Several years ago Al Ries and Jack Trout, owners of a New York
advertising agency, authored the book Positioning: The Battle For
Your Mind. They explained that a company must create a position
in the prospect�s mind. A position that takes into consideration not
only a company�s own strengths and weaknesses, but those of its
competitors as well.
Once this �positioning� has been accomplished, continual and
consistent advertising, marketing, and promotion must be maintained
to hold the position. Although positioning is done at the highest
levels on Madison Avenue, it can be modeled and duplicated by your
company ... regardless of its present size.
can begin by asking four questions:
1) Does my
product or service offer a benefit to my audience that they really
2) Is it a
3) Does it
separate me from the competition?
4) Is it
unique and/or difficult to copy?
Once you�re satisfied with your answers, write down in a few
paragraphs your company�s goals � essentially you must know who you
are, where you are going, and how you�ll get there. Your goals
should incorporate your marketing, creative, and media plans.
This includes objectives, priorities, monitoring methods, what
you�ve learned about your key customers and your competition; plus
the present probabilities and realities of your marketplace.
What�s your unique selling proposition? It will dictate your message
and identity, that is, what your advertising is going to say.
This determines where you are going to spend your cash and trade
rest is up to you. The key to success is not just the knowledge of
how or what to do, but in the doing � taking action.