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How You Stand Out: The Need For Proper Positioning
| Guest post by: Enrico Varella |
Article Overview: Jack Trout and Al Ries – marketing gurus – wrote the definitive book ‘Positioning - Battle of the Minds’ which has become a must-read book for those practising marketing and branding. It can certainly be extended to business leadership.
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Free Download - Mapping Your Week on Monday By Enrico Varella |
How You Stand Out: The Need For Proper Positioning
Jack Trout and Al Ries – marketing gurus – wrote the
definitive book ‘Positioning - Battle of the Minds’ which has become a
must-read book for those practising marketing and branding. It can certainly be
extended to business leadership.
Positioning also shows you how to:
1) Build your strategy around your
competition's weaknesses
2) Reposition a strong competitor and identify
a weak spot (and an opportunity)
3) Use your present business position to
its best advantage
4) Choose the best name for your business
(including product and service)
5) Determine when, and why less is more
6) Analyze recent trends that affect your
positioning
Battles may be won without seeing
your adversaries. War of words can take place off-line as well as online. The
digital domain has become a non-physical, yet honest platform for people to air
their emotions and opinions. Each approach has its consequences and impact, and
these must be considered for we leave our imprint behind.
Writers leave their indelible
print behind. Noam Chomsky writes
about his reaction to global news and questions our over-reaction and premature
celebratory responses. Memoirs are one way of leaving the footprints of your
legacy behind, so that others may walk in them or follow them.
Business Leadership Lessons: How do you earn the hearts and minds of your team and
customers? How does your staff view you in their mind’s eye? What is your
status to them? How alert and aware are you of the impact of your messages on your
clients? How do you lead the head, hearts and hands of clients, customers and
colleagues?
Develop Your Positioning Statements
Your Personal Positioning Statement
Executive Level Positioning
What it Takes to Get More Appointments
Powerful Branding: Death Cigarettes
Branding: Death Cigarettes
Position Yourself As An Expert to Increase Income
How Marketing Can Support Sales
Build Your Business on Authenticity
Lose the Jargon: “What do you do?”
Six steps to choosing the right PR for you
Positioning: The core of corporate communications
So, What Do You Do?
The Startling Secret of Eight-Figure Product Launches That Jeff Walker Never Taught You (Yes, It's Not Found in PLF2)!
Failure of HQ & Sales to Communicate Effectively
The Pull of Positioning
Guerrilla Marketing Yourself
Check Your Brand Positioning in 5 Minutes
Stop Networking!
What's Your Remarkable Point of View... R.POV8?
Article Tags: brand, business leadership, positioning, reputation, trout ries
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About the Author: Enrico Varella RSS for Enrico's articles - Visit Enrico's website Click here to visit Enrico's website   When You Need Help Seek The Experts Business Focus Leading One Thing At A Time Recycling Your Working Cycle Service Over What Makes You Think I Owe You |
Related Forum Posts
Re: What's your top tip for balancing your business and taking t
- Proper Work management meeting your all deadlines....
Re: That First Customer!
- Hey Tristan,
Another thing to consider is to think about how targeted your visitors are. Meaning, are they actually looking for what you have to offer, and if so, are they finding it. Proper keyword research and testing will help you bring in targeted leads from the search engines. I think this will help you get that first customer and keep bringing in more and more customers.
Top 19 Copywriting books
- 1. Ogilvy on Advertising. David Ogilvy. Wiley.
2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner.
3. The New Positioning. Jack Trout. McGraw-Hill.
4. Tested Advertising Methods. John Caples. Prentice-Hall.
5. How to Make your Advertising Make Money. John Caples. Prentice-Hall.
6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin.
7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall.
8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books.
9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall.
10. Romancing the Brand. David Martin. American Management Association.
11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books.
12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books.
13. My Life in Advertising. Claude Hopkins. NTC Business Books.
14. Scientific Advertising. Claude Hopkins. NTC Business Books.
15. How to Become an Advertising Man. James Webb Young. NTC Business Books.
16. The Lasker Story as He Told It. NTC Business Books.
17. Advertising Concept and Copy. George Felton. Prentice Hall.
18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop.
19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley.
This should keep you busy for at least a year.
Enjoy!
Fundraising for school activities such as sports, clubs
- About a month ago, there was a two week time span when I entered my local Walmart, and saw a bunch of kids (with an adult supervisor) stationed outside each door asking for donations for their track team, or their swim team. (Never saw one for a debating or science club, but they may have been out there.)
They weren't selling anything - no cookies, no candybars - just asking for donations.
And I felt sorry for 'em because most people were just walking on by, so I contributed a dollar each time.
But it got me to thinking.... was this really good training for the younger generation? Stand outside stores 'guilting' people into contributing to their wants, but without giving anything in return (ie those cookies or candybars.)
And usually every weekend I drive by people standing by the side of the road holding up signs advertising car washes, again presumably sponsored by an organization in order to earn money.
And I remember reading somewhere that these types of events rarely do make money. (Especially when any signs pointing people to them are usually so small and illegible that drivers can't even read them and drive on by in frustration...)
What activities can kids do to earn money for their school, that isn't equivalent to begging? Moving lawns, dog walking... what? Should they form an entrepreneurial group and do something that way?
Share this article with your friends. Fund someone's dream.
Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.
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