The Power Of Positioning

What’s your position in the marketplace?  Have you ever thought about it?

Simply put, positioning is how your clients and customers defines you in relation to your competitors.

“That sounds a lot like a USP, your unique service position,” you might be saying.

Yes and no.  USP is part of what makes up your positioning, to be sure.  Ultimately, positioning transcends USP.  Positioning is not just what makes you different, but where you stand relative to everyone else.

Easy (though extreme) example: are you in the slush pile, or are you Stephen King?

Another: Are you a novice, or an expert?

Why is positioning important?  Simple: the better you position yourself, the easier it will be to find clients, raise your fees, increase your income, and grow your business.  Stephen King can buy more cookies than the guy in the slush pile.  Experts make more than novices.

Quite simply, positioning = power.  Where do you fall on the continuum?

It might be a scary question to think about, because it can push those “am I good enough?” buttons.  But positioning also equals perception.  And that’s where it gets pretty darn cool.

You may not be Stephen King, but you CAN take steps to position yourself how you choose.  Remember: your marketing is under your control.  You get to paint your own picture.

Notice, too, that visibility is inherent in positioning.  How easy are you to find?  How visible are you in the marketplace?  Again, your visibility is, to a great extent, under your control.

Next time, I’ll share some proven strategies you can use to position yourself as an expert.  These are the same used by the big guys.

And remember: send me your questions or leave them in the comments!

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