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The Pull of Positioning
| Guest post by: Ian Berry |
Article Overview: What areas of your broad expertise do you specialise in? Are your specialisations unique, different, or better than other people who operate in the same broad space? If you can answer yes to these questions you have positioning. If not, do your work because positioning is the best way I know to pull rather than push in our businesses.
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Free Download - Change management is an oxymoron By Ian Berry |
The Pull of Positioning
© Ian Berry. All rights reserved.
An adage of 20th century marketing and selling was - the preferred
lead is the referred lead. In the 21st century obtaining referrals
is a still a good way to grow your business, however a person to person
recommendation is much more powerful.
Recommendations about your work on LinkedIn and other places are useful
however when someone who trusts you recommends you to someone who trusts
them, person to person, this is far more powerful way to grow your
business.
People are more likely to recommend us person to person when we hold a
position in our market that is specialised and when our specialisation
fits a need or want for the person we are being recommended to.
My expertise is in the broad field of change leadership and management.
There are lots of very good people who work in this field. What sets me
apart is my specialisations of changing what’s normal for the good of
people, our planet, and for profit; change where everyone can win (the
technical term is creating shared value or CSV); and change people can
actually believe in and make happen. Very few people specialise as I do
and therefore I have positioning.
What areas of your broad expertise do you specialise in?
Are your specialisations unique, different, or better than other people
who operate in the same broad space?
If you can answer yes to these questions you have positioning. If not,
do your work because positioning is the best way I know to pull rather
than push in our businesses.
Be the difference you want to see in the world
Ian
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Article Tags: Postioning Differentiation
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About the Author: Ian Berry RSS for Ian's articles - Visit Ian's website My specialisations are:
A sparkenation is a word I created to denote: a spark that ignites passion that leads to action that changes what’s normal. You can check out my books outline, download 3 sparkenations with my compliments, or purchase here. Click here to visit Ian's website   Is candor the new competitive edge Profit is not a reason for being in business The Leadership of Giving The spirit of the 21st century is partly about laying to rest the ghosts of the 20th century A pathway to possibility Part One |
Related Forum Posts
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!
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