Tuesday, April 5, 2011

Profitable Positioning

One of the pieces of commercial communication we all have to get good at is the art of positioning ourselves profitably. This is often harder when you are selling intangibles like services and truly challenging when you are positioning yourself.

The key is to manage the process through the three filters of YOU, IT and THEM.

The following diagram explains it:

Start by disclosing a little about you, then become objective and outline the process you use and finally explain how this makes a difference in their world.

Answer the whole question next time you are asked ‘what do you do?’


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