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

Position is a passive noun, not an active verb

We all want to position ourselves as the market leader. You can’t position yourself as the leader for a simple reason, ‘no company can position itself as anything.’ You can focus your efforts and your message, which sometimes can influence your position. But position is a place, and someone else puts you there: your prospects. Your prospect will take what information he/she knows about your company and position you accordingly. Position is a passive noun: it’s something... Read More

3 steps to attract leads and boost sales

Here are three steps to attracting more of the clients you want: 1. Create a powerful message that appeals to your ideal clients This could also be thought of as your Unique Selling Proposition (or USP).   So what exactly is that? Basically it’s the solution you provide presented from your ideal client’s viewpoint. In addition to attracting your ideal clients, you’ll also notice this approach will position you as an expert, and people would much rather do business... Read More