Positioning: Sharpening Your Communications

Positioning. An old Spanish proverb says, "If you don’t know where you’re going, any path will lead you there."

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How do you want to be perceived by your prospects?

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That’s positioning in a nutshell. It’s a theme that should weave it way through all your communications and marketing efforts. It represents who you are in relation to your prospects and your competitors. It’s your product’s reason for being.

Many business professionals experience a "fight or flight" reaction when the subject of positioning comes up. It doesn’t have to be a nightmare if you’ll remember this – you must take the time up-front to position your product or company in the minds of your prospects. If you don’t, they’ll do it for you. And what they come up with might be scary. Try this guide. If you only had one paragraph to describe yourself, what would you want others to know?

Positioning means setting your product or service apart from the competition. And...