One of the most profound statements fabricated on the subject of positioning comes from Louis Carroll’s, Alice In Wonderland. When Alice asks the Cheshire Cat which path to booty, he responds, “If you don’t affliction where you’re going, it doesn’t accomplish a aberration which path you booty.”
Your positioning statement is the foundation on which all communications activities are based upon. It is the most big marketing practice, and generally the most overlooked. Without clearly defined messages and positioning, promotion efforts are fruitless.
From a management perspective, positioning is the cornerstone of an able communications aim. A able-bodied-crafted positioning statement defines your company’s direction. A positioning statement expresses how you ambition to be perceived. It is the core message you appetite to deliver in every medium. The aim of this is creating clarity, consistency, and continuity in the road your alignment speaks to the marketplace. This makes all forms of communications less circuitous and easier to administer.
Once established your company should actively apply its advanced positioning statement to all communications (internal and foreigner) – from marketing collateral to sales material, Interlacing sites to press releases. This means that if communications accomplish not abutment the sought-after positioning or accomplish not accommodate, be resonant, inscription or amplify the positioning statement and answer messages, they are off strategy. This positioning action should be repeated as marketplace conditions crave, semi-annually is customary.
An able positioning statement answers seven chief questions:
who you are
what bag you’re in
for whom (what bodies accomplish you serve)
what’s needed by the marketplace you serve
against whom accomplish you compete
what’s altered about your bag
what altered statement is derived from your product or services
Anticipate of positioning as the perception your target audience has of your product. You accept total ascendancy over this element of your marketing efforts, and it is critical to how you advance the rest of your aim. Planning your services positioning must involve captivating into consideration such issues as the competition and how their services and products are perceived, the needs and desires of your target audience, and the element of mystique or stagecraft that your product or service naturally has about it.
In crowded markets, it is actual big to position your company and products appropriately. Anticipate about the 3000 messages your audience is bombarded with every day! In adjustment to stand out, your product has to accept a ablaze position in your audience’s apperception.
About the author:
Kelly K. ONeil, Chief Strategy Officer, UpLevel Strategies Bag & Marketing guru Kelly ONeil is passionate about helping entrepreneurs succeed in bag buttoned up her Bag Mastery Accomplishment System. She is the advance author of Visionary Women Inspiring the Apple: 12 Paths to Personal Adeptness (Skyward, 2005) and is writing her second book Guerilla Bag Strategy with mega-marketing adeptness Jay Conrad Levinson. Kellys company received several awards for her exceptional assignment including the PR Compass award for a-1 Public Relations, The ADDY Award for Branding and recently received the Purple Cow Award acknowledging her company as one of the Most Innovative Companies in America by ace-selling author Seth Godin. For added advice, or to subscribe to O’Neil’s Arrive! E-newsletter filled with countless tips and resources for creating added profit in your bag, appointment . Please contact UpLevel Strategies at (408) 615-8150 for a Complimentary 30 Minute Strategy Session.
Originall posted November 20, 2012