Create a Message That Filters Out Everyone Except for your True Prospects

Create a Message That Filters Out Everyone Except for your True Prospects

Positioning is a classic concept in marketing. Create a focused message for your brand that gets to the core of what makes you truly different from your competitors. Being different in business is a simple idea that most, if not all, understand. Why do so many companies fail to do it then?

“The most difficult part of positioning is selecting that one specific concept to hang your hat on. Yet you must if you want to cut through the prospect’s wall of indifference.”
― Al Ries, Positioning: The Battle for Your Mind

Successful positioning implies sacrifice from a marketing standpoint. Your goal is no longer to have the longest list of features or a different marketing message for each target audience. You need to choose simplicity over quantity, clarity over complexity…

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