Positioning Is What
Sets You Apart And
Makes You Memorable

Clearly defined and articulated positioning is the cornerstone of successful marketing. Packaging is the way you make it tangible for your customers and prospects.

Marketing tools and promotion won't help you much if you can't articulate who you want to help and what you want to help them get done. And until you're able to package that message clearly in a way that grabs attention and communicates value to your prospective clients you'll have a hard time building your business like you want.

It's all about clarifying exactly what it is you're marketing and selling and to whom. Then it's about putting it together in words and an identity package to share with those who might need it.

Positioning Comes First

What do you do that differentiates you from the crowd of other alternatives your prospective clients have to choose from? Be as specific as you can when developing your own strategy. How do you want your target market to see you and describe you as compared to the competition? How do you want them to identify your business?

Packaging Makes It Tangible

Items such as your logo, business card, letterhead, a brochure and a web site are all part of your business identity package. Too many small businesses start here without spending any time to define their positioning. People don't buy from a logo, but what the logo is about and what the company behind it can do for them.

Just as important as these physical packaging items is your presentation in how you answer the phone, respond to emails, and answer that most asked question, "What do you do?"

Positioning And Packaging Needs To Come Before The How-To's

And what about pricing your products and services you say? After all, that's part of your packaging strategy too. Pricing is such a big topic onto itself. We won't be going into detail on this site.

Robert Middleton has a chapter on pricing in his manual. But the best advice I can give you is to check out

Make Your Price Sell!

Dr. Ken Evoy will give you all the information you need on how to set the best price for your products/services.

Positioning And Packaging Clarify The Benefits You Offer

The more successfully you're able to articulate why anyone should be interested in what you have to offer and communicate your message clearly, the more you're going to win versus your competition.

For more help on positioning your small business, check out Positioning: The Battle for Your Mind by Al Ries and Jack Trout. This classic read on marketing gets right down to how to create your position in the customer's mind. When you nail this for your business, suddenly all of your marketing becomes easier and more productive.

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