too... Read More